User experience (UX) has become a top priority for eCommerce businesses in the current era. A holistic method to create a memorable UX is essential for any business. It is a determining factor in the success of your eCommerce business. A comprehensive approach to user experience design can be a powerful factor in determining conversion rates for eCommerce sites.
When we say user experience, it is not just about the website but the whole buyer journey. eCommerce businesses have started to realize that optimizing each step of the journey is key to increasing conversion rates. Around 70% of enterprise C-suite executives observe thorough UX and UI as a competitive advantage for their eCommerce business.
Many eCommerce businesses take a linear approach to user experience. They only think about the user journey and their website. Usually, they don’t consider how this user journey will play out in the real world or how their customers will act when they try to purchase a product.
Defining Holistic User Experience
Let us begin by understanding what holistic user experience means. It stands for experiencing positive emotions from the moment they come in contact with your brand till the end of your product’s lifecycle. For this, you need to step into your users’ shoes, be aware of every touchpoint, and understand their needs.
The crux of user experience is delighting the customer at every interaction by removing the friction between the user and their desired goals. When in an eCommerce setting, you have to realize that you are catering to much more than computer screens.
It is an empathetically-driven process crafted to solve business or human problems. This calls for an empathy map to produce an understanding of the user’s needs. These, when created and shared with your team, will aid in the decision-making process.
Holistic, here, refers to a combination of aspects like design, branding usability, and functionality in a coherent story. Your aim should be to bring this story into the user’s world in a coherent manner. The moment your eCommerce business starts looking for ways to achieve this, the leads are naturally prone to converting.
Learning how to transform your UX can work wonders for your company. After all, for every $1 invested in UX, you get a return of $100. By investing in a holistic approach to providing user experience, your eCommerce store will reap the following benefits:
An effortless user experience includes cent percent usability. Usability for your eCommerce business aims to satisfy the customer’s purchasing needs as swiftly as possible. Enhancing the usability makes the browsing and navigation simple which leads to increased sales.
Your platform is “usable” when it is functional, consistent, intuitive, and painless for your target audience. A few examples that implicate usability are friction-less navigation, quick load time, and easy payment options. Moreover, keep the usability apt for users interacting through their mobile phones. Your user interface should be accommodating to audiences of every language and culture.
All you need to do is keep your distance from poorly arranged, unreliable, and difficult-to-navigate interfaces. The absence of usability is quick to foster frustration, confusion, and abandonment. Your traffic will not turn into a sale, and you will experience higher bounce rates.
Your conversion rates are directly proportional to usability. The effect of higher usability is that the interface and website merge into the background maximizing the user’s interaction with the site’s products. The difference is comparable to the experience of driving a 70’s Chevy and a BMW on a rainy day.
Credibility is built on varying levels of trust. A holistic user experience ensures there are no unpleasant instances that create a setback in your relationship with the consumer. Users are evaluating your brand, website, product, or service at every stage.
You can improve your conversion rate by using techniques that develop a trustworthy rapport between your eCommerce platform and the client. Equip your websites with verifiable information. Provide adequate references and citations on your content. This shows that your claims are credible.
You can also prove your expertise through business case studies, certificates, testimonials, and social proof. Maintain an updated website with accurate contact information. Using correct grammar and spelling as well as avoiding errors is also a factor that tends to affect the trust quotient. Here are the different rungs of the trust ladder your eCommerce platform will have to climb.
Builds Customer Loyalty
This one’s a no-brainer. You can increase the chances of building a community of loyal customers when you facilitate a favorable user experience from start to finish. eCommerce companies that successfully establish user loyalty grow in revenues 2.5 times faster than their industry peers.
Holistic UX turns first-time buyers into brand advocates. They will express their positive reviews on your website as well as their social media platforms. Such advocacy becomes the driving force for organic traffic. You can leverage this opportunity and observe rapid developments in conversion rates. The online recommendations and referrals spread broadly and rapidly through social media and one-on-one networking. People trust suggestions from their social networks, as well as product reviews from users who have used the product first-hand.
Your company can ensure a thorough experience with a seamless website, prompt customer service, and quicker product deliveries through micro fulfillment centers. In addition, building customer loyalty transforms your business outcomes by lowering the customer acquisition costs with the highest customer lifetime value. Curate a community of ardent users with top-notch services and watch them bring in several more conversions.
Reaches the Smartphone Audience
Mobile phones are becoming the primary source to find information, products, and services. With exponential growth in the population using smartphones, their interaction with websites has evolved. A comprehensive user experience might assist you in reaching a larger target audience.
Adapting your eCommerce platform for mobile devices will give you access to a whole new market. If your website isn’t mobile-friendly, it could harm your brand’s reputation and result in a significant drop in conversions. Make sure your company’s website works well on mobile devices.
Enhances User Engagement
Customers love an interactive website. Improving the face value of your website can help sync the brand color with your company’s personality. This factor turns out to be a 90% stakeholder of the customer’s perception of your product or service. Another way to engage your customers while ensuring they convert is using unique calls to action. Make them persona, quirky, and straightforward to maximize their impact
Users also find informative videos quite engaging while browsing through your website. Effective content marketing these videos can drive up to 300% more traffic and, you guessed it, increased conversions.
The answer to the title is simple – UX improves the overall experience of your users, which will ultimately increase the number of people who purchase your products or services. It’s no secret that creating an engaging and easy-to-use user experience can help your conversion rates. Yet, what most businesses don’t realize is that creating a holistic user experience can also help you increase sales and customer satisfaction. Thus, curating a worthwhile experience throughout the customer journey is the only key to building a good rapport with your users.
Virginia Andrus is an independent Digital Marketing Consultant with 6+ years of marketing experience. Virginia is a chef by heart. In her free time, she is either writing marketing copies for brands and agencies or experimenting with new recipes at her home. Connect with her on Twitter: @andrus_virginia.