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Do you know why some websites are firing all cylinders in terms of traffic and conversions, while some are on the verge of pulling down their shutters?
The reasons could be umpteen, starting from unusually long check out processes to absence of customer service pages to missing videos to ineffective site search and so on. By the way, all these reasons could be clubbed together under one umbrella basically, UX design. UX, in other words, is user experience.
There is no escaping the fact that user satisfaction ranks high on company radar these days. Why?
Be it websites or apps, however good they might appear to be, if the UX part is not up to the mark, be assured, all your efforts are gonna go waste. Without an effective UX, your online product pages will become a breeding ground for crickets, and not customers.
Here we walk you through some common eCommerce UX development failures that could mar your website’s reputation forever.
#1. Missing Product Page Videos
A visitor spends just six seconds on a site. Yes, it’s way too short. So, if you want to keep the user on your website for long, get videos working for your website, first and foremost.
Failure to include videos in your e-commerce site could be damaging from UX standpoint.
According to a survey by getelastic.com, consumers love to watch videos 60% of the time before they finalize their purchase decisions. But then, that’s not the interesting fact. The fact that shoppers who view videos are 174% more likely to make purchases could be a crucial deciding factor for your product page.
To make the long story short, include product page videos if you want build sticky pages.
#2. Missing Customer Service Pages
Many eCommerce merchants out there are primarily concerned about product pages and prefer to focus more on improving the efficiency of shopping cycle.
But then, what they fail to realize is that customer service pages are equally important from the UX standpoint. Why? It’s because serious shoppers are not satisfied simply by scanning the product pages. They prefer to go through a series of pages, including the customer service pages before they make any purchase decisions. In fact, there are shoppers who love to run through the Shipping Delivery Pages, Payment Pages and more. So, if you haven’t included them, be assured your credibility is sure to take a beating.
It plainly speaks about owners’ apathy toward customer satisfaction.
#3. Long-drawn-out Checkout Process
Some eCommerce websites prefer to have long-drawn-out checkout process. The idea is to collect as much information as possible so as to re-target these customers through emails and more.
But then, what you don’t realize is that having a lengthy check out process could prove to be a bad UX experience for customers. Customers wish to check out from the websites products asap. Having lengthy checkout process will kind of put a dent in their customer satisfaction experience.
#4. Compulsory Login Process
This point is directly related to the previous point. If you are making the customer sign in mandatory it’s sure to piss your users off. What should matter to you as an eCommerce site owner is nothing but order placements. Your excitement and eagerness to accumulate as many personal details as possible could annoy your users making them leave your site, sometimes forever.
If you really want to know your customer in and out and wish to collect as much information as possible, the safest way out is to go requesting for personal details once the order has been placed.
#5. Heavy Dependency on Single Images
Customers are not really happy seeing a single image on your eCommerce site. They expect multiple images that are taken from various angles. Why? It helps them make informed decisions. Shots in different colors, from the front, back and sides, not to mention detailed images help customers choose the best out of the rest. So, make it a point to include four to five product images because it helps customers feel comfortable about their purchase.
#6. Hiding Your Contact Details
As such, customers are pretty skeptical when it comes to sharing their card details. And, on the top of it, if you knowingly hide your contact details, be assured customer, would jump off your site in no time.
Sure, your website is a virtual medium and you don’t share an emotional bond with your customers. But then, the fact is customers like to deal with real people, be it online or offline and ideally dealing with real people is the best way out to sorting issues, as and when they arise. And the first place for them to check out when things go wrong is the contact page. And, if you are deliberately hiding contact details they’ll smell something fishy and retreat, never more to return.
Your website is for the users. If you want them coming back to your site, again and again, you need to develop a tunnel-vision around UX, which could translate into more traffic and stickiness for your site. You can leave the creative aspect on the sidelines. A creatively done site is of least consequence if the UX is poor.