Account Page UX Design: How to Increase Sales and Reorders
D — Design
Jun 21, 2021
Every detail of your e-commerce website plays an important role in whether your potential customers will browse your products, pick something, and complete their purchase. No wonder most businesses focus on and polish their homepages, product pages, and checkout pages. However, many make a big mistake by neglecting an equally crucial section of their website, particularly when it comes to post-sales engagement – account page UX design.
Providing a streamlined and user-friendly shopping experience is crucial for the success of your e-commerce website, and a well-designed and optimized account page will not only encourage first-time shoppers to pull out their credit cards but also get your existing customers to reorder and spend more money.
In this post, we’ll discuss the importance of having an effective account page for your e-commerce website and how to build it.
Why Does Account Page UX Design Matter So Much?
Providing your potential customers with a seamless user experience on your e-commerce website is a must.
88% of customers are less likely to return to a website after a bad user experience.
Despite the fact that 23% of customers are reluctant to create an account, encouraging them to do so will have multiple advantages. However, it’s a good idea to allow them to make a purchase without having to register if they don’t want to.
Here are some benefits of having an account page:
- Offering a personalized customer experience. Since this page holds useful information about your customers, it’s possible to use those valuable insights and personalize their shopping experience. For example, you can display relevant recommendations or remind them that their warranty is about to expire. Or you can offer a discount coupon to wish your customer a happy birthday.
- Gaining a better understanding of your customers’ needs. It’s possible to keep track of the products your customers view, determine how much they spend on average, or how often they make a purchase.
- Streamlining the purchasing and reordering process. The fact that your customers won’t have to provide their credentials all over again means that it will be easier for them to purchase again from you.
- Building trust with your customers. All the reasons mentioned above result in exceptional user experience and building trust and loyalty with your customers.
Your account page user experience design matters as it will ultimately facilitate your checkout process and increase your sales.
Must-Have Customer Account Page Features
Implementing certain features is essential in order to make sure that your account page UX design is seamless and effective.
Just like your homepage and landing pages have the purpose of attracting new customers, this one is crucial for driving repeat purchases and getting your first-time customers to come back.
According to stats, repeat customers spend 33% more than your new customers, so it’s crucial to keep them as they make up for a great portion of your profit, and having an optimized account page with the right features will help you achieve this goal.
1. Browsing History
It’s a good idea to allow your customers to access their browsing history and check out the products they viewed earlier but forgot to save in their Wishlist.
This way, they can decide to purchase one of these products or save them for later. With a “Browsing History” section, you’ll create a frictionless purchasing experience and make it easy for your customers to buy from you.
Amazon, for example, allows its users to view and manage their browsing history by clicking on the dedicated button on the account page.
2. One-Click Social Login
To encourage your users to create accounts on your e-commerce websites, you should allow them to register and log in using their existing social media credentials such as Facebook, Twitter, or Instagram.
It’s convenient and quick, as they don’t have to spend time filling out a web form and remembering one more password. In addition to enhancing user experience, one-click social login will also mean that you’ll be able to access your customers’ personal information such as email addresses, relationship status, age, gender, or preferences that you can later use for your targeted marketing campaigns.
3. Wishlist
As your customers browse your products, something will catch their eye. With a wishlist or a list of favourites, they can save those products, view them again, and make a purchase at a later date.
By not including this functionality, you can miss out on a number of sales opportunities as your customers might forget about a product they liked if it’s not saved.
4. Instant Reorders
Online stores that sell food, skincare, or supplements get a lot of reorders. To simplify this procedure, add a one-click reorder button so that they don’t have to search for the product they want to buy again.
Similarly, keep track of your customers’ purchases and notify them when it’s time to reorder the product they frequently buy.
This is a low-hanging fruit approach to increasing your sales and reorders.
5. Related Products
“Do you want fries with that?”
Take a cue from McDonald’s and offer your customers related products or services that go well with the one they want to purchase.
Cross-selling can bring you more profit easily, as the odds are that your customers need a complementary product that will make their original purchase even more functional and valuable.
For example, if someone purchases a printer, offer them toners, as that’s something they will eventually need.
6. Reward Program
Setting up a reward program for repeat purchases is a great tactic for incentivizing your customers and encouraging them to purchase and spend more.
Besides giving them points every time they buy something from your store, you can also allow your customers to earn credits by placing orders, leaving reviews, or inviting people to visit your e-commerce website.
7. Individual Order View
Provide your customers with all the details about their purchase, so that they can see how much they paid for the product itself and shipping, when the order was shipped, and where it was shipped to.
Your customers want to know when exactly they can expect the items they purchased, so make sure you allow them to track their orders in real time.
Transparency is important when it comes to ordering products online because if you don’t keep your customers updated about the status of their order, they might worry whether it will be delivered. By getting this feature right, you’ll encourage them to order from you again in the future.
Besides this, one of the most common reasons why customers visit this page is tracking the items they purchased or canceling their order.
Another very useful feature of your Account Page is the re-order option, which allows your customers to purchase the same items quickly and easily without having to perform the search and fill out the necessary information again.
Finally, when properly structured, this page will improve your customers’ lives by reminding them that it’s time to re-order or replace a certain item or buy spare parts. This will ensure they’re always stocked up on the products they need.
Account Page Design
The design of your account page has to follow certain best website design practices in order to be effective.
Given that 46% of people assess the credibility of a website based on its visual appeal and aesthetics, it’s crucial to make sure that your account page is well-designed. Even more so if we bear in mind that they have to trust you with their sensitive information.
First of all, account page UX design heavily relies on simple, clean design. Eliminate all the clutter that can overwhelm your customers and confuse them. There should be no distractions on their way to the checkout, so add only elements that are necessary for the account dashboard area.
Another factor that will determine the success of your account page is whether all the elements are well-organized. It’s vital for customers to easily find all the tabs and buttons and complete the intended action.
There are ready-to-use account page templates that you can personalize in line with your brand, and easily implement on your e-commerce website.
Account Page Customization Plugins
Customization plays an important role when it comes to your account page UX design, and you can do this using different plug-ins, since e-commerce platforms don’t come with these options by default.
However, not all e-commerce platforms offer the same plug-ins, which is why you should take this factor into consideration when you’re deciding on which one to choose for your online store.
For example, Wix allows adding the so-called Members Area to your website to improve customer experience.
WooCommerce is the most versatile in this regard, as it gives you an opportunity to add a wide variety of functionalities to your e-commerce.
Account pages built with WooCommerce can be easily customized with the help of different available plugins.
It’s worth mentioning that the WooCommerce platform comes with a pretty rudimentary and minimalistic default account page. However, the real power of this e-commerce platform lies in a number of various ad-ons and extensions that can help you transform your e-commerce store account page and boost your user experience.
Some of them are:
- Customize My Account Page for WooCommerce. This is an official WooCommerce extension, and it allows you to add a number of tabs and menus, implement various fonts, backgrounds, spacing, and formatting, as well as change labels and icons, and add your own code. It also comes with an easy-to-use design editor tool.
- Custom My Account for WooCommerce. This plugin comes in a freemium version too, but if you need more advanced features, you can upgrade. With a premium version, you can, for example, show recent orders, rearrange menu options, use various styling options, add an unlimited number of menu options, or change Name, Label, Icon, and Content for any given menu option.
- YITH WooCommerce Customize My Account Page. With this plugin, you can completely change and revamp your account page. It can even help you with promoting your products. Besides standard options, it allows you to add an unlimited number of menu items and choose the content that will be displayed under them, including coupons, video tutorials, news, etc.
Although these plugins aren’t free, they’re a worthwhile investment because they can significantly improve your account page user experience and bring you a lot of new sales and reorders.
Final Thoughts
It’s safe to conclude that the account page is a great addition to your e-commerce website as it can significantly boost your future sales.
Not only will help you impress and keep your customers with a superb user experience but it will also allow you to collect some valuable customer insights with which you’ll be able to amplify your marketing and sales strategy. A well-designed account page will streamline and speed up the ordering and purchasing process and increase the number of repeated purchases.
