Ineffective User Experience (UX) – How It’s Affecting Your Sales?
Every e-commerce entrepreneur wants it.
But not many get it.
Let us look at the data to get a clearer picture.
Source – Statista
From the chart above, it’s clear that the American e-commerce industry is booming and can very well touch the $1 trillion mark by 2025.
So, amidst the booming e-commerce economy, why are many e-commerce entrepreneurs struggling?
Is it because big e-commerce companies get all the consumer spending?
Well, it would be wrong to think that, because over 22,000 e-companies in US generate revenue in excess of $1 million each.
However, US is home to around 1.3 million e-commerce companies!
So, why is it that only a handful of companies have been able to achieve scale and continue to thrive?
Well, there exist 7 main reasons why only 22,000 companies out of 1.3 million e-commerce companies generate significant revenue while others don’t.
In this blog post we will discuss about Reason 1 of 7, which is:
Ineffective User Interface (UI) and User Experience (UX)
When shopping online, any user wants the following:
- Clean User Interface
- Easy Product Discovery
- Low Load Time
- Mobile-Friendly Design
- Easy Checkout Process
And if the user doesn’t get them, they will leave your website and shop from your competitor.
So, What Are The 3 Ways To Identify If Your UI and UX Is Ineffective?
i. High Bounce Rate – If your bounce rate is greater than 45% then ecommerce ux best practices is not being followed by your company.
ii. High Cart Abandonment – Only 8-15% of the carts are converted into final purchase. Most shoppers abandon cart due to complex checkout process which is again due to ecommerce ux best practices not being followed.
If you want to know whether your checkout process is smooth, let us know your website address and we will give you detailed feedback.
iii. No Browsing Beyond 3 Pages – Most visitors browse maximum of 3 pages on your website. This is most likely due to a bad UI as your visitor is not getting a good experience. So, if browsing is not happening beyond 3 pages on your e-commerce website then your conversion rate will be low and sales will be adversely impacted.
Now that you how to find out if an ineffective UI and UX is responsible for low sales, it’s time to look at 5 things you can do to improve your UI and UX:
1. Have an advanced search bar on your home page.
Search bar is an essential feature yet neglected by many.
Almost 30% of shoppers use search bar to look for a product and these 30% visitors have high purchase intent as they will search only those products which they wish to purchase, e.g., they may search ‘dress for a date night’ or ‘gluten-free snacks’.
In order to follow ecommerce ux best practices ensure your website has an advanced search bar so that it delivers instant and accurate results.
2. Have product categorization.
Nobody likes a messy room and the same applies to e-commerce shoppers.
Product categorization essentially means arranging your products as per their category so that users can easily locate a product.
Product categorization also helps you in SEO as search engine crawlers can understand your website better.
3. Have a responsive and fast website.
M-commerce or shopping on e-commerce websites through mobile device will be in excess of $300 billion in 2020.
Also number of mobile phone users is rising by 9% each year against 0.3% growth in the laptop market.
A responsive website can help you reach wider audience, facilitate shopping while audience is on the move, e.g., they may be in public transportation or just having coffee at a cafe and use your website to make a purchase.
Also, it is important that your e-commerce website loads in less than 3 seconds. If your website takes more than 3 seconds then you could more than half of your customers.
4. Have a customer-friendly checkout process.
Over 35% users abandon cart if they are forced to sign up to make a purchase!
This can be easily avoided by enabling users to checkout as guest. Not only will this improve user experience, but will also improve your sales.
Also, to give your shoppers a better user experience ensure that complete checkout process doesn’t extend beyond 4 pages.
To help you follow ecommerce ux best practices, we have prepared the following checkout practice which will be convenient for your shoppers.
The Endnote from Henote
If you didn’t generate desirable sales yet, then do take a complete look at your UI and UX as it could be the reason behind poor sales.
By following the above mentioned ecommerce ux best practices, not only will you improve conversion rate, you will also increase customer loyalty as customer’s love shopping from a brand that gives them good user experience.
In our next blog post, we will tell you about the Reason Number 2 why e-commerce companies do not generate any sales.
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