8 Unwritten UX Rules for an E-Commerce Website in Singapore

e-commerce website in Singapore

Are you planning to invest in an e-commerce website in Singapore? Singapore takes pride in been one of the countries with the most vibrant e-commerce industries in the world. Currently, there are more than 3.12 million e-commerce users in the country and it is projected that 998,000 more will start shopping online by 2021.

As a business owner, you need to position your brand to capitalise on this trend by investing in an e-commerce website in Singapore. Thankfully, there are professional website designers in the country who can create a custom online store for your brand at an affordable rate.

One of the factors that you need to consider as you focus on having your own e-commerce website in Singapore is UX design (user experience design).

What is UX?

UX is defined as the overall experience you offer to customers as they interact or use your website. It is what the customer experience from the moment they discover your online store to when they place an order and beyond. More often than not, it is undervalued and rarely do people pay attention to it. They turn to template solutions that often fail to help their online stores grow to their full potential.

Before we look at the unwritten UX rules for ecommerce in Singapore, it is important to note that copying what your competitors are doing hoping that their strategies will work for your customer base is not recommended. The second thing that you should note is that they is more to providing great customer experiences consistently than simply making the ecommerce website design appealing to the eye and fluid.

Top 8 Unwritten UX Rules for an E-Commerce Websites in Singapore

1: Function Beats Design

Some of the popular design trends in Singapore e-commerce industry are:

  • Image sliders with CTAs
  • Autoplay video backgrounds
  • Ghost or Inverted buttons
  • Parallax scrolling

All these can make your e-commerce website in Singapore appealing to potential customers. However, there are some things that can compromise the user experience. They include:

  1. Autoplay videos formats cause distraction ratio because they take up more in file size.
  2. Sliders are illustrations or images that are often in PNG format. Due to their large resolution, they can take up a few megabytes in size thereby exerting undue pressure on connections. This in turn negatively affects page load time. In addition, numerous studies have proven that automated image sliders seldom improve engagement and conversion rate.
  3. Website designers opt to use ghost buttons in a bid to avoid tampering with the design flow of the website page. These buttons also blend in with the secondary CTA (call to action) buttons. Unfortunately, this design strategy usually backfires as the buttons are often overlooked by prospects, as they appear un-clickable.
  4. Even though parallax scrolling has become very common in Singapore e-commerce websites, it is usually poorly implemented. It affects multi-device design optimisation and site responsiveness negatively. Also, apart from making the website design unique, it does not have a meaningful or measurable function that results in higher conversion rates.

The point we are trying to put across is that website design is important and these elements will have a major impact on UX. However, you should focus more on the user’s intent. Note that design is not about filling the site with elements that capture the user’s attention; it is about having elements that support the customer throughout the buyer’s journey.

e-commerce website in Singapore

2: Copy Should Come Before Design

Should you first write content then design the website around it or vice versa?

Can you remember the last time you purchase a product online merely because the website was appealing? The best UX practice is to create the copy before the design. The website design should support and complement the copy.

When creating content for your ecommerce website in Singapore, focus on the behaviour trends of your customers. Carry out a comprehensive customer research to understand their needs, expectations, and devices they use to browse the internet. The results of the research will also help you come up with a robust content marketing strategy.

3: Leverage Intuitive Navigation

Intuitive navigation enhances ecommerce website discoverability by making it possible for visitors to move around the site and complete the desired action seamlessly. One element can cause friction and compromise the entire user experience especially on large e-commerce websites that have a complicated architecture and vast filtering and categorisation options.

Here are wise tips that you should keep in mind when designing your e-commerce website navigation.

  • Make use of legible and easy to understand labels
  • Use card sorting to understand and visualise how your target customers or website visitors find what they are looking for on the website
  • The internal search feature should always be active and available
  • Navigation structure should be consistent
  • Make use of breadcrumbs to guide the visitor to the target pages

4: Guarantee Safety

Online shoppers in Singapore want to feel safe and know that their personal data is in safe hands when they shop on your website. It is not uncommon for customers to abandon cart if they feel the site cannot be trusted with their credit card information.

A simple act such as adding an image of padlock next to “Secured by _” copy will help you win the confidence and trust of your target customers. Alleviating trust issues will have a major positive impact on sales as well as organic traffic.

5: Prominent Call to Action Buttons (CTAs)

Prospects that are ready to convert should not be confused by any element on your website. They need to understand which steps they need to take to complete certain actions such as adding a product to the cart and proceeding to checkout.

To achieve this goal, all primary call-to-action buttons should be strategically placed to grasp their attention. The buttons should also stand out from the rest of the content layout.

6: Product Images and Copy

High quality images of the products coupled with detailed descriptions that highlight the unique selling points (USPs) will help potential customers get a clear understanding of the product. A progressive disclosure in the visual hierarchy of your website product page can help you achieve this goal.

That is, the most important information should be presented in the first fold. It is also OK to break down the details into smaller sections such as colour, sizes, features, shipping, and payment information. Your main objective as you do this is to prevent visual and content cluttering and more importantly provide a smooth flow down to the desired outcome.

7: Consider UX of your Mobile e-Commerce Website in Singapore

The first thing that you need to note is that having a desktop e-commerce website in Singapore that is performing well in terms of ranking on search engines, organic traffic, and sales does not mean that the mobile version of the site will garner the same results. You cannot just rely on responsiveness to get the expected results.

When customers are using a mobile device to access the site, the design presented to them is restricted and dependent on the screen size. For example, when inputting text such as shipping address, the screen size is automatically cut in half and the keyboard overlaps the screen.

Such challenges make it difficult to give your users a native experience. A professional website development agency in Singapore can work on the mobile version of your e-commerce site to ensure that it optimised and as user-friendly and the desktop website.

8: Progress Indicators

e-commerce website in Singapore

Progress indicators inform clients to know the stage or phase they are in the checkout process. It will also help them to estimate the amount of time it will take to complete the process. Consider adding encouragement words such as “Good job!” as they progress to keep them in the positive emotional state. In fact, progress indicators have been proven to reduce cart abandonment significantly.

Closing Remarks

These 8 rules on UX (user experience design) when creating an e-commerce website in Singapore will help you establish a successful brand in Singapore. Be sure to use Google analytics or any other monitoring tool you prefer to keep track of its performance. The reports will also pinpoint areas that need to be tweaked.

Get in touch with us for more tips about e-commerce website design in Singapore.

 

Author Bio

Tom Koh

Tom Koh is the CEO of MediaOne, a leading Asia digital agency. He comes packed with 2 decades of international digital marketing experience. In his spare time of maybe 20 minutes a day, he loves coaching, blogging about all things digital and trying to figure out how to make his dog do the roll.
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May 13, 2019

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