5 Simple UX Tips for Conversion-Hungry E-Commerce Entrepreneurs

By Nathan Resnick,
business.com writer
Jun 02, 2017
Image Credit: Jirapong Manustrong/Shutterstock

How to create a positive user experience for your customers.

So you’ve laid down the groundwork and your online business is finally seeing some traffic from global consumers. This is obviously a step in the right direction for a thriving business, but what good is Web traffic without sales?

So many businesses – especially those that rely solely on e-commerce to profit – spend all their time and energy on marketing. While online advertising and actual field marketing are essential for a successful business, keep in mind that a seamless user experience is what moves your consumers from the product page to the checkout section.

How many times have you browsed an online shopping platform where you couldn’t distinguish one item from dangerously similar other? This is a serious issue for many tech companies with subtle differences in their products, and could be the ultimate deciding factor when making a sale or acquiring a loyal customer.

Additionally, don’t think you’re all set just because you’ve organized your product page a bit. That next step, the transaction, should be the most important of all. So many sites fail to acknowledge the importance of mindlessness from the user’s perspective and loose points on perhaps the simplest step to design.

Below are five simple UX tips for conversion-hungry e-commerce entrepreneurs like you:

1) Product Titles & Descriptions

As briefly mentioned above, a major concern for any online store is having clear product titles and descriptions to avoid confusion or accidentally ordering the wrong item. Bold, simple titles are preferred with product descriptions available after the product is selected.

For further user convenience, consider implicating a product comparison page within your site. This example by FRESHeTECH displays product specifications side-by-side including prices, sizes and technical details to enable your customers to make an educated purchase.

2) Clean It Up

Think of your product page layout as a physical storefront: what does a consumer require from this page to be engaged and informed? Keep the technical jargon hidden this main page for aesthetics’ sake until the user has demonstrated interest in a particular product.

The focus here should be a strategically organized layout with little or nothing more than a detailed image, bold title and price. Additionally, let the products be the design here. Anything additional, including wacky plug-ins or design features, will only distract the buyer from their ultimate goal.

If you feel the need to incorporate product specs into the main product page, do so by using dropdown tabs or other tools to keep the word clutter hidden at first glance.

Additionally, give your shoppers the option to filter your product page to enable a more focused shopping experience. Fewer items on a page requires less work from the consumer and an ultimately a cleaner layout.

3) Visual Aids

While this may sound obvious for any up-and-coming entrepreneur or established business, many online stores fail to include helpful product images. Providing your consumers with photographs from different angles with the option to zoom-in for detail is crucial for selling or reassuring buyers.

Product videos are also becoming increasingly popular in the tech world, and are highly beneficial for displaying any product in action. Seeing is believing when it comes to purchasing anything online, so give the luxury of a high-quality video or how-to tutorial.

4) Pricing

Don’t make your customers work to discover your prices. Chances are they’re shopping around from site to site trying to find the best deal on the same product. Lay it out in plain site, and if applicable, show competitors’ prices next to yours if you have the better deal.

The goal is to make your customer feel like they’re getting the best deal on the Internet, even if they’re not. If your shoppers have the option to purchase the same product for the same price elsewhere, make their experience on your site the most user-friendly to ensure their satisfaction and future business.

5) Simple Checkout

There is no reason to steer away from a completely basic, mobile-friendly checkout process. Simplicity is tried and true so don’t make this process anymore demanding than it needs to be. Your customers are already dreading pulling out their credit cards and typing in tedious numbers, so make the transition from product to checkout completely natural.

Make the “buy,” “add to cart” or “add to basket” button noticeably larger and different in color than any other button on the page. This will ensure their intent and avoid the wrong items from ending up in there. Also refrain from naming this button anything unusual for the sake of international customers.

Note that online shoppers typically have a choice when they buy, so stay ahead of the curve and keep your costumers coming back.

Nathan Resnick is a serial entrepreneur who currently serves as CEO of Sourcify, a marketplace of the world's top manufacturers. Having brought dozens of products to life, he knows the ins and outs of how to turn ideas into realities.
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