How to work on User Experience in eCommerce?

User Experience accompanies us at every turn. In shopping malls, at gas stations, and finally, online. In each of these places, marketing people put a lot of work into creating a customer-friendly space. A satisfied customer is usually more likely to return and ...spend more money. On the surface, it's as simple as 2 + 2. What are the methods of working on improving UX (User Experience)? The whole thing basically boils down to a bit of learning and drawing on the experience of others.

To further understand the essence of working on UX, let's consider what else is affected by improving UX?

First of all

Increases the referral rate. A satisfied customer is more likely to become a brand ambassador or at least stay engaged for longer.


facilitates effective customer acquisition and also increases customer retention. The simple, intuitive experience of being in an online store makes it easier for customers to make the first contact, understand the offer faster and find the desired product. An efficient search engine with filters or high speed in responding to customer inquiries can serve as a good example in this situation.


High-quality UX allows a store to compete on non-price values. Customers are simply willing to pay more for what they believe is a better shopping experience.

When embarking on UX work, it's always a good idea to take stock and analyze the current state. You can start with a face-to-face interview or reviewing session recordings. This solution, is particularly advisable in the early stages of development, when we do not yet have many users on the site, the product is still underdeveloped and quantitative tools do not yet give reliable results. Contextual surveys appearing on selected subpages also often provide valuable information. There we can ask directly "what do you like" and analyze open-ended answers, or use closed questions and collect ratings in the form of a satisfaction scale. An interesting and useful tool are also the so-called HeatMaps. In an accessible way, they show us which elements of the page attract users' attention and how deep down the page they reach.

Once we have a sufficient sample on the site, say 3,000 sessions per month, we can include quantitative tools in the analysis. Thanks to them, we can discover elements spoiling or improving the shopping experience. It's a good idea to check in Google Analytics basic website parameters like Page Load Time, Percentage of abandoned shopping carts, Number of pages viewed per session.

A study conducted by KissMetrics shows that most users wait up to 3 seconds for a page to load. This sets the bar high for online stores, especially those with filters and a large product base. Remember, customers prefer messages that are understandable to them, delivered as efficiently as possible. Subjective reception is always a bit of an unknown, so it's a good idea to use A/B testing and test key elements of the site, such as call-to-action (CTA) on buttons. It is not uncommon to find that the content we come up with in an airtight conference room does not perform well when confronted with a real user.

A common mistake in understanding UX in the context of a single person is to treat their interaction with a brand as a series of unconnected events. This is a mistake. UX begins at the moment of the user's first contact with our company or service and has no foreseen end. User Experience thus consists of elements beyond the website such as: quality of goods, timeliness of delivery, reviews and mentions in external services, after-sales service, educational and sales marketing. Each of these elements can prove crucial in making a positive impression on customers. For example, even a great website, a huge discount and friendly phone service will not eliminate the distaste caused by receiving damaged goods two weeks after the deadline. Such examples can be multiplied.

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

Article appeared in eCommerce magazine