Are you happy with your web store? Does it look good? Is it fast, clean looking, and easy to navigate? Will your visitors instantly understand what you sell, what you specialize in, and why they should buy from you?
In 2019 user experience is not a buzzword. Everything in your store must be focused on one thing – how you can sell more. Growing your business is the most important task of every ecommerce website.
The best way to learn is by making your own mistakes. But it’s expensive and risky. Let’s turn to the second best way to learn: watching what others did wrong and how to avoid doing repeating them ourselves.
So we’ve come up with 5 most common ways Magento store admins ruin online shopping experience for the customers. We’ll show you these challenges and then tell you how to overcome them.
Challenge 1. Your Store UI Is a Mess
How many menu layers do you see on the screenshot? I’ve counted 5.
Interface overload is a real problem for old, established websites that have a ton of categories, top deals, sales, and important tidbits that the store owner thinks are absolutely vital to the user.
The problem starts small and can go unnoticed for years. Webmasters look at the website so often their vision becomes blurred to the glaring UX problems that are obvious to everyone else.
Recognizing the problem often takes an outside expert who can clearly explain all UI design mistakes and has enough authority to initiate the UI overhaul process.
How to Deal With UI Overload
So this problem has 2 main roots.
The UI expands like a bad case of scope creep. Organic business growth leads to adding more and more product categories that the initial store design had not planned for.
Another root of this problem is when the store owner “knows better” and overrides the UX designer’s decisions. While we can say with no doubt that store owners know their business much better than any designer or developer they hire, they don’t know the Web. Only when the business owner co-operates with the designer, they create a great interface.
Lack of focus in user interface will lead to bad sales. Reorganize your menu to offer users a better shopping experience:
- Imagine an optimal path through your store and rebuild with it in mind
- Use a single menu for navigation
- Move important but non-vital stuff to the footer
Challenge 2. Your Store is Slooow
Magento 2 is an absolute beast on the right hardware. It’s fast, responsive, easy to use, and snappy as hell. But when you want to host on a budget – and that’s what most Magento stores use these days – Magento can become unbearably slow.
How to Speed up Magento
If you are not happy with your speeds, look for a dedicated Magento hosting provider and prepare to pay more than you are already billed.
Magento will not run smoothly on a weak setup. It needs a well-configured caching mechanism such as Redis. It will also greatly benefit from a dedicated server with at least 4 GB of RAM. The exact requirements will depend on your store configuration (number of products, extensions, and daily visitors).
Among the top 5 fixes:
- Upgrade RAM and CPU allowance on your server (aim to have ~20% spare CPU+RAM at all times)
- Delete unused third-party extensions
- Setup Redis and Varnish cache
- Switch to Flat Catalogs
- Use Lazy Loading for images and Elasticsearch for the search speed boost
Read more on How to do SEO for Magento 2 from the sratch
Challenge 3. You Don’t Present Products From the Best Angle
The issue here is that your content doesn’t sell. Most websites focus on a single type of content to the detriment of other types. I’m not telling you that your product description should have less text or more text, fewer images or more images.
It should have just the right amount of content to convince shoppers to make a purchase. The problem is, your content doesn’t sell.
Your website does not present the product from the best angle. Sometimes it’s even broken.
How to Make Your Content Sell
Don’t create content for the sake of content. Don’t target content to Google crawlers. Search index robots don’t buy your stuff. People do.
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? Is there an I/O port I need for my other device?
Remember, you are in a unique position to know what your customers are interested to see, read, and ask. User experience is so much more than in what order you place your images on the screen.
It’s about a holistic experience from first entering your website to learning about your product to making a purchase. It’s about connecting with you as a brand and converting into a lifelong customer.
Make this happen. Create content that is informative, helpful, easy to read and – this is important – not completely broken like in the screenshot below.
Broken websites don’t sell. Keep your Magento store clean and ready for customers.
Challenge 4. You Think Pop-Ups Help You Sell More
Okay, you might say, “This is your preference versus my preference. I like popups. They sell. This is how we’ve been doing it for ages. Now get off my lawn!”
Well for a long time my best arguments came from UX analytics. But now I have Google on my side. Starting January 10, 2017, Google penalizes webpages where intrusive popups block users from accessing content freely.
I see a certain irony in this. I opened an article about Google’s new penalties towards popups on an SEO agency website. Here’s what I got. A popup. (Really!?)
So please don’t use them. Popups were developed as a handicap when there is absolutely no other way to draw user attention to a critical issue like a system error or a directory copy in progress.
Challenge 5. You Know Your Flaws and Still Don’t Improve
Yes, this is the biggest challenge of every web store. Magento store owners are not stupid. They are not blind. There are a lot of talented people making e-commerce a great experience every day.
But somehow even the biggest websites I’ve visited still have glaring issues that stay with them for years and years.
UX is not a priority. That’s what.
Magento store admins still think that there are more crucial issues and tasks that require their time and effort right now. There’s so much daily grind that even thinking about planning a big UI overhaul causes a headache.
How to Fix
Make a year-long plan and put down your commitment on paper. Define a few fixes that are easy to get done fast – issues that will bring you the most benefits. Allocate time and resources to make these fixes happen.
Keep in mind the 80/20 rule: 20% of all efforts will bring you 80% of all benefits.
Also, we recommend you to read the article on our best 21 customer retention strategies to grow your business.
Don’t just read this article and forget about your UX issues. Make this plan your tradition. Each year, you will fix 3 most painful issues on your website.