5 Tips on your e-commerce website to reduce friction


You need to understand the user experience that is given to your users if you would like to maximize sales on your e-commerce website.

The drive of customers to the checkout page can be difficult enough, and once you’re there, a whole range of additional complications can prevent them from buying your product.

Without a stable UI, consumers may encounter frictional points that hinder their orders from finalizing.

On average, the abandonment rate of e-commerce shops for shopping carts is 68%. Consequently, it is vital for your consumers to reduce friction throughout the checkout process so that they can continue to return to your online shop.

Reducing friction enables entry from point A to B for users to your web site. Anything that delays or makes it difficult to access the website causes friction.

The removal of these issues on your site is crucial in order to reduce shopping cart abandonment, generate sales and expand your email list.

1. Improve your e-commerce website speed

If your e-commerce website lags, visitors will not be able to browse your items, learn about your brand or finalize an order.

Everyone had the unfortunate experience of feeling anxious to just try out a website to exit because it takes too long to load.

This is one of the most frequent instances of tension, which is not helping your business.

Did you know that a web page that takes more than three seconds to load will be abandoned by consumers? Positive first impressions influence how users interact with your website and decide if they are going to spend time with your content.

If your website is lagging, there will be few people waiting for it.

Check the page speed on a regular basis so that you are the first to learn when lagging takes place.

You may need to upgrade specific web sites, edit images, or remove content that takes up too much space.

Product pages, landing pages and sales pages may contain high-resolution content that you need to compress in order to achieve faster load results.

2. Offer multiple options for payment

When you give your guests only a few payment options, you can reduce sales immediately and lose customers.

If you don’t first know what they need, people won’t go out of their way to buy from you. If you make it difficult for consumers to buy your goods, you create an extra point of discomfort. For this reason, multiple payment options should be provided on your website.

Once buyers see the payment option they are most used to, they feel more comfortable. If they only pick their products and go to checkout to see that they can not use their chosen method of payment, they will not feel comfortable finishing their order.

Leading consumers to where you want them to go and making the experience as easy as possible is key.

Find the current payment choices for your clients.

Can you add more to this mix? Have people in the past complained that your e-commerce shop does not support their chosen method of payment? If so, it may be time to add more products and win back some clients to the checkout process.

3. Boost the layout of your website

The design of your website should be so seamless that users feel natural about browsing your website, finding the content they are looking for and completing their purchases.

If visitors have trouble finding answers to their questions or don’t know how to browse your websites, you will see an increase in your bounce rate and a decrease in your conversions.

Especially for e-commerce websites, it is important to provide tourists with a seamless UX so that they are paying customers and continue to come home.

Your site should be clean, straightforward and minimal. Stop squishing text and adding white space together to make it easy for the ears. Use visual content to break up text monotony and expand user engagement.

Note that clarity is important if you don’t know where to start with the layout of your website. The better your content can be navigated by consumers, the stronger the sales will be.

Get rid of content on your website that does not serve a larger purpose.

Are there ties you don’t need to be in your navigation bar? Is your content so confused and distracting that your CTAs are not noticed by users? Are there too many images that distract from the website’s purpose? Say that for the first time you are searching your website to find what is not working for the average user.

4. Simplify the process of marketing.

They face several different decision-making opportunities when consumers shop around on your website.

The more decisions they have to make, the more strongly they are fatigued by the decision. If they feel overwhelmed, completing their purchase is more challenging for them and they can leave your site without taking action because they don’t know what they want.

It allows a higher cart level to be abandoned.

Eliminate judgment tiredness by increasing the website’s choices. Do you need each one if you sell similar products on your e-commerce website? If one brand satisfies another’s criteria, consider getting rid of one.

Put together similar product items so that customers can find them easier. It also helps you browse other items you may want to add to your cart.

Update descriptions and images of your product so that they are crystal clear, informative and bring consumers closer to a purchase decision.

To make sure they are user-friendly, review the contact forms.

A whopping 67 percent of tourists would refrain from your form if they experience any problems, so optimizing contact form converts whenever possible is key.

Avoid asking during checkout for unnecessary information. Don’t ask for it if you don’t need it, as this only extends the checkout process.

5. Make it mobile friendly

As more consumers use their smartphones to shop and make purchases, catering for mobile users is becoming increasingly important.

More than half of all online traffic comes from mobile devices, but only 12% of users find it convenient to purchase on mobile devices. Improving the Ui for mobile users is important if your product is to expand and attract more customers.

Use a mobile website speed tool to regularly test the performance of your e-commerce website on mobile devices. That way, before it loses your company sales and profits, you will work to improve it.

Remove phone pop-ups and sidebar navigation. Both are hard to handle on a tiny, compact screen and discourage visitors from visiting any page of your e-commerce website.

Keep in the top quadrant of the web-page the most important components above the fold. Your CTA should be easy to locate and send a message that can’t be ignored by users.

Make buying your products easier for mobile shoppers by keeping their shopping carts always visible.

Provide one-step checkout buttons so that they do not need to constantly input their data. You can also offer a guest check-out option to prevent new clients from creating an account if they do not wish to.


Komolafe Timileyin is a passionate entrepreneur that loves to solve entrepreneurial issues. He is also a blogger and an upcoming Engineer.

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