A good eCommerce website is not only about a captivating design but more about user experience. If customers have a bad experience using your Magento 2 store, you give them to your competitors. eCommerce competition is intense, and a single mistake can cost you conversion. In this article, we’ll take a look at the most common Magento 2 UX mistakes that can ruin your online sales.
UX Business Value
Before jumping into common Magento 2 UX mistakes, I want to discuss the overall UX impact on online stores. Besides the direct impact on sales, a good UX can indirectly boost SEO, improve ROI, customer satisfaction and other aspects of an online store. We’ll take a look at all the indirect benefits of user experience optimization.
The more your online business is visible to potential customers, the more chances you have to convert them into customers. Nowadays, SEO is not about filling keywords all over your content as search engines and SEO methods have significantly evolved. Understanding of UX design principles allows SEO experts to focus on web marketing taking into account the customer’s needs and pains. UX fits into SEO as they share a common goal of helping users to complete a purchase by providing them with relevant information and experience. Here are some example of important SEO practices that influence user experience:
- Page load speed
- Relevant and unique content
- On-page SEO (image tags, headings, meta descriptions, etc.)
Customer satisfaction increases loyalty which results in repeated purchases. Moreover, a brilliant UX makes customers buy more, renew subscriptions, leave positive feedback and promote your online business in social media. On the other hand, if your user experience isn’t satisfying, customers won’t spend time on your online store.
A good UX helps not only to boost conversion rates but improve return on investment. In the long term, every $2 spent on the UX returns $100. For example, when Walmart was getting negligible ROI, they redesigned their website and increased sales by 43%. The reason is that they paid attention not only to the user interface but to the interactive user experience.
Your Magento 2 project will require more financial resources if you implement UX practices at late stages of development. A timely UX research saves the time of the developers as they can focus on implementing best UX practices rather than on wasting resources on adding unnecessary features.
eCommerce is a highly competitive business. 75 % of online customers decide whether an online store is trustworthy or not based on the experience they have browsing through it. Moreover, it takes a few seconds to form their opinion. Neglecting UX design means redirecting customers to the competitors. If you want to provide clients with brilliant UX, you need to analyze the customer’s pains and your competitors. This is the only way to make customers come back to your online store repeatedly.
Common Magento 2 UX Mistakes
Here are some of the common UX mistakes that you need to avoid in your Magento 2 store:
1. Unclear Interface
Interface overload is a common problem for established and old websites. Usually, they have a ton of categories, top deals/promo banners and other interface elements that complicate the perception of a website’s interface.
Tips to make interface clear to customers:
- Use a single menu for navigation
- Move important but non-vital stuff to the footer
- Label action buttons with names
- Notify customers about hidden and additional purchase costs
- Avoid dark patterns
2. Slow Speed
Customers expect your website to load not more than in 3 seconds. Fast page load speed creates a positive impression of your online store which is so vital in a highly competitive eCommerce business. Moreover, 80 % of customers are less likely to visit an online store again if they were disappointed by its performance.
Magento | Adobe Commerce is a great platform when it comes to performance. However, it requires a good server and a hosting company to run smoothly. A desire to save money on hosting often leads to the slow work of the whole website including the admin area. If you’re not ready to upgrade your server or switch to another hosting company, there are some less costly ways to speed up your Magento | Adobe Commerce store:
- Delete unused third-party extensions
- Setup Redis and Varnish cache
- Switch to Flat Catalogs
- Use Lazy Loading for images and Elasticsearch
Want to Speed up Your Magento 2 Store?
3.Improper Use of Space
- Contact info display on the header of the mobile page
- Non-product sections and links displayed on the site header
- Minify logo
- Collapse the search to icon size
- Arrange promos, phone numbers, drop-down menus, etc.
Another way is just a Mega-menu extension for Magento 2.
4.Out of Stock Products
You can face this problem when your business expands faster than you expect. Your turnover will grow along with the customers. However, your growth may stop because you have only one supplier or a single delivery service. You should refill the stock as soon as possible and have multiple suppliers and carrier services. If you can’t afford it, you must notify customers about the availability of goods on product pages.
5. Limited Payment and Delivery Options
If you want to provide your customers with a fast and convenient payment experience, offer them a wider range of options (e.g., Amazon and PayPal, ApplePay, etc.). Three payment options may increase the conversion rate by up to 30 %. To make payments even more convenient, implement auto-fill options to complete shipping and billing forms during account creation and checkout.
When it comes to delivery options, you want to offer your customers a trade-off between cost and efficiency. If they are ready to pay more for shipping, your delivery must be as fast as possible. If customers are willing to wait, offer them a cheaper or even free shipping option. Ideally, you should provide clients with both options.
6. Complex Checkout Process
Approximately, 20 % of online shoppers abandon their shopping cart due to a complicated checkout procedure. They don’t want to waste time on extra fields or forms to purchase a product. The more effort users have to make, the higher chances they will abandon a cart. The fewer steps a user takes to finish the purchase, the higher chances this person will be converted to a customer.
Tips to improve checkout experience:
- Add fewer forms
- Allow purchases without signing up
- Offer free shipping
- Place trust badges
- Offer several 3rd party payment options
7. Poor Product Presentation
Numerous online stores focus on a single type of content to the detriment of other types. This issue is not about the length of product descriptions or amount of images. The problem is that the content doesn’t sell because it was created for Google not for customers. Search engine robots don’t buy your goods unlike people.
Write about what your customers ask the most. What material is this made of? How long will it last? How does it look from a certain angle? User experience is so much more than in what order you place your images on the screen. It’s about a customer journey from landing on your website and learning about your products to making a purchase. Create content that is helpful, easy to read and attractive.
Need UX Audit of Your Online Store?
About the author:
E-commerce Journalist at Mobecls
2+ years experience
Feel free to ask me anything about this post in the comments below