The Role UX Should be Playing in eCommerce
76% of experts believe that a customer’s brand perception is directly affected by their experience on a company’s eCommerce website.
Less is More
Bigger is Better
Often a user’s biggest qualm with an eCommerce site is visibility. Companies can get lost in their own objectives and forget that they should be designing with the consumer in mind. Large, prominent images and titles can get your message across in a more effective way than a lengthy product description. Duo’s senior UX strategist, Molly Lee, notes that product descriptions, while valued by your potential consumers, should be secondary to images.
People don’t read. Less than 30% of a visitor’s time on your site is spent reading text. Product description previews should be appropriately placed, with a simple rollover or single-click to expand option. Your customers prefer that you spend more time showing, rather than telling.
Alternatives are Appreciated
She ascertains that if you can’t offer as good of a search experience as Amazon, then you’re not competing in the market (considering that they sell almost everything). One of the central reasons that Amazon became such a success is their utilization of consumer behavior data in their UX design. When searching a product, users are provided with other, relevant product options that they might be interested in. This cross-pollination of merchandise is a call-to-action to consumers, keeping them on the website in the event that they find that the product they’re looking at doesn’t meet their needs. On your product landing pages, provide previews of similar or relevant products that you think your customers may be interested in. For instance, if they’re looking at a pair of shoes, feature other similar styled options or product accessories (shoe shine, replacement laces, etcetera).
Structure for Success
Above all, regardless of whether your site’s primary purpose is for eCommerce, your goal should be customer conversion.
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