Magento is a wonderfully comprehensive platform that by default has rich functionality and attractive layout.
However, that doesn’t mean you should leave it as it is. There are plenty of UX tips out there that help savvy entrepreneurs grow their conversion rate by applying seemingly minor changes to the store. Scroll down to learn how exactly optimization of certain store areas works magic on the users’ behavior and buying decisions.
Have you heard about bets JS optimization practices?
Leave your email and we’ll send you it at the very moment.
Replace search icon with a search bar
Every e-commerce store has a search option. After all, this is one of the primary ways for shoppers to discover your products, next to the catalog navigation.
But it is not enough to just have a search option in your store. You can actually optimize it to rise conversions and engage the users more actively.
The replacement of a search icon with a search bar can bring the following benefits:
- More visibility: a bar is easier to spot than an icon
- Promoted action: users tend to click more on a bar rather than the icon
- Increased engagement with the store
This seemingly minor change actually caused a 43% increase in engagement on desktop and a 13% increase on mobile for the Lyst company. Perform A/B testing and see whether it will work for you as well.
Cut down the number of fields in the checkout form
Online shoppers hate wasting their time. Unfortunately, many online stores have too lengthy or too complex checkout processes that result in users abandoning their carts or leaving the checkout in the middle of the process.
One of the unobvious ways to make the checkout process easier is to actually minimize it. The fewer fields you have, the faster the user can complete the payment.
The place name and the family name under one field instead of breaking them down into two, get rid of useless fields and do not use dropdowns unless there are 4+ options. In this way, your checkout area will look neat and more user-friendly.
Always return search results
It’s not enough to say “Sorry, try again” if users can’t find what they were looking for on your site. It is an absolute must to always return search results.
It is important due to a few reasons. First, you want to retain the customer so you need to offer him something else and hopefully make them interested in the proposed product. Second, zero results can significantly decrease the user experience and discourage the user from exploring your site.
So instead of saying “Sorry” or giving a blank page with “No results found”, add an option to view your best-sellers, similar products, or the customers’ picks. In this way, you increase the chances that the user will stay on your site and become interested enough to buy from you.
Add a progress bar to the checkout area
Even if the checkout is relatively simple and contains a few fields only, users still want to monitor their progress and know how far they got. For that, add a pagination bar to the checkout.
Such bars usually display the full number of steps needed to complete checkout and help users better understand where exactly they are now. As well, visual confirmation of the progress encourages completing the action instead of leaving halfway.
When the Public Desire store added a progress bar to their store, they immediately saw a 38% less cart abandonment. Because the users could see how more steps are left, they were more willing to complete them all and make a purchase.
Get rid of automated carousels
Some e-commerce stores strive to do it all and offer shoppers as much as possible.
Automated carousels display a few products in a row seem interactive and nice. But the thing is, the users cannot control it – and this may be the reason why they do not interact with it. As well, such carousels are quite destructive and the shoppers may even forget what they came for.
Modern users want to be in control and choose the content independently. The UX Playbook for retail by Google suggests that you should eliminate automated carousels and let the users scroll through the products. In this way, you will receive a genuine interaction that may be followed by a purchase.
The CTA buttons are the driving force behind all e-commerce stores. They propose to add a product to a cart, buy now, see more, etc. However, there are some tips on the CTA buttons design that you should consider if you really want users to click on them.
Watch the following:
- CTA placement: the higher the better. As well, place your CTAs near the important site elements, like product photos or price.
- Color and size: make the font bigger than the one on the page. As well, make the CTA button visible by using bold colors and avoid using ghost buttons.
- Add value: do not insert an action only – as well, state a reward that the user will get from performing the desired action.
One of the most important things in the CTA design is A/B testing. It will help you see which buttons perform the best and cause more response. For example, a UK makeup store saw a 78% rise in conversions by simply adding value to their CTA in the form of an informative banner.
The UX aspect of a Magento store is a big deal. There are dozens of things to keep in mind, but the main thing to remember: always be user-centric.
As long as you have the shopper in mind, you will be seeing growing conversions and better user engagement. For that, you need to fine-tune the performance of the store and 100% know your audience and its preferences before applying any changes to the site.