Optimizing the user experience: keys for ecommerce website development

As Internet users, how many web pages do we access daily? A lot, right? Whatever we want to buy, we can find it online, since there is an active e-commerce to buy practically any item: from food, shoes, clothing, jewelry and on top of counting. It is a very powerful sales and distribution channel in today's digital reality, so offering a good user experience is essential to retain customers and motivate them to make a purchase.

The user experience or UX refers to the level of satisfaction that the consumer reaches during the interaction process with a web page or e-commerce. The idea is always to improve the way visitors interact with your website because if it meets their needs, they will probably return to your website and be a loyal customer of your products and services.

It is an essential component to achieve the objectives set out in the digital marketing strategy of any business. It is important that users experience a positive feeling after interacting with any website, which is why in this article we will talk about the most important keys of ecommerce website development.

What does a user expect from an ecommerce website?

The expectations of the users of an ecommerce website are constantly evolving. Just as technologies change and evolve, so are the needs and demands of users, but here we will mention the basic expectations of a user who visits a virtual store:

Intuitive navigation and ease of use

Users want to be able to find what they are looking for quickly and easily, for this, the website must be well organized and easy to navigate. Products and services can be sorted by categories, thus creating a clear and structured navigation. A well-organized navigation menu and effective search features are critical to a good user experience.

“In navigation, proper product (or information architecture) categorization is the name of the game. By grouping relevant products together, you make it easier for potential customers to find what they're looking for. It also allows you to view and compare a group of products that share a similar set of qualities. All this makes it easier for the end user to make a purchase”, they explain in a Shopify article.

Security

An ecommerce stores very important confidential information from customers, therefore the security aspect is essential. Users expect a secure platform, proof of vulnerabilities and hackers from stealing their data. During the development of the ecommerce website, software engineers must set up secure payment methods and have a privacy policy.

“Customer data is one of the most valuable assets for e-commerce companies. It includes customer names, addresses, credit card numbers, and other confidential information. If hackers steal this data, it can be used to commit identity theft or fraud. E-commerce security protects this data by encrypting it and requiring passwords or other authentication methods to access it,” they indicate in a Tech Journal article.

Various payment options

Continuing with the payment aspect, customers expect to be able to pay for their purchases through different payment methods, not only by credit card: it can also be through PayPal, Google Pay, bank transfer, cash and other methods of payment. payment that exist in each market. The more options they have, the more likely they are to find an option that is convenient and reliable. Read more about: How can I run an e-commerce as a non-technical person?

Excellent client service

Many customers define their experience with a brand or e-commerce based on the attention they have received from agents. They want quick attention to their doubts and questions in order to make the decision to buy or not. This customer service can occur through live chats, emails, social networks or the phone.

Mobile Device Compatibility

As more and more people buy online using their mobile devices, during the development of the ecommerce website you have to think about creating a version optimized for mobile devices, so that users have the best experience and zero inconveniences. You can even consider creating a web application for this ecommerce.

“One of the main reasons to have an eCommerce mobile app is that many shoppers will prefer to use it over a mobile version of their website. Especially if a customer shops at your store frequently, it may be easier for them to download and use a mobile app instead of accessing your website on a mobile web browser", detailed on the Order Taker portal.

Keys for the development of an ecommerce website

Choose the right platform

There are several different eCommerce platforms available, each with their own strengths and weaknesses. Do some research to find the platform that best suits your needs and budget.

Why is it important to choose a good ecommerce platform? When your business begins to grow, it will be important that the platform you choose knows how to adapt to this growth, you need a scalable ecommerce platform that grows in harmony with your business.

In addition, a good e-commerce platform must offer high standards of security and data protection to guarantee the confidentiality and privacy of your customers' information. This includes the use of SSL certificates, secure payment options, and protection against cyber threats.

“To build an eCommerce business, you need to take advantage of a third-party platform like BigCommerce, Shopify, WooCommerce, Volusion, or Magento. Sure, you can sell products independently through a custom website, but to really scale your operation, at a certain point you'll need one of these platforms", they pointed out in a Forbes article.

Design a user-friendly website

The main thing in the development of an ecommerce website is that the platform is easy to use. Ideally, together with the design team, you create an attractive and professional design that reflects your brand identity, with colors and visual elements that are consistent with your image and what you want to convey. The home page, product pages, and checkout process should be clear and simple.

“In an intuitively designed web page, the elements that compose it are built and organized in such a way that the user can access information, navigate and carry out transactions in a natural and effortless way. The intuitive design is discreet, but not necessarily boring”, they explained in Usability Geek.

Offer a secure checkout process

Customers should feel confident that their personal and financial information is secure when they shop on your website. Make sure you use a secure payment processor and an SSL certificate. Remember that you must make this process safe but at the same time as less cumbersome as possible, since many customers stay at this stage and abandon the shopping cart if they see that the flow is too difficult.

Ecommerce SEO optimization

When developing an ecommerce website, it is not simply about creating an online store that shows your inventory and that's it. If you want your ecommerce to be more productive and generate high profits, you should work on SEO optimization for search engines, so that potential customers find you faster online when they are looking for your products and services.

Provide excellent customer service

Customers should be able to get help with any issues they have with your website or with their orders. Make sure you have a system in place for providing great customer service.

It is also timely to implement an efficient inventory management system to keep track of products and stock levels, this will also generate a positive user experience.

Ecommerce website development requires attention to several important keys. From solid strategic planning to choosing the right platform, attractive and user-friendly design, mobile optimization, security, inventory management and secure checkout, each element is crucial to ensuring a customer experience. positive purchase for customers and growth of online business.

Do you need ecommerce website development experts? At Rootstack, we have +12 years of experience supporting companies in their digital transformation. Contact us!

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