When it comes to running an online business, offering quality products to customers is not enough to thrive growing competition in the e-commerce industry, not only in Singapore but around the world.
The only way your customers will stay forever and support your online business for a long time is to make sure they have a great way to shop and leave a lasting effect on your reputation.
How presentable and interactive your e-commerce website can leave or break your brand impression on your customers. Therefore, improving your e-commerce (CX) user experience is key to your success.
What is the e-commerce user experience?
E-commerce user experience (CX) refers to the experience of interacting with an e-commerce site. Moment a the customer lands on landing page and browsing web pages, launches e-commerce CX.
If potential customers are having trouble finding what they’re looking for on your e-commerce website, expect them to get a bad impression of your business, especially if the website loads for more than 3 seconds.
In other words, e-commerce CX is about winning the trust and hearts of your customers. The better the CX, the more your customers will return and continuously support your online store.
Here are a few different ways that can help you improve the CX e-commerce of your e-commerce business.
7 best ways to improve your e-commerce user experience
1. Create a user-friendly e-commerce website
Since CX for e-commerce starts when someone comes to your e-commerce website, you need to make sure that navigation is easy, even for users who are not versed in the technology. Forbes reported that if customers can’t find what they’re looking for on your e-commerce website, you can expect your potential customers to search for what they need on your competitors ’e-commerce websites.
Prevent this from happening by building a user-friendly e-commerce website. Here’s how:
- Labels should be clear and specific
- Add a search function
- Make your content easy to read
- Includes autocomplete options
- Include product categories
- Show related items
2. Optimize your ecommerce website for mobile use
More and more consumers are using mobile devices in their daily lives for various things, from listening to music to shopping for their needs, because they are easy to carry wherever they are.
This is not unexpected because more than half of web traffic in 2022 comes from mobile users, according to the Statistician.
Your potential customers may belong to that percentage, which is why optimizing your e-commerce website for mobile use is essential. Below are some significant qualities of a mobile e-commerce website.
- Compress images
- Remove unnecessary widgets
- Use responsive web design
Here is an example of a UNIQLO mobile e-commerce website.
3. Include customer feedback
Today, consumers are getting smarter with their purchases, especially when they buy something online. Before finalizing their decision, they tend to do thorough research.
In addition to reading the pros and cons of the products they want to buy, they also read customer reviews that contain feedback from other customers describing how good the products are, including the quality of service they have experienced.
According to Oberl, 9 out of 10 consumers often read customer reviews before completing a purchase. Expect your potential customers to do the same, which is why you should include a section on each product page where they can leave their feedback.
4. Use color psychology
Another way you can improve CX e-commerce on your website is to use color psychology. Many companies use this method to attract the attention of their customers and encourage them to take action.
For example, the Sephora brand uses red to highlight the “Start Shopping” button that is part of their pop-up banner. This helps your customers notice what they have to offer.
If you plan to use color psychology on your e-commerce website, consider the following to know which color to use.
- Red – excitement, love
- Orange – Self-confidence, sociability
- Yellow – creativity, happiness
- Green – nature, quality
- Blue – Trust, peace
- White – pure, simplicity
- Black – formality, sophisticated
- Purple – Luxury, Kingdom
In the case of Sephora, they use black, purple and white as the primary color of their e-commerce website to show the simplicity, sophistication and luxury products they have to offer.
5. Properly link social media markets to your e-commerce site
The experience of your customers on social networks such as Facebook or Instagram can also affect your CX e-commerce. Not surprisingly, these platforms now have markets that allow you to reach and sell more by linking your e-commerce website.
If you do it right, you can make the customer’s journey easier because they will be directed to the page of their choice of product and will no longer have to manually find what they want on your e-commerce website.
In the long run, properly connecting social media markets and e-commerce websites helps build stronger relationships with your customers. That’s why they can now easily buy even if they just thought about buying while searching their Facebook or Instagram accounts.
6. Make the shopping process easier
You can also improve your CX for e-commerce by simplifying the shopping process on your website. The Harvard Business Review mentioned in its study that companies that facilitate the buying process are 62% or more likely to make higher sales.
Here are different ways you can make the shopping process easier:
- Never allow existing customers to fill in the same information twice
- Turn on the back button
- Allow customers to arrange their shopping cart before settling the payment
7. Inform customers about stock availability
Informing your customers about the number of available stock for each product in advance can prevent problems such as refunds for customers because they have just learned that their product of choice is no longer in stock.
One way to prevent this is to give customers options by asking them if they would like to contact them after refilling the product they want. This way you can be transparent with your customers and help improve their experience on your e-commerce website.
Start providing a better e-commerce user experience!
Improving the user experience of your e-commerce website can be difficult because it determines how customers will behave and interact with your e-commerce website. Consider expanding your knowledge of e-commerce and SEO to provide a better user experience.
Read more on the OOm blog website for more digital marketing tips. You can leave a message on their website so they can provide you with additional useful information on how to manage your e-commerce business.