While mobile e-commerce is touted as the future, desktop sites still drive the bulk of e-commerce traffic. They also have lower cart abandonment rates and Cheap purchase values than mobile sites. To maximize these sales, e-commerce website designers must apply UX best practices to their desktop designs.
Case Studies: Successful Use of Augmented Reality in Eyeglass Ecommerce
Ecommerce Product Pages
Since e-commerce shoppers can’t touch, feel or try on products before they buy, they rely heavily on your product page to make a purchasing decision. This is why product page design and content must be optimized to increase the stickiness factor for your visitors.
Product descriptions should be concise and informative. Avoid using jargon and industry-specific terminology, as these can alienate your shoppers. Instead, describe features in terms of the value they bring to shoppers’ decision-making process. For example, a product title like “Narrow Fitting Men’s T-Shirt with Polka Dots” gives shoppers valuable information about the product’s fit.
Provide a clear and consistent representation of your brand in all of your product photos. Avoid displaying multiple photo styles on your product page, as this can confuse and frustrate visitors. Also, use a consistent color palette throughout your website to create brand consistency.
Limit the number of form fields in your checkout flow to prevent cart abandonment. Consider implementing guest checkout, which allows users to purchase items without creating an account. Removing account creation from the checkout flow can significantly reduce abandoned carts and prevent customer fatigue. It’s important to keep in mind, however, that guest checkout may not be the right strategy for e-commerce websites whose business models require customer accounts.
