Conversion-Driving UX Tactics For Ecommerce Websites

When designing any website you need to think about the audience who you are designing for. There are lots of ideas and tactics that you can implement in your website so you can improve your audience’s user experience. This is so customers have an easy and enjoyable experience on your e-commerce website. Having a positive user experience helps you retain your customers and boost your e-commerce SEO results. It also helps with conversion rates and increasing your sales.

What is an eCommerce website?

Have an Effective Homepage

The homepage of any website is the first impression that viewers will have. If you have a website design that is engaging, then it is more likely that visitors will stay on your website and then go on to make a purchase. Your e-commerce website homepage should be well organised, which will make it more appealing to customers. It should also be easy to navigate to the area of your website which they want to visit. Something that you should think about is simplicity will increase usability. Presenting an organised homepage which has a functional navigation menu will maximise user experience performance.


Use ready-made categories to make navigation easy

Shoppers will always prefer less steps when they are ready to make a purchase. It is more likely that people will make a purchase if they have had an easy experience on your website. You gave to make sure that you assist your customers to ensure they find what they need. An on-site search bar is one of the main features of any ecommerce website, this will drive conversions, get more sales and increase engagement. This search bar should have autocorrect and autofill enabled to help reduce the amount of mistakes and errors that customers may make when searching for what they need. 

Improve Product Listing and Filtering Performance

Product filtering allows shoppers on your website to refine their searches based on multiple attributes. Using filters on your online store will make it much easier for shoppers to navigate to specific products that they want to buy. The most popular attributes that are often used in product filtering are: 

  • Price Range
  • Gender
  • Product Type
  • Product Categories
  • Colour
  • Size
  • Material
  • Brand

You should choose product attributes that are suitable for your ecommerce store. These attributes should relate to the products that your business sells. 

Drive Signups with Interactive Elements

Email marketers and user experience designers often come up with creative ways to make users leave their emails and sign up to a website. These interactive elements require email subscribers to engage with the content, so that they can experience it. They often include tapping or swiping on something, or moving your mouse through the email. You could have interactive emails which are gamified, for example a spinning wheel that the user can click on to ‘win’ a prize such as a discount code or free shipping. UX designers have so many options when it comes to designing an interactive email, but they should take different elements into consideration. For example, some email service providers are still catching up with technical capabilities so you should include a web safe option if your design can’t be supported.

Highlight Any Promotions

Offers and promotions help to attract customers, and increase the amount that is spent by them. These promotions should be placed in the eyesight of users’ so that you can get more conversions. E-commerce promotions are one of the most valuable tools of persuasion to get your visitors to get to the checkout page. When your store has these promotions active, then they should be strategically placed and promoted across your website and social media profiles. Every online shopper wants to get the best deal, and they will shop around to get the best price that they can find. You should make sure your promotions are suitably highlighted to customers, so they don’t miss out on making a good purchase from your website.

Organise a Wishlist

Many e-commerce websites have wishlists where visitors can save items for later. These wishlists help e-commerce businesses to increase the amount of signups and boost conversion rates. Wishlists often are for customers who aren’t ready to order right away, but want to remember the product that they have saved for later. Wishlists also encourage visitors to sign up for an account, who probably wouldn’t have otherwise. If these people have signed up for email marketing then it will also be easier to target them in the future.