Wave goodbye to cart abandons and HELLO to sky-high sales!
Boosting e-commerce conversion rates for your brand isn’t exactly easy. It feels like every brand has an e-commerce shop these days, so needless to say, standing out from the crowd and actually making a sale is a tough, uphill struggle. When utilized correctly, however, there are several on-page factors that can increase the likelihood of a turning a visitor into a customer. One of these factors is the overall User Experience of your website or mobile experience.
Instead of taking a total shot in the dark when it comes to boosting your conversion rates, the most straightforward and transformative way to generate online transactions is a seamless, speedy, and aesthetically-appealing user experience (UX). Utilizing strong UX to increase conversion rates will put your products in the spotlight, make them easily accessible, and eliminate any potential roadblocks or noise that could lead to your customers thinking twice about making a purchase.
Before you implement top-notch UX design on your website, you should ask yourself a couple of key questions, such as:
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- What is my goal conversion rate (CR = clicks / conversions)?
- What aspects of the overall User Experience will really delight my customers?
What is a Good Conversion Rate?
According to a compilation of 13 studies carried out over the past five years by marketing agencies, e-commerce analysts, and digital retailers, the average e-commerce conversion rate is only 1.94%. This means that for everyone 100 visitors you bring to your site, only about 2 of them will actually buy something from you. Ouch!
A 2% conversion rate is a great starting goal for any e-commerce strategy, so don’t get discouraged if you aren’t there yet. You can still implement these UX optimizations to improve your conversion rates. For those awesome brands out there that manage to maintain a higher conversion rate, you might be interested in capitalizing with an omnichannel strategy or implementing more advanced optimizations. Regardless of your current conversion rate, we’ve got you covered with some UX optimizations that will be suitable for most, if not all, brands.
Photo Source: Sweor
Fewer Clicks, More Conversions
Humans are chaotic, impulsive creatures, and this most definitely extends to online shopping. In fact, consumers spend up to $5,400 annually on impulse buys, and 9 out of 10 millennials admit to purchasing something on the smallest of whims. Knowing that, it’s paramount that your digital shopping platform makes the entire shopping process is super easy and quick, from browsing through the products to making the actual purchase itself.
All too often, the online shopping experience is downright bad. The last thing you want is a potential customer frustrated with your brand because your website doesn’t work, your checkout page loads incorrectly, or your site is extremely slow. This doesn’t just put a bad taste in your customers’ mouths towards you, but it can cost you the entire sale altogether. Users won’t stick around for a lengthy checkout process or complicated shopping processes; they are likely to leave your site and probably never come back.
If you can simplify the shopping process, you should. As a general rule of thumb, fewer clicks leads to more conversions. Don’t just take our word for it. On 64 of the top 100 e-commerce sites, it takes just five or fewer clicks to complete a purchase from the homepage to the thank you page.
Photo Source: Visenze
UX for CR Tips
Tip #1: Simplify Your Check-out Process
According to SaleCycle, shopping cart abandonment rate was 75.6% in 2018. That means that way, way, WAY too many people are bailing out of potential purchases during checkout. Sure, some of that is unavoidable due to impulsiveness wearing off and seeing final prices that often scare consumers off, but more often than not, it’s due to unnecessary hassles in the checkout phase.
To avoid that reality and boost your conversion rate and sales, your e-commerce strategy has to absolutely make sure that both check-outs and registrations are expedited as much as possible. Remember when we said fewer clicks equals more conversion? The same principle applies here. The more time you allow someone to dwell on a purchase, the less likely they are to actually proceed with it.
So if someone is on your site and wants to buy a product, give them the path of least resistance. Checking out should always be a 100% stress-free affair. This applies to all areas of the process. For example, don’t make your users login or create an account to make a purchase.
An easy way to do this is to offer guest checkouts. If you’re dead-set on requiring new customers to create an account to buy your product, enable Google or Facebook social login so it doesn’t take them a day and a half and all of their information to register.
Small incremental changes to key areas can improve conversion rates. For example, ASOS, an online fashion retailer, found that when they eliminated “Create an Account” for new users and instead replaced it “New to ASOS?”, they decreased their cart abandonment by a whopping 50%.
Speeding up the time it takes to check out, as well as reducing the effort and information needed on the shopper’s end, can result in larger cart sizes and higher conversion rates.
Remove complexity, reap higher digital conversions.
UX for CR Tip #2: Creative and Clear Calls-to-action
Onsite e-commerce marketing is all about compelling your visitors to make that purchase. Hopefully, the product you’re selling is enticing enough on its own to quell any anti-purchasing thoughts that rise up in your potential customer’s heads, but that’s not often the case. People normally have a million and one reasons not to make a purchase—especially if they dwell on it for too long.
That’s why every successful e-commerce site makes it a huge priority to craft calls-to-action (CTAs) that conjure up both scarcity and urgency in the mind of consumers. Instead of using bland CTAs like “submit” or “buy now”, write CTA copy that makes your site’s visitors think they need to move fast—whether to capitalize on a deal they can’t miss or a hot new product launch that is selling out quick. It’s the perfect way to get those on-the-fence buyers well…off the fence.
Don’t stop there. If you want to get the most out of your CTAs, make sure they are placed where your visitors will see them. Sounds obvious, right? The thing is, most e-commerce sites fail at doing this effectively. CTA placement shouldn’t be just guesswork. Use tools that track heatmaps and utilize AB testing to see exactly where your visitors spend most of their time on your site and place CTAs there; don’t place them where you think they’ll spend most of their time.
Here are a few examples of clear Calls to Action to increase E-Commerce Conversion Rates:
Photo Source: Leesa
Note Leesa’s promotional offer, calls to action, visible buttons, and an actual ticking clock with the words “LAST CHANCE” – all of these create urgency, jump out at the viewer, and encourage the shopper to buy sooner rather than later.
Photo Source: Basecamp
Basecamp does a great job of mixing fonts and imagery to keep the eye flowing, without drawing the user too far away from the purpose of the page – to start a 30-day trial.
Get creative and compelling with your Calls to Action, gain more conversions.
UX for CR Tip #3:Follow Tried-and-true UX Design (and Stand Out)
In this day and age, most e-commerce sites are downright snazzy. On the one hand, that’s a good thing because it’s easy to emulate proven UX design. On the other hand, it has made it extremely hard to differentiate your online retailing brand from the competition.
When it comes to implementing what we know works for successful UX design and increased conversions, stick to three established strategies: consistent branding, a fast and fluid website, and readability (think clarity, simplicity, contrast, and whitespace).
While these basic implementations are a good place to start, the very best online retailers take this concept much further. They give their products backstories and distinct character, they encourage shoppers to interact, they harness the power of video, and they speak directly to their visitors — all under the umbrella of a beautifully designed site. There is ample reason why the go-to digital retailers are striving for a personified product and design that flows easily towards conversion: it works. Numerous studies have shown that shoppers crave user engagement, personalization, images, video, and storytelling, so any digital shopping platform should reflect these desires in some form or another. So from the moment your visitors arrive at your landing page to the moment they make their exit, they should be engaged as much as possible.
Improving e-commerce conversions isn’t always a straightforward or simple task. Implementing a smart UX design that’s fast, easy to navigate, and works as expected goes a long way. With the right UX and Design, there’s no reason your digital marketplace won’t skyrocket past the measly 1.94% e-commerce conversion rate average.