According to the annual e-Commerce study by IAB Spain in 2018, 71% of Spaniards are online shoppers (19.4 million people) and the average spend is 77€ with a frequency of 3 times a month. The e-Commerce with the most sales in Spain are found in the categories of entertainment, travel, technology and fashion.
User experience is key to achieving a good conversion rate and customer retention.
In this post I will explain some of the most important elements for UX in e-commerce:
- The first impression
First impressions are critical for online stores, because it’s so darn easy for customers to click on the “x” and go find another alternative company that sells the same products. Therefore, your homepage needs focus.
A value proposition is required on that homepage, and it’s wise to share how your company is different from the hundreds of others online. Combined with simplicity and call to action items, your first impression is bound to improve.
- Collections of Filterable Items with Product Selection Tools
The goal here is to allow for filtering and comparing when users look at these grids. Why? Because the galleries and collections of products are mere suggestions. Once the user decides they would like to continue past your preset galleries, the filtering and comparison tools come into play.
- Facilitate the use of coupons and make discounts visible
It is recommended to allow users to use discount coupons as soon as possible, for example in the cart, so that they can know the final price of the product before the payment process. If possible, you could also apply the discounts on the web and show the final reduced price directly.
- Having a System in Place to Bring Users Back
Some tactics for this include:
– Email marketing software
– Receipts with specials
– New offers
– Social media promotions
– Free shipping for a certain amount of product bought
– Sales with countdown timers
- Simplify the payment process
Checkout processes with fewer steps help reduce the cart abandonment rate. Therefore, it is recommended not to ask for user information that is already known, as well as the possibility of logging in with an existing account (Google, Facebook). It would also be preferable if distractions on these pages were eliminated and only the essentials presented to complete the transaction as quickly as possible.
- A Pleasant User Experience after Purchasing Has Been Made
This part ties into establishing a system to bring users back to your store, but it’s more about how people feel after they buy from you. For example, do they have links in the receipt to contact your customer service team? Is there a quick module for returning items and printing out a return label without any problems? Can a modification be made to an order before shipping?
I hope this post has helped you improve your ecommerce website