5 UX Design Tricks To Increase Your eCommerce Sales
Here at Doghouse Agency, User Experience plays an important part in almost every project. One of the biggest challenges an eCommerce store has is converting visitors into customers. To achieve this, customers should have a pleasant user experience in order to woo them to enroll for your services or to buy your products. Every step of your design process and every element of your website should contribute to making user experience better.
Here are 5 UX design tricks that could help boost the sales of your eCommerce shop:
Trick #1: Make Sure That The Order Process Is Automated
This is a no-brainer: the more you have an automated ordering process, the smoother the experience is. It also saves the time and allows you to gather more data for future use. One area where automation can effectively work to your advantage is the "city, state, and post code" field where instead of the traditional order, you move the post code up.
When your customer enters his or her post code number, it automatically populates the city and state fields. Make sure that the cursor is automatically placed in the next box to avoid unnecessary keystroke error. You can also proactively add information that the "state and city will be automatically added" beside the box so users already anticipate this.
Post Code field has been moved to the top in this example:
Trick #2: Handle Errors Gracefully
How frustrating is it when you lose all your work on a computer? Having to start over from the very beginning is both agonizing and annoying. Imagine being a customer and this happens to you in checkout! Often times, customers get annoyed with this and abandon the shopping cart without any purchase.
In order to avoid this, cache all the information in the form fields so that when it happens, your customer won't have to re-type everything; thus speeding the checkout process.
Even though there was an error my information (email) is not cleared:
Trick #3: Improve Your Hero Area
The hero image aesthetically captures website visitors - they consciously and subconsciously respond to it. You can use it to your advantage and increase conversion dramatically.
To make your hero area become an effective conversion tool, it is essential to use a unique photo - forget stock photography - and make sure that it does not cause eye tracking confusion by removing everything that doesn't make an impact, such as blog posts.
Make your hero area clutter free, using as little words as possible. What should be very visible is the "call to action" button. We successfully implemented a succinct and visible call to action button for one of our own clients Celebration Homes.
Lastly, make sure that your customers can self-identify with what you are selling. Do you sell sportswear? Or are your customers confused because of a plethora of products on one page?
Celebration Homes now use their hero area to place clear CTA buttons:
Trick #4: Sort Navigational Elements by Popularity
This trick simply means that you don't have to follow the traditional A - Z order for your navigational category. Instead, use the most popular product categories or highest order volume items to make it as easy as possible for your shoppers to find what they're looking for.
No one does this better than Zomp, which is one of our own clients. We added only the most popular and in demand categories for their online store. It's like killing two birds with one stone - customers save time, while Zomp subtly presents their most popular and, perhaps, most expensive product.
Zomp’s navigation and category example
Trick #5: Build Trust With Buyer Friendly Checkout Process
After a user chooses the items they want to buy, the most logical thing to do is direct them to the cart page. This will give them time to double-check what they have purchased before paying. This step will also build their trust and confidence in your online shop.
To strengthen that trust, make sure that all the necessary information (shipping date, estimated delivery date, size, color, quantity, and availability) is there. Make each item clickable, so the users can easily navigate back to the item. Also ensure that the exact color of the product they have ordered is shown.
Make everything simple, including the delete or change button in case the user wants to change the quantity or color of the product. Most importantly, the checkout process should be placed prominently on the page, but still allowing them to continue shopping. Finally, the total should be placed out the door price.
Samsung earn their trust through clarity within the shopping cart:
Make It Easy
If you want users to buy, you have to understand your users. Through split testing, we have determined that certain audiences prefer single-page checkouts while other demographics respond well to a more guided, multi-step process. The only way to know for sure is to test for yourself.
Upfront Free Shipping
Do not wait for your customer to get all the way to the checkout page to tell them about free shipping. The sooner you are able to disclose it the sooner your customers will associate their shopping experience with you as safe and beneficial to them.
According to David Bell, Professor of Marketing at University of Pennsylvania’s Wharton School, a $6.99 free shipping offer is more appealing to shoppers than a $10 discount from a purchase.
Ask For The Credit Card Information Last
This is a small and often overlooked trick, but Cialdini's principle of persuasion shows that users need to finish what they have started. So it is best to put it after the name and address fields.