Originally published in Retail Customer Experience.
Today’s consumers expect flawless website experience. In a recent survey of more than 8,000 B2C and B2B buyers worldwide, 73% said one really good experience with one company raises their expectation across the board when shopping online.
Marketers are tasked with analyzing all aspects of their website’s performance and continuously enhancing the customer experience to meet these high expectations. This is especially crucial as technology, consumer behavior, and product interest is always evolving.
Randi Mohr, Whereoware’s Vice President of Customer Success and Marketing, recently sat down with Retail Customer Experience to share three insightful tips on updating your website to maximize your customer’s UX.
1. Make it easy to find products: Streamline Navigation
56% of customers expect to find whatever they need from a company in three clicks or less, so streamlining your navigation is crucial to capture and retain visitors on your website. The top navigation should be concise, logical, and descriptive and include high level categories to organize items of interest.
We recommend you limit the top navigation to fewer than seven categories to minimize cognitive load and maximize usability. Use a dropdown sub-navigation to break product categories down further, while also utilizing product imagery and messaging to capture attention.
Base category names on keyword research and language common to your audience to ensure the options are intuitive and recognizable at-a-glance. The over-arching goal is to make the experience as seamless as possible to keep frustration low and the consumer moving through the funnel.
2. Motivate Purchases: Enhance Product Detail Pages
It’s no surprise that product detail pages (PDPs) are a crucial aspect of your website, after all, your customer is most likely to make a purchase here. An optimized PDP uses a combination of high quality product photography; compelling descriptions, specifications, and details; and interactive elements to turn browsers into buyers and drive revenue.
Like our clients at Cuisinart, the best PDPs should entice customers to engage with the brand using rich visual media, reviews, and other content to help the customer visualize using the product.
Add personal, AI-driven product recommendations that will continuously analyze user actions to recommend the most compelling products, improving product discovery and the overall customer experience.
3. Reduce Abandonment: Simplify The Check Out Process
The finish line is in sight! Your customer successfully navigated through your website, arrived on a product detail page that convinced them to add-to-cart, and now, the urgency to convert is high.
To reduce shopping cart abandonment, (according to Statista, cart abandonment is about 88% for online orders) you need to ensure the check out process is simple, straightforward, and clear.
Include an image- and information-heavy order summary; with shipping, taxes, and other necessary details as clear and transparent as possible, so there are no surprises. Autofill known user information and add consumer-friendly payment methods, like PayPal or Apple Pay, to get your consumer across the finish line.
To read the full article and gather the insight you need to improve your website experience and conversion rates, head over Retail Customer Experience.