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How to improve the user experience of your e-commerce?

21 Sep 2022. 12:31
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5 min.

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  • SME maturity
    Initial
    Scope to digitize
    1. Relationship with clients

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Entradilla

The user experience in your e-commerce can be the difference between making a sale or none, so it is key to know how to optimize it and what aspects you must focus on. Keep reading this post and we explain how to do it!

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Descripción

For some time now, online shopping has been leading a significant increase. For this reason, more and more businesses are looking to improve their presence on the internet and be able to stand out from the competition. A key element to be able to obtain that competitive advantage and be able to keep the customer within the purchase process of your e-commerce is the user experience.

In this sense, the level of satisfaction that our customers may have when browsing our website can determine if they complete the purchase or end up abandoning the shopping cart. In fact, according to a study by the Baymard Institute, almost 70% of people abandon shopping carts today, and within that statistic 17% do so because the purchase process is very long or complicated.

These data give context to the importance of optimizing the user experience to drastically reduce the abandonment rate of the purchase process of our e-commerce.

 

What is user experience (UX)?

When a customer comes to your e-commerce, any interaction they have with your products from the beginning of the sales funnel (linking content on sales funnel) to its end, and even after, is considered user experience (UX).

UX is the area that studies all these interactions and designs solutions to offer the best possible experience.

To get an idea of what is the current state of the user experience in your e-commerce, it is best to use tools such as the customer journey map. This helps us to represent in a very visual way what is the process that a customer goes through in our e-commerce, from the moment they look for us until they reach conversion. By representing it visually, it can help you see which aspects of the process can be improved and which are the strengths of your website.

 

What aspects should you take into account to create a good UX?

There are certain aspects that are especially important when designing a good user experience for your e-commerce.

  • Usability

The web must help users achieve their goals quickly and efficiently.

 

  • Design

In addition to the fact that our website must have a pleasant and striking visual appeal, it is also important to have a good information architecture and a design adaptable to other devices.

 

  • Accessibility

It must be adapted to the different characteristics and capabilities of the users. We must remember that a good user experience does not leave out some part of the population.

 

  • Credibility

We must make our e-commerce reflect the image and identity of your brand. Keeping it always updated so that there are never fallen links or out-of-stock products without the corresponding notice will project confidence towards consumers.

 

  • Usefulness

In addition to being attractive, our website must be highly functional for our customers. We must offer them an added value that helps them meet their needs.

 

Broadly speaking, we can also define 5 different stages to work on the user experience and thus boost our e-commerce.

  1. Ideate and define. Understand perfectly what the needs and objectives of your customers are.
  2. Analyse.  With all the information you have collected from the previous stage you must make sure you understand it perfectly and do not work with assumptions.
  3. Design. With the help of tools such as the customer journey map develops and visually captures how you want the user experience to be.
  4. Try. Make tests with small groups if the new design works and points out the necessary changes.
  5. Finish, publish and repeat. This last phase does not mean the end of the process. Once the website is launched, you will always have to be attentive to possible changes and improvements that you detect.

This process should not be taken lightly as it plays a fundamental role in attracting and retaining users. As we said before, if customers do not enjoy the purchase process or the web in general, they can leave it with just a simple click. Prevent this from happening by optimizing the user experience of your website!

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