Just like a brick-and-mortar store, the work running, maintaining, and upkeeping a retail site is never finished. Your online store evolves as your business does, and merchants need to keep abreast of changing design trends and industry practices to keep their customers satisfied.
As a UX design agency and a certified eCommerce expert, Codal often sees merchants balk at the thought of retooling their website—it can seem like a huge undertaking. But upgrading your eCommerce site doesn’t mean an overhaul of the navigation, or a complete redesign of the UI.
You can enhance your customer experience with a few simple changes that are easy to implement—so easy in fact, that when you’re done reading this you could add them to your store today.
While the visual presentation of your store’s products is paramount, many merchants fail to utilize the product’s description text to boost conversion. Often times the description is copied directly from the manufacturer, or hastily written as a placeholder that gets forgotten.
But when written correctly, product descriptors can act as valuable tools in the conversion process. Your product description needs to be a blend of informative and promotional. It should tell the user everything they need to know about the product concisely, but also serve as a persuasive device as well.
Bose’s product description blends the informative and the promotional exceptionally
Product listings shouldn’t be displayed in lengthy paragraphs, but rather broken down into aesthetically appealing chunks. I recommend writing the technical specs and stats of the product in bulleted form, while writing a short paragraph that references the user, shows value, and uses emotionally charged, descriptive language.
Your value proposition is arguably the most important aspect of your eCommerce site. It not only describes what your online store sells, and why you should patron it instead of the competition, but also must be summarized in concise copy—it should be the first thing a user reads when they visit your site.
Codal’s value proposition is clear: we use UX design to grow businesses
Ask someone unfamiliar with your site to visit and see if they can explain what you sell after 5 seconds on the page. If they can’t, it’s time to reframe your value proposition. This can be achieved by simply rewriting the copy to make it clearer, or more succinct, but it can also be accomplished with other UX design changes.
Consider emphasizing images that showcase your products in use, or highlighting additional value that accompanies the product, like free shipping or an included warranty. Ask yourself how every element on your homepage works together to answers the customer’s question: what do you sell, and why should I buy from you?
Despite the rise of eCommerce, many consumers still have concerns about online shopping, fearing fraudulent websites or the security of their financial or personal information. It’s important to ease this reluctance with a few quick-fix design changes.
These can be as simple as emphasizing your contact information, or prominently displaying the logos from certified secure payment services. For a more in-depth solution, you can highlight your product testimonials or customer reviews—we inherently trust the experiences of other shoppers—but this may not be a quick-fix option if you’re looking for a robust review display.
Other ways to boost your credibility and provide your customers with peace of mind is to showcase any press your business may have received, awards your products have won, or, if applicable, notable clients that have used your services previously.
Like product descriptions, the placement, design, and copy used for call-to-actions often gets hastily created, and shelved under “we’ll come back to it later”, when it should be one of the most scrutinized elements of your retail site.
Ask yourself how well your CTAs are performing. Is there room for improvement? Do they consistently convert users? The good thing about CTAs is that they’re easy to tweak and test—if you try a new call to action button and it flops, it isn’t hard to revert back to your tried-and-true one.
The best CTAs use dynamic, actionable language that’s written concisely and gives the user a sense of urgency.. Your CTAs should use catching colors (without being garish), while also being easy to locate, read, and understand. If your CTA is lacking in any of these areas, it’s time for an upgrade.
While all of the changes discussed in this article can be implemented in a single day, there’s an even easier way to improve your eCommerce site—actually use it.
As a UX design agency, Codal sees a surprising amount of merchants who are so busy with other aspects of their business that they don’t visit their online store as a customer.
Whether you’re trying from different mobile devices, tablets, or just a regular desktop computer, entering the mindset of an unbiased customer and traveling through your own conversion funnel can reveal all sorts of pain points or areas of improvement your website needs.
And if you do find major issues, or if you simply feel as if your website’s outdated, you can contact a trusted UX design company that specializes in eCommerce websites like yours.