Do you have any experience purchasing items online using a mobile device? Were they pleasant experiences? What elements or steps in the buying process stick out in your mind? Did you feel like you had more trouble navigating back and forth through the steps than you may have on the desktop version of the site? These are all important questions that are intensely researched by owners of e-commerce sites, UX designers, graphic designers, and web developers in their journey to make effective mobile e-commerce experiences, which usually takes them to developing responsive eCommerce website.
Simple, Yet Intuitive E-Commerce Sites
Responsive design allows you to create a site that can change how it is displayed based on the screen size on which it is being viewed. The responsive design movement has helped people understand the need “trim the fat” from their sites, but sometimes simplicity and minimalism in a site’s design can create an experience that is even harder to navigate or understand for a new visitor. One of the biggest challenges that people face when designing the mobile version of a responsive eCommerce site is deciding what elements are essential to the user’s ability to navigate and make transactions on the site.
Study The Paths To Conversion
The ability to lead a visitor through the conversion funnel, starting from the moment they arrive at a site is a crucial factor to the success of any responsive eCommerce site. The multitude of different paths or flows that visitors to eCommerce sites can take is astounding. If you want your site to be profitable, you must find the study of these paths fascinating, and a challenging but rewarding chance to understand your customers better with every interaction on the site. You can use tools like Visual Website Optimiser to conduct A/B tests and collect important data regarding how your customers interact with your site.
How a person arrives at your site (paid advertising, organic search results, social media referrals, email, etc.) will certainly effect how they interact with the site, but the experience should be optimised for the customers that you are primarily targeting and that will provide your responsive eCommerce site the greatest return.
Considerations For Conversion
This is by no means a comprehensive list, but rather an introduction to some of the things to consider when creating a responsive eCommerce site:
- What elements on the desktop version are not essential to the mobile experience?
- What elements reach out to customers providing a call-to-action?
- Does the site provide consistent colours and styles of calls-to-action?
- Is there continuity from step to step in the buying process?
- Is it clear to the customer where they are in the buying process?
- What is the customer’s next step to conversion?
- How easy is it to move forward and backward through the buying process?
- Can any current barriers to conversion be removed?
- What might people want to view at this point in the process?
We hope this article has helped introduce you to the basics of user experience considerations for a responsive eCommerce site. Remember that the goal of any effective e-commerce site is to provide a site that allows you to smoothly and efficiently complete transactions. Whatever sites you have used to purchase online, you can be certain that the designers and developers put a lot of thought into how people would engage with the site.