Increase sales in your online shop: Practical tips on UX

In a nutshell:

1. What is User Experience?
2. Why is UX important for your shop?
3. The impact of UX on sales
4. Summary

If your sales performance is falling short of expectations or you want to improve it, this article is designed with you in mind.

Despite high website traffic, many companies struggle with poor sales results. Often the problem lies in neglecting a key aspect: User Experience (UX), i.e. the quality of the user experience. Successful sales largely depend on providing a positive experience for visitors, which influences their purchasing decisions. If you want to increase your sales performance, read our article.

What is User Experience?

While an attractive offer is important, today's customers are more likely to choose shops that are intuitive and tailored to their needs. For this reason, the experience users have when using an e-commerce site is crucial to its success.

The aim of UX is to ensure a smooth and comfortable purchasing process. User Experience is not just about aesthetics, it also encompasses page loading speed, ease of navigation and transaction security.

Why is UX important for your shop?

When designing an e-shop, it is worth considering UX from the very beginning, so that the structure of the site meets the needs and expectations of users. A good user experience is key to keeping existing customers satisfied and attracting new ones.

UX helps build customer loyalty

A positive shopping experience significantly increases the likelihood that customers will return and use the shop again. This, in turn, strengthens their loyalty and their tendency to recommend the shop to others.

Effective UX design supports better segmentation of customers, which allows the creation of offers tailored to their unique needs and preferences. 

UX has an impact on conversion and your bottom line

A well-thought-out UX enables users to search for products quickly and easily and to make transactions seamlessly. Customers are often willing to pay more for products or services when a website is convenient and intuitive to use. Consequently, well-designed UX contributes to increased conversions and sales.

UX influences search engine positioning results

Online shops that have poor UX often struggle with high rejection rates, which affects their lower ranking in search results. Search engines, such as Google, take the quality of UX into account when evaluating e-commerce sites. Ultimately, pages with better UX gain higher rankings in search results.

The impact of UX on sales

Nowadays, it is crucial to understand your customers' needs and adapt to them. In order to meet the expectations of your target group, it is important to regularly monitor the quality of your e-shop and make the necessary changes. Below you will find tips to consider as they can help to increase sales.

1. Aesthetics

Users expect the offer to be presented in a clear and transparent way, so a simple and intuitive website design that allows them to quickly find the products they are looking for works best. The website should be easy to understand, clear presentation and navigation increase the chances ofthat customers will decide to buy from a particular e-shop.

In addition, the site's modern design attracts users and encourages them to buy. Key elements of today's e-commerce UX trends include minimalist design, carefully selected graphics and consistent colours.

2. confidence building

Building trust in a brand is key to a positive user experience. To effectively build credibility, it is worth focusing on a few important aspects. Customers should be allowed to share feedback on the products they have purchased, which can increase their satisfaction. It is also a good idea to create a dedicated section on the website that clearly outlines the returns, complaints and terms of service policy.

Maintaining domain credibility, including having an up-to-date SSL certificate, ensures the security of customers' personal data. Regularly publishing content on the website will help build an image as an expert in the field. Showcasing awards, press publications and accolades provides evidence of brand credibility. Additionally, including links to social media profiles makes it easy to access additional information about the company.

3. page load speed

Nearly 40% potential customers are likely to abandon an e-commerce purchase if the page loading time exceeds 3 seconds. The faster a website loads, the more likely it is to make a purchase. To improve the loading speed of your website, it is worth taking care of a few important aspects, such as using files of the right size and quality and choosing the right server.

4. optimisation for mobile devices

Adapting the website to different devices, such as tablets and smartphones, improves the user experience, increases conversion rates and positively impacts sales results.

5. product filtering

One effective UX solution for an online shop is to enable quick product searches. The implementation of a filtering function allows customers to find things instantly corresponding to their requirements and preferences.

6 Abandoned baskets

Research indicates that nearly 70% shopping baskets on e-commerce sites are abandoned. To reduce this rate, it is worth finding effective ways to attract customers and convince them to complete their purchases. There are a number of strategies that can help recover abandoned baskets, such as email campaigns, timed special offers, remarketing, social media competitions, offering discount codes and providing information on product stock levels.

7 Personalisation

A carefully designed UX gives the e-commerce visitor the feeling that the offer is perfectly tailored to their needs. To improve conversion rates, it is worth using personalisation. By tracking customers' preferences and analysing their purchase history, you can provide them with products that match their interests. 

Summary

Considering UX as early as when designing a website is essential. A positive e-commerce experience is key to increasing sales and building customer loyalty. The benefits of improvements become apparent almost immediately and customer satisfaction translates into customers wanting to return and recommend the shop to others. Customers with positive experiences are more likely to make purchases and are more likely to return. As a result, focusing on UX and implementing recommended practices brings significant benefits.