Why is UX so important in e-commerce?

Numerous online store owners have been continuously investing in running miscellaneous SEO strategies. Working towards high positioning of the store in search engine rankings and maximising the traffic generated because of it is the first step to success. But what if a large number of visitors does not translate into high conversion rates? Low-level functionality of the store or its poor design may be some of the main reasons. These can directly translate into negative user experience. Let’s take a closer look at UX in e-commerce.

What do customers pay attention to?

How much time does a potential customer need, to see if the online shop they are visiting is worth their attention? Getting familiar with the content may take some time, especially if there is a lot of it. The truth is that website owners rarely have enough time to convince users to stay on their page. Research shows that more than half of visitors can provide feedback about a website within 15 seconds of landing on it. Therefore, first impressions are a factor far more important than you might realise.

Less is more

The store’s main page must be attractive both in terms of its appearance and functionality. It is equally important to highlight key content that may be of interest to a potential customer. Excessive content or overwhelming graphics can easily discourage a visitor, hence it might be beneficial to opt for minimalism.

Higher price = higher quality

What some might find surprising is that positive experiences when it comes to the store's functionality are far more important than the pricing. Customers often prefer to pay a higher price for a given product, if it is associated with a high quality of service. Likewise, they are more likely to shop in a store that offers ratings and reviews from other buyers. The option of sharing feedback is seen as a key element of UX in e-commerce.

Mobile-ready is future-ready

Adapting your online store to the needs of mobile device is something one should also prioritise. A high number of purchases nowadays is made with the use of smartphones. Not having a mobile-ready website immediately discourages a large group of potential customers.

Why does UX increase sales?

How are sales increases associated with a good UX? The reasons are simple. A positive user experience strengthens customers’ brand loyalty. Positive feelings while making purchases make users more likely to return to your store.

Reducing the checkout time to a minimum contributes to higher conversion rates. The easier the process, the more likely the customer is to make more frequent and more expensive purchases. Saving time is associated with increasing customer satisfaction, which is one of the decisive factors when the customer makes a decision where to shop.

UX is one of the most, if not the most important factor that contributes to your e-commerce success. Want to find out more? Go to Professional Services