If you're an eCommerce business owner, you should know that creating a memorable user experience (UX) for your customers is not just important—it's essential.
Every time someone lands on your site clicks a link or browses your content, you have a unique opportunity to win them over and convert them into a happy customer. You don't want this chance to go to waste.
Brand leaders who don't seize the moment usually see a high bounce rate and low sales. My guess is that your goals are quite the opposite. You want to build a loyal audience that enjoys your product and goes out of their way to tell others about their top-notch experience, right?
Today, I'm going to show you 6 actionable strategies that you can use on your website to build a memorable, engaging UX. By the end of this post, you should have some good ideas for moving forward and taking your eCommerce website to the next level.
Let's get started!
Make Sure Your Site is User-Friendly
The first step is to make sure your site is user-friendly. Having a website that's easy to use is the foundation for a great online shopping experience. Otherwise, you could have the best product in the world, but it wouldn't matter if people can't find their way around.
My suggestion is to do everything you can to ensure your website design is clean, simple, and straightforward. People shouldn't feel overwhelmed or lost while they are browsing. Instead, they should be able to easily find what they need without any confusion.
You can help with this aspect of your site by adding a search bar so users can find what they need.
You'll also want to make sure the content on your website is clearly organized and easy to understand. A well-structured site menu with a brief description of each place reduces accidental clicks and frustration.
It's also worth mentioning that your site needs to be mobile-friendly to satisfy both Google and your audience. With over 5.48 billion people using smartphones worldwide, it's more important than ever that your site looks good and works well on smartphones.
This part of the process requires extensive testing and a feature-rich page builder so you can ensure your site looks great regardless of how people decide to visit.
I've found that by focusing on these design aspects, you'll make the experience better for your customers and set yourself up for success in a competitive market.
Offer Personalized Experience
Think about how nice it would be to walk into your favorite store, and the sales representative remembers your name and what you bought last time and even recommends new products that fit your taste perfectly. That's the kind of personalized experience we all want from our favorite stores.
Your customers are no exception to this rule!
My advice is to use data customers share with you to suggest personalized product recommendations that resonate with each customer's preferences and previous purchases.
For example, eCommerce websites that sell pet products generally offer customers products based on the animals they own. They know this because they ask! This simple gesture prevents awkward moments, like trying to sell cat litter to dog owners.
Segmenting your email list is another powerful tool to extend personalization beyond your website. We consider segmenting a best practice for marketers across all industries. It involves organizing your customers based on their needs, goals, and buying habits. Then, use what you learn to send curated newsletters with discounts and content that resonate with their interests.
Want to know how big of an impact on your eCommerce site? Here's something to think about: Statistics show that 76% of people say they are more likely to buy from a site that offers personalized experiences. That's a huge number of people who are more than willing to engage with your business if you listen to their needs.
Show Social Proof
We all know how impactful it can be to hear about a friend's pleasant shopping experience. But did you know that online reviews and testimonials can be equally compelling? Believe it or not, 88% of people say they trust reviews from strangers just as much as they trust recommendations from friends.
This statistic highlights the intense value of social proof as it relates to creating a memorable UX. In case you're not familiar with the term, social proof is essentially evidence from others that a business or product is worthwhile.
I've found that the best way to show social proof is to display customer testimonials and reviews. Reviews from people who genuinely found value in your product or service can be powerful motivators that push potential customers to hit that 'Buy Now' button.
Aside from reviews, you'll also want to feature case studies or success stories from past customers. By highlighting real-life experiences, you're not just showcasing your products but also the satisfaction they have brought to customers. If you don't know where to start with a case study, consider reaching out to a high-profile client who was satisfied with their order. Ask if they'd like to talk about their experience. Most will say yes!
Quick Response Time
When it comes to online shopping, a quick response time is essential — especially when a customer has a question. If you're not fast enough, they may look for a competitor who is more attentive and able to help.
There are plenty of different ways to address this UX situation. I've found that having multiple ways for customers to get in touch is the best option. You'll want to use the obvious support channels like email and phone, but don't stop there.
It's also important to have live chat agents available on social media and your website. This seemingly simple step will ensure people can get answers to their questions quickly and effectively. If your team is able to address their concerns, there's an excellent chance they'll go on to become a customer – or, at the very least, an email subscriber.
And for those times when no one is around, include an option that allows users to talk to an AI-powered chatbot. Here's a reassuring fact on this topic: around 35% of people say they are totally fine with getting answers from a chatbot if no one is available to help. This shows that timely support, even from a bot, is better than waiting in the dark for help.
A big part of creating a top-notch UX is having people readily available to help customers when they need it.
Listen to Feedback
I think it's safe to say that we all want to feel heard and appreciated. In business, showing your audience that you're listening can have a big impact on engagement and how people see you in the community.
Creating a space for feedback on your website can affect virtually all aspects of your business. You can learn what people expect, what you're doing well, where you can improve, and so much more.
I suggest the following methods for listening to and implementing feedback:
Include a feedback form on your site that asks about general questions and sentiments.
Send customer satisfaction surveys via email after a customer buys something from your site. Alternatively, you can send email surveys to subscribers to learn how to make your marketing emails more impactful.
Use polls and surveys on social media so you can better understand how you're perceived in the community.
Once you collect feedback, start acting on it as soon as you can. When customers see their suggestions being implemented, it reinforces the idea that their opinions genuinely matter. As a result, they're more likely to be transparent about their expectations and experiences with your business, which means you'll have a better chance of boosting their satisfaction over time.
Optimize Your Checkout Flow
Finally, let's talk about your checkout process. This is the final step a visitor goes through to become a customer. If they have a lackluster experience at this phase, there's a good chance they could leave and won't return in the future.
The good news is there are plenty of things you can do to keep things running smoothly. For starters, you'll want to make the process as accessible as possible. That means enabling guest checkout and multiple payment options. You don't want to exclude someone because they have the wrong type of card or would prefer not to create an account.
You'll also want to use a progress bar so people can see how far they are into the process. You don't want someone to leave mid-order because they think the process is taking too long. A simple progress bar can help drive people to the end because they know exactly how much time is left.
It's also important to include plenty of trust signals on this page. People are generally not eager to share their personal information with businesses if they're worried about their information getting compromised. One of the best types of signals to use in this instance are trust badges. These handy little seals of approval show users that your website is trusted by some of the biggest names out there, like PayPal and Norton.
In my experience, people are far more likely to have a positive experience if the checkout process is practical and easy to follow.
Final Thoughts
There you have it! The tips I shared today have helped us create a better user experience for our eCommerce customers, and I believe the same is possible for you, too. Use these strategies to build a foundation and blueprint that you can follow. If you're patient and attentive, there's a good chance you'll see traffic, sales, and customer satisfaction improve as these changes go into effect.