“People ignore designs that ignore people” – Frank Chimero
Good user experience is all about empathy. Any piece of a website, app, or software that is not designed from the users’ perspective is doomed to fail. UX, especially in your Magento store, plays a vital role in converting a visitor to a customer.
Complex navigation and searches, insufficient product information, long and unoptimized forms reduce the user’s intent for buying and affect your sales negatively.
Magento is one of the most popular platforms used by retailers to run their eStores. Therefore, having the right User Experience becomes a subject of paramount importance for businesses that go for Magento store development.
In this blog, we will shed some light on the factors that can help you improve your UX quotient that leads to growth in your top line.
Make the Search Easy for Customers
The search functionality should allow users to search for their desired product in an efficient manner with minimal browsing.
The search bar is one of the prime important functionalities in eCommerce websites that have a huge array of products.
Some of the things that you need to take care of in the Search section to achieve increased conversions are as below:
Make Search Visible
Whether it is a Search Bar or a Search Icon, make sure it is visible as soon as the visitor opens the home page.
In fact, a case study by LYST showed that replacing the Search Icon with a Search Bar increases the usage of the search feature.
Having a search bar increases the search usage by 43% on desktop and 13% on mobile.
To help users search faster, include auto-suggestions. This way, the users will be able to find the desired product faster.
Incorporate spelling correction algorithms that can suggest the right word in case of a typo and can also return product results even if the users search with a misspelled word. In this case, the algorithm should return the products with the closest match.
Return Product Results, No Matter What
Even if the user is searching with a correctly spelled word that is not available in your product catalog, display the product results that share the same characteristics.
By showing similar products, you will increase page views and entice users to buy something else.
Showing previous searches and search recommendations leave a positive impact on the buying behavior of the users who can eventually use the recommendations to make purchases that they did not intend to.
Use Intuitive and Uniform Navigation
Most visitors leave websites that do not offer intuitive and uniform navigation. Intuitive navigation guides the visitors through the site contrary to the visitors finding their own ways.
Let us look at some of the key features that can help to improvise a website’s navigation.
- Consolidated Menu: The sliding hamburger menu or slide menu is a common Android and iOS mobile menu for displaying multiple links. When not in use, the menu is in consolidated form. When the menu icon is triggered, the user can view the navigation links. Consolidated menus come handy where there are a lot of navigation links and submenus.
- Calls & Store Locator Icons: Based on your need, you can choose to include calls and store locator icons at the top of every page. Having fixed icons helps the users click and retrieve the information at any given point of time while browsing through the eStore.
- Post Sales Actions: Include the post sales actions in the menu. It can be customer service, FAQs about a delivery, size guides, product exchanges, etc. This is quite helpful for the customers who reach out to the website for any post-sale query or action. They would not have to go through the complete navigation process to find out post-sale action details.
- Breadcrumbs: Breadcrumbs are a navigation aid to help orient people within a website. This is especially important if users are directed to deeper pages on the site from external sources. It needs to be kept in mind that breadcrumbs need to be accurate. There shouldn’t be any missing links or hierarchy breakages.
Visualizations attract humans much faster than texts. The age-old proverb, “a picture is worth a thousand words,” certainly holds true in this context.
Product pictures provide much more information about the product than a whole page of description with no image.
In the case of the inability to touch and feel the product, the visitors rely solely on the product images to understand how the product actually looks like.
And it is not just about the images, it is about the high-quality images that enable the visitors to look at the product closely.
With the advancement in technology, visitors have started demanding various features such as image zoom in and zoom out functionalities, 360-degree view of the product so that the product can be viewed from all angles.
In case you are planning to compete hard with your competitors, you need to start putting product videos along with the product images.
There are certain statistics which prove that investing in product videos is worthwhile.
- It is estimated that the visitor conversion rate will increase by 73%.
- 71% of shoppers feel that videos explain the product better.
- 58% of the shoppers feel products with videos can be trusted.
Having said that, including product videos is a costly affair, but would definitely achieve higher returns.
The end goal of any eCommerce website is the final purchase by the customers. Conversion is the most important metric for any eCommerce business as it directly affects the company’s top line.
However, there are multiple conversion types which play an important role in the customer’s final purchase.
- Online sale
- A user adding a product to the cart
- A user adding an item to their wishlist
- Email signups
Each and every checkout step needs to be optimized so as to persuade the customer to buy the product and make it effortless. Some of the best practices to optimize conversion are:
- Do not redirect customers after they have added an item in the cart. Instead offer them to continue shopping, proceed to checkout or view the cart.
- Allow them to checkout without signing in. According to the Baymard Institute, 35% of the customers abandon their carts due to the mandatory registration process.
- Allow customers to modify their cart. Customers should be able to add or remove items and their quantities from their cart.
- Allow them to view their saved items on different devices. Losing away the saved items is a big turn off for customers.
- Allow multiple payment options such as Internet banking, debit and credit cards, mobile wallets, UPIs, etc.
- Provide the flexibility in logging into the system by enabling the customers to log in through various social media accounts or mobile phone numbers.
People hate filling out lengthy forms. Whether it is user registration or checkout, keep from filling to the bare minimum.
The lesser the number of actions for the customers to check out, the easier it becomes for the customers to check out thus increasing the conversion rates.
Some of the actions that you can rake to ease the users’ job during form filling are:
- Use saved data for auto form filling.
- It goes without saying that typing is hard on mobile; therefore use inline validations to mitigate the users from making errors while filling in the forms.
- Remove the unnecessary/optional fields.
- Instead of asking customers to fill first and last name, use the full name.
- Keep the shipping and billing address the same by default.
- Automatically determine the credit card type.
Designing and developing an e-commerce website requires a lot of efforts and attention to make it a satisfying journey for the customers.
However, the efforts that go into creating an unprecedented user experience for the customers, reap higher returns. If the user journey gets bitter after visiting your website, your business is at risk.
That reminds me of a great quote by Dr. Ralf Speth, CEO, Jaguar Land Rover,
“If you think good design is expensive, you should look at the cost of bad design.”