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Use clearly defined unique selling points

Unique selling points or USPs are one of the main reasons why a customer completes a sale. So, put them clearly in the spotlight and be very specific e.g. "free return" or "not satisfied, money back".

Use social proof on the homepage

Visitors like to read what others think of your online store. Do not hesitate to make use of this and show all your positive reviews on the homepage.

Use straightforward, descriptive and action-oriented CTAs

Call-to-action or CTA buttons should be concise and clear. They should mostly encourage visitors to take action. For example, use "View our collection here" instead of "Collection"!

Navigation

Limit your header menu in selections and in spacing

Don't give your visitors too much choice, otherwise, you won't have a webshop anymore, but you will have a maze. Divide your navigation menu into clear themes. However, visitors will be able to be helped more easily through the filters that are set up.

Not allowing visitors to scroll in the navigation

Webshops that has too many sub-categories could become long and cluttered. The problem lies mainly on mobile devices. Scrolling will be necessary to view every category. Research has shown that few visitors like to scroll down. So make the most of all the available room on the site.

Make the search feature visible

A good search function is essential for an e-commerce store, but a search tool with an AI is certainly the holy grail. So, it can certainly be important to place a search function clearly visible at eye-level. The more the search function is used, the better the User Experience for a user.

Category

Make the filter more visible and make it practical

Always place the filter at a visible height (above the fold). It is important that the filter is easily visible to visitors, both on a mobile and on a desktop. The faster visitors can filter, the easier visitors can find their products in the online shop.

Create the right filters

However, without the right filters, there is a high chance that visitors will get annoyed. Suppose you don't have a filter to sort the products by price. It will not be easy to convince price-conscious visitors to complete a sale.

Use suitable product photos

Use images where the product is the only focus of attention. A white background with just the item highlighted from different angles is definitely all right. An image that shows you how easy a product may be used is certainly an added bonus.

Product

Use CTAs which contrast with the page.

Make a CTA stand out! Using the same colors as your company style could cause a Call-To-Action to be completely wasted. A Call-To-Action button (e.g. "Add to Cart") must be obvious and irresistible to click!

High-resolution images with zoom-in options provide confidence

Product images must always be available in high-resolution and must certainly be zoomable. By providing visitors with zoom-in options, they can view all the key details. After clicking on the image, a pop-up would be good to view these product images enlarged.

Product information should not be boring, use layers

You certainly don't have to write a book for a product description. Use layers or a visual division of your content (product description, specifications, reviews and more)! Short bullet points are more effective than long texts on a product page. Adding a "read more" section to your product description helps to organize the heavy content in layers.

Forms

Limit the number of fields

Mark required fields with an asterisk and color

Let visitors and leads know clearly what you expect them to do on your web form. Certain information is required for the proper handling of certain services or products. By default, you can use asterisks for the fields. A bright and challenging color will immediately inform a visitor where they have entered a field incorrectly or not at all.
 

Password protection is important, but don't make it too difficult

In this technological age, the protection of personal data is highly recommended and also an obligation for companies that collect personal data. Registering visitors with a strong password is certainly good, but don't make the process too complex.

Forcing people to create a password with 15 characters, 2 characters including capital letters and numbers, is quite a challenge. Obviously, give leads the opportunity to generate a strong password, but don't make it obligatory. An excellent password should be unique and could be shorter. Offering a 2nd authentication method (e.g. Google Authenticator, SMS, ...) immediately provides a double layer of protection and a great UX.

Checkout

Show a progress bar in the checkout process

People like to have an overview and therefore also a progress bar. Seeing the next steps is a kind of overview where one can see the distance to a goal or purchase. This could be a process that leads would like to follow with great anticipation.

Offer a guest checkout option

A checkout for guests removes all obligations to create or register an account. This is often an obstacle for leads who want to order easily or are unwilling to create passwords. Providing a guest checkout will give leads enough freedom for a smooth UX.

List the many benefits of an account

A visitor should always be convinced by the many benefits of an account. Creating an account always requires a serious effort from your leads. They literally have to give up their personal data, come up with a password and spend more time on your website for administrative work. Always mention at least 3 reasons why creating an account is an advantage for your leads. Even offering a discount could persuade a visitor to become a customer.