User experience optimization for growth is a never-ending goal. When customers have a bad user experience on your site, they are less likely to engage with your brand. Since every year seems to bring a fresh wave of trends, you need to stay up to date to ensure customers enjoy a positive user experience on your e-commerce site.
1. Simplicity and Clarity in UI
How customers interact with the features on your website determine the kind of user experience they get. A simplified website reduces distractions that can frustrate customers while they interact with your website. You need to keep value propositions above the fold by using a clear user interface so that goal-oriented users have a fulfilling experience.
Users need to know what to expect from your website the minute your site loads. Fewer complications in the navigation patterns mean that even visitors on your site know where to go to find what they’re looking for. Simplicity and clarity in UI make products fun and delightful to use.
Leverage substantive content to build a smart default that limits options. This is because more alternatives increase the time customers take to make a decision. Aside from improving customer experience, you also have to think about driving more sales to boost your bottom line. Eliminating unwanted features and actions ensures you make more sales in a given period.
2. Fast Loading Speed
A fast loading site delivers a better experience because no one wants to wait to purchase products online. The main reason why customers opt for online shopping is the convenience that comes with it. If your site takes more than three seconds to load, website visitors are likely to hit the back button. There are countless other online shops customers can take their business to.
To drive conversions, choose a hosting partner that guarantees a fast loading time for your website. You need to set aside a realistic performance budget to reduce server response time. If you have a mobile version of your e-commerce site, the rule still applies. Since more people use their mobile devices to browse the internet, pay keen attention to the mobile version of your site.
3. Content Driven Experience
Content marketing is one of the most effective forms of digital marketing. The right content on an e-commerce site can drastically improve the overall user experience. You can use content to build a strong and more transparent relationship with customers. You need to use videos, blogs, and podcasts to increase customer time on your website.
4. Simplified Checkout Process
Checkout is perhaps the biggest hurdle when it comes to customer experience because this is where most good on-site experienced turn bad. Lack of payment options, long checkout processes, and confusing form fields can easily discourage customers from making a purchase. The best way to improve your checkout process is to shorten and simplify it.
You need to remove as many checkout steps as possible to end up with a single page checkout. Allowing customers to see all fields and options improves their experience on your site and encourages them to complete the purchase.
Remember to offer more convenient payment options. Most online shoppers do so on their mobile devices, and they want the process to be as easy as possible. Alternatively, you can reduce the complexity of a checkout payment to a simple finger scan.
5. Foldable Site Design
This trend will make a significant impact in the UX arena because foldable smartphones are just around the corner. You might want to consider how your sites will display once these smartphones are rolled out. It is wise to look into the future because these devices may one day dominate the market. Taking a future-proof approach when it comes to improving user experience allows your business to stay relevant in years to come.
Adopting the latest UX trends for your e-commerce site allows you to satisfy customer expectations. A highly-responsive website gives customers a reason to engage your brand.