In e-commerce, providing an exceptional user experience is key in order to improve conversions. How easily users find the article they are looking for, presenting the right information about a product to help users make a more informed decision and providing an easy checkout process, are only a few important principles needed in order to improve usability and conversions.
Using conversion and user-centered practices I created a responsive theme that clearly showcased product offers, a simple navigation that gave access to different core sections and delivered a fast checkout process to avoid cart abandonment.
The checkout process is critical for any e-commerce site. In order to reduce cart abandonment a series of user-centric practices were applied to optimize the filling of the form, reduce friction and make the checkout process simple and straightforward.
A testimonial from a user who bought the same item was added in the overview. This helps reduce anxiety and offer a positive reinforcement on the user's selection, moving them forward with the checkout process.
An option to checkout as a guest was also added for those users who are looking to quickly buy an item and don't want to go through the additional process of creating an account.
All fields were clearly labeled as required or optional to reduce the number of errors a user could face when filling out the form.
The use of floating labels helps the user spot errors when filling the form by providing a quick reference about the information required in the field.
The payment section was visually reinforced by encapsulating it. This helps the user to perceive this section as more robust and secure. Adding supporting graphics, like the padlock on sensitive fields, also helps improve that security perception on the form.