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10 UX best practices for ecommerce success

Jennifer Lonoff Schiff | Aug. 23, 2016
Experts in user experience and ecommerce share their top tips for how to get consumers to enjoy, stay and buy on your website.

“Stick to three primary colors when designing your website and make sure the palette matches your product(s),” says Low. “Consider the psychology behind certain colors, as well. For instance, blue is calming and trustworthy while green often signals a company that is eco-friendly.” (And yellow indicates caution and can be difficult to read.)

“Having a high contrast between the text and background is important, so people can read easily,” adds Chow. “Choosing dark gray or black on a white background, for example, will be easier to read than light gray on white.”

6. Make sure text is readable (large enough)

Good, helpful text “helps [you] sell more, but it must be easily readable,” says Yates. “Make sure the text is large enough to be easily read,” at least 12 points for body copy, larger, say 18 or 20 points, for headers – and can also be clearly read on a tablet or smartphone. “And make sure your line spacing is large enough,” at least 1.2, so there is some white space between lines.

Remember, the easier it is to read your copy, the more likely people will do so, and the more likely they will get the information they need and will buy from you.

7. Use high-quality, informative images

“Use high-quality product images that show a range or angles and give a potential customer an idea of what it is they're actually buying,” says Travis Bennett, managing director, Studio Digita. “The more information you give [via photos and videos], the easier it is for a customer to say ‘yes, I want this.’”

8. Use breadcrumbs

“For ease of navigation, use breadcrumbs – a visual trail, such as a progress bar, that allows visitors to see where they are in the process of performing an action,” says Low. “Typically, this is used for the purchasing process, e.g., login – shipping information – billing information – review and pay – complete.” 

9. Offer virtual assistance

“Ecommerce companies [should consider] chat bots or live chat tools with predictive technology to anticipate shoppers’ needs and provide guidance during the moments that matter most,” says Scott Horn, CMO, [24]7. “For example, if a customer is receiving an error message at checkout, or searching for a sizing guide, an intelligent chat bot can deliver timely, relevant assistance.”

In addition, “chat bots [and] customer service agents can offer personalized recommendation[s] that get customer[s] past the hump [and] close the sale,” he says.

10. Provide a hassle-free checkout process

“When it comes to ecommerce, the highest drop-off point is at checkout,” says Kateryna Topol, senior art director, Architech. “In some cases, it’s due to consumer indecisiveness, but more often than not it can be attributed to the complexity and confusion of the checkout process,” she says. “Keep the checkout process simple by minimizing the number of required steps to make a purchase. This means allowing users to preview items without navigating away from the main page, as well as adding items to the cart directly from the category sections.”


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