Great UX converts

A poor user experience leaves money on the table

29 Apr 2020

When it comes down to it, a well-designed user experience (UX) makes interacting with your e-commerce site seamless. Great UX is something average shoppers won’t actually notice – they’ll be able to easily find what they are looking for and be left with an unconscious impression of ease and satisfaction. They’ll buy more – and come back again. 

And a poor UX? Shoppers will feel it – it will stop impulse buys and upsells in their tracks. The only people who’ll be bothered to slog through a clunky UX are the ones who really, really want your goods or services – and as you know, those shoppers are few and far between. 

Bottom line: Good UX means you earn more money – it can raise conversion rates by as much as 400% while increasing revenue and retention. According to Forbes, for every $1 invested in UX, you can expect to see a return of between $2 and $100. Some commentators suggest customer experience has overtaken price and product as the key brand differentiator (Source: ExperienceDynamics).

But good UX is about more than just nice design and colour choices – it captures new leads to your site, guides people to the things they want and makes it easy for them to buy.

What makes UX effective?

Seamless and simple

Making sure your customers can seamlessly and simply journey through your site is step one of effective UX. If your competitors are offering similar products or services with a more enjoyable buying experience, you’ll lose customers in droves. Common UX issues across 34 studies on e-cart abandonment include requiring an account, unclear pricing, site errors and crashes, lack of trust with credit card details and narrow payment options. The biggest area, however, is in the checkout experience. The same research suggests that an ideal checkout should be short, with eight or fewer form fields. The average US checkout has as many as 15 – part of why almost 70% of online shoppers abandon their carts. 

If your site isn’t delivering on these areas, a few simple fixes could dramatically improve your revenue.

Intentional, strategic design

Once you’ve resolved all the issues that can hamper your customer’s smooth buying process, there’s the next step – designing the UX to strategically increase per-sale value and conversion rates. The goal is to craft intentional and strategic user experiences to meet the needs of your particular shopper. Rather than simply mimicking your competitors’ UX, your strategic designs must start with your overarching business strategy. Get to know your target buyer and build an experience that will make his or her life easier. 

User tested

Excellent UX isn’t a one-and-done exercise – it can and should be tested and improved, almost forever. Testing brings a better, more nuanced understanding of your target’s behaviour and will inform small amends that together will build the profitability of your store. It’s easy to see that user testing is critical to the success of your store – it also guides you to choose the changes to your site that will have maximum impact for minimal effort.  

At the moment, only 55 % of organisations are conducting any UX testing – but that’s changing. 73% of organisations not conducting user experience testing will be doing so in the next 12 months – that means if you’re not testing now, it’s time to start (Source: Skyhook). 

Better UX, better business

The success of your ecommerce store hinges on an exceptional UX – and that takes crafting and testing. When your site feels easy to navigate and bug-free, the next step to create an experience that delivers on your user’s particularly needs, building in opportunities for upselling along the way. If you’re not sure how to start improving your UX, we can help. It’s about understanding, then meeting the needs of your target, so shoppers are turned into buyers – get in touch.



date published:

29 Apr 2020