Few websites rely on good user experience (UX) and usability as much as eCommerce sites do. The number of online shops consumers can access in seconds via their web browser today easily numbers into the millions, modern consumers will shop around before they buy. If you want your online store to be the one that customers decide to purchase their goods from, you'd better make sure your UX is up to par. Thousands of site visits a day won't add up to much in the way of profits if your visitors aren't actually making it to the checkout.
Think about your visitor's motivations
Good website user experience is all about making your website easy to navigate and use. The first thing you need to think about is your user's motivations. If you're operating an eCommerce website the chances are your visitors are here to browse your store, and perhaps make a purchase. Before they buy, though, they'll want to know what it is they're spending their hard-earned cash on. Quality photographs of products and clear descriptions and names will all go a good way to upping your conversion rates and getting more customers to the checkout.
Make it easy
User experience is all about, well, experience. It doesn't matter how good your products are or how competitive your prices are if users can't navigate your website and make it to the checkout without first throwing their computers out of the window. Conduct UX testing - even friends and family can help - to assess how easy it is to navigate your site, find specific products, add items to the basket and complete the checkout process. Website navigation should be intuitive and products should be clearly and accurately categorised.
Trust me, I'm a salesperson
While we're not doubting your personal integrity, as an online seller among many it's important to prove to your customers that you're trustworthy and reliable. Make sure your delivery and returns information is clear and easy to find, respond to customer inquiries swiftly, and include positive testimonials wherever possible.
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