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In the realm of e-commerce, the key to success lies in your ability to turn visitors into customers. User Experience (UX) design is a powerful tool at your disposal to achieve this goal. By strategically shaping how users interact with your website, you can significantly boost conversion rates. This article explores 3 key UX strategy areas, broken down into 12 design strategies that are proven to succeed at persuading, evoking emotions, and building trust with your audience, ultimately leading to higher conversions for your e-commerce platform.
Persuasion:
1) Clear CTA
Ensuring clear and compelling CTAs can guide users toward a desired action. For example: ‘Shop Now’ or ‘Get Started’ are clear indicators of the action required. Placing these CTA’s in a location where users naturally expect it (e.g., “Add to Cart” button on a product page) further reduces friction in the buying process.
2) Limited-Time Offers/ Scarcity Effect/ FOMO
Creating a sense of urgency with limited-time offers is a clever way to encourage purchases.
For instance, UX Copy like “Hurry! 24-Hour Sale” “One day only” offers can trigger the fear of missing out (FOMO) and encourage quick purchases.
3) Social Proof
Utilizing social proof by showcasing numerical ratings helps boost credibility. For instance, “4.9/5 stars based on 2,000 reviews” can assure uncertain customers.
4) Social Learning
Encouraging customers to share their product experiences through reviews or highlighting endorsements from influencers can reinforce the credibility of a product or service. There is immense power of ‘People We Like’ in influencing our purchase decisions.
Emotion:
1) High-Quality Imagery for Optimal Level of Stimulation
Using high-quality product images that strike the right emotional chord can help sell a product or service. For example, a brand that sells outdoor gear, will need to depict images and videos of adventure seekers in action to invoke an emotional response.
2) Storytelling
Captivating stories about a brand can create a positive impact on users. For instance, Imagine a coffee company that not only showcases its product but also tells the story of the coffee beans’ journey from a small, sustainable farm in a remote region. They share stories of the local farmers, their commitment to eco-friendly practices, and how every cup of coffee sold supports these communities. This storytelling not only conveys the brand’s values but also evokes a sense of connection, social responsibility, and appreciation among users, creating a positive and meaningful brand experience.
3) Visual Consistency
Maintaining visual consistency in a brand’s design is imperative to reinforce brand identity. From a logo to a colour scheme, consistency builds emotional connections with an audience.
4) Tapping into Desires
A brand must craft copy that speaks directly to its users’ emotions, addressing their desires and needs. For instance, “Get the Korean glass skin you always wanted” taps into users’ desires.
Trust:
1) Secure Payment Options
Offering secure payment methods such as credit cards, PayPal, and secure checkout systems establishes a sense of familiarity and credibility.
2) Return Policy and Guarantees
Transparency about a brand’s return policy and other guarantees can help reduce post purchase dissonance. For example, “30-day money-back guarantee, no questions asked”. This information should ideally be easily visible to the user rather than hidden deep inside the product page.
3) Contact Information
Ensuring a brand’s contact information is easily accessible and responsive and that the brand can promptly address user inquiries and concerns builds trust.
4) Trust Seals and Certifications
Upfront display trust seals and certifications, such as SSL certificates and industry awards, on the brand’s website reassures users about the security and reliability of the platform.
Each of these 12 strategies plays a crucial role in enhancing the user experience on an e-commerce website. These strategies drive higher conversion rates and revenue by persuading, engaging emotions, and building trust.