“We innovate by starting with the customer and working backwards. The focus is not the product, but the customer.”
There’s plenty of wisdom dripping from this statement of Jeff Bezos. That’s what Bezos said when he was asked to describe Amazon’s approach to UX.
No matter if you have been dominating the eCommerce market – creating excellent content, optimizing your site’s SEO, or driving loads of traffic to your website.
But if your driven traffic isn’t converting to tangible results, it signifies there is some serious issue in the conversion department of your website.
Well, this is one of the most common issues often faced by emarketers. Fortunately, it’s one of those that can be rectified. However, to rectify the issue, you first need to know what exactly you’re doing because only then you’ll be able to turn your website into a money making machine.
So without further ado, let’s get started.
Before we go into any further details, let’s first understand what User Experience (UX) and how it impacts the conversion rate of your website.
What is User Experience (UX) and how can it impact the conversion rate of a website?
In order to understand why your eCommerce website isn’t converting as much as it should, it is essential to first comprehend the meaning of eCommerce User Experience and why it can affect your website’s conversion rate.
The term ‘User Experience’ refers to the complete experience that users have when they visit your eCommerce website. Pretty simple right?
As now you know what the term UX significantly means, let’s move on to our next concern.
It’s highly important that you should do a high-analysis of your website’s UX. Start the process by just asking yourself few simple questions:
- How do users feel when they visit my website?
- Is my website easy to navigate?
- Is my website clearly portraying my ideas and concepts to users?
- Does my website make it easy for users to connect with me?
These are some simple yet important questions that you have to keep in mind while building, designing or managing your site.
Now you understand how the concepts of user experience and conversions are interconnected.
So let’s not keep you waiting and move to the most important section of this article.
Five actionable UX tips that you must start using to improve your website’s conversion rate
Here are 05 actionable tips. Don’t wait, just start implementing them today and believe us you’ll be astounded by how swiftly your eCommerce site starts pumping out conversions.
Tip #1 Use Hotjar to track scrolling and produce heatmaps
As we’re talking about user experience and how to improve it, we believe it’s best to start by using tools that can help you to track, visualize, and analyze user behavior on your website.
Hotjar is one of the most popular and incredible software solutions that helps you to visually interpret how users are interacting with your website.
Just go to their website and start up the process by signing up for an account.
Next, just add your website url in the website bar. Then you’ll be asked to add a code snippet.
We’ll not discuss this step in detail as it varies platform to platform. If you’re not a techie, just ask your developer or designer to take care of it. It only takes a couple of minutes. That’s it and you’re in.
Hotjar offers plenty of outstanding UX analytics tools, but Funnels and Heatmaps are those two tools that will help you alot in this case.
Heatmaps are an incredible tool that helps you to understand how users are interacting with your site.
Take a look at an example of click-based Heatmap
The darker ‘red’ areas have been clicked on more, while the lighter (blue) areas are clicked on less. Through heatmaps it’s pretty much easier to analyze which CTAs are getting clicks and which are not.
With this amazing tool you can also track scroll-depth. Extremely helpful, right?
This specific feature is quite useful because if your CTA button is at the bottom of the page, then only 10% users will reach it. Thus it will massively hit your conversation rate. Moreover, you can also use the Funnel tool to determine where users are dropping off. Then work to fix the issues that are causing users to leave your website.
Tip #2 Pep up your landing pages by using video
Here we are going to make a very bold statement – Start using videos on your website today.
When we talk about improving sales conversion rate, it’s necessary to understand how adding video can bring significant changes.
In actual fact, video builds elicit emotions and trust that prompts positive action. It’s the single best element that influences conversion immediately.
According to research, inclusion of videos on sales landing pages can boost conversion rates by 80%. Sounds impressive!
But hold on, don’t you even think about using your iPhone’s camera to shoot.
Publishing a low quality video will only negatively influence your users and your conversion rate will be compromised.
This means if you really want to pep up your website with video, you should plan on investing in professional video production. You should produce high quality videos if you wish to build elicit emotion, trust, clarify your offerings and prompt action.
If you don’t have a budget for all of this. It’s totally fine. As plenty of small and mid-sized companies use images or custom graphics to illuminate their message.
Using videos has plenty of outstanding benefits,however, you can still offer those benefits by creating an out-class website with excellent copy and stellar visual aids.
Tip #3 Check your CTA buttons placement
All of these tips are pretty common, but it’s surprising that only a few of them are embraced.
CTA button placement is certainly one of the most simplest and logical tips that you’ll ever come across.
Put the ‘Call To Action’ button where users will see it.
Notice how I didn’t say “put it where you think your users can see it.”
Why so? Because you already know where the button is but your users don’t.
Use Hotjar Heatmaps to understand what the most common path a user takes on your site. You can also determine how far users go on a particular page.
Just keep in mind to place the CTA button early in the path.
Let’s take a look at a few examples.
Take a look at the well-placed CTA button of B2BWoo:
Also, take a look at poorly-placed CTA button of Slumberland:
Tip #4 Optimize images and improve your page loading speed
Did you know the most significant conversion rate killer is poor page loading speed? As a matter of fact 79% shoppers who notice poor web performance claim they will never revisit that website. Don’t want to scare you but according to studies 44% of them even share their horrible experience with their friends.
In fact according to studies, a user expects a website to load within 2 to 3 seconds. If a website takes more than that to load, 40% of them simply leave that website.
That’s a huge loss. So what could be done?
First things first, you need to check the speed of your website. Just go to Google and search ‘website speed test’.. You’ll get plenty of results. We suggest you check the speed of your website on GTMetrix.
If the problem still persists, don’t worry. There’s one more solution.
Often large media files slow down the page loading speed of a website. Luckily, there are plenty of image optimization tools available online. You can use any of them to optimize all the images of your website.
That’s it, problem solved!
Tip #5 Collect customer feedback
Feedback forms and surveys should be your prime weapon when it comes to improving conversion rate through UX optimization. The best and foremost way to gather reliable feedback is by directly asking questions from customers via survey and feedback forms.
That’s a pretty straightforward task. However, crafting a captivating form is a hectic and tricky process. Here take a look at pointers that you must keep in mind while creating a customer feedback/survey form:
- Keep the form precise – Add up to 5 questions in your form to reduce drop-off.
- Offer rewards – Users and customers are more likely to take up a survey or feedback form when they get something in return. Offer them a free gift or discount coupon.
- Show forms after transaction – A successful order notification represents that the journey of your customer has ended and it’s the best time to get feedback. Just remember, to ask the most important questions to get valuable feedback.
To recapitulate, be sure to use every tool available in your arsenal. Track user behavior on your website with conversion funnels and heatmaps. Use videos to spice up your web pages. Don’t forget to optimize the speed and images of your website. Finally, do collect customer feedback to improve user experience.
We hope these five UX tips will help you to improve conversion rates of your website. If you have any questions or would like to share your opinion, please feel free to drop it in the comment section below.