Your business’s website sells more than your products. It also sells your customers an experience. The quality of that experience can have as much to do with their satisfaction as the quality of what they buy from you.
There are many different elements that contribute to the user experience (UX) for consumers on your e-commerce platform. If any of those components cause problems — instead of solving them — for your visitors, your business will suffer as a result. This is why it’s important to make sure you optimize the UX of your website. Customers who enjoy a smooth buying experience are more likely to do business with you again.
Building a website with a strong UX involves taking a hard, critical look at every aspect of it. The site must look, feel and function as seamlessly as possible. If there are any areas in which it doesn’t perform as well as it should, it will drive away visitors.
Optimizing what you have
For example, any buttons or links you want people to click shouldn’t be hidden in the corner of the page. Those elements need to be front and center.
They also need to be the focal point of the landing page, without a lot of unnecessary clutter surrounding them.
It’s also important to prune any dead links from your site as often as possible. Clicking on elements that don’t lead anywhere tell visitors the site is being neglected and your business isn’t trustworthy.
The accompanying infographic contains these and many other tips for building a better UX. By optimizing the experience visitors have on your website, you’ll improve your conversion rates and make the most of your online opportunities. You’ve invested a lot in making your products as good as they can be; it’s time to give your website the same attention.
Author: Michael LaVista is President of Caxy Interactive, which specializes is in creating customized web applications for business customers with a focus on digital user experience design, mockups, usability, accessibility compliance and security. LaVista has 15-plus years of experience in web application and mobile app development, consulting and management.