Ecommerce is a rapidly growing industry, and as more and more businesses turn to online sales, competition is fierce. Therefore, the importance of user experience (UX) cannot be overstated.
Customers have many options, and a poor user experience can lead to potential revenue loss. This article will explore strategies for increasing eCommerce revenue by improving UX.
Read on for practical tips on improving your eCommerce sales funnel with better UX.
1. Update Your Copy and Mircocopy
Good copywriting is an essential component of a successful eCommerce strategy. Persuade the readers to purchase with compelling written content that leads to conversion—that is the craft your website needs.
When it comes to an eCommerce website, a well-written copy can improve an overall user experience by providing precise and concise product descriptions, calls to action, and engaging brand messaging.
When it comes to a content strategy to strengthen your brand and increase revenue, here is what you need to optimize:
- Brand voice and web copy
- Microcopy
- On-site SEO
Brand voice and web copy
One of the most important aspects of web copy is understanding the target audience. Businesses need to know who their customers are, their pain points, and what motivates them to purchase.
By understanding these factors, businesses can craft messaging that resonates with their target audience, leading to increased engagement and conversions. Refreshing your web copy starts with reviewing your brand voice and messaging consistency across all pages.
When you find the weak spots and improve the branding, communicate it to your eCommerce copywriter. Make sure to update every piece of information on the site, including your brand statement, product descriptions, shipping policy, category descriptions, and blog posts, to keep them relevant and up-to-date.
Another critical aspect of copy that converts is creating a sense of urgency. Achieve this urgency by using limited-time offers, countdown timers, and other tactics to increase your audience’s engagement.
Microcopy
Microcopy or UX copy is every bit of information that helps the audience navigate through your site. It is an essential part of the UX that brands often take for granted.
Microcopy includes button labels, error messages, tooltips, and the copy used in form fields. On your eCommerce site, these bits of text can be essential to improve user experience and help the customers find what they are looking for in the menus, categories, and sales policy page.
UX copy improves the user experience by making interfaces more intuitive and user-friendly. Well-crafted microcopy can distinguish between a frustrating user experience and a seamless one.
On-site SEO
Optimizing your eCommerce website for search engines is an essential part of the content strategy that boosts sales. Organic traffic remains one of the best ways to generate new leads, which you can then lead down the sales funnel with quality copy and design.
Your content marketing team should be in charge of keyword monitoring and ensuring new leads find what they want in your store. If your SEO is strong, but the keywords are misleading, visitors may spend less time on the site, which can suggest a bad user experience that Google can penalize.
2. Improve Loading Speed
User experience and SEO go hand in hand. In a nutshell, Google favors websites optimized for end users and offers real value to visitors. Additionally, long load times can be pretty frustrating for your potential customers.
Faster loading speed can:
- Reduce bounce rates
- Increase the time users spend exploring different pages on the site
- Improve your SEO score
- Boost user engagement online
- Encourage organic shares.
You can improve user experience on your eCommerce website and app by optimizing the lazy loading of your pages. This method only loads the necessary elements that the viewer sees immediately.
3. Optimize Video Loading
Video content has become increasingly popular for businesses to showcase their products and services. Video content, however, can be a double-edged sword when it comes to UX. On the one hand, well-produced video content can engage customers, showcase products, and increase conversions. On the other hand, slow video loading times can frustrate users and lead to a poor experience.
One of the most effective strategies to improve video loading times is to use video compression techniques. By compressing video files, businesses can reduce video size without sacrificing quality. This approach can mitigate buffering times and improve the overall user experience. Additionally, companies can use content delivery networks (CDNs) to ensure videos load quickly from any location.
Another important consideration when it comes to video content, and UX is mobile optimization. Mobile devices are an increasingly important channel for eCommerce, and businesses must ensure they optimize their video content for mobile viewing. This approach means ensuring that videos are responsive and can be viewed on different screen sizes and optimizing video loading times for slower mobile networks.
4. Choose The Best eCommerce Platform
As eCommerce businesses expand, new software solutions are being developed to support them. The matter of “the best eCommerce platform” is not a universal verdict; it is a question of which platform is the best for your type of business and what provides the best experience for your audience.
For example, Shopify is a good choice for dropshipping businesses. If you want a simple solution with a proven record, you can easily choose to open a Shopify store. However, Amazon is still the most visited eCommerce platform online. If your audience is yet to find you and there is a market for you on Amazon, you can kickstart your revenue there.
There are many useful features you can take advantage of on different platforms. For example, you can optimize Shopify merchandising by highlighting popular and best-value items that are more interesting to your customers.
On another note, if you are working as both an in-store and eCommerce business, a solution such as Magento could be a better fit. Magento is a popular e-commerce platform offering a range of business features, including a point of sale (POS) system.
The Magento POS system allows businesses to accept payments, manage inventory, and track sales from a physical location. Additionally, the Magento POS system can reduce wait times at the checkout, improving customer satisfaction and leading to repeat business.
5. Analyse The Data
There are many metrics you can track to understand user satisfaction with your eCommerce store. Indicators such as time spent on the pages, number of clicks, most popular products, referrals from other websites, and keywords that brought you organic traffic can all be helpful to improve the user experience further.
With valuable data insights that track sales and inventory data, businesses can better understand customer behavior and preferences. This understanding informs marketing and product development strategies, leading to increased revenue over time.
6. Personalize Shopping Experience
Personalization can help users find products that are relevant to them, increasing the chances of a purchase. Use browsing and purchase history data to recommend products and offer personalized promotions and discounts.
Customers you attract with a personalized experience will also likely become recurring customers. Offer a loyalty program for the most valuable buyers and inspire them to return with a referral voucher.
7. Use Social Proof
Social proof, such as customer reviews and ratings, can increase trust and credibility, leading to more conversions. Make sure to display customer reviews prominently on product pages and allow users to filter by rating.
Furthermore, you can ask for reviews and recommendations from your customers. Current trends show that video testimonials significantly impact conversions and improve brand reputation.
For example, Pop Brush is an eCommerce business selling unique hair brushes. They have optimized their testimonial page to feature only user-generated content showcasing the product’s features.
Over To You
There are different aspects of improving user experience on your site and motivating your e-store visitors to make a purchase. This article focused on the two most important factors: clarity of communicating your message and products and a user-friendly website that is easy to navigate and quick to load.
Other things you should have in mind when optimizing the experience of your eCommerce shoppers include:
- We are streamlining the checkout process. A lengthy and confusing checkout process can lead to cart abandonment. Simplify the checkout process by reducing the number of steps, allowing guest checkouts, and offering multiple payment options.
- They are optimizing the site search function. An optimized site search function helps users find what they are looking for quickly and easily. Use autocomplete to suggest popular search terms, allow for filtering and sorting, and ensure that search results are accurate and relevant.
- They are optimizing eCommerce for mobile. With more and more consumers shopping on mobile devices, it’s essential to have a mobile-responsive website. Ensure that your website is easy to navigate on smaller screens and that all buttons and links are large enough for viewers to tap quickly.
- They are improving customer support. A sound customer support system can improve the user experience and increase customer loyalty. Offer multiple channels for customer support, such as email, phone, and live chat, and ensure that response times are quick.
Implementing these strategies improves your eCommerce site’s user experience, increases customer satisfaction, and ultimately boosts revenue.
