User Experience (UX) design is a way to build up the satisfaction of your visitors by improving the accessibility and usability of the interactions between them and your website.
In other words, UX is what makes your users enjoying and staying longer on your website. It’s also what makes you sell more.
If it became really simple today to get an e-commerce website for your business, it’s a pity to notice that UX is too often neglected, leaving the user to a poor experience. The consequence of this is a poor conversion rate and less sales than expected.
While talking about UX, there are 4 mistakes that almost everyone is doing. If you do them too, you’ll probably fail your online business or miss tons of customers.
#1 —Forgetting that your main goal is to sell something
You don’t build an e-commerce website only to attract visitors and have traffic. You have something to sell.
So sell it.
The buying process should be simple and clear. Provide all the informations to your visitors so they know what they’re here for.
From the pricing to the checkout, you have to guide the users smoothly step by step.
Don’t assume they will “guess” anything.
If there is something to tell them, tell it.
If there is an action required, require it.
#2 — Making everything complicated
I remember how were the mainstream e-commerce websites a few years ago. Navigating there gave me headaches as I was getting lost while looking for a specific product.
Keep in mind that the simpler the user get the informations and the way to get through the payment, the faster you will get his money.
Build clear categories, clear products names and pictures, and a simple design to show those products to your customers.
Think about how you feel when you enter a messy market versus when you enter in an Apple Store. See?
#3 — Hiding important informations
The more your users trust your e-commerce website, the more they will buy things from you.
Don’t try to hide any tricky things concerning the terms of service, the refund policy, the privacy or the shipping time.
Be honest and transparent with your users. And if there is anything they should know, tell them.
#4 —Not recontacting the customers
Whatever you’re selling on your website, chances are that you want your customers to come back one day to buy more products. Right?
You can still keep in touch with them through social medias, but one of the most efficient way to promote special offers later in the future is to get them to subscribe to your newsletter.
Never ever force them to subscribe. Make it appealing and simple for them to give you their e-mail address.
To do so, you can for example offer to provide them useful content in the future (and provide it).
Once you have their e-mail addresses, you can interact with your customers on demand in the future.
You can use it to share special offers, informations concerning your market or even to announce your next products.
At Kesato, we are used to build compelling and efficient e-commerce websites for businesses who want to sell their products effortlessly.