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UX stands for User Experience and is a profession dedicated to improving the ease of use of software, websites, applications and more.

The reason more people find iPhones easier to use is because of they have a good user experience with the device. User experience is about making it easier for your users — customers — to get where they need to go — buy from you.

Useless inconvenience, frustrating website paths, and slow loading times will kill your eCommerce store. If customers constantly find themselves jumping through hoops to make purchases–you’re going to lose business to your competitors. Use the five tips below to better serve the needs of your clients, and leave your customers with a positive user experience:

Don’t hide important information

We’ve all been frustrated when trying to find something we’re looking for online. As our attention spans decrease, we grow less tolerant of not being able to make a quick purchase online. Especially if it’s not a “fun” purchase, it should be easy to find what we need, buy it, and get on with our lives.

Having to close unwanted opt-in pop-ups, or hunt through several pages to get where we want to go drives us crazy. When running an eCommerce store, it’s important to make it easy for customers to quickly find where they need to do. This might be with a prominent search bar for customers to use, or a well-done menu structure to allow customers to filter results.

Take a look at Dell’s website. They have their menu set up so a customer can easily select the type of product they’re looking for, and what it will be used for. This narrows down the results a customer is going to see to give the user fewer choices (and, a product they are likely more interested in buying).

They have their menu set up so a customer can easily select the type of product they’re looking for and what it will be used for. This makes it easier for a customer to quickly get to where they need to go, without getting lost on your website.

Above all else, a customer should never be lost or confused on your website. 

Call-to-Action buttons should stand out

A lot of eComerce websites make the simple mistake of using their company color as the call-to-action color.

If this color is ONLY used as your call-to-action color, that might be OK. If it’s used in your logo, your header, and elsewhere on your website, you should pick a different color. The color of buttons or links that customers use to take action should stand out on your website.

What stands out is clicked, what blends in is ignored. You want customers to click the buttons they need to click in order to purchase from you. It’s easier for the customer, and it results in more sales for your business.

The Checkout Process Should be Easy

I recommend carefully going through Amazon’s checkout process, noting the steps you need to take and how easy it is. I recommend doing this, then testing your shopping cart. Are there a lot of unnecessary questions or steps the customer needs to take to purchase from you? Remove these! Make the cart page clean without a lot of distractions.

Should it be mobile first?

We’re getting close to the point where mobile searches are outpacing desktop searches. More consumers are purchasing products and services using their smartphones, not their computers.

Mobile first means your website is designed with the mobile look first, and the desktop views second. It ensures that proper time is being used to plan how your website will look and function on mobile devices. This is the opposite of normal website design, where the developer generally builds the desktop website with main priority, then goes back to ensure it “looks good on mobile.

It might be beneficial to spend more time looking at the mobile view of your eCommerce store.

Mobile devices have less screen room, so point #1 above (making it easy for users to get to where they need to go) is extremely important. We recommend cutting down all of the fluff, and even some of the images. Images take longer to load, and unless it’s a product image or needed for the user to make a purchase, it should likely be left out.

The last thing someone wants to do on a mobile device is a wall of text, so make sure product descriptions are optimized for this view.

Ensure you have a clear purpose

A lot of websites seem to be built with the idea that the customer has identical knowledge of the business that the business owner or website developer has. When a customer lands on your website, this might be the first time they’ve seen anything about your company! They don’t know the full offering of your company and need to be guided to where they need to go.

Upon landing on your website, a consumer should know exactly who you are and what you do. Don’t have a new customer land on a landing page that assumes they already know what the website is for. Explain to them your service, your product. Give them the paths they need to purchase from you.

Each of our clients develops a “proto-persona” before we build their website. This helps establish the kind of people that are navigating the website and gives an idea of what different people may want on the website. If this is a long time customer who just needs a simple re-order, they should be able to do so quickly. A new customer should find out if you are a good fit for each other quickly as well.

This helps establish the different types of users that are navigating the website and gives an idea of what different people may want on the website.

If this is a long time customer who just needs a simple re-order, they should be able to do so quickly.

If this is a new customer should find out if you are a good fit for each other quickly as well.

Ensure your website has a clear purpose and path. Don’t get lost trying to have a set of disorganized pages to try and serve and type of person that might land on your website. Develop the personas of your key customers, and focus on answering their needs above all else.