The user experience of a website (UX) can often be misunderstood to refer to “how easy it is for users to use the website”. This definition is only one aspect of UX. UX can be more accurately described as an experience. UX is a holistic approach to a website that encompasses all aspects and the user’s interaction with them. A website with great UX is polished, detailed and highly satisfying for its users. It can also be ecommerce site as profitable as possible.
Ecommerce UX shares many similarities with other website UX. However, ecommerce UX also has unique aspects such as product pages and checkout pages. These unique elements of ecommerce UX can make the difference between an amazing online store and a great one. How? Let’s get started.
What is UX?
UX is an ever-evolving field. As such, there are many definitions that have been created (and continue to be developed) to help explain it. We’ll be focusing on two specific definitions of UX that are relevant to ecommerce to reduce the amount of information available to explain it.
The Definition of the “Usability Body of Knowledge”.
Let’s first look at the Usability Body of Knowledge definition of UX. We’ll first break down the definition to better understand how it applies to ecommerce. The first sentence …” Every aspect of a user’s interaction to a product, company, or service that makes up the user’s perceptions about the entire .”… can be defined as ecommerce UX. These aspects together make up the user’s perceptions about the business. When assessing the UX of your store, you will be looking at everything your customers can click or see, and how they react.
However, assuming that we should consider everything a customer sees is putting too much emphasis on it. Using the definition’s second sentence…”User experience design as a discipline is concerned with all the elements that together make up that interface, including layout, visual design, text, brand, sound, and interaction.”…let’s organize your store’s interface into the smaller, more specific groups that the definition lists:
Layout is the arrangement of elements on a website. It includes everything, from the location of your navigation menu, to how your products are displayed in a list or grid format, and even the way you list your information in the footer. Your visual design will be dominated by a template. This group also includes small details such as changing the font of your headline or making a CTA button more visible. This includes large blocks of copy, such as those found on your About Us page. It also includes product names, descriptions, and labels for buttons in your navigation menu. Brand refers to the overall personality, vision, and values of your business and how they are displayed in your online store. This refers to the consistency of this information from page to page, medium to medium, and how it is presented on ecommerce websites. If you sell or stream music online, it is important to think about aspects such as volume control and sound quality. Interaction refers to the way your customers interact with your website. It also includes what actions they take and how your website responds. This includes everything from filling out forms to clicking buttons to navigate your website.
This brings us to the third and final sentence …”U[X] coordinates these elements to allow users to interact with them . It tells us that UX combines six areas that customers see, use, and respond to to create a positive interaction.
Frank Guo, UX Expert
We have a second definition for UX if you are more inclined to abstract thinking. Frank Guo, an architect and UX strategist, believes there are four main elements to UX. These are usability, value and adoptability. These are distinct, but interdependent entities that all contribute to the best UX. Let’s take a look at each component and see how they relate to your ecommerce website.
User-friendliness: How easy it is for a user to complete a task on your website. You can make it easy for customers to buy products by putting their contact information in a prominent location and making your content easily to read. If your customer is a beginner fisherman, your store will have basic rods and accessories. Your store’s value would increase. Adoptability is how easily your site can be accessed and how adaptable it is to different media. A good example of this would be if your website was easy to navigate, well-structured and enjoyable to use on desktop, tablet, and mobile. Desirability is how attractive, engaging, and pleasant it is for customers. One example is if your online shop has a relevant and well-designed template and uses a voice that makes customers smile.
UX is an ever-evolving, multifaceted field. This is especially true since it is so closely linked to technological advancements. With these definitions, we can better understand UX.
Why is UX so important?
There are many benefits to investing in the UX of your ecommerce website. These include a better shopping experience for your customers and a more profitable store. Optimizing your store’s UX will help you stand out from other competitors, which can lead to increased customer satisfaction, loyalty, efficiency, conversion, ROI, and conversion. Let’s dive deeper into each benefit to better understand them.
Your business will stand out
Online competition is fierce. With so many new websites popping up every day, we all know this. Online shoppers are well-aware of the many options available, and they will shop around before making a decision on where to spend their money. To grab customers’ attention online, you need more than great design and good products. You need an amazing shopping experience.
How can your online business do that? Your UX is key. Your business’s focus on creating a unique shopping experience for customers will make it stand out from the rest.
Boosts customer satisfaction & loyalty
You can make your customers happy by simply having a user-friendly site. With the number of pandemic-related shut downs, online shopping has become a popular stress reliever. If you can deliver what your customers want in a fun and engaging manner, they will be able to make their purchase with a smile rather than frustration.
Your ecommerce website is blessed with all the benefits of the internet. These include speed, efficiency and convenience. Customers also look for these things in their shopping experience. Good UX is crucial. Your site should be easy to use. This will help reduce obstacles that can hinder the purchase process and increase positive associations with your ecommerce website. A satisfied customer builds loyalty and helps you acquire new customers.
Increase efficiency and productivity
The more efficient your website is, the better. Good UX will make your business more flexible. Your customers will be able to browse and buy products faster if your online store is simple. Customers can therefore get in and out as fast as possible.
It’s simple: The faster a task is completed, the shorter it takes. You can accomplish more if you take less time. You can also make it quick and easy to purchase products. This opens up more opportunities to make purchases in less time.
Conversion rates and returns on investment increase.
A good UX is a key factor in ecommerce websites’ success. It makes it easier for customers to find, access and buy products from the website. Your online store will be more successful in converting browsers into buyers if they make it easy for users to find and purchase products. Customers who are loyal to your brand will return to purchase more of your products, which can lead to even higher profits for your business.
You will need to improve your ecommerce store. Poor UX can make it difficult to invest in custom designs or search engine optimization. You need to make sure your website’s UX is at its best in order to not distract from your investments.
It is important to pay attention to the UX of ecommerce websites. This includes making sure that their layout, design and text are as easy-to-use as possible. Online stores can be useful, valuable, adaptable and desirable for both their customers and them.
By: Volusion Staff
Title: Why User Experience (UX) Can Make or Break an Ecommerce Business
Sourced From: www.volusion.com/blog/why-user-experience-ux-can-make-or-break-an-ecommerce-business/
Published Date: Mon, 24 Jan 2022 16:05:00 GMT