E-commerce UX audit
Deliver your customers with elevated experiences and delightful simplicity to fuel e-commerce with ease!
March 20, 2023
Your e-commerce store is all set up but is it truly giving you the results you desire? Have you been a victim of frequent cart abandonments, low conversions, or deserted customer journeys? In this swiftly evolving digital landscape, delivering a unique product, priced attractively, and packaged beautifully simply isn’t enough. Your customer demands to be delivered with absolute ease, from anywhere at any time, and across any device – this is where UX comes to your rescue to navigate you right into crafting a website that is designed for conversions. Gain an in-depth understanding of how to achieve optimum usability and master the art of delivering extraordinary experiences to drive conversions that match your ambition!
UX Audit - what is it?
Let’s first begin with understanding UX 101 essentials. No, this isn’t a flashy buzzword that marketing experts have been tossing around. This is in fact, a data-driven, fact-backed, and comprehensive understanding of evaluating and analysing a user’s behaviour based on the experience of a platform.
But why is it so important? Well, a lack of usability consideration defeats the point of your website and its digital presence, therefore, an opportunity cost for your business.
Elevating your platform’s experience results in the following cause and effects i.e., the ultimate result, higher sales, amplified awareness, bigger conversions and essentially all the right triggers that you’re looking to plug into your e-commerce website.
Deciphering the mighty UX Audit
The core focus of a UX audit is to ensure a seamless user experience which directly impacts customer retention, and new customer acquisition, determines loyalty based on experience, expands their average lifecycle and so on. It does so, by keeping the user’s experience and usability at the forefront. This includes navigating them across your platform, whether it is a mobile app or an e-commerce website, with unparalleled precision, sparkling clarity and compelling trigger points that make their overall journey a seamless one. Furthermore, a UX audit helps you identify the strengths and weaknesses of your e-commerce website while, also highlighting powerful plug points that enhance its aesthetics, design, and functionality to elevate the overall user experience.
Understanding the core UX audit essentials
Navigating with precision
The starting point of an audit of this nature primarily begins at the navigation – this is your site’s backbone and defines how smooth your customer’s discovery journey currently is while further unveiling the dominating capabilities it holds. Begin with identifying your product entry points, placements, how easy is it to search a product, and is there a need for filters? Your navigation menu is mandated to be precise and ideally embody everything you desire to be showcased up top. While doing so, take into consideration on its response on different devices, and does it succeed in retaining attention?
Connecting that flow
Next, evaluate the flow of your e-commerce website. Does it navigate your customers to the desired key entry points? Have your secondary entry points been mapped and do they authentically serve as minors to your primary key points? Remember, it is crucial to map out your hero products to maintain higher visibility and focus on those. Pay close attention to how your call-to-action points are positioned and ensure they are plugged in the right points that compliment the journey of your e-commerce site – always ensure your map is set right – this is the foundational structure of your platform.
Side note: 52 seconds is all that you have, to make an impression. That’s the average time that a user stays on a website – make it count.
But how do you make them stay longer?
Simple, device-proof responsiveness.
Responding with flexible fluidity
Now, let’s dive right into precisely that i.e., optimizing the responsiveness of your e-commerce website. Your customers are online, as are you – but are you truly with them across every device?
Based on a recent study, 49.78% users are currently mobile based; which leads us into a crucial question – is your e-commerce website optimised to remain true-to-its-form across every single screen, resolution, and size?
Consider all of its design, navigation and functionality features. While you’re assessing this, factor in the speed of your site too. Test every page and its loading time – the longer it takes, the higher your bounce rate will be. Identify which components, plugins, API integrations or other complexities might be slowing it down and begin disposing or renovating those much-required fixes.
Shaping cosmetics that are clean
Getting into the crux of what your e-commerce website holds, let’s discuss aesthetics, design and content. In a perfect world, or from the eyes of a UX developer, these elements should ideally blend and compliment each other. A great design would not work without content that’s compelling and similarly great content has the potential to be chaotic without captivating design – and let’s admit it, no one thrives in a clutter.
Side note: Less is more. Always.
Clean design + simple copy = Clarity without confusion.
Marry these elements to fuse storytelling, immersive marketing and interactive experiences that attracts, engages, and retains your customer’s attention!
Mastering the big checkout
Going deeper, a UX audit further assesses the ‘Add to Cart’ and checkout flows. Pay attention to your much-loved call-to-action buttons. Are they powerful enough – not just in terms of content but instead, placement, design, colors, and strategic positioning? Are they carefully crafted to serve as the perfect triggers, from discovery to checkout?
Let’s understand the basic necessity of your customer here – simplicity is key. Nothing frustrates a user more than a complicated journey which hence results to the dreaded cart abandonment situation. Remember, it is crucial to ensure that your customer is able to make the purchase they came to your e-commerce website for. Keep it simple, concise, and as quick as possible to simplify the shopper experience – give them zero reasons and not even a split-second to think their decision over.
Now, reimagine conversions with the right CTAs by your side and on your site.
Pro tip: You might want to consider enabling the ‘Guest Checkout’ feature that enables purchases without forcing your customers to register, sign up or even log in.
Layering with security
We all agree that security within checkouts is unmissable. This is something that simply cannot be taken lightly and a UX audit helps you identify the core fundamentals of making your e-commerce website a safe place. It is important to advance with consideration on using SSL certificates, secure payment gateways, and other security layers to ensure the safety of your users’ personal and financial data.
100% authenticity
Finally, the most important element of a UX audit is to build an e-commerce website that is accurately built for your type of product. Whether it is retail, service or solutions-driven, it’s crucial to precisely define, craft and reflect its value proposition to its audiences while remaining true to your brand’s ethos.
UX audit - reimagining conversions with the right guidance
Your customers are smart and are only getting smarter by the second – step into a world that paves the way for well-crafted experiences that are truly delightful, backed by science and intelligence, and unlock the power of hyper-interactive user experiences.
The core focus of UX audit is to catapult you into achieving and successfully acing the modern shopper experience, one that is fresh yet simple, where less is more with ambitions to only take your business higher.
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