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5 most common mistakes eCommerce stores make with their UX design

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Unni Mohan,Digital Marketing Manager

The UX design of your eCommercewebsite or app is how your customers interact with your business, and getting it right is as critical as the quality of the products or services you are selling or offering. The color template you choose, navigation flow, product layout, and many other factors determine how the UX of your eCommerce app appeals to the customers. Many eCommerce businesses don't realize that a poor design or mistakes in their UX can be bad for their sales funnel and conversion rates

Read also: How AI-based UX will be the future of customer experience

eCommerce UX Mistakes

Knowing the most common mistakes and setting them right can help businesses provide a better user experience for your customers. Following are the most common mistakes that eCommerce businesses make while designing their website or app:

1 - Limited Product Info

It may seem like a good idea to keep your app simple. But the simple layout must not come at the cost of limited product information. Your customers should have enough information about the product to make an informed purchase decision. Not giving enough information is one of the most common mistakes that eCommerce apps make.  

2 - Poorly Designed Navigation Paths

Your customers' journey within the app is a big part of his user experience. An optimized navigation path is the one where the customers find what he wants without getting lost in the sales funnel. An ill-thought navigation path can lead to higher bounce rates.

Well defined navigation path can:

  • Improve user's understanding and experience.

  • Make your app more accessible.

  • Add credibility to your app.

Read also: Why mobile commerce is the future of eCommerce

3 - Multi-step Checkout Process

Every element of your UX design has a role to play in the customer's user experience, right from the moment they log in to your app to the point of exit. Customers expect a checkout process where they do not have to give too much information and carry out the whole process in a minimum number of steps. After spending a great deal of effort, time, and money on marketing and bringing the customer to your platform, only to lose sales due to an ill-designed checkout process is the last thing you will want. As per a study, 21% of customers abandon carts due to a lengthy checkout process.

An optimized checkout process will have the following qualities:

  • Speed - Slow checkout process can make the shopping experience stressful. 

  • Easy Form Filling - Minimize the form filling through good design and social media or other site integrations.

  • Guest Checkout - Forcing to register can put-off customers, and they prefer shopping without conditions.

  • Definite Flow - Customers should know how many steps to complete the process and what information is needed.

4 - Too Many Features

It is great to have a feature-rich website or app to keep your users engaged. But a flip side of having too many features is that it loads your application and worst-case crashes your application. The key is to strike a balance between functionality and UI constraints. Decide on your key features, and scale up your app by carefully updating the app with one or two features. You do not want your app to crash in the middle of a purchase and lose that customer.

5 - Not Including Action Feedback

Customers care for an app that doesn't leave them on their own. You need to confirm with messages whenever they complete tasks. For example, if a customer adds a particular product to their wishlist, they must receive action feedback that says, "Product added to your wishlist". It helps your customers to know that they are performing the actions correctly. Action feedback helps in enhancing the customer's user experience.

Read also: Five chatbot mistakes eCommerce website make - How to get them right

Read also: The top 10 eCommerce trends of 2020 that are here to stay

Wrapping Up

Optimized UX design can drive your sales and profit by offering a user experience that is easy-to-use, clean, informative, and attractive. A good UX can elevate your brand value and customer retention. It's clear from the above points that UX design is more than just visuals and aesthetics; for customers, an eCommerce store with poor UX is like shopping at a cluttered, unorganized, and messy retail store.

We at SayOne hold a deep understanding of how and how not to design and develop an eCommerce app and website. TRY US FOR A WEEK!

Read also: 5 eCommerce technologies to adopt in COVID times

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