How to Improve User Experience in eCommerce?

User Experience is with us every step of the way. In shopping malls, at gas stations, and, finally, on the Internet. In each of these places, marketing people put a lot of effort into creating a customer-friendly space. A satisfied customer usually comes back more often and... spends more money. On the surface, it's as simple as 2 + 2. So, what are the methods for improving UX (User Experience)? It essentially boils down to a bit of learning and drawing from the experiences of others.

To better understand the essence of working on UX, let's consider what else improving UX impacts.

When you start working on UX, it's always a good idea to take stock and analyze the current state. You can begin with direct interviews or by reviewing session recordings. This approach is especially recommended in the early stages of development, when you don't yet have many users on the site, the product is still being refined, and quantitative tools aren't yet providing reliable results. Contextual surveys appearing on selected subpages often provide valuable information. You can directly ask "what do you like?" and analyze open-ended responses, or use closed questions to gather satisfaction ratings on a scale. Another interesting and useful tool is HeatMaps. They clearly show which elements of the page attract users' attention and how far down the page they scroll.

Once we have a sufficient sample size on the site, say 3,000 sessions per month, we can incorporate quantitative tools into our analysis. These tools can help us discover elements that either degrade or improve the shopping experience. It's worth checking basic website parameters in Google Analytics, such as: page load time, abandoned cart rate, and pages per session.

Research conducted by KissMetrics shows that most users wait no more than 3 seconds for a page to load. This sets a high bar for online stores, especially those with filters and a large product database. Remember, customers prefer messages that are easy to understand and delivered as efficiently as possible. The subjective nature of user perception always presents a certain unknown, which is why it's worth using A/B tests to test key page elements, like CTAs (Call-to-action) on buttons. It often turns out that content conceived in an isolated conference room doesn't perform well when confronted with a real user.

A common mistake in understanding UX, especially when focusing on a single user, is to treat their interactions with a brand as a series of disconnected events. This is incorrect. UX begins the moment a user first encounters our company or service and has no foreseeable end. User Experience, therefore, comprises elements that extend beyond the website itself, such such as: product quality, timely deliveries, reviews and mentions on external sites, after-sales service, and educational-sales marketing. Each of these elements can prove crucial in making a positive impression on the customer. For instance, even a great website, a huge discount, and friendly phone service won't eliminate the bad taste left by receiving a damaged product two weeks late. Examples like these are numerous.

Improving UX never truly ends. It's a bit like working on SEO. It's a continuous process of constant changes, minor adjustments, and staying flexible to evolving user preferences in a changing business environment. A good understanding of the customer is fundamental to creating effective marketing messages and building long-term relationships.

This article appeared in eHandel magazine: https://ehandel.com.pl/