Cover illustration by: Julia Hanke
A good user experience helps make shopping in your store easier. And it's a series of constant adjustments to always find the best version of your eCommerce.
1. Remember who your audience is
It happens to all of us, and it's "normal." We tend to forget who we're selling to; it's like the entrepreneur's curse. Selling sneakers isn't the same as selling custom-made formal suits. Selling skateboards isn't the same as selling board games.
Art by: Leremy
People interact in different ways, but there's always a pattern of behavior based on familiarity. References are your best ally; look for real competitors and base your research on what they do best. If you sell custom-made suits, don't use Amazon as a reference 🙄; look for stores that sell the same thing as you, in your country or another (seeing what they do in the US or England is always an excellent idea).
2. Simplify your navigation
Art by: Cat Wall
The navigation menu is the first element users will see in your store, so focus on making it as simple as possible.
At this point, it's very important that you try to mimic physical purchases; remember, it's all about familiarizing users.
If you had a commercial space where you sell three products, you wouldn't rent a 200 m2 space, you'd rent a boutique with one shelf.
What happens if I sell a lot of products? Apply the OXXO or Walmart strategy in reverse.
(These establishments put the star product at the end, so that when you leave, you take more things than you planned.)
But wait. What do you mean the other way around? You're saying we should mimic the physical experience. Yes, I'm contradicting myself, but for an excellent reason: people online are in a hurry and don't have time to spend four hours browsing your store looking for what they want.
Put your star products first and then recommend additional products.
The importance of Filters.
Have you seen how easy it is to filter results based on product properties (color, size, etc.) on Amazon or MercadoLibre? This helps make finding relevant results even easier.
Only enable this feature in your store if you have a large product catalog. Make sure it's as simple and relevant as possible.
3. A good search always helps
Art by: Wanda Arca
Let's go back to the previous example: you have 3 products? Turn off search, it's absurd. You have 500? You definitely need one.
If you use Shopify I recommend these two apps:
They are easy to install and configure, and perform very well on your team.
4. Take care of the texts and colors
Art by: Anaz
Color contrast is a very important factor when applying it to fonts, menus, and buttons. Make sure they stand out clearly against the background/text. Remember to keep it as clear as possible.
Regarding button color, I'm leaving you a Hubspot study where they put green and red in competition, read it here https://blog.hubspot.com/blog/tabid/6307/bid/20566/the-button-color-ab-test-red-beats-green.aspx
Don't forget the font type; the correct reading of the site will depend on this. Try to use one that is 100% legible, not italics or a very small font.
5. Ask, analyze and experiment
No advice is worth anything unless you test it. Most likely, these past tips don't make sense for your audience. If you've had problems with your conversion rate , talk to friends, clients, or family about it.
Get as many comments as possible so that your store is always understandable to your customers. This doesn't always mean you'll personally like the result, but this is where you'll need to decide what's most important.
Once you have feedback, apply what you've learned and analyze it in detail. To do this, you can use the following tools:
- Google Analytics (detailed statistics on user behavior)
- Hotjar (heat maps)
- Lucky Orange (heat maps)
With these, you'll be able to know where people stop and stop buying, and detect errors or areas for improvement.
And finally, experiment. Find the best version of your store and increase your sales!
If you need advice, our Shopify expert team is always available to help. Contact us via WhatsApp, email, or phone; we'd love to hear from you.
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