The success of an eCommerce venture depends on various factors. From good service to providing value through the features on the platform, everything is going to contribute to the success of the business.
But is it all going to happen organically without any effort? Not exactly! To make an eCommerce platform successful, business owners need to create and implement strategies. These detailed strategies are not only focused on generating more traffic on the site but also on converting that traffic into customers, and then retain those customers for the long haul.
One of these strategies is the eCommerce UX design strategy. Without the right UX, an eCommerce site cannot function properly, let alone provide value to the users. And that’s why when it comes to improving the UX on the eCommerce site, there are a few UX analytics you need to check on a regular basis and alter things based on the data. Here is a list of the most important UX analytics you need to pay attention to in order to improve UX on the site.
Keep An Eye On Website Engagement Levels
The first and foremost metric designers need to check before changing the eCommerce user experience is the engagement levels. This will inform the designers and developers about how well the users are getting along with the site. Some parameters to gauge the engagement rates on an eCommerce site are-
- Time spent on page
- Session length
- Session frequency
- Screen flow
- Retention rate
Data on these metrics will help to understand how well the users are interacting on the eCommerce site and where exactly the UX needs improvement. These parameters need to be continuously monitored to ensure optimal performance from the platform.
Time Spent On Checkout
When it comes to an eCommerce website, time spent on check out is a major analytic factor that needs attention. Long wait to check out a product can cause the eCommerce user experience to deteriorate rapidly.
When optimizing the check out process, pay attention to the total amount of time needed to finish the process and how many steps it needs. For an optimal check out process, the minimum amount of time with a minimal number of steps is ideal. Don’t put the users through a long-winded process to check out a product from the site.
Effectiveness Of CTA Buttons
Including a powerful CTA button on pages is considered as one of the major eCommerce UX best practices. The purpose of a CTA button is to subtly guide the customers towards making a purchase. And if the CTA buttons on the eCommerce website are failing to do so, then it is time to optimize them.
Experienced eCommerce web development companies always use heatmaps to measure the effectiveness of CTAs. There are two types of buttons one can integrate on the site- the first one being the main buttons that helps the users to find out what actions need to be taken, and the second kind that subtly encourages or excites the customers to make a purchase. The successful integration of CTA on the eCommerce UX design is a proven way of increasing sales on the site. So keep an eye on the CTA button and its performance quality.
Customer Effort Score
Customer effort score or CES is a metric that denotes how much the customer has to work to perform an action on the site. High CES on the website means that the customers cannot find what they are looking for on the website easily. High CES means that the overall site and product page UX design needs more work.
Optimizing content and navigation on the eCommerce product page design is one of the best ways to reduce the CES on the site. This analytical factor also helps to understand exactly what is wrong with the website UX rather than having to work in the dark. So keep checking the CES on the site to ensure the smooth customer experience.
Split Testing To Get Redesign Information
More often than not redesign is done in a haste, and launched without any testing. If you want the performance of the eCommerce UX to get better, this will not do. A perfect eCommerce UX strategy needs to include split testing also known as A/B testing.
With this approach, UX design companies present two similar groups of users with different design iterations of the same page. Based on the data collected from both groups on that page and its design, the designers are able to make a decision on which design is going to generate more traffic, engagement, and revenue. Remember that design is not something that’s done based on assumption. So before relaunching the platform with a renewed design, conduct testing to measure the effects of the redesign efforts.
Wrapping Up: UX Analytics For eCommerce Win
There are no better ways of improving the desktop and mobile eCommerce UX than keeping an eye on the analytical factors of the site. Considering the major rise in popularity, and market competition, there is no place for making mistakes. And with the help of various analytical tools and plugins, it is quite easy to optimize the UX of an eCommerce site without breaking a sweat. So don’t aim in the dark. Utilize the analytical tools and metrics to integrate high performing UX eCommerce trends on the eCommerce website.
Author’s Bio: Pratip Biswas is the Founder and CEO of Unified Infotech, a New York-based web design company that has been featured in Deloitte Fast 500 | Fastest growing tech companies in 2018. His company is working with Enterprises, SMB’s, and Start-ups to improve their efficiency through Digital Adoption and help them discover new possibilities through constant innovations. Pratip also writes regularly on Blockchain technology and has been published in publications like “Yourstory”, “Dzone” etc.