Running an e-commerce company is different than your everyday startup. While many entrepreneurs can rely on abstract marketing numbers and traction scores, measuring success in the e-commerce industry is pretty cut and dry: sell products or else. And if you want to make sure your company stays in the black for the foreseeable future, you’re going to need to make sure your user experience doesn’t suck.
There’s no denying that user experience plays a huge role in any companies success. After all, you can’t retain customers if they get turned off by your first impression. And while all entrepreneurs should take note of this important facet of the business world, e-commerce founders need to play extra close attention, as a poor user experience makes people abandon their shopping carts more than anything else.
If you want to make sure the user experience for your e-commerce site is on point, improve these four facets of your site to make sure your shopping carts are well-attended on a daily basis.
How can customers be expected to buy something from your e-commerce website if they can’t even find it? Providing comprehensive navigation can completely change how people interact with your site. To improve it, you need to invest in the architecture of your site, avoid dead-end search results, and use breadcrumbs to lead customers to places they actually want to go while letting them peruse the website at their leisure.
A good product page can make all the difference when it comes to a customer’s decision to purchase or not. And if you provide high-quality, informative imagery, simple quick-view functions, user-generated content, and comprehensible discount and pricing models, you’ll be raking in the big bucks before you know it.
If you can’t get a customer to checkout, you’re never going to make enough money to keep your company afloat. Customers need to be eased into the process, and checkout is the final leg. Fortunately, if you make convenience a priority by providing things like guest checkout options and security information, there will be nothing in the way of a sale. If you want to take it a step further, make sure to map out the checkout process so they always know where they stand.
Just like any good website, your e-commerce page needs to be a well-oiled machine with few bugs and even fewer crashes. The only thing more unsettling than an insecure e-commerce site is one that appears to be running on a server fro the early 90s. Make sure your website is defined by fast load times and high scan-ability, because that’s how people like to online shop. You can bet on it.
Originally published June 21, 2017 on Tech.co