Consumers have a very limited attention span. We’ve spoken time and again about how quickly you can lose their attention online if the experience isn’t seamless. In a previous post, I highlighted the importance of page speed, but creating a user-friendly online experiences is also key. Take sites with a lot of content, like an e-commerce or listings platform- you must make it easy for users to navigate, or you risk losing a potential customer.
With conversions being the main goal on any site, how can you keep users engaged to ensure this? Below, we go over some of the things you can implement to enhance the user experience (UX):
NAVIGATION IS KEY
The easiest way to make the navigation appear seamless is by using filters or facets. This reduces the number of results that a user is served, making the product or service research much faster. They can then play around with different filters until they find exactly what they are looking for.
Although, this is hugely beneficial for the consumer, it also creates a myriad of SEO issues. The reason why this is arguably an SEO expert’s worst nightmare is because every possible combination created in the facets is a unique URL, which creates problems like duplicated content, pages with low quality content or no content among other issues.
That being said, don’t let these issues dissuade you from embracing filters. There isn’t one unique solution. You have to examine their use on a case-by-case basis. There are multiple ways to implement and optimize faceted navigations, depending on your business goals and offered products.
MINIMIZE THE CHECKOUT PROCESS
Once the user has decided which products they want to buy and are ready to proceed to checkout, they want to do it quickly. The checkout funnel is where 60 percent of the users drop due to all the steps they have to go through.
Luckily, new technologies have helped to make this process less painful by providing alternatives to the traditional checkout methods. From social media checkouts to guest payments, it’s important to make the experience quick and hassle-free. This will undoubtedly lead to a lower drop off rate.
ADD CUSTOMER REVIEWS
When shopping online, users face the problem of not being able to try the product, which may discourage their purchase. This is where customer reviews come into play. According to a survey conducted by Dimensional Research, 90 percent of respondents claimed that their buying decisions were influenced by online reviews, while 86 percent confessed that they trusted online reviews as much as a personal recommendation.
Customer reviews have technical benefits as well. They support your online rankings, as each review increases the uniqueness of the content on each page, thus directly affecting the reputation of your company online. The more positive the reviews, the higher the chances of conversion.
CREATE RELEVANT CONTENT
Producing content for your site based on lifestyle, certain events or frequently asked questions, will attract more relevant users, which will in turn, result in more conversions. Content expansion also helps in other areas that are fundamental to e-commerce sites as well. Not only does it help increase brand awareness, creating bespoke content on your site will help you rank for non-e-commerce keywords, ensuring that you maximize opportunities to be found on organic search. Ultimately, content expansions help attract, engage and retain customers, which is extremely important for any website to be aware of.
Seamless customer experiences today are what can make or break a brand. Although e-commerce adds another layer of complication to the consumer journey, there are ways to create a smooth path to purchase for any customer. If you’re interested in learning more about creating great UX for your site, get in touch with us.