A few things to remember when designing your ecommerce user experience…
- Web conventions are your friend. Resist temptation to get creative with features and content that are generally expected to work a certain way.
- Personalization is hot, but too much of a good thing can backfire on you. Not everything should be based on the ‘wisdom of the crowds.’
- Returning customers are notorious for forgetting passwords, which is a major cause for checkout friction and cart abandonment. Even with a password recovery feature, you are bound to lose customers who never bother to complete after recovery. (For one e-tailer, 75% did not complete after password recovery). Offering a guest checkout can help save sales which, for most businesses, is more important than users sticking with single registered accounts.
Note: If you’re reading this by email with images off, please turn them on 🙂
Looking for help with ecommerce? Contact the Elastic Path consulting team at firstname.lastname@example.org to learn how our ecommerce strategy and conversion optimization services can improve your business results.