How to provide excellent user experience in your shop?
Everyday many people visit your shop, look around for a bit and leave without buying. It’s mostly not because you don’t have what they are looking for, but because you have made it difficult to find what they want. So how to make it easy for people to navigate to the products they are looking for and go through to the check-out and leave as happy customers?
There are many books about it, there is a lot of research that has gone into that topic and you can spend a lot of money and make it very complicated and not achieve good results. Or you can use common sense and our experience. We at Multon have seen with our customers, that in the end it boils down to very simple basic rules that need to be followed.
• Eliminate everything that does not need to be there. Simple navigation is the best.
• Use simple and uncluttered design, more images and less words
• Use visual pointers in systematic way (color, symbols), to direct customers focus to the call to action element.
• Have only relevant content on your home page (offers that are applicable, products that you want to sell, images that reflect your products)
• Don’t try to squeeze every category and subcategory on your home page.
• Have high quality images of your products.
• Make your navigation menu prominent with contrasting colors.
• Use cross referencing to add same products into multiple categories. Someone looking for a lamp may look under Lighting, Accessories, or Living Room.
• Keep category navigation clutter free and have a lot of “air” between items
• Large product photos and zooming are your main tools to create a close to physical shopping experience. Some of our clients have increased their shops conversions by over 200% just by having bigger, high resolution product images.
• Make the check-out process easy and fast – don’t ask for the same info you already have or don’t absolutely need. Make it logical and show progress during the process. Don’t slow them down or scare off by offering to join the newsletter or fill-in a form to become a loyal member. That’s not worth taking the risk of losing them.
All in all what we are trying to say is that your website should not only look appealing but should do what its made for. That doesn’t mean the shop shouldn’t look beautiful too. But that we will discuss in one of our next blog posts.