If you often hear questions like “How can we increase conversions?” or “How can we reduce shopping cart desertion?” come up in your online strategy meetings, it is more likely caused by poor user experience (UX).
After all, a lot of the most successful companies we know today have proven that UX is the main key to gaining and keeping customers. According to studies, a well-developed user experience could help a website’s conversion rate increase by up to 400%.
As the number of daily online business interactions increase, developing a smooth UX is one of the only ways companies can keep their conversions rates at a positive level.
Risks of Bad UX: Why Users Leave Websites
If your website is the center of your business activities, then you probably know that only a fraction of your users actually get all the way to the payment page.
So how can you improve UX to influence them to navigate their way to the checkout page, or beyond?
To understand how to keep users from abandoning their shopping carts, you must first understand why they leave your website. Here are some of the main reasons why online shoppers abandon websites:
Long or difficult payment process
A study conducted at Baymard Institute have found that a typical checkout page includes about 15 form fields. That is about twice as much as necessary to effectively help users complete their payment. In other words, if the payment process is too long or difficult, users will abandon their shopping carts.
More than 50% of all online search traffic worldwide now comes from a mobile phone. Which means that businesses should now have a responsive, mobile-friendly website in order to keep their clients engaged. According to a survey conducted by Google, 67% of users are more likely to purchase products on a mobile-friendly site.
No clear CTA (Call-to-Action)
A clear CTA can frequently be the difference between a loss and a conversion. A successful CTA should have a good balance between persuasion and transparency. Contemplate on using a much specific CTA like “Get My Free Proposal” as opposed to a basic CTA like “Shop Now”
No clear value proposition
If your users do not see a clear value proposition on their initial glance, they are more than likely to leave. Your website should clearly display what products you are selling, what is special about the products, and how the products can help customers within the first minute.
Absence of Trust Signals
Persistent site errors, lack of security badges at the checkout page, insufficient payment options, and misleading pricing are a few things that can cause doubts about your business’s legitimacy in the user’s mind. These simple user experience fixes can help boost your conversion rate.
Perfect UX Design: How to Develop a Flawless Course to Payment
The actual benefits if user experience design become visible when it becomes more than just an afterthought in your online business plan. But if a complete website revamp is really not an option, here are some basic UX best practices to consider with your digital strategy:
Create a simple payment process
Start by cutting down the number of form fields customers have to complete to get to the next level. You should also consider cutting a long one-page checkout into two short pages to help shoppers feel more relaxed.
Automation can also be a good option to help customers complete their payment process faster. Automations like address or date validation can help get rid of typographic mistakes and can help keep your database clean.
Do not overwhelm customers with too many options
The saying “The more options, the more problems” totally applies to UX. Too many options at different stages of a user’s online journey can either confuse them or overwhelm them.
Carefully map out the options and information that you provide at each decision-making stage. At the same time, display clear details about transaction fees and shipping costs to help shoppers feel more confident about moving forward.
Increase conversions by compromising on commitment
Not all users who visit your website is ready to commit as a long-term supporter. But the fact that they are open to try your products or services shows that it is possible to head towards that direction. If your business model lets you get clients to make payments without starting a contract commitment or a recurring billing account, then do so.
Optimize your mobile UX for eCommerce regularly
Incorporating simple design-level alterations like buttons that are easy to click, sticky menu with a search option, and improving your site’s speed can lead to significant improvements in your mobile user experience, especially if you have eCommerce.
At Maxeemize, we ensure that your user experience investments are maximized for better ROI. We have the expertise, knowledge, experience, as well as creativity, to deliver unique solutions that produce better results for your digital strategy! Contact Us for a free UX consultation.