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Importance of UX Design in Ecommerce Websites

Importance of UX Design in Ecommerce Websites

User experience (UX) design is basically the process of developing products that serve meaningful and pertinent experiences to users. The concept encompasses the design of the whole process of obtaining and integrating the particular product, together with aspects of design, branding, utility, and function.  It is very useful in ecommerce websites, and the below article helps to understand the same. UX design aims to improve user satisfaction through a product by working on the improvements in areas like the utility, accessibility, and contentment served in the interaction with the particular product. The term -ecommerce (Electronic Commerce) is now common, and it implies the course of business activity whenever the process of fulfilling customers need with services or goods is accomplished by means of the online medium and electronic devices.

In the online world, user experience generally depends on how well and how quickly they can obtain the information they are searching for. If such aspects are focused appropriately in the ecommerce world then it can boost your business sales. Moreover, focusing on these aspects will perhaps give an inspiration on how to design your particular ecommerce website to yield higher sales. The key of website design process is to understand the wants of customer and how they actually feel whenever they are browsing your online store. It is found that UX is beneficial for business as it can successfully meet the user’s needs. Due to this, users gain positive experience while using your ecommerce website and it is probable that they would continue approaching back and buying from your ecommerce website in the future. With this outline on role of UX in success of ecommerce website, now let’s have a look at its importance for the same:

Bad UX makes users leave your site:

Out of the total number of visitors who made purchase from you, approximately one third will abandon due to lengthy and complex checkout process. People usually dislike the unappealing and bad experience while they visit your ecommerce website. When your competitors are competent to provide a comparable product or service with easy way to buy, actually it is very simple to guess who the average buyer would go for. The bad UX can be determined by some aspects like unclear pricing, absence of trust when handing over credit card information, site errors and crashes, insufficient payment methods, etc. By efficiently working on these concerns, lots of e-commerce websites could enhance their conversion rate noticeably.

Some frustrating UX issues from a user point of view:

Complex check out process is actually a headache for buyers. Research studies suggest that over 70 percent shopping cards remain dumped because of boring and awkward check out procedure; hence it is vital that ecommerce web designers work effectively in the particular area. Redundant pain factors like a popup to open a shopping account or a request to sign in for a newsletter are extremely annoying. At times, the buyer gets irritated, and the only thing they do is they go for other ecommerce websites. It is true that an abandoned cart is essentially an opportunity loss because once a buyer goes for another ecommerce platform, there are fewer chances that he/she come back.

In addition to that, asking the same information repeatedly is one more annoying aspect. When the design of an ecommerce website inquires the same details (maybe for any security reason), it is extremely annoying factors for any buyer. It happens several times that they are not familiar with typing on a computer keyboard. Also, they get annoyed and just visit another such website.

Provides intuitive navigation:

You can own a wonderful website with appealing and trendy design along with breathtaking images; however, the success of the same will be gauged not by the hype it creates but by the number of complete purchases. When users do not make a purchase, the ecommerce website’s design means nothing, and also stakeholders face the loss of their money. Clear, intuitive navigation performs the key role. At each step of interaction, the users should clearly understand a lot of basic things, like:

What company or brand they are dealing with?
Where is the menu?
What page are they at?
Where are the search and filters located?
How can they reach back to home page or catalog?
How can they observe the detailed information about the item?
How long would the page-loading process take?
How can they opt for the option for the same item (size, color, etc.)?
How can they save the items they would prefer to come back to later?
How can they pay for the particular item?
How can they check the rating and reviews of prior buyers etc.?
How can they contact the seller?

Every link, button, and the card can perform a critical role and can alter the conversion considerably. In terms of strong competition prevalent in the field of e-commerce presently, it is important to keep in mind that buyers are not willing to wait or waste their time on needless operations. The only thing that they demand from ecommerce website is the experience which is speedier, simpler and more expedient as compared to visiting the actual store. The key point to remember is that if your ecommerce website fails to provide as per the user’s requirement, they will look for it somewhere else.

Effectual presentation of the items:

In making effective UX design for success of ecommerce web development, the layout of the product pages or the screens is also a fundamental aspect to consider for. At the same time, it is recommended not to overload the page with excess information as it can devastate users and can divert their interest from the ultimate goal, i.e., to make the purchase. Moreover, users are not willing to move from one page to another to obtain diverse information on the item. Hence, the UX design is important as corresponding designers take proper time for detailed research of the concern and discover the appropriate balance of data provided on one screen. Furthermore, the investigation of the target audience and user testing could indicate clues what details are needed by the target audience for the particular categories of services or items.

UX design boosts customer loyalty:

The excellent UX design not only appeals to new users, but it is also capable to retains them for long. The returning users are usually the loyal users, and customer loyalty is achieved through optimistic experiences by web or mobile app. Such kind of optimistic experiences connect users to the product from your ecommerce website and allow them to come back repeatedly.

It is found that one of the approaches to build customer loyalty is making a customer journey map (briefly as CJM). The User Experience designers function to develop customer journey maps to signify the interaction of customers with the product right from the initial contact (i.e., the “contact point”). The CJMs can be presented in the form of visual (diagrams) or textual (storytelling) type documents as actually, there is no correct or incorrect approach to create a customer journey map. It is assured that CJM can assist you to boost the loyalty of your visitors by assisting you:

Develop empathy- Empathy basically implies understanding the requirements of your target audience. A creatively created CJM discloses the emotional state of the users at diverse stages of their journey, for instance, after effectively accomplishing onboarding.

Discover bottlenecks– When a user suffers from the certain issue when attempting to carry out an action or cannot find an essential element (like a menu hidden concealed a hamburger button), such kind of interactions can make users leave your ecommerce website. A CJM can aptly assist you to discover bottlenecks or factors that make your users feel annoyed and ultimately resolve them.

Increase retention rate- Retention rate is chiefly important for ecommerce. A CJM enables UX designers to trace interactions of customers with content, verify customer satisfaction ratings, collect usability scores, and also collect other pertinent data. Cooperatively, this kind of metrics provides UX designers the understanding they require to optimize their designs with the purpose to engage visitors in an improved manner and win their trustworthiness.

UX design encourages your users to interact with the content of your ecommerce site:

It is rightly said that content is the king in the online world and it is basically anything that we observe on a webpage or within a mobile app. Content relates to images, videos, texts,  advertisements, and so on, and it is connected with UX design. It is true that UX design play chief role in encouraging users to make interaction with your content, This is because it influences the reading an article on the blog, see related blogs posts, or buy an item. Presently, there are lots of content design techniques to assist you to look after users through your content.

Concluding Note:

User experience (UX) design is the most crucial aspect that stands out ecommerce websites in the current competitive environment. A simple, effective and speedy execution of UX design makes it a huge success and fetches more profit for your business.

Stuti Dhruv

About The Author

My name is Stuti Dhruv & I am senior consultant at Aalpha, primarily working on pre sales, consulting with clients on latest technology trends.