How to increase customer trust in e-commerce: UX hacks
How should you take care of your customers’ data security, simplify their lives, and attract new audiences? It is up to best practices for mobile commerce that helps in increasing conversions, customer trust, and ease of partnership.
The main components of UX in e-commerce
Both mobile and desktop e-commerce interfaces include the same basic elements. However, sometimes they require different approaches to implement.
1. User interface
So that customers can focus on the products you offer and not waste time trying to figure out how your online store is set up, make its design as familiar as possible. Users should be able to navigate the interface intuitively, or at least learn quickly as needed, so try not to experiment too much with the arrangement of buttons and the structure of product pages.
Effective UI design involves unobtrusive but prominent branding on all platforms and in promotional materials. This ensures that potential customers will associate the design with your product, which will help increase brand awareness and recall.
There are also a few rules in mobile interface design. The most important – is the “rule of thumb”, which says that all the main elements of the design should be in the area on the screen, which the user can reach with his thumb. So, you understand exactly what it’s about, looking at the picture below.
Second, don’t be tempted to add to the mobile version all the features that are implemented in the desktop version of the site. Space on your mobile device is limited, so only those options that you can’t do without should be placed here.
2. Main page
Because the home page is likely the first thing your customers will see, you need to make it interesting and informative. It should have a clear structure so that users find it convenient to start their journey through the online store here.
The central position on the home page is occupied by the value proposition. In addition, it usually includes a prominent search bar, several ads, and a footer with links and useful information.
In addition, adding certificates, customer testimonials, or a few promotional posts from social media at the bottom of the page is an effective solution. This will gain the trust of not too determined potential customers and will likely dispel any doubts about the company’s integrity.
As Tino mentioned, navigation on an e-commerce site should be intuitive and consistent. Indicate:
- What page the user is currently on and how to return to the previous or home page
- Where the main menu is located
- Where’s the search box – should be prominent and near the top of the page
- Where to find filters (typically on left)
- Where to click for more product information
- How to choose a particular version of the product
- How to add the product to your wish list or buy it outright
Use clear and simple words for the navigation of your online store. For instance, if you add an option to save your favorite products, call it “Favorites” or “Wishlist”, or ask the customer to name it. Don’t decide on vague or overly original wording that might confuse new customers.
In mobile navigation, all buttons should be positioned so that they are easy to reach. Make the interactive elements wide enough so that you can easily hit them with your finger, and the distance between them so that users don’t miss them.
4. Search and catalog
Whether customers can quickly and effortlessly find the information they need on an e-commerce site or app depends on how comfortable they are with the search bar. It’s as much about the search box itself as it is about the results page.
The more items in your online store, the more prominent the element should be – if necessary, move the search bar from the footer to the center of the page. Do not hide the input field behind the magnifying glass icon, it is better to allocate for it a wide enough space next to it.
The results page should be consistent with their characteristics: the standard text elements should be placed in the form of lists, but the images look better as cards. It is also worth leaving the text of the request in the search field, so the user can make changes without typing the phrase repeatedly.
Don’t forget about the catalog and category pages. All products should be divided into groups based on type. Arrange them in rows and draw visitors’ attention to promotions and discounts with banners at the top of the catalog.
Whichever option you choose – horizontal or sidebar – the type of filtering also plays an important role. Depending on your store’s assortment, it can be:
- by category – to find products that fall into a particular category,
- by subject – can come in handy in a clothing store to search for specific collections,
- by-product characteristics – size, material, color, type, price, brand, etc.
Tips for designing an effective UX online store
The UX design of an online store can be called efficient if it can be easily understood by people with completely different experiences. To get exactly that result, follow our recommendations.
Focus on functionality, not trends. Most of them will only hurt usability and will distract customers, creating additional difficulties.
And lastly, Tino highlights some trendy solutions that should be discarded:
- Slideshows or carousels on the home page. A Nielsen Norman Group study in the U.K. found that users rarely see anything but the first slide in this case.
- Autoplay video and audio. Customers may feel that by doing so, you deprive them of control because they have not consented to it. In addition, this solution will hurt page load time.
- Numerous pop-ups, especially full-screen ones. They will cause even more annoyance to users if the close button is too original or barely noticeable.
- Endless drop-down lists. If such a list requires long scrolling, it’s better to replace it with a search field or input field with an auto-complete function.
- Parallax distracts users from studying the product and can slow down the site. In addition, it often irritates if implemented incorrectly.
- Too many animation effects. The problems are like those mentioned in the previous point: they distract users’ attention and require additional optimization.