Web Design

Increase conversions on your e-commerce website with these basic UX and design tips

Written by Bogdan Sandu on 26 Mar 2018
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More traffic for your website is definitely good, but it is worth nothing if you fail to convert it.

First of all, you need great quality and readable content to inspire users to stay on the website for as long as possible. In fact, keeping people on board is the most secure way for maximizing conversions.  

How is it done? Many websites ‘hide’ internal links within their content, in order to take citizens deeper inside the website.

We could agree this is a successful approach, as long as the links lead users to relevant information. Another method which can also increase conversions is to highlight related resources/content at the bottom of every piece of information your user might be reading.

The pros of related content

Related and relevant posts attached to the end of a particular page can be very beneficial for websites.

They attract more readers and they reduce the bouncing rates. This rate increases when users fail to locate the information they need, but it decreases if you provide content to meet their expectations. You know you’ve succeeded when users are not bouncing around, but they follow the link flow you’re providing them.

Related posts can turn random visitors into regular customers. It is simply how human behavior functions. People find a specific piece of information and their satisfaction brings them back to your website. It could also happen that they fail to find such content, but if you provide them posts which are related, it is very likely they will check them out.  

Better conversion rate with related products, individualized posts, and behavioral targeting

It is never a bad idea to make content more personal and to adapt it to the expected behavior of your audience. You shouldn’t underestimate the importance of these methods if you want to obtain better conversion rates in future.

As we already said, great content and traffic are worth nothing without conversions. Therefore, we gathered few basic strategies which can inspire users to act, either by completing a participation form; or providing information and making orders.

You’re not wrong - it is all about psychology

Having a clear overview on visitors’ activity can help you design such websites which respond to their needs and reflect their biggest expectations. You need to engage visitors from the very beginning; and make sure the engagement is rising and generating preferences, trust, loyalty, and regular purchases.

Visitors appreciate a designer’s efforts to provide personalized interaction, based on what they’ve previously seen and done on the web (opinions, browsing habits, etc). For instance, you can follow good practices and insert familiar cues such as ‘Likes’ or ‘Sharing’.

Try to be as precise as possible; and conduct a detailed research on behavior and recommendations.

Remember that the starting environment is never on your side: customers expect to see only that stuff which could satisfy their interests; and they have no reason to check the other content you’re offering them. It is up to you to convince them.  

Translated to business terms, it means that you have to employ a content strategy which:  

  • Points out the advantages of your brand;
  • It’s not intrusive, but it’s capable to attract and to keep users on board;
  • Results in increased sales and accomplished business objectives.

Still, before you’ve ‘jumped’ on the task, try to walk in your customer’s shoes; and to understand which information could convince him the most to use your content; and to make a purchase.

Ask only for the essential information

You don’t need all those extra fields, even if they are marked as optional. People have no time (or will) to fulfill kilometer forms, and such are very likely to chase them away.

Decisions can (and will) depend on design

The decision of whether to buy a product or not depends on many factors. However, the most important among them are standardized cart design practices, which can reduce the fear of ‘diving into unfamiliar waters’.

Therefore, choose neutral tones and use white spaces, divide information and lead users slowly through the numerous steps of their purchase.

Give more information

Explain to users what the product is all about. Attach specific descriptions and pay attention to details. They will also appreciate feedback and pleasant testimonials, which are the most likely tools to produce purchases.

The lack of clearance and specific information could inspire users to leave and browse Google for information, which will eventually lead to dreaded bouncing and inefficiency of your SEO/CRO performance.

Use a more personalized language

Avoid classic expressions and communicate with customers in a less official, but more friendly tone. Invite them to take action with interesting expressions, such as ‘Grab it’ or ‘Reserve yourself a seat’.

Look at how websites who sell T-shirt designs do it. They have a colloquial language and people like that a lot.

Let customers choose

As good and simplified your design may be, you have to recheck the order made by your customers. Ask them twice whether they’re sure about the color, size, or number of items they want to order. There are also few other tricks that can make shopping more pleasant:

  • Short summaries of the product;
  • Detailed explanation of shipping information on every page;
  • A list of recommended products at the end of the purchase

What others said

There is no better way to turn visitors into customers than to present them with opinions and testimonials of satisfied users.

Such serve as a social proof of your product’s quality and should, therefore, be present both on the landing and the email opt-in pages.

Promotions, rewards, and limited offers

Yes, it is very human to feel happy for a reward, even if it is a small one or one you didn’t expect. It is one of the main tools you could use to guide visitors to the checkout point and to keep them satisfied.

In fact, a proper checkout is just the beginning of your journey, as you have to be sure customers would return or recommend the website to other people. Try it and observe how your conversions increase!  

The place of conversion elements is always above the fold

Your conversion elements, such as opt-in boxes and particular offers should always stand above the fold.

Employ motion in the ‘human’ aspect of your offer

It doesn’t have to be a Hollywood movie! A simple, short video on the homepage will introduce users to your brand; and it will provide the necessary information in an entertaining manner.

Professional demonstration of brand value

Recently, many designers decide to use documented demonstrations of their products/services; and a professional explanation of their brand. For the purpose, they use popular tools, such as white papers and case studies.

Case studies, for instance, analyze the positive experience of a single customer and they make a short comparison to other successful outcomes.

White papers are created to generate solutions for particular problems, or to expose the beneficial features of the product which is already on the market.  

Emotions work like a magnet

Motivating emotions is the core of a successful conversion. What you need to do is to write ‘touchy’ content, which can wake up old memories and provoke pleasant feelings. Remember: your ultimate goal is to present a desirable product.  

Content is still the most important feature

The most important task you have is to make the purchase experience as pleasant as possible. Give users some sophisticated design, affordable prices, and flawless service. It will make you more competitive on the market, especially because customers had no need to turn to other resources to find all the information they need.

This is how humans are. They will appreciate a ‘rainbows and butterflies’ campaign and multifaceted marketing; and whatever piece of content which looks beautiful and memorable. For the purpose of obtaining such products, humans are willing to sacrifice more affordable (or even practical) purchases; and will, therefore, punish every lack of creativity.

Adjust content to your customer, not your personal preferences

The first thing to remember is that your website’s content should match users’ expectations, rather than your personal needs and preferences. It is simple, but many people fail to achieve it because they take their business too personally.

You might have the best idea and the most wonderful version of how your online purchases should look. However, it might happen that you produce content which will fail to attract customers, which means business will be over even before it started. Therefore, analyze each aspect of the conversion from a customer’s aspect.

It doesn’t have to mean that things which are important to you are also important to your potential customers.

Better conversion rates are almost entirely based on the degree of personalization you attach to users’ experience.

Personalization is a psychological strategy, in fact, a fairly simple one. You need broad research, questions, and delivery testing; and a proper choice of relevant posts to attach to every page. Whatever you do, make sure it is consistent with users’ previous experiences and browsing habits. Personalized experience will almost certainly lead you to better conversions and bigger profit.

 
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