One of the biggest pieces of conversion optimization is understanding the customer journey.
Put simply, the best businesses put this at the top of their list.
Think of how smooth and effortless browsing on Apple’s homepage feels.
Think of how easy the checkout process is when shopping for something on Amazon (both desktop and mobile).
That’s what great UX is.
How do your users find navigation on your site? Are you making their experience as enjoyable and simple as possible? Are you providing the same excellent experience across their numerous devices?
These are all important questions you’ve got to have answers for when talking about the customer journey. Let’s dive into some eCommerce design principles that make companies successful with their UX.
The user journey in general should flow a little like this:
At every step of this journey, you should be optimizing.
For example, in the website discovery, you should position the brand clearly and create a positive first impression as soon as possible.
In the Product Search, you should make it as easy for your users to find what it is they’re looking for. Tools like predictive search and autocomplete can go a long way in improving the user experience.
When the user gets to the Product Page, your calls-to-action like “buy now” or “add to cart” should be in prominent places and as easy as possible to find.
You should describe the products using power words and clear language.
This guide by Toptal gives a detailed breakdown of this as well as examples of top companies that have mastered visual hierarchy and hacked conversion rate optimization on their product pages: ecommerce design principles.
Many eCommerce business owners squander the wonderful opportunity that is the shopping cart.
With the average cart abandonment hovering around 69%, this is clearly a problem that desperately needs a solution.
You can shrink this number dramatically by implementing positive user experience techniques like: showing a clear cart summary and having tailored exit messages that enrich the shopping experience.
The checkout and confirmation stages of the product cycle can be optimized by letting users checkout as guests, accommodating a wide range of payment methods, providing detailed order confirmation after checkout, and sending updates via email (Ex: Your Package has been dispatched.)
This content was originally published here.