How to Improve User Experience in eCommerce through Crowdtesting

There are many ways to enhance eCommerce UX (user experience), and this blog will outline twelve of them. However, whilst companies understand the benefits of improving their eCommerce sites only too well, some may lack a grasp of how to best go about achieving improvements, or at least how to establish priorities. UX refinement should ideally be backed by data, rather than opinion or subjective assessment of site design in order to begin improvements. Crowdtesting user experience can provide the necessary data to improve eCommerce UX by prioritising the issues. It is a form of crowdsourcing.

Signs that eCommerce UX Improvements are Needed

There are several key signs that indicate when something can and should be improved. These include:

• The percentage of abandoned carts with incomplete transactions
• Low conversion rates compared to market benchmarks
• The site’s bounce rate
• The level and nature of customer service requests

UNGUESS crowdsources input from large numbers of real site users to improve the design and development process of digital products and the eCommerce sites to buy them from. Each client company is then able to make informed strategic decisions based on data. In-house teams could be too familiar with the user experience to spot potentially common problems, which strengthens the rationale for crowdtesting UX.

Steps to Take

With knowledge and experience gained from over 5,000 successful test campaigns, UNGUESS has identified five steps to identify where UX improvements can be made. In summary, they are:

1. Look wider than just the eCommerce site itself. Each user’s customer journey to the site can take various routes and includes social media advertising, a landing page or a blog. What each of them says will give users a pre-conception of what to expect and form in their minds the experience they hope for. Messaging should be consistent with what people will actually find on the site
2. Copy testing should be used to determine what the most effective content ought to be saying.
3. Many retailers focus on ensuring swift and smooth purchasing, though new users may find “user registration” procedures to be too complex and detailed for their liking, and can start to feel insecure if too much seemingly irrelevant information is asked for.
4. Sites should load fast in all geographical areas. Translations should be accurate, and of course it should be easy for users to find what they are looking for easily and swiftly.
5. Sites should be checked across a range of popular browsers for friction-free transaction completions, and across a variety of devices. Access to an on-demand network for crowdtesting UX comes in to its own. Cross-border eCommerce sites also have to comply with regulations in a number of countries on issues including data security, cookie banners and user privacy.

Rapid testing across browsers and devices through global networks of crowdtesters provided by service providers such as UNGUESS can harness collective intelligence to check these criteria at scale, and most times more comprehensively and at a faster pace than checking customer feedback.

12 Ways to Improve eCommerce UX

Without data generated by a crowdtesting provider, eCommerce sites can still use this checklist of twelve ways to improve their user experience, though without necessarily knowing where to start or what to prioritise.

1. Streamlined Navigation and Search

Ensure the site has a clean, well-organized menu structure. Categories and subcategories should be clearly labelled and easy to find. Implement breadcrumb navigation to help users understand their location within the site.

Provide a prominent and efficient search bar with autocomplete and predictive text features. Include filters and sorting options to help users refine search results based on various criteria such as price, rating, and brand.

For more here is the link https://crowdsourcingweek.com/blog/improve-customer-ux-by-crowdtesting/