You want to increase your conversion rate, move your business to the next level through your online store. Here are 5 user experience tips that should interest you.
# 1 – Make a good first impression
It’s well known, we never have a second chance on the first one we make to someone. The same goes for your online store: the first page displayed should appear quickly and be attractive (in terms of content and visuals). Since your visitor is already on your website, the challenge is not to attract him to your site but to encourage him to learn more and extend his visit. This seduction exercise happens mainly above the waterline, with a clear indication to your client that he must scroller to find out more.
2 # – Inform and not distract
Attention to information overload: giving information to your customers is good, give more than it takes night at your online store. Simple design and clear content are among the most effective conversion elements. To say that “people do not read” is a little reductive. What is true is that users scan the content diagonally, and stop in a more in-depth look at the content that seems relevant to them: deliver the information in the right place, with little text and words chosen based on your product / service and the goals of your customers.
3 # – Look familiar, to please and reassure
Do you know the bias of familiarity? You know, these automatisms that make you read from left to right, or that you know that underlined words are a link to another content, or that 3 horizontal bars placed in a header are a menu. Well this is the bias of familiarity, also called “effect of simple exposure”: it is a cognitive bias that reinforces the possibility of finding something positive that seems familiar, habitual. The repetition of graphic codes, a certain vocabulary and the respect of UX’s basic rules allow you to save your customers time, to evoke a pleasant and reassuring feeling, leaving them to focus on their potential purchases.
# 4 – Can buy without struggle
This sounds obvious and yet: Online store numbers do not offer an easy shopping experience. When you are in a physical store, you are not asked to cross an obstacle course or run a marathon to pay at the cash desk. This kind of situation should not happen when you buy online. To summarize quickly the best practices to allow a user to finalize his order: think mobile, clearly display the contents of the basket, the final sum to pay and the means (s) of payment. The rest must be secondary and simplified to the maximum. If you can, allow your customers to shop as a guest, this opportunity is often appreciated to save time and energy for the buyer.
# 5 – The customer experience (CX), the cherry on the sunday
Whether UX or CX the heart of these disciplines is the experience of individuals. The difference lies in the context in which individuals are situated when they experience this experience. In the case of user experience (UX) we are working to make the use of a product / service / interface simple, effective and useful.
In the case of the customer experience (CX) we focus on the interaction experienced between an individual and the brand of which he is a customer: thus on the experience lived each time the individual is in contact with the brand (on the internet, by phone, in a shop, etc.). I’m sure you know where I’m going with this CX story: whether it’s before you buy it, or when it’s finalized, your customer is likely to be in touch with your brand for a while. reason X or Y (call for customer service, receipt of a package, etc.). It is therefore important for you to make this experience enjoyable in order to build loyalty and eventually convert it into an ambassador of choice for your brand.
Conclusion
Optimizing an online store effectively is sometimes based on parameters that can significantly increase the conversion rate of your site. Simplicity, efficiency and uniqueness are the solid foundations of this success and should never be placed at the back of your business strategy.
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