Websites fight for great UX, Monogo E-commerce news, #51
We can only discuss with our own experiences, or what we conclude from working with our clients, with reliable reports that include hard numbers. And today we have such hard numbers from the topic of UX in two articles.
Mobile vs Desktop
Just because customers overwhelmingly buy from computers doesn't mean that the emphasis shouldn't be on mobile. And in the other direction, exactly the same. According to the report What Consumers Love, and Don't Love about online shopping, we have 3 basic groups of customers:
- Browsers and shoppers on computers,
- browsing and buying on mobile devices,
- browsing on one type of device and buying on another.
From this breakdown, there is a conclusion worth checking in your Analytics. Ensuring the customer experience is top-notch, depending on the devices they use to browse and/or buy is the key to success. If there is frustration, they won't buy.
Shop navigation
Everything is happening fast these days. Customers also expect an easy and enjoyable/quick buying process. Designing an online shop page in such a way that the customer can/should be able to:
- quickly navigate through the shop,
- Efficiently search and filter,
- have easy access to shipping and returns information (and that this information is provided clearly),
- to remember products searched and browsed,
- Have fast loading pages (or parts of pages for instant browsing), access to the shopping cart from all devices, product recommendations.
It is a good recipe for gaining loyal customers. Is it very difficult to achieve? Both yes and no. If you don't get down to addressing these points, it is difficult. In any other case, it is doable. We can talk about this topic so you can see what the process looks like.
Points of friction / customer frustration
In every online shop there are points of frustration or in other words friction for the customer. Minimising them is our responsibility. The same answers often appear among those surveyed. It is worth taking a look at them to see if they do not also occur for you
- Discount codes cannot be entered,
- pages are too long (too much scrolling),
- search/filter results that contain products that are not available,
- Insufficient product descriptions (not enough relevant information).
Eliminate these (and other, or concerning your e-commerce) points and your customers are sure to return the favor.
Customer service
Contact with your customer service should be quick and reliable. And preferably on a one-off basis. If the customer is well served, he will develop trust. He won't fear that if something happens to his order in the future he will hit a wall.
This very important aspect of shopping in your shop, can prove to be a competitive advantage. Don't lose the opportunity to win in the marketplace, against even those bigger than you!