The most important thing your ecommerce website can be is simple. Don’t let your customers be distracted. Let them get in and out! Don’t get in the way of them buying. The less that is going on, the better.
Ensure that you’re following best practices like making it clear that a product is out of stock, letting users reverse their choices and other functions that we know are useful to users and aid the user experience. Whether you’re after a website that is visually beautiful or increases conversions, simplicity is key to achieving both.
Fix the Ecommerce Checkout Process
You need to cut out every unnecessary process involved with purchase. Don’t force customers to go through extra steps, as the more steps they take, the more likely they are to exit during the process.
Consolidate everything onto one page and make it as simple as possible. Also, the next point is paramount:
Allow Guest Checkouts
Of course you want to collect the data of shoppers and get them on your mailing list, but at what cost if they end up leaving due to having to create an account? Don’t make they sign up and add extra steps to the checkout process. Just let them buy, and remember that this is your ultimate goal.
If in doubt, always opt for a simple process for the user.
Enable Ecommerce Website Search and Filtering
You need search and filter systems that work and are easily found. There is nothing more frustrating than wanting to buy a product and then not being able to locate it on a website. Make sure this doesn’t happen to you.
Highlight the Contact Page
If users need assistance in order to make a buying choice, then it needs to be readily available to them. Ensure that you have the contact page in an obvious place. Do user tests to ensure it’s easily found.
Ensure that you have multiple images for each product, and that the product descriptions are concise and detailed enough for a buyer at every stage of the buying process.
Editable Ecommerce Cart
If you want to decrease cart abandonments, then you need to allow users to easily edit their cart. To add or remove items is so important to users, they want to be able to edit it there and then, not have to go through unnecessary processes to get what they want.