Many e-commerce website owners expect sales to grow with the traffic. Unfortunately, traffic does not equal money. When you hire a conversion rate specialist, it is usually 6 months or so before you start to see traffic converted into sales. If you are dedicated and serious about your e-commerce site, it’s good time to start thinking about A User Experience Audit, more commonly referred to as a UX Audit.
A User Experience Audit (UX Audit) is a way to pinpoint the less-than-perfect areas of a website. It reveals which parts of a site are causing headaches for users and lowering conversions.
Product page design is a good place to start. For this type of audit, you’ll want to make sure you utilize a full website UX design review so that you have a complete picture of the conversion.
UX audit – what questions does an audit answer?
While a UX audit cannot solve all the problems of an ailing site or app, it can be used to respond to some important inquiries:
- What is working well?
- Which metrics are collected and which must be gathered later?
- What does it tell you about visitor needs?
When conducting a UX Audit, you will want all of your team present: designers, developers, product strategists, business managers, social media assistants, sales teams, etc., as well as all of their gathered data. Hard working, goal oriented teams are not afraid of audits. After all, the whole purpose of an audit is to make sure everyone is on the same page and that everyone has a goal to make the company even better! Communicate with your team to ensure that everyone knows that their hard work will pay off, and implementing these changes will keep the company from stagnating and instead, help your business thrive.
How to start the UX audit?
- Start with Jakob Nielsen and Rolf Molich’s famous article 10 Usability Heuristics for User Interface Design. It will provide you with qualitative data. Conduct a cognitive walkthrough and ask each of your team members for input. This is the time to tell the truth.
- Then, go technical. Google Analytics, Heatmap software, etc. Remember that your goal is not isolated data points, but trends. For example, Mixpanel software can give you answers about where you lose customers in their buyers journey.
- Look at conversion rates and sales figures, including trends, and fluctuations. How do they relate to the technical data that you see from analytics?
- Then do page product analysis.What do you need to look at on your product page?
- Product Page Layout. Avoid big empty spaces.
- Product Images. Are they good quality images and appropriate sizes?
- Image Gallery UI. It is easy to access the image gallery and how quickly do images load?
- Product Video & 360-View.
- The ‘Buy’ Section.
- Shipping, Returns, and Gifting. Is it easy to access information on Shipping and Returns and is it clear for all customers?
- Product Variations. Are they clear?
- Product Descriptions. Are they engaging? Or can they be better? Do they sound authentic if compared to the competition?
- Specifications Sheet. Include as many technical details as possible. Leave no room for questioning.
- User Reviews. Do you have any? What do your customers say?
- Cross-Sells & Cross-Navigation. Cross selling drives revenue for all main e-commerce Without it, your business could die a slow painful death.
- Go through interviews. Start with internal shareholders and work your way down to the customers. All of these opinion count. It can be painful and tedious, but the transformation if your sales will be worth the hard work.
- You thought Storyboards were just for animated movies? Not anymore. Storyboarding is a fantastic tool which helps you visually predict and explore a user’s experience while navigating your site. It truly helps sales teams and business development executives to see the actual face of their website and potential. Design becomes human-centric. Scenario mapping is a slightly less graphically detailed option, but does much of the work as a storyboard. Here is a guide that helps anyone create a scenario map for users. For those executives, who are more technical and don’t want to go into emotions of users, task analysis can help too. It will contribute to outlining how easy it can be for users to execute their planned tasks on your website.
- Finally, create evidence-based recommendations. Be specific on the expected actions and deadlines. If data you gathered is not enough, look for inspiration from the best.
Here you can find 60 e-commerce sites ranked by product page usability.
Another 3 Steps You Can Take In your Audit that can help you quickly:
1. Increase conversion rate of your visitors to leads.
It is a popular belief that website visitors, or traffic, equals to leads, or sales. Visitors are anonymous guests (if you don’t use retargeting and cookies) who come and go if they are not intrigued by some offer to buy a product or contact the business.
For a visitor to make the sale as a 1st visitor is a big decision. Your goal should be to engage with them through exciting content, lead magnets, and helpful advice (for example thorough buying guides). Remember, all you need to make a conversion is an email address, and you can turn a visitor into a sale.
2. Decrease your anonymous visitor’s percentage.
You pay for traffic; you pay for SEO and content – you only do your best and …. 97% of your website visitors are invisible. Isn’t it time to own what you earn?
If your website has reached 30,000 monthly visitors, start retargeting and remarketing your visitors today. Just choose the methods wisely.
When to use Display retargeting and when to use Email remarketing? According to remarketing experts, display retargeting is a more efficient strategy for targeting customers at earlier stages of the funnel, whereas email remarketing is best for those customers who have expressed the buying intent at a later stage.
You can use service to this, for example, AdRoll. They claim that on average, AdRoll Email customers enjoyed open rates of 50–60% and click-through rates of 10–20%. You pay only for the click. AdRoll triggers a personalized email based on the shopper’s behaviour on your website (products viewed, cart abandonment, pages visited.)
Remember you can still get them back. But only if you do something about it.
3. Increase value and relevance for your audience.
Often, the first mistake of an e-commerce site is too many separate categories of products that lose relevance to the website visitor. You need to balance the creative and the amount of information influx for your visitors with value. It can be a challenging task to please both the customers that want to see clean authenticity and the ones who want enough information to make a decision.
Second, is making sure that the traffic you are getting on your website comes from the audience whose interest matches your website offerings.
How can you do it? Be relevant to your campaigns:
For example, if you own an online pet food shop:
– Target audiences in pet lovers blogs.
– Do interview with one of the YouTube pet lovers channel owner.
– Launch campaign with animal rights NGO.
It’s being in the right place, at the right time, with the right information. Do some research. Find out what your potential customers need and then provide them with answers!
By trying these three simple changes, you will start to see your traffic converting to sales. It can be challenging to start your own UX design audit without any background in website development and user experience. But the benefits of trying outweigh the stagnation of a site who’s business is falling by the waste side. If you have any questions on E-Commerce feel free to contact our team!