April 2, 2020
Does Your Ecommerce Site Suffer from Bad UX?

Does Your Ecommerce Site Suffer from Bad UX?

– Hey, welcome to Acro Media’s High Five. I’m Steve. – I’m Shawn. (upbeat music) – So today we’re going to talk about some conversion stuff on websites. You know, what’s good, what’s bad. Kind of what causes– – We’re just going to
talk about UX design. We’re not going to talk about
like 10 different things. – Okay. – Just talking about UX, bad shitty UX. – Okay, fine, take over. What are we going to talk about? What pages? – Okay, we’re just going to talk. We’re going to go through your site and we’re just going to tell you everything you do that’s shitty and how to make it not shitty. On the UX of your website. – How about we start with the homepage? Is that fine? – Okay. So on your homepage, you
just don’t have a lander. Don’t have anything to get in the way. You know, if you’re an ecommerce site, show products on your homepage. Don’t put 800 different
things in front of it, don’t put, you know, “Welcome to my site!” Don’t put, you know, just,
an intro to your site. Put products, maybe put a video on there. You know, get people in there. Let them buy if they
want to and maybe also– – I feel like this is common knowledge that you should put your
product on your homepage. Is that fair? – It should be common knowledge. People have a site where
they literally, like, the ecommerce part is put, there’s like, it’s like up in the corner. There’s like, it says shop in
little letters or something. And if you don’t go shop in the menu, there’s like no products
to buy on the homepage. – But they’re going to
justify that to you being like well maybe they’re not a shop first site. Maybe they’re an
informational first site Shawn. – If you’re a company,
you’re a shop first site. Okay, like you want people
to buy your stuff, right? We’re talking about ecommerce sites. If you don’t sell anything, then go away. I don’t care. We just, if you have
products that you sell, let people buy them right
on your homepage even. Have some products. Give an indication that you are a store. – Is there any like, you know, you said products on the homepage. Any other advice? Like are we talking about
the fold, below the fold? – The fold is like a made up
thing that doesn’t exist, okay. It’s not a newspaper. Your website isn’t a newspaper. It hasn’t actually been folded. Depending on the size of your monitor, if you’re looking at a tablet, on a mobile phone or anything, the fold can be anywhere. Just put it near the top. The more near the top it is, the better. But there’s no above
the fold below the fold. It’s not like there’s some
magic point on your site where everything up here people see and everything down here
is like in a wasteland that no one will ever see. – But can’t we say there’s
an average size of monitor like 20 inches. – Sort of. I mean, just put it near the top. I mean the farther you
are towards the top, the more important thing it is. People will scroll down somewhat. It’s just the more you go down the page, the less likely is is that
people are going to go there. So try to have some products near the top. Maybe have, you know, video, and products right below there. Don’t have four things above it and then products like in the footer. – Okay, so it’s fair to
say that on the homepage, put all your relevant
information about your store, your products, what you’re
selling, that’s pretty much it. – Yeah, you don’t even need
to be about your store. Like you don’t need to have an about us page and stuff like that. You just show what you’re selling. Like, if you walk into a physical store, they have like, you know,
products right at the front. They’ll have like a display. You know, do essentially the same thing. Explain a little bit about
them and some there to buy. Probably some top sellers,
some featured ones. You know, products that maybe
you want to boost sales of. You know, put them there. – Our creative director’s
always telling us to put stuff in like, you know, free shipping or something like that. You agree with that? – Yeah, I mean, you
want to have something. Maybe if you indicate that they’re simple. You know, so “Hey, we do free shipping.” Or we, you know, say that you
ship globally or something. If there’s a message you
want to convey or whatever. – It depends on your product. If it’s a product with free shipping as a bonus, let’s put that. If it’s a product where people
just expect free shipping or you know, if you sell a
digital good or something. I mean, you know, stuff like, a lot of that has no purpose. But you know, try to have
stuff that’s important that is a selling feature
and throw that out there. – What about websites like, you know, one of my personal
favorites, you know, Amazon. You get on that website. It’s just like a search bar. That’s pretty much the home page. You search for what you
need and you get there. Like is that, is that okay? – Yeah, it depends if you have only, like, you know, 10 products or something, don’t put your search on there. Probably don’t even have
a search on your site. It’s pointless. You don’t have enough products. So if you sell a very sort
of niche thing or something, it’s unnecessary. If you’re a big distributor
and you have 100,000 products, yeah, put your search up there. Have your search be
like the primary thing. It’s like Google when you go to it. Like the search, it’s right there. That’s what you’re going to do. Because those five products
that we show on the site? We’re indicating that we do sell products, but they’re almost certainly not what people are looking for. So we need to have the search there. Have some filters. Hopefully your search is good. I mean, we’re just talking about UX and that’s a little more technical, but make it not suck, please. – Okay, so that’s the
homepage or site in general. Why don’t we dive into something more like the product page. Something like that, you know? There’s always irritations
on product page. You know, you finally
navigated to the homepage. You finally figured out, you know, what it is you want to look at. What you want to buy,
what’s irritating you here? – Let people buy it right
away on a product page. Don’t have like information
about your product and then it takes you to like
the page where you buy it. Like, if I’m at the product,
just let me buy it right there. Like, don’t make me jump through,
like, hoops to get there. There’s no reason I can’t buy it on the same page that tells me about it. If you want to have lots of information, throw it in some tabs or something that you can move between. But always have that option where I can buy the
product right on that page. – What about things like
in your product page, you know, even just like
having similar products, or anything like that. Is there any advice you
could give to, you know– – Yeah, a couple things. Don’t be lazy about it. If you have related products, like try to actually pick
some related products or at least do ones like “Other
people have bought these.” Don’t just show four
random products below. That’s, I mean, yeah, you might luck out and they might be the right products. But more than likely,
they’re just random products that have no relevance
to people whatsoever. It takes more work, but
what you should actually do for you know, lots of your products is you should go through and say “Okay, here’s some relevant
products for this.” Like, oh I have a thing,
it has some accessories. Well let’s show the
accessories down below. You’re going to get an upsale
on that almost for sure. Don’t just show four random things. And don’t show like necessarily just other types of the same thing. That’s not always because you want stuff that goes with it. “Okay, you’re buying this. “Is there a bag, is there an accessory, “is there something that goes with it?” Do I need something else? Like does my product
have more than one thing that I need to buy to make
like the whole thing work? Like if I buy this, do
I need a stand with it? Let’s put that down there. Let’s maybe even call that out that I need these extra pieces. If you just four random products out of your 10,000 products, you’re wasting your time. – Alright, here’s a question. What’s the last thing you bought online? – What’s the last thing you bought online? Weight gain powder for body building? – Nice. That was that, so let’s
talk about their service. – That was actually okay, but not great. They are like multiple things. They’re like a shop and
then also like a community so they kind of jam their shop up in the top corner which
is kind of a piss off. Because you have to like go into the shop so that’s like two steps it takes me. I don’t care about, like,
talking with other people about (censored) body building. It’s really boring. I don’t talk about my lifts
or how much I can squat or any of that. – That’s kind of what’s cool
right now though, right? Like, bro, do you even lift? – Yeah, well, sure. No. I do lift. But I don’t have to
tell everyone about it. So that’s irritating at the start. You get in, and then if you
need to go into the product, they really tend to like,
tell you about the product and you don’t get to go in and buy it. And they don’t let you pick the quantity. So you want to buy two,
you have to add it, then you have to go into the cart, you have to edit it. You have to update your quantity. It’s like six steps. I want to buy three things,
two of which are the same. It shouldn’t take me like ten clicks. I actually bought it yesterday because I went to buy it like a week ago and it took too many clicks and I gave up and I did something else. – Okay. So that being said for product pages, let’s just kind of step into the last one, like the check out. And the check out kind
of has a best practice. But let’s talk about a couple of things. I hate the fact that in some websites, you have to create an account. Why would I want to create an account? That’s the stupidest thing ever. – This thing is. – Shouldn’t it create an account for me? – Is everything needs to create an account because we need to like track your order, but you should just do it. You don’t need to make an account. Like don’t, and don’t force people to like log in ahead of time. Try to make that as absolutely
as simple as possible. If you can even like match
people up automatically like maybe you have to have
them put in their password, maybe you can even just match
it by email or something. Try to remember that they’ve
already logged in before. Like keep their cookie for like a year. Any way you can get rid of that log in. And of the love of God, if
they don’t have an account, don’t make them make an account
before they can log out. Or before they can check out. When they check out, they’re going to give you all their information, and then you can just make
them an account automatically. You can do it all in the background. – Alright. How do you feel about the whole idea of like, you know, in some websites they have multiple steps. Kind of like step one,
put in your address. And then it’s like, you know,
a bunch of next buttons. You know, what’s the take on that? – Try to put most of it on one page. Mostly just because each time is probably going to be a page load time. It’s probably going to
take a couple of seconds for you to switch between those pages. So you’re just making it slower. Don’t have like 10 things that don’t go together on the page. Like if you want to put
your payment information on the next page, that’s not too bad. People kind of feel that
that’s a different step so it makes sense with the flow. Don’t put like billing
information on one page, shipping information on one page. Like, don’t spread it out into nine steps. It should at least be sort
of a logical breakdown. People might want to like put
in their shipping information so they can see shipping
prices and stuff like that. And then, you know, then
move on to the payment step. So that’s okay to split up,
but try to keep it together. – Okay. So kind of what we’re talking about today. What’s kind of out of everything we’ve talked about like three
things you can give people? – Don’t get in the way. Combine stuff into, you know,
as few steps as you can. Third one? Show people that you’re actually a store. The take and buy things is like, lots of sites you might look them up and it’s just information
about the product. So if you do sell things, make it really obvious
that you sell things. So, you know, people know that and they can buy stuff. If you’re going to have an
ecommerce site, don’t hide it. – I feel like we got our point across so why don’t we end it with that? So, you know what? Thanks for watching guys. If you want to know anything about web development, ecommerce, Drupal. You can ask your questions. We’ll try to answer your questions. You know, if you want to, if you thought this was kind of cool, and you don’t hate us, you can subscribe to our channel. And we’ll see you next time. – If you hate Steve, just
say so in the comments, but like, try to be like,
semi-polite about it. – I feel like people might
like me more than you. Mostly that is my mom
watching and not yours, and she’s going to at least subscribe, so. – Oh, dude. My mom is friends with us on Facebook. She will definitely watch this. – We’ll see.

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