Cover illustration by: Julia Hanke
A good user experience helps make purchasing in your store easier. And it is made up of a set 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 is “normal”. We tend to forget who we sell to, it's like the entrepreneur's curse. Selling sports shoes is not the same as custom-made formal suits. Skateboards to Board Games.
Art by: Leremy
People interact in different ways, but there is always a pattern of behavior based on familiarization. References are your best ally, look for real competitors and base yourself on what they do best. If you sell custom suits, don't refer to Amazon 🙄, look for stores that sell the same thing as you, in your country or another (seeing what they do in the USA or England is always an excellent idea).
2. Simplify your navigation
Art by: Cat Wall
The navigation or navigation menu is the first element that users will see in your store, focus on making it as simple as possible.
At this point it is very important that you try to imitate physical purchases, remember that it is all about familiarizing users.
If you had a commercial premises where you sell 3 products, you are not going to rent a 200 m2 premises, you are going to rent a boutique with 1 shelf.
What happens if I sell many 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 about the other way around? You are saying to imitate the physical experience. Yes, I'm contradicting myself, but for an excellent reason, people on the internet are in a hurry and don't have time to browse your store for 4 hours looking for what they want.
Put your star products at the beginning and then recommend additional products.
The importance of Filters.
Have you seen on Amazon or Mercadolibre how easy it is to filter by results based on product properties? (Color, size, etc.) This helps to further simplify the search for relevant results.
Activate this function in your store only if you have a large catalog of products. Make sure it is as simple and relevant as possible.
3. A good search always helps
Art by: Wanda Arca
Let's go back to the previous example, do you have 3 products? Disable search, it's absurd. Do you have 500? You definitely need one.
If you use Shopify, I recommend these two apps:
They are easy to install and configure, in addition to having very good performance in your template.
4. Take care of the texts and colors
Art by: Anaz
Color contrast is a very important factor when you apply it to fonts, menus and buttons. Make sure they look good against the background/text. Remember, make it as clear as possible.
Regarding the color of buttons, I leave you a Hubspot study where they put the color green and red to compete, 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 type of font, the correct reading of the site will depend on this, try to use one that is 100% legible and not italic or very small in size.
5. Ask, analyze and experiment
There is no advice that is worth it if you don't put it to the test. Most likely these past tips don't make sense for your type of audience. If you have 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 whoever is going to buy from you. This does not always mean that it will be a result that you personally like, but this is where you will have to define what is worth more.
Once you have comments, apply what you have learned and analyze in detail, for this you can use the following tools:
- Google Analytics (detailed statistics on user behavior)
- Hotjar (heat maps)
- Lucky Orange (heat maps)
With these, you will be able to know where people stop and no longer continue buying, detect errors or areas of opportunity.
And lastly, experiment. Find the best version of your store and increase your sales!
If you require advice, our Shopify expert team is always available to help, contact us by Whatsapp, email or phone, we will be happy to meet you.
