UX Tips For E-Commerce

Measuring the UX, or user experience, of a site is essential in the world of e-commerce. The ease of use and efficiency of a site can often times prevent customers from abandoning a purchase due to confusion. Many things play a role in understanding and designing good UX, including the disciplines of science and psychology. Ultimately, perception of UX is subjective, but knowing some good UX tips for e-commerce can make a difference in success of a site.

There several tips for successful UX, but the most important one of all, hands down, is making sure that the purchasing process contains as little friction or snags as possible. People have been shown to be more receptive to buying, particularly impulse buying, when there aren’t strange and bewildering obstacles placed in their way. The “one-click” shopping option on Amazon is a perfect example of removing friction. Making sure that customers can easily see relevant information, such as shipping costs, estimated time of delivery and the amount of tax that will be charged all contribute to this. Even an elaborate FAQ section will not help if the customer is required to use it for each and every question they may have. If the information can be contained clearly and conveniently within the purchasing process, then they have to spend less time and are more likely to finish their purchase. Forms that need to be filled out should be quick and easy as well. Billing and shipping information can bog down a site if the same information needs to be typed over and over into several fields which could be condensed.

Incentives are another great way to encourage multiple purchases or even immediate purchases. If the customer can see right away how much money they are saving then they are less likely to concentrate on how much they are spending. If they can save a significant amount by purchasing in quantity, such as with free shipping for orders over a certain amount, then they are more willing to buy everything they think is needed in one stop rather than waiting. Offering similar or accompanying products also encourages more purchases.

Ultimately, using UX tips for e-commerce requires attention to detail. A good analytics tool will enable one to watch their site and see for themselves where the snags might be by showing them where customers are leaving when in the middle of a purchase. From there the tips can be modified in order to create an even smoother flow and higher purchase rate.



Dan Petrovic, the managing director of DEJAN, is Australia’s best-known name in the field of search engine optimisation. Dan is a web author, innovator and a highly regarded search industry event speaker.

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