Despite the huge number and variety of online stores, sometimes it is harder to buy goods from them than from an offline point of sale on the other side of the city. Often this happens because the store site is designed incomprehensible and uncomfortable for the user.
When the owners of an eccommerce site do it “to their liking”, without taking into account the user experience, it turns out unpleasant, but a very common story: the site is, there are good products, and orders are not.
In fact, the average online store is not so difficult to understand the expectations and needs of customers. Before we go to advices on how to significantly improve the site online store, let’s list the main pain owners:
- They are not sure that their site is now working at 100%.
- The site has a low conversion from visitors to customers: Users sit on the site but do not perform the targeted action – do not buy, do not leave contacts.
- Owners have to spend a lot of money to find a customer, but they buy once and do not return.
- Employees know where the product/service and its description are on the site. But the shop regularly receives feedback that people can not find the information themselves and even buy the goods.
- Employees spend too much time communicating with the customer.
If you know at least one of these problems, it’s time to do the usability of your online store. Below we will give you some simple tips on how to fix the situation and attract customers to your site.
Let understand where the user is
When logging on to a page, the user should understand as quickly as possible where he has got to. Fast – this means that after three seconds the timer starts ticking on the site. The user does not like to wait and think about where he got to and what he can buy. Make sure that the main page has all the necessary information. It is also appropriate to mention the unwanted modal pop-ups such as the choice of the city, information about promotions and so on. You do not need to immediately bombard the client pop-up windows, he can not normally continue to work with the site until he closes them all, that is why it is better to use magento plugins.
In the online store, the main thing is not the design, but clarity
After the user has realized that here he can buy the goods he needs, he should proceed to search. Convenient search is the main guarantee of the success of an online store. It is this point in most cases the most important in terms of usability and profit.
The search string should be at the top of the page, better to the right and at the top. Why? According to the Gutenberg chart, the movement of a person’s eye has a clear sequence. The most attention is paid to the top of the page. The gaze slides from the top left corner to the top right corner then drops to the bottom left corner and the least attention is paid to the bottom right corner.
The search must behave predictably and as reasonably as possible.
In addition to the fact that the search string should be in a prominent place, the site should be properly configured search algorithm. Make sure that it gives the user the tooltips and takes into account possible spelling errors.
Add site response to user actions
It is important that the visitor immediately see the response of the site after taking some action. For example, if a user clicks “Put in the cart”, it should be displayed. It is also important to allow the customer to postpone the product to make a decision about buying it later, add it to favorites, in comparison, rather than go straight to the order. It is desirable that these options are also available without registering on your website. This is especially true for sites selling home appliances and other expensive things.
Add the reaction of the site so that the user understands that the action worked.
Do not use incomprehensible words or terms.
Remember that customers achieve their goals on the site faster if they know the dictionary of the site. Don’t make your clients think twice – they should understand the terminology. User incomprehensible words complicate the perception of information. That is, if you can avoid specific professional terminology, it is better to do so. If it is possible to explain complicated things and terms with simple words, ask a content manager or copywriter to do it.
Provide an opportunity to leave reviews of the product and look at other reviews.
People are tired of advertising, so it is better to give them the opportunity to read the feedback of other customers about the product they are going to buy.
According to our research, more than 50% of customers are very important feedback, they help them to navigate, learn more about the quality of the product and experience of its actual use. At the same time, the level of confidence in the reviews is about 10 times higher than the product descriptions on online store sites. More trust is in the feedback, which is understandable – it was written by a real customer. It is also important that there was an opportunity to vote for your favorite feedback. Then it is possible to quickly see the most popular comments.
So, it is important to focus on the problems of potential clients and to consider their decision from this point of view.
It is important that potential customers as quickly as possible understand where they got, and where they can find the right product.
Users should feel feedback from interaction with a site. It allows the person to control the process.
Do not use incomprehensible words and terms.
Allow users to leave feedback on a product and look at other reviews.
As much as possible assist users in preventing and correcting errors, make sure that customers have the opportunity to check the trust factors of your store and give them the opportunity to ask you questions.
By following these simple rules, you will get loyal customers who will use your site themselves and start recommending it to their friends and acquaintances.