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E-Commerce Design: The Top 5 UI Elements to A/B Test on your eCommerce App

January 31, 2017

After you’ve spent substantial time building your app, you must also invest time testing it. Since the conversion matrix is in sales, the ROI for A/B testing is also high. There are many checkpoints you can test, but the work is half done if you follow best practices while designing the app. If you have designed the app with best practices for ecommerce in mind, testing ensures that the app is following the hierarchy you intended, that the placement of the buttons are aligned, that there are no missing pieces, that responsiveness is taken care off, that there are no text overlays, the list goes on. To make this process much easier, we are combining a few important points which you should prioritize while testing your app.

5-e-commerce-UI-elements-split-test

  1. Are you displaying what the users want?

You’ve set up your commerce app to sell, so don’t try to oversell! Allow the user to search. Categorize your products to make it easier for them to navigate. Ensure that there is no information mismatch like stilettos under the men’s shoes category. The navigation layers have to be accessible throughout the body of the app. If it’s a mobile app, the hamburger menu or menu in the bottom layer will always help. There are some features which have to be accessible at any event except the payment gateway, like:

  1. Search Button
  2. Checkout Button
  3. Menu (to find categories and products)
  4. Account
  5. Past Orders
  6. Customer Support
  7. Login and Sign Up
  8. Wishlist (a nice-to-have feature)

These must be accessible at all times along with an “Add to Cart” button next to each product!

  1. Are you being transparent with your customers?

Here’s a golden rule:

  1. Hidden charges are a sin
  2. Hidden taxes will stab in your back

If trust could be bought, this is how you’d do it. Also, get an https protocol to improve your security and it will help you improve rankings on search engines (and make your customers feel more secure).

  1. Did you invest time in icons, branding, typography?

While designing the app, did you spend time creating new icons or did you go with a stock photo? Ensure that you are using free images or the ones you created or took pictures of. Better not to end up violating any copyrights. Ensure that you are using a free font or that you are buying a font (font licenses can go up to $5,000 or more, and you will also find ones for $10). The important factor here is, apart from licenses, to see how they are all coming together. Is the branding of the app consistent throughout? Is the logo of the product shown in all screens? Verifying all of these will help you improve. With the content and products listed, how are the layout, icons, branding and typography coming together?

  1. Do product pages give the information a user would want to know?

A user opens a product page when they want to know more information about a particular product. Generally, they would like a text description next to it with specifications. If there are videos available for that product alone, create a dynamic layer for that to ensure that a video can be placed as and when needed. More images of the product, if available, have to be displayed here. Customer reviews are an important piece, too. Show the review ratings next to the name of the product or wherever visible (most likely next to the name and on the main page). Is the “Add to Cart” button easily accessible? Make it more visible so that they can add inventory to it whenever they want to.

5 and 6 are user experience enhancement features.

  1. Are you finding ways to engage your community?

Buyers form a community; encourage them to share thoughts about the product. Your happy buyers will bring you more customers — allow them to share their reviews. Give them loyalty points to share the product with their peers. Create that excitement and encourage them to be an active user. These reviews will help you improve your product and service. Customer satisfaction is your ultimate goal. A bad customer review with a solution and response from you is better than a bad customer review unattended.

  1. Are you using data to make your onboarding process as smooth and streamlined as possible?

Remember users that return and learn from them. Your analytics will help you here. Easy onboarding and profile creation is a must. Basic requirements are a name, email, phone number and address. Use SMS for users to log in and recover a password easily. Continue to simplify the onboarding page. Once onboarded, assist them with support chat bots (if you have the budget that is). Enable contact details everywhere and make them easily accessible (this builds authenticity if you are just starting up).

It doesn’t stop there. E-commerce apps will, by nature, require you to do multiple iterations with the data and analytics at your disposal. You should create unique content around the products you sell; this will keep them engaged and will make them come back for more. Create exclusivity that will keep you ahead of your competitors. Each time a user is returning, welcome them back. Create opportunities for your customers to earn loyalty points and they will be intrigued to earn more. Be dynamic and don’t stop believing!

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