11 Key UX Questions E-Commerce E-Commerce Stores Should Ask Their Developers
There are a lot of considerations when you’re designing your site, but, over time, with the customer service questions you’ve received, you might have started thinking about what you can do to make your site’s customer journey easier. Well, we’re going to make your journey to doing so easier for you!
As a growing business, your website already has all the basic UX (user experience) goodies in place — from your design to product sorting, guest checkout, order tracking, trust and loyalty seals, fully responsive design; it’s probably mobile-friendly too.
You should also have a good grip of your personas and their needs, and perhaps you even added the new features, tools, categories, and products your customers require.
However, such improvements can often end up creating an unnecessarily complex customer journey that seriously impacts your bottom line, and overly complicated UX means less effective marketing, less conversion, retention, and loyalty.
As such, we’re going to help you revisit your UX with the intention of making it simpler by first removing obstacles to a seamless customer experience. Next we’ll focus on improving flow to help drive your customers’ decision-making process.
Reducing effort, guiding decision-making
There are two main goals of your web store’s UX: To reduce the amount of effort it takes for a customer to shop and to actively drive the decision-making of your customers toward a purchase.
What can you expect if you were to make just a 20% increase in “decision-making simplicity”? The Corporate Executive Board says you could potentially:
See a 96% percent increase in customer loyalty
Become 86% more likely to have your goods purchased
Become 115% more likely to have your website recommended to others
We’ve created a list with key UX questions for your developer to help you both streamline your UX for a simpler — more seamless — customer experience.
11 key UX questions E-Commerce stores should ask their developers:
Can we simplify our overall site structure so that it’s more intuitive?
Can customers navigate backwards and forwards via “breadcrumbs” without losing information?
Can we simplify filtering and sorting of products to make search quicker?
Can we add swatch colors?
Can we add video product demos?
Can we show related products, up-sells, and cross-sells on the same page?
Can we add real-time inventory tracking?
Can we let customers buy without creating an account?
Can we make checkout a single page?
Can we add inline field validation to our forms during checkout to reduce error rates and abandonments?
Can we clearly show all fees in the shopping cart?
These are great questions to ask your UX expert at any stage of your small business. And when you ask these questions, what should you expect from your developer in return? Where appropriate, your expert should suggest one or more of the following:
Removal of unnecessary and redundant features or obstacles to your customers’ shopping experience.
Organization of information in a better hierarchy that focuses your customer on your product strengths.
Reassignment of features (to drop-down menus for example) to provide only the most needed information that converts better.
Alterations in information dissemination so that it comes at exactly the right moment during the customer journey.
Once your developer has helped make your UX simpler by removing obstacles, you should immediately see a boost in conversions. Your next focus should be a sanity check on overall customer flow to build on these changes.
Customer flow and conversion sanity check
As a small business owner, you are probably drowning in metrics. And it can be difficult to slice and dice all your available metrics on conversion, bounces, click-through rates, etc., into one simple overview.
If you already have your customer flow in one easy overview, and know where your pain points are, that’s great.
If not, we suggest using the tool from Alwaysbetesting.com below. This helps you quickly and easily identify the biggest drop-offs in your conversion funnel. You can add or remove your own steps and take it as deep as you like.
Once you are aware of the biggest drop-offs in conversions, you will have a better understanding of where you can improve. So it’s time to start at the top of the funnel — with the very first impression you make on your home page.
With the 10 ways to improve your site design currently under consideration, you might think your site is the best it can be. Not just yet…we want to help you make it even better! The next thing to consider is the proposition you offer your customers and how you position your site and your brand.