<\/span>Descriptive CTAs<\/strong> <\/span><\/h2>\n\n\n\nOne of the key issues that Google highlights for ecommerce UX is the importance of prominent calls-to-action (CTAs), but the advice goes a little further. The key, as it turns out, is to have descriptive CTAs\u2014these are CTAs that actually tell you what you are going to find when you click on them. When customers understand where they are going with their next click, they are less likely to choose the wrong option, and then give up on the site altogether.<\/p>\n\n\n\n![\"Best](\"https:\/\/i0.wp.com\/www.cs-cart.com\/blog\/wp-content\/uploads\/ecommerce-us-1.jpg?resize=800%2C380&ssl=1\")
<\/figure>\n\n\n\nTake a look at luxury children\u2019s retailer Childsplay Clothing<\/a> is using this to strong effect. The landing page has clearly defined clickable options: Baby, Girl, Boy, Hats & Accessories. Along with this, these buttons are prominent and simple. Customers can easily click through onto the correct page to find the types of clothes that they are looking for.<\/p>\n\n\n\n<\/span>Remove carousels and sliders from your site<\/strong> <\/span><\/h2>\n\n\n\nLanding pages with large image carousels and sliders were once considered to be a great strategy for UX in ecommerce. After all, these large banners offer a wonderful showcase for your major products with impressive images. But as it turns out, it\u2019s actually not a very good idea to have carousels on any part of your site. And for a good reason: they don\u2019t get clicked on.<\/p>\n\n\n\n
There is evidence to suggest that just 1 percent<\/a> of visitors to a page will click on your slider or carousel content. And it gets worse: despite the fact that no-one clicks the images, the movement of the slider will draw the eye, meaning customers are being distracted by your carousel banners as well.<\/p>\n\n\n\n<\/span>Allow \u2018checkout as guest\u2019<\/strong> for best ecommerce UX<\/span><\/h2>\n\n\n\nThere are many reasons that it can be beneficial to get a buyer to register before completing their purchase. Not only does having an account make customer service easier, but it can also afford you opportunities for further marketing. But it seems that forcing users to create an account is actually a very bad ecommerce user experience from the perspective of getting them to convert.<\/p>\n\n\n\n
More than a third<\/a> of potential customers will abandon their purchase if they need to make an account in order to buy. So, while it may be beneficial to have customers with accounts, you can\u2019t be prioritising this over actually making the sale in the first place\u2014and over providing a seamless checkout experience.So, while it may be beneficial to have customers with accounts, you can\u2019t be prioritising this over actually making the sale in the first place. Allow your guests to checkout as guests if it is the option that they prefer, but also take note from ASOS<\/a> who were able to halve their checkout abandonment rate simply by making changes to the content on the account signup page.<\/p>\n\n\n\n![\"Best](\"https:\/\/i0.wp.com\/www.cs-cart.com\/blog\/wp-content\/uploads\/ecommerce-ux-2.png?resize=739%2C547&ssl=1\")
<\/figure>\n\n\n\n<\/span>Add site search (and make sure it works properly)<\/strong><\/span><\/h2>\n\n\n\nCustomers expect to be able to use the site search function on your website. But you can run into problems if you don\u2019t put enough thought into the functionality if your search feature. For example, your search should provide suggestions when a user starts typing into the bar\u2014this can make it easier for them to find what they are looking for. <\/p>\n\n\n\n
Additionally, the search should auto-correct spelling errors, and, crucially, never return failed results. Present users with popular options if there is really nothing to show for their queries.<\/p>\n\n\n\n
For example, the CS-Cart eCommerce platform<\/a> supports a great smart search engine called Searchanise<\/a>. It has all the mentioned above features and even more.<\/p>\n\n\n\n<\/span>Final thoughts\u2026<\/strong><\/span><\/h2>\n\n\n\nGoogle\u2019s tips for UX in ecommerce are things that every website can easily introduce to their site, and so it is definitely worth trying. Of course, it is always recommended that you thoroughly A\/B test any changes to establish if they are doing positive things on your site.<\/p>\n\n\n\n
<\/figure>\n\n\n\nTake a look at luxury children\u2019s retailer Childsplay Clothing<\/a> is using this to strong effect. The landing page has clearly defined clickable options: Baby, Girl, Boy, Hats & Accessories. Along with this, these buttons are prominent and simple. Customers can easily click through onto the correct page to find the types of clothes that they are looking for.<\/p>\n\n\n\n Landing pages with large image carousels and sliders were once considered to be a great strategy for UX in ecommerce. After all, these large banners offer a wonderful showcase for your major products with impressive images. But as it turns out, it\u2019s actually not a very good idea to have carousels on any part of your site. And for a good reason: they don\u2019t get clicked on.<\/p>\n\n\n\n There is evidence to suggest that just 1 percent<\/a> of visitors to a page will click on your slider or carousel content. And it gets worse: despite the fact that no-one clicks the images, the movement of the slider will draw the eye, meaning customers are being distracted by your carousel banners as well.<\/p>\n\n\n\n There are many reasons that it can be beneficial to get a buyer to register before completing their purchase. Not only does having an account make customer service easier, but it can also afford you opportunities for further marketing. But it seems that forcing users to create an account is actually a very bad ecommerce user experience from the perspective of getting them to convert.<\/p>\n\n\n\n More than a third<\/a> of potential customers will abandon their purchase if they need to make an account in order to buy. So, while it may be beneficial to have customers with accounts, you can\u2019t be prioritising this over actually making the sale in the first place\u2014and over providing a seamless checkout experience.So, while it may be beneficial to have customers with accounts, you can\u2019t be prioritising this over actually making the sale in the first place. Allow your guests to checkout as guests if it is the option that they prefer, but also take note from ASOS<\/a> who were able to halve their checkout abandonment rate simply by making changes to the content on the account signup page.<\/p>\n\n\n\n Customers expect to be able to use the site search function on your website. But you can run into problems if you don\u2019t put enough thought into the functionality if your search feature. For example, your search should provide suggestions when a user starts typing into the bar\u2014this can make it easier for them to find what they are looking for. <\/p>\n\n\n\n Additionally, the search should auto-correct spelling errors, and, crucially, never return failed results. Present users with popular options if there is really nothing to show for their queries.<\/p>\n\n\n\n For example, the CS-Cart eCommerce platform<\/a> supports a great smart search engine called Searchanise<\/a>. It has all the mentioned above features and even more.<\/p>\n\n\n\n Google\u2019s tips for UX in ecommerce are things that every website can easily introduce to their site, and so it is definitely worth trying. Of course, it is always recommended that you thoroughly A\/B test any changes to establish if they are doing positive things on your site.<\/p>\n\n\n\n<\/span>Remove carousels and sliders from your site<\/strong> <\/span><\/h2>\n\n\n\n
<\/span>Allow \u2018checkout as guest\u2019<\/strong> for best ecommerce UX<\/span><\/h2>\n\n\n\n
<\/figure>\n\n\n\n<\/span>Add site search (and make sure it works properly)<\/strong><\/span><\/h2>\n\n\n\n
<\/span>Final thoughts\u2026<\/strong><\/span><\/h2>\n\n\n\n
![\"Best](\"https:\/\/i0.wp.com\/www.cs-cart.com\/blog\/wp-content\/uploads\/1910_oooo.plus_.png?resize=150%2C150&ssl=1\" "\\"Best")
<\/td>\n