5 Ways to Improve Your eCommerce Store’s User Experience

Your website will leave a lasting impression on visitors. Whether that impression is good or bad can be down  to many reasons, a  key one being your  user experience (UX).  

UX became  a buzzword  around the year of  2005.  Chances are, you’ve heard of  it  and  UX is  probably something you  already  consider as part of your eCommerce website.  As your website  experience  impacts  whether a user chooses  to convert, you  need to invest time and resources in  ensuring it’s as good as can be.   

But how can you do that?  

In this blog… 

We look at five different ways you can improve your site’s user experience including:  

  • Mobile-first design  
  • Guided shopping experiences  
  • Product personalisation  
  • User generated content  
  • UX audits 

1) Yep, mobile-first still matters! 

In recent years,  mobile usage has surpassed desktop. The number of  individual  mobile internet users  stood  at 4.28 billion  in 2020,  indicating that over 90 percent of the global internet population use a mobile device to go online.  This  number alone  highlights the necessity to think  mobile-first  with  your  eCommerce store.  It’s important  to  design the best experience for the majority  and then translate this into a great desktop and tablet experience.  

Taking a  mobile-first approach  makes  us think about what’s  most important  for these devices.  It  follows the notion that mobile design  is  the hardest  and often the most important so it  should be done first. Once that part is complete, designing for other devices  becomes that little bit  easier.  

As mobile has the most limitations such as screen size and bandwidth, it forces you to prioritise your content ruthlessly. In turn, you’ll  create  the slickest  and least congested onsite experience for your users.  

2) Guided shopping experiences  

In a report from Klarna, 65 percent of people said they  do their shopping in equal measures online and in-store.  Bridging the UX gap between these two experiences is more important than ever. One  way to do this  and to  drive more conversions  is through  personalised  guided shopping experiences.  

Your website’s homepage is your digital storefront and an important starting point.  Once a user lands on your homepage, you already have a potential customer to convert.  But you need to make this first impression as relevant and engaging as possible if you want them to continue their  shopping journey. This could include  highlighting  categories they’ve shown  an interest in or products that reflect their interests. 

Plus, the numbers show it can make a real difference to your conversions.  Personalised homepage promotions are reported to influence 85 percent of customers  to buy while personalised shopping cart recommendations influence 92 percent of shoppers.  

 3) Save it for later 

When  a user  visits  your  site, they may not be  compelled  to buy  in  that moment.  They  could simply  be  visiting to gather inspiration for when they’re ready to  convert later.  

Consider  adding a favourites button or wishlist  option to your site  to make it easier for users to purchase when the time is right.  A simple solution that can make the buying journey a more intuitive experience, with these additions a user  can  revisit  your website, head to their wishlist and place the item in the basket ready for checkout.  

Be sure to clearly display it on your site at relevant touchpoints such as category pages, product pages and checkout.  

4) User-generated content  

Providing the social proof that online shoppers need to validate a purchase  decision, user-generated  content (UGC) has cemented itself as  one  of the most engaging content  formats  out there. It  has comfortably found a home in the digital world as people have come to enjoy its authentic nature  and can often relate to it more than polished, branded content.  

Extending  UGC  beyond just social networks  could be hugely  beneficial  to your eCommerce store’s UX.  Why not try  making your UGC shoppable across  your homepage, product pages or even  within your  emails?  This ensures customers are only one or two clicks away from  buying a product when inspiration strikes. Plus,  fewer clicks means less chance to back out of the purchase – a win-win! 

5) UX audits 

A great place to start when  wanting  to improve your  user experience, a UX audit  can  help to form  a strong  foundation to build upon.  

Put simply, a  UX audit will help you see what’s working and what’s not on your website. Identifying barriers to conversion and underperforming areas of your site,  improvements can be made to  deliver results-driven user experiences.  

It can also shed light on some pretty important  areas such as:  

  • Why users are  abandoning  their cart 
  • Where users  commonly leave the website 
  • Where users are getting stuck during their shopping journey  

These audits are ideal for identifying common errors and additional requirements, giving you  the insight  needed  to implement necessary change. 

Have you looked at your UX recently? 

It’s important to  maintain and  iteratively improve  your eCommerce store’s UX  to ensure it continues to meet the expectations of your users. But we recommend taking a deep dive into your UX to gather insights before you start making changes.  

Undertake  audits, speak  to  your audience,  view your website from the eyes of your customers and  get advice from the experts. Our in-house  team of UX  strategists  have  the expertise to help you glean  insight and analyse the  findings. If you feel your  eCommerce store  would  benefit from  some UX support,  reach out to team Pinpoint.