5 website updates that can actually impact your sales.
While some UX improvements require a lot of resources, the five tactics that follow are easy to implement and have paid off for businesses in all kinds of industries, from apparel to healthcare and even home improvement.
1. Create a more prominent and attention-grabbing call to action (CTA).

In addition to being immediately visible, your CTA should also grab users’ attention. Test a few enhancements like font size or color and see which CTA generates the most clicks.
“I was curious whether color would impact user behavior, so I chose a color for the CTA that contrasts the color of the main landing page,” says Sam Malik, founder of the UK-based online pharmacy Dr Felix. “It’s an easy thing to implement and I saw a bump in conversions and more visitors clicking on in the CTA to go past the main landing page.”
2. Make your products easy to find.

Using filters can make this process fast and efficient. “At LeaseFetcher, we added a range of product filters—fuel efficiency, doors, transmission, rating, popularity, fuel type, etc.—so users could find cars that met their specific requirements,” says Stewart. “After implementing the new filters, we saw a significant fall in the bounce rate on the car page and a huge fall in site-wide exit rates.”
While you’re making changes to your product filters, also take a look at how you’re naming product categories. Ask: Is the naming intuitive? Would most of my shoppers easily understand where to click to find the item they’re looking for? If there’s even a slight doubt, test your website out on platforms like UserTesting.com to get user feedback.
3. Streamline your checkout experience.
A faster, easier checkout process is a no-brainer when it comes cultivating higher checkout completions. Your first step: examine potential roadblocks to users completing purchases. 
You can add a simplified option like PayPal Checkout to provide customers with multiple payment options and save them the hassle of having to enter shipping information. “By allowing customers to use delivery and billing information that’s already stored on their PayPal account, we’re preventing them from having to re-enter the same details on our site, making the whole checkout flow much quicker and easier to complete,” says Andy Halliday, SEO manager at home improvement retailer VictoriaPlumb.com. Plus, you can add a PayPal Credit4 option seamlessly into PayPal Checkout, giving your customers the flexibility to pay for their purchases over time.
4. Increase your font size.

5. Tailor your site experience using analytics insights.

For an in-depth look at how customers are behaving once they get to your site, try tools like Hotjar, Crazy Egg, and Inspectlet. These platforms record user sessions and provide easy-to-digest analytics in the form of heatmaps that show where users scroll, click, and focus their attention.
Once you’ve spent time learning about your customers, act on those learnings. “A great way to leverage customer data is through the use of A/B testing,” says Darren Schreher, digital manager at clothing retailer INTO THE AM. “If you’re able to compare two versions of a webpage, you can determine which one performs better. Continuous testing and optimization ultimately lead to a better user experience.”
A great UX encourages your customers to take action.
As successful ecommerce businesses can tell you, optimizing the user experience on your site doesn’t need to take a huge chunk of your time or budget. The little things you do to improve your customers’ journey, from experimenting with simple style tweaks to collecting customer data with a single line of code, have the potential to boost sales, sign-ups, and downloads in a big way.1 Source: Nielsen Norman Group. The Fold Manifesto: Why the Page Fold Still Matters. February 1, 2015.
2 Source: Learn UI Design Blog. The Responsive Website Font Size Guidelines. April 23, 2018.
3 Source: Make It Big! The Effect of Font Size and Line Spacing on Online Readability. May 2016.
4 PayPal Credit is subject to consumer credit approval.
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