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23 May 2018
How UX design can help your business grow.
If you find questions like “How to reduce shopping cart abandonment?” and “How to increase conversions?” cropping up all too often in your digital strategy meetings, poor user experience (UX) could be at the root of it.
After all, some of the most successful companies on the planet have shown us that UX is the secret to acquiring and retaining customers.
Case in point: Amazon. In an interview with The Mirror back in 2000, the platform’s founder Jeff Bezos said that during the company’s inception, they didn’t spend on advertising but channeled investments into improving the UX. In a similar vein, AirBnB co-founder, Joe Gebbia, credits their early emphasis on UX for catapulting the company into the multibillion-dollar league.
There’s data to prove it.
In a 2016 study titled, The Six Steps For Justifying Better UX, Forrester Research found that a well-designed UX could result in an incredible 400% increase in a website’s conversion rate.
As more and more daily business interactions shift online, creating a seamless user experience is the only way to keep conversion rates afloat. Let’s take a look at how a good UX on your website is also good for your bottomline.
If you use your website to do business, you already known the cold hard truth: Only a small fraction of all users will actually make their way to the checkout page. But even that’s just half the battle won. SaleCycle’s Remarketing Report for Q2 2016 reported that Australian online retailers have to contend with a 76.4% shopping cart abandonment rate, which is dismally low even by global standards.
So how can you optimise UX to help them navigate all the way to the payment page...and beyond?
To understand how to make customers stay, it’s important to understand why they leave your website in the first place. Here are the top reasons why shoppers abandon websites:
If customers do not see a clear value proposition within the first 10 seconds, they are likely to leave, says research from the Nielsen Norman Group. This means that your website should clearly state what product you’re selling, what problem it will solve, and what is unique about it in 10 seconds or less.
More than half of all global search traffic now comes from a mobile device, says search behemoth Google. A reasonably responsive, mobile-friendly website has become necessary to keep customers engaged. A Google survey titled, What Users Want Most from Mobile Sites Today, found that 67% users were more likely to make a purchase on a mobile-friendly website.
A Baymard Institute study found that the average checkout contains nearly 15 form fields. That’s twice as many as needed to successfully help users complete checkout. In other words, if the checkout is too long or too complicated, users will drop off.
Whatever you goals - be it filling out a form, making a transaction, visiting a page - a clear call-to-action can often be the difference between a lost and converting customer. That’s not always as simple as it sounds. An effective call-to-action needs to strike a balance between clarity and persuasiveness. For example, consider using a more specific CTA such as “Start My Free Trial” as opposed to a generic CTA such as “Try now.”
A high number of site errors, unclear or misleading pricing, insufficient payment methods and the absence of security badges at checkout are just some of the things that will stir doubts about your business’s authenticity in the customer’s mind. These simple UX fixes could give your conversions a boost.
The real benefits of UX design become evident when UX becomes more than an afterthought in the digital business plan. But if a full website rehaul is nowhere close to the horizon, here are some simple UX best practices to give your digital strategy a shot in the arm:
Start by whittling down the number of fields a user needs to fill out to reach the next level. Likewise, breaking up a never-ending one-page checkout into two snappy pages can help shoppers feel less intimidated.
Next, try automation to help customers complete the checkout process quicker. Automations such as an address or date validator help steer clear of typographic errors and keep your database clean.
Scott Belsky, Chief Product Officer, Adobe, beautifully sums it up with this: “Rule of thumb for UX: More options more problems.”
Transparency is important. But too many options at every stage of the online journey can overwhelm or confuse customers. Map the options and information you provide to each stage of the decision-making process. All the same, clearly displaying details such as shipping costs and transaction fees will help users feel confident about moving ahead.
Not every person who visits your site is ready to be a lifetime customer. But the fact that they’re willing to try your service or product means that they could be starting in that direction. If your business model allows you to get customers to make a transaction without creating a recurring billing account or committing to a contract, do it.
Implementing simple design-level changes such as adding a sticky menu with a search option, tabs and buttons that are easy to click, and making your site as fast as possible can lead to dramatic improvements in your mobile UX, especially for eCommerce sites.
For instance, Apple's iPhone Human Interface Guidelines recommend buttons that are 44 pixels wide 44 pixels tall. Does your mobile UX incorporate best practices such as this?
Whether you’re a small business or need an enterprise-level payment solution, Bambora’s focus on UX at every stage helps you convert and retain more customers. Get in touch with us to know how we can help you leverage a seamless payments UX for your business.
Victoria Galloway is Bambora Pacific's Technical Copywriter and is based in Sydney, Australia.