Creating a Seamless User Experience is Like Pocket
Building an ecommerce website is not much different from building displays and setting up merchandise in a brick and mortar store. There are many aspects to the customer’s journey that need to be considered if you want them to buy from you. They need to know they’re in the right spot, and the path to find what they’re looking for needs to be clear.
On the internet, the customer navigating your ecommerce website is often referred to as the “user,” and their experience is called the “user experience.” A more technical term you may have heard is “UXUI” which stands for “user experience, user interface.”
Here are some tips to optimize four basic components of the user experience so your customers can find what they’re looking for and you can make more sales.
1. Color combinations
You may have seen some heavy hitters in internet marketing discussing specific color combinations you need to use, and how if you don’t, your bank account will remain forever empty. On the contrary, studies have shown that large portions of color preferences have their roots in culture and personal experiences.
In other words, many color preferences are personal and not universal. When your online business reaches the whole world, you don’t need to worry too much about the specific colors you use. What you do need to pay close attention to is the way you use your color combinations including shades and tones.
It’s the scheme that matters
The number one rule for color combinations is that it needs to be pleasing to the eye and easy to read. For example, on its own, the color orange is not a good choice for a website. However, there are certain shades and tones of orange that combine well with other colors that won’t make your website look like a pumpkin patch.
A great way to choose colors for your website is to use an online color scheme creator that allows you to test different combinations and provides you with the HTML color values.
There is a timeless joke in the desktop publishing world about using Comic Sans. This font was created for comic books and has been used in children’s publications for many years. The joke is that anyone who uses this font can’t be taken seriously.
Comic Sans isn’t the only font to avoid using on your website if you want to be taken seriously. Any font that presents challenges to the user, preventing them from easily reading your content, is a bad idea.
The best way to choose a font is to go with timeless classics like Helvetica, Arial, Myriad, or Futura. If you want to branch out, you can use an online font generator to see what long blocks of text look like in various fonts. Just keep in mind that if you can’t read it, your visitors won’t be able to either.
3. Ability to access information
Many websites are poorly laid out, forcing the user to hunt for the right links to click on, often sending them in circles. Part of creating a seamless user experience is eliminating unnecessary clicks.
It’s not just the number of clicks that determines usability and user satisfaction, but the user’s ability to easily find what they’re looking for. You want to minimize clicks while enhancing the user’s experience.
Trip.com has engineered a way to minimize clicks while enhancing the user’s experience. They’ve got a little arrow pointing down next to the “View Deal” button. By clicking this arrow, the user can quickly compare multiple hotel prices without leaving the page.
There’s nothing wrong with having a user click ten times to get to the content they’re looking for – but only if those ten clicks occur in a specific sequence that logically narrows down the content.
4. Clearly blocked sections of content
Part of creating a seamless user experience is blocking your sections of content in a way that is easy to navigate. Surprisingly, Yale University’s art department website is an example of what not to do.
Purchasing a professionally designed theme for your website is by far the easiest way to make sure your content is distinguishable to your customers. Themes are created with content areas already blocked off; all you need to do is insert your content.
Take time to plan
Just as you would hire a merchandising specialist to display your products in a physical store, your should spend time planning and organizing the way content and information is displayed and accessed on your website.
When your customers can easily find what they’re looking for, they’re more likely to purchase the product they came for.