- 1. Quickread
- 2. Website discovery
- Position the Brand Clearly
- Show Relevant Calls to Action
- Tailor Landing Pages for SEO
- 3. Product search and browse
- Provide On-site Search
- Inspire Visitors in Discovery Mode
- Use Filters and Faceted Search
- 4. Product page
- Prominently Display Primary Actions
- Provide Detailed Product Information
- Build Customer Trust
- Add Social Proof
- 5. Cart
- Show a Clear Order Summary
- 6. Checkout
- Let Users Check Out as Guests
- Provide Visual Feedback During the Checkout Process
- Use Common Payment Methods
- 7. Order Confirmation
- Display a Detailed Order Confirmation After Purchase
- Send Order and Shipping Updates via Email
- 8. Some other things to consider
- Product pricing display
- Inspire Visitors in Discovery Mode
- Integrate with the digital ecosystem
- 9. Summary
2.2 Show Relevant Calls to Action
When a user arrives at your home page, greet them with relevant content and precise calls to action (CTAs). A huge banner image that relates to the current season or a special event, coupled with a suitable CTA, assists the consumer in progressing to the next stage in the purchasing process. Avoid using general terms like “get started” in CTAs because they don’t properly convey to the user what happens next.
During the festive season create an effective CTA to help users who are shopping for presents. Instead of using a generic term, utilize words like “Shop Gifts,” which make it obvious that the customer will be led to a section of the site with gift options.
2.3 Tailor Landing Pages for SEO
eCommerce businesses may acquire visitors who are on a mission to discover a certain product by linking their search keywords from search engines like Google to specialized landing pages.
When a user searches for anything, there is a strong probability they intend to purchase it. Creating a personalized landing page for popular product search keywords enhances the likelihood of a store making a sale (and maybe a new customer).
3. Product search and browse
3.1 Provide On-site Search
While it may appear to be a simple feature, many websites still do not provide a site-wide search, or if they do, it is not well optimized. On-site search, on the other hand, is critical to a positive eCommerce buying experience.
According to Invesp, 60% of internet transactions are not made on the spur of the moment. People frequently know exactly what they want, and putting their request into an eCommerce website’s search bar—for example, a product name or model number—is considerably faster than browsing through menu alternatives.
Additional tools such as predictive search and autocomplete assist users in rapidly seeing alternatives. With a search box that dynamically refreshes with quick links to products and popular recommended queries, Apple employs this strategy.
3.2 Inspire Visitors in Discovery Mode
While many shoppers have a specific item in mind, this is not the case for all visits. There are five categories of eCommerce shoppers, according to Nielsen Norman, one of which is the “browser.” Browsers aren’t always seeking a specific item. Instead, they are taking their time to look around to see if they can discover anything fascinating
eCommerce websites may help shoppers in discovery mode by displaying new or best-selling goods and allowing them to browse product categories easily and quickly.
3.3 Use Filters and Faceted Search
Filtering is used in faceted search, but it goes a step further by allowing users to pick several attributes at once.
When establishing filters, instead of restricting selections to generic criteria like size, color, or price, include specialized filters for categories relevant to the items being sold. These criteria may include things like fit or fabric for apparel, fonts or occasion for invites, and screen size or processor for electronics.
When a user adds filters, the user should be able to see what filters have been applied right away in the UI. The user should also be able to quickly delete any filters that have been applied.
4. Product page
4.1 Prominently Display Primary Actions
The customer should never be confused about how to accomplish anything crucial, such as adding a product to their shopping basket. Display main actions such as “add to cart” or “buy now” as buttons and place them in a prominent area on the screen in relation to the rest of the information.
4.2 Provide Detailed Product Information
Display high-quality, professional images and thorough product descriptions to assist consumers in understanding the product.
Use progressive disclosure and visual hierarchy to provide the user with the appropriate amount of information as needed. Provide the most critical information first, then add details farther down the page for people who want to learn more.
Divide long descriptions into sections, such as summary, sizes/dimensions, specific characteristics, and shipping details. Using expand/collapse navigation for additional sections keeps the user from being overwhelmed.
4.3 Build Customer Trust
Customers should not be left in the dark about delivery options, product availability, and return policies. Making sure all of this information is easily accessible promotes consumer confidence and trust, which may help drive a reluctant customer toward a purchase. Knowing whether or not they can return anything allows consumers to make better-informed decisions.
4.4 Add Social Prooft
Social proof is a notion that asserts that individuals are influenced by the actions of others. Dr. Robert Cialdini’s (a renowned researcher in the science of influence) principles of persuasion include this notion, which has been proven to work.
By including customer ratings, reviews, and comments, eCommerce businesses can boost buyer confidence. Amazon products frequently contain thousands of reviews, and customers can sort them by star rating level.