Website or app usability is a much-discussed topic with store digitalization. After the exponential growth of e-commerce during the Covid-19 pandemic, this feature has become essential to keep any online store competitive in the market.
With a multi-offer scenario, the consumer shops at the store that best suits their interests and offers a more pleasant shopping experience. In order to retain the customer and increase the number of conversions, it is necessary to invest in the user experience (UX).
Check it out below:
1. Intuitive navigation
The new consumer is looking for convenience and speed when shopping. Therefore, the store interface must be intuitive, fluid, fast and transparent so that the user can identify elements such as search, policy terms, menu, contact, among others.
In this sense, e-commerce must have a “clean” design, without redundant information and elements, in order to effectively guide the user in the purchase journey. An indispensable feature is highlighting the location of the search field so that the user can more easily search for what he wants. There are currently several styles and variants for this feature, each best suited to a specific consumer profile.
2. Loading speed
The loading speed of e-commerce pages affects people’s behavior. According to Google, users tend to abandon a page that takes more than three seconds to load.
With the large number of virtual stores available online and the ease of accessing them from any device and location, users can quickly migrate to another site if their e-commerce performance is not satisfactory. To avoid this, don’t add images that are too heavy, too many resources on one page (especially the home page) and check the link types that the user usually uses.
3. Customizable pages
Technological progress enables consumers to be agile when purchasing. Currently, a person can shop online using a computer, tablet or mobile phone anytime and anywhere.
Therefore, an e-commerce website must be responsive to ensure a good experience on all devices. So, the interface should be built thinking about adaptation to different resolutions, keeping essential information for the user.
4. Simple billing
The moment of completion of the purchase is the most critical process in the sales area, where even the slightest carelessness is the main culprit for abandonment at this stage. This is because many e-commerce sites offer bureaucratic checkout with unclear instructions.
To prevent this from happening to your business, request only the essential information to complete the purchase and break the checkout process into several steps. This way, the company increases the conversion rate and avoids cancellations after the purchase.
5. Objective text
The text is the basic element for the implementation of the previously mentioned tips. The written part, along with visual and image sources, will guide the user during navigation and place him on the page.
Therefore, an objective and clear text is necessary that will facilitate the consumer’s search and guide him on the way to purchase. Writing is even more important at the checkout, because information and orders cannot raise doubts among the customer.
6. Customer behavior
Different audiences have different needs, personalities and, above all, different interests. As a result, the page layout, elements and resources available for navigation must be developed according to the profile of the e-commerce user. This contributes to the personalization of the consumer experience.
Customer type can be understood through customer research (which creates insights into human behavior), persona definition, and analysis of current customers served by e-commerce. Based on the information and data, the UX & UI teams will develop a website aimed at this audience, with a focus on increasing the conversion rate.
7. Long-term planning
Ultimately, designing the website experience is an essential practice to reduce costs and increase e-commerce efficiency. This planning is done before launching a website or a new page, such as registration pages or a new product available in a store.
With a structured plan aligned with the user’s profile, the company reduces the cost of usability changes – which may be necessary due to a lack of planning – while the virtual store is running. In addition, advance planning avoids unnecessary costs during the production phase.
Therefore, investing in usability and design features is a key practice to attract users and convert them into customers. In the competitive e-commerce market, customers need to be easy to find on your website in order to find a solution to their problems conveniently and quickly.