In online shopping, we all must agree that we prefer to come to the point the simplest way possible.
Be honest, If you need to click back and forth, look up information on several pages, search through the website to find out whether the shipping is available to your location you’d probably just close the browser and move on.
According to recent studies, average e-commerce conversion rates hovering around 3%, so it can be hard to make your visitors become customers. That means you need to constantly work on user experience improvement. With good user experience comes high conversion rates. Making your e-commerce website easy and practical to use is an important part of creating an excellent customer experience.
Improving your e-commerce website isn’t a magic trick – with a few great tips, you can improve your website conversion rates pretty easily.
Improve website search
Sounds crazy, but visitors that are using the search bar on your e-commerce websites are about 6 times more likely to shop than those who don’t, and that their percentage is about 30%. Why? Because visitors using site search are more resolved than the user’s who are simply browsing through pages.
The number of visitors that will convert using a search bar depends on where your search bar is positioned and how it’s easy to find it.
Here are a few easy and obvious tips to optimize user’s website search experience:
- Make it easy to find search bar – let it be centered on the top of your landing page;
- Make the search button more striking by changing the color of it when pop out;
- Use proper tags on all your products to ensure all your search results are correct;
- Add filters based on various criteria – from basics like color and size to more sophisticated like price, new and popular items, etc.
Use ‘Z’ and ‘F’ patterns in designing landing pages
Our brains are conditioned over the ages to register and process information in a certain way. According to studies that have been done lately to understand how people read and process information visually, people usually exhibit the ‘F’ or ‘Z’ patterns when reading web content.
The ‘F’ pattern web design layout is based on the research of the same name that suggests that if your landing page has a high level of content, you can design your website in this way: place the most important elements along the left line, and the less important elements can be placed along the right side.
On the other hand, if you want to create a short, simple webpage for your visitors you can use ‘Z’ pattern.
The ‘Z’ pattern is derived from the ‘F’ pattern and is excellent for websites with short landing pages, or landing pages whose content is separate ‘above-the-fold’ from the rest of the page.
The most essential elements on the page like the primary menu, heading and the product image are all placed along with the ‘Z’ pattern.
Both ‘F’ and ‘Z’ patterns will help the brain and eye to easily process landing page content based on the information importance the user is searching for.
Work on website content and its readability
Content is everything. You can have a greatly designed website – if your content is poor everything is useless. And not just poor: your content needs to be WOW. Of course, it’s not just about text, content is also images, videos, infographics. Keep in mind that visual content like images and videos can drastically slow down your loading speed if they’re not customized, so compress it before uploading.
Also, the bad hosting provider can be the reason for poor loading speed, so if you think about changing your host, check it out Hostinger reviews – it’s very affordable and also offers great loading speed in all packages. Now let’s talk about how can you improve your website’s content:
- If you can’t handle everything on your own, hire a skilled copywriter; The content and text your visitors read when they land on your website will make the first impression which depends on that content quality. You’ll need a great copywriter specialized for writing some marvelous text that will kick your visitor’s brain and keep them on your website to make some conversions.
- Whitespace is okay. Why? Because it allows all the parts on your website to stand out from each other. With a smartly used whitespace around your text, images, buttons, and videos, your visitors’ eyes will find it easier to keep attention to your website.
- Readable fonts are important, too. Besides they play a big role in how your website looks, with readable fonts visitors will find it pleasurable to read your content more likely than with something that is hard to read. High-quality fonts will make a better user experience for your visitors with just a simple hack.
Optimize your web design to mobile users
The mobile-responsive website experience is very important nowadays – everybody uses mobile devices to search through the internet more likely than desktop computers. Websites optimized for mobile experience are the way more than just compressing everything into a small screen.
Use simple logic and creative intuitive user experience: think about what you would like to see as a user and work according to that. For example, design a mobile-friendly menu so users can reach everything with one hand, try to focus on the most important information, and put them first, call-to-action buttons keep closer to the top, etc.
Show respect to your customers’ needs and expectations
Your customers won’t spend most of their time on your website – it’s more probable that they’ve been searching for what they want earlier and later come to your website as a part of their research. That means they have lots of expectations and you need to be more charming than the competition.
Customers will Intuitively look for specific functions or information in certain locations in the interface – logo on the top left corner, contact information in the bottom, chat box in the lower right corner, etc. It’s possible, as always, to break rules sometimes, but always test your innovations to be sure they’re practical and useful.
Redesigning a website for the purpose of a higher conversion rate is an actually necessary part of working on your website’s user experience.
You can do as many changes as you like, but it’s always about customers’ needs – feedback they give you is most precious because it will help you conclude what they really appreciate and how to improve your service.
Use email or short form on your website so you can survey customers and ask them to share their experience.