Experience is everything for customers!
A glitch on your eCommerce site or a lengthy process for a simple task… and out go your site visitors. This means loss of sales.
Not just that, they might even share this bad experience with 10 other people.
In short, it’s critical you create the best user experience (UX) for customers on your Shopify site. And the Shopify customer account page is a significant part of it.
To understand how important experience is to customers, consider the below findings on why customers leave websites.
Loading time, easy navigation, design, and content, all these elements have to come together to create a good user experience.
In this article, we focus on how your Shopify customer account page is at the center of customer experience and how to get its UX elements right.
Most eCommerce brands tend to focus on their homepage and product pages only. That’s because these pages are directly related to bringing sales. However, there’s an important page that most eCommerce stores tend to overlook—the customer account page. Here’s why this page is so important.
It’s a must for Shopify businesses to have a customer database. Information about customers, including name, postal address, email address, etc., should be current and accessible.
The Shopify customer account page is useful in this situation. The customers who buy from your site will make sure to update their contact information. You can manage your customers effectively with this. For instance, it’s simple to locate the data you need about your clients.
Here are some ways that updated customer information is beneficial:
- Orders, updates, and other notifications can be sent through email
- Create targeted email campaigns
- To strengthen relationships, give presents and other items to customers using their postal addresses
- It makes it easier for you to contact customers in an emergency or when there are pressing updates
- The eCommerce account page facilitates the management of customers for growing and rising businesses
Customers’ personal information, addresses, dates of birth, purchase histories, wishlists, and other details are all stored in the customer account page. All of this can offer insightful information that you can use to customize their experience. For example, create personalized campaigns, give them birthday coupons, etc.
The Shopify account page is customers’ go-to page. Customers tend to go to the page to follow up on and track their orders, to check their store credits, to change or cancel orders, etc. The fact that customers know they have some place to go to if they need to contact you, means they are having an easy experience. The processes are streamlined and they are more at ease when interacting with your brand via your website. All these factors help build trust and confidence.
Order history: This is a default feature on Shopify stores, and a must to have. It allows customers to access their past order details in one organized place. Shopify brands can use the information to gain customer data to create personalized marketing campaigns.
Store credits / Reward program: Store credits or reward programs are one of the best marketing tactics to attract customers to register on your Shopify store and build long-term relationships.
Wishlist: Wishlist feature enhances customers shopping experience. It allows them to save products they like and can purchase later.
Reorder: The reorder feature works best for products that customers buy repeatedly, for example, consumables, healthcare, wellness or beauty. This feature makes repurchases easy and fast.
Recently viewed products: This is another feature on the Shopify customer account page that enhances shopping experience and helps boost sales. Customers are reminded of the products they browsed and are interested in.
A good user experience is one of the most important factors that can ensure sales, engagement, and customer retention.
In short, customers are at the center of eCommerce UX and UI. If customers are able to easily do what they want to, on your website, you’ve got it right!
But is it easy to get it right?
From simple transitions to seamless interactions between customers and features, visual appeal, easy checkout flow to intuitive features and automation, a lot of micro aspects have to perform well for good UX and UI. Here are some ways to try:
B2C and B2B customers’ needs are different. Hence, one of the first things you will have to figure out is your customers’ needs. Their needs will be based on your products, and your industry niche, among other factors.
Every business is unique and has unique nuances, therefore your account pages should be carefully adapted to your business model and the kind of eCommerce customer experience you want to offer.
For example, in the B2C space, there are many customer segments, each with different needs. You will have to create customer segments based on their preferences, so you can provide relevant customer experiences via your eCommerce account page. Studies show that customers too, need this from brands—66% of customers expect companies to understand their needs.
Here’s an example of Staples’ customer account page. The account page consists of relevant plug-ins, neat design and explains how each section can help the customer.
When customers land on your website homepage, their next action—to head to the customer account page—should flow naturally. Design thinking will help you achieve this. For example, plan and arrange the different elements such as color, font size, positioning, etc., in such a way that visitors are easily guided toward the customer account page.
Remember, your customers visit many different websites. Each is designed differently. And hence, you must make it easy for them to take the next action—apply customer psychology and take them to your customer account page.
Here are some tips:
- Have your Shopify account page tab in a prominent spot, for example, in the navigation bar on the top of the home page. In short, it should be easily discoverable
- Make navigation a part of your home page footer as well
- Use colors that impact customer psychology. For example, green and red are attractive and positive colors
- Customize your Shopify customer account page to create an impact on customers’ psyche
Apart from the default features of the Shopify customer account page, such as order history and personal details, include functional features that engage customers and drive sales.
For example, you could add all or some of the engagement and sales features of your Shopify website. These could be rewards programs, store credits, and wishlist, among others.
What happens when you add multiple features to your Shopify account page?
- You make it easy for customers to locate and access the features, all in one place
- Customers get a comprehensive view of all the features they can use
- Customers might discover new features they hadn’t noticed earlier
However, ensure the features are relevant to your customers, products, and industry. Let’s understand this with an example of Uniqlo’s customer account page features. The clothing brand has features such as ‘My Size’, ‘Credit Cards’, ‘Wishlist’ etc. that are relevant to the products.
Moreover, the design aligns with the brand’s minimalist feel and creates a fluid UX.
Pro tip: Eliminate clutter, extra elements. Keep the customer account page neat and clean. Don’t overwhelm customers.
One of the most critical factors for digital experiences is timeliness—sending the right messages at the right time. This is an essential aspect of your eCommerce account page UX. And this is where the power of automation will help. Let’s learn how you can automate processes in the customer account.
- Consider automating all the key features in your customer account
- Send automated order updates and notifications
- Automate reorder nudges to send timely reminders based on customers’ past purchase pattern
- Create automated drip campaigns for store credit and reward program updates
- Send automated discount notifications
- Send automated notifications when wishlisted products are on sale or discounted
Take your customer account page UX and UI seriously. You can prioritize it by asking for customer feedback. You could do so via surveys, interviews, feedback campaigns, etc. Pay close attention to individual feedback and try to resolve the concern by making changes to your customer account UX.
Utilize user feedback loops. To ensure that user feedback is utilized effectively, it must be incorporated into the design process. The most effective approach to accomplish this is to develop user feedback loops, which involve gathering user feedback as it is provided so that it can be quickly analyzed and addressed.
Throughout the entire process, pay close attention to the user’s experience. Make sure the user has a satisfying and worthwhile experience from the moment they click on your customer account page until they leave. This entails considering everything, from the layout to the way information is shown.
When it comes to the wishlist feature of your Shopify store, you can do a lot to stir customers’ emotions. Customers add products to the wishlist section because they like them and wish to purchase them later. There are a lot of emotions attached. And hence, design its UX keeping those emotions at the center.
Here’s how to do it:
Here’s an example of Uniqlo’s Wishlist page. The brand shows ‘Recently Viewed Products’ within the ‘Wishlist’ page to enhance shopping experience. In addition, customers can see all other tabs of the customer account page, making it easy to make purchase decisions.
Your customer account page UX design depends heavily on customization. You can achieve this via plug-ins and add-on features, because your customer account page app might not have all the features you want.
When selecting a customer account page app for your Shopify store, you should keep in mind that not all of them provide the same features. For this reason, you should take this into account.
To enhance client experience, Flits, for instance, offers a number of add-on features that help enhance eCommerce customer experiences. For example, ‘Social Login’, ‘Store Credits’, ‘Recently Viewed Products’, etc.
To learn actional tips to design your Shopify customer account page UX to boost sales, read this article.
The customer account page is an essential component of your Shopify website, and it can considerably increase your future sales if you get the UX right.
For a good UX, you need to implement a comprehensive set of features. In addition, you also have to ensure your account page UX design is seamless as well as has an impact on your customers.
Besides your homepage and product pages, your customer account page, too, must be designed to help you increase sales. And that’s where the capabilities of Flits customer account page app come in. Flits offers excellent add-on features, customization capabilities, and an experienced customer support team to help you set up the customer page and plug-ins.