With technological innovations, e-Commerce has been booming globally. The continuous quest for making people’s lives better leads to aspiring e-commerce development companies to work closely on the engagement and usability factor on business websites.
A successful business revolves around two main components- acquiring customers and customer retention. Since e-commerce has become an indispensable part of the web, a challenge that is always in the way of e-commerce development companies is the conversion of their visitors into buyers. This, in turn, again points out the user experience of the visitors on the e-commerce website thus maintaining constant pressure on the companies responsible for building the websites.
The importance of user experience(UX) is well-quoted by Evan Williams, “User-experience is everything. It always has been, but it is undervalued and underinvested in. If you don’t know user-centered design, study it. Hire people who know it. Obsess over it. Live and breathe it. Get your whole company on board.”
If you are the owner of an online store, you need to pay heed to the user experience towards your brand. Every time the customer interacts with your brand, the interaction should be pleasant and warm. If it isn’t going the way it actually should, then your brand is getting damaged and you are losing a major portion of the business.
This article is all about how user experience affects your brand and revenue. The topics covered are:
- What is User Experience (UX) ?
- Factors that impact the user experience and how to create one ?
- Impact of User Experience
Let us dive into the details.
What is User Experience (UX) ?
Having a website or application isn’t sufficient anymore. With the advancement of technology, functionality and aesthetics have become an integral part of the websites. With every technical innovation, the users demand rich, engaging, interactive, and easy-to-use websites. This entire spectrum gave rise to a new term known as user experience (UX).
UX is all about the feeling of the user after interacting with the websites, applications or software. The user opines for the system you have built based on the usability, accessibility, design, performance, usefulness, speed, marketing, and other elements.
User experience is all about the experience the user had while communicating with your system and the way it catered to the needs of the user.
Factors that impact the user experience and how to create one ?
Before moving ahead in this section, it is important to understand the difference between usability and user experience. Usability deals with effectiveness, efficiency, learnability, memorability, and error prevention. Though it is a core part of user experience, usability is far beyond the definition. User experience revolves around the satisfaction and enjoyment a user has while interacting with your system.
Moreover, the factors that greatly impact the user experience are:
- Slow Rendering Pages
Good user experience is strategized through a process that aims in creating world-class solutions catering to the needs of the business and the user. The three important takeaways are as follows:
- User research that revolves around the requirements, characteristics, behaviors, and their usage.
- Utilizing this research in the context of business for designing contemporary solutions in accordance with the factors of design principles.
- Usability testing to evaluate the design with users.
Impact of user experience
Good user-experience always results in higher revenues. Let us take a look at how user experience impacts your business.
People search for products or services that fulfill their needs. They are inclined towards products that focus on catering to the needs of the user and addressing their aim. Products and services of a website that provides the best user experience have a higher sale.
Do you know ?
76 out of 100 shoppers abandon their shopping carts in the mid-way.
User experience is all about the experience your users have interacting with your online business. With the rise in shopping cart abandonment, the concern regarding the loss of the revenue is increasing.
Ever thought why Amazon is ruling the e-commerce industry ?
Amazon believes in intelligent marketing by facilitating the customers with options of free-shipping. It has left no tables unturned to grab the attention of the users to their website and engage them repeatedly. Right from the product descriptions to the reviews and feedback of the products, Amazon has rightly organized its information up to the mark. With its A/B testing on its shopping cart, Amazon has gained wide popularity and has set a benchmark in serving people better thus, reducing shopping cart abandonment.
How SEO and UX walk hand in hand ?
The more the businesses reach to the audience, the more it attains success.
Myth : Dumping keywords all over your webpage is an ideal tact to rank in Google.
Fact : The search engine has become smarter over time and therefore the standards of SEO have raised its bars to pace with the standards of the algorithms introduced by Google. With the basic understanding of UX design principles, the SEO expert should be able to focus on web marketing within the spectrum of the visitor’s mind and dumping with keywords is counted to be spam.
Search engine learns their user’s desire. Therefore, SEO revolves around the visitor’s spectrum of thoughts. With a deep understanding of user behavior, search engines display the results precisely.
Websites perform better if you have a sound research analysis of keywords. Keyword research is essential but not the ‘only thing’ for your website. Though keywords give a brief overview of the user’s searching language about your products and services, the technical terms may still undercovered. When we say website optimization, it is not just about ranking but to get the maximum number of clicks. This is possible with the search listing grabbing the visitor’s attention with language that makes the visitors click on your website.
Customer Satisfaction :
If your online store could provide brilliant user experience, customer satisfaction increases. With increased customer satisfaction, customer loyalty increases with a repeated number of purchases. There are chances in additional product purchases, membership renewal, spreading good words about the product and services (mouth publicity), and positive reviews. If the user experience is not up to the mark, the user will stop investing time and won’t spend money with such brands thus, affecting the bottom line.
Increased Employee Satisfaction :
Customer satisfaction has a direct impact on the company’s financial state. A satisfied customer is a result of awesome customer service and quality products and services. If there is employee dissatisfaction it will lead to low productivity, poor customer service, low quality of the product, absent-mindedness, and high turnover resulting in increased hiring and training costs.
Reduced Development Cost :
The projects become a costly deal when the user experience design is incorporated into the standard software development process at later stages. If these activities are carried out from the beginning this method becomes very inexpensive and easy. Before the beginning of the development process, the design is evaluated by the users. This helps in eliminating the additional costs that could occur due to the requirements that would have been unmet. During the requirement phase, making changes is easy and inexpensive.
With early user research, another advantage is saving the time of the developers. They can focus on all the features that the users have listed and that provides value to the user rather than wasting time in adding unnecessary features.
Decreased Need for Training and Documentation :
With the ease of using a system, training and documentation reduce. There are a handful of people who want to attend training sessions or have a document to read regarding the software or application or a product they want to start. In most cases, people simply figure it out on their own. Consumer websites and applications aren’t complex like business systems and products. These kinds of software products may require some kind of training. The quicker they learn, the more they become productive and this is possible with the ease to use the products.
Reduced Support Costs :
The easier the product to use, the fewer the problems the users will report. With this, the support costs decrease. With the increase in difficulty in using a product, the users start contacting support through emails, calls, and chat sessions. This increases the costs to service a customer.
Increased Productivity :
The aim of opting for enterprise software is to accord the employees with a system that enhances their ability to work efficiently and effectively. Being more productive results in great satisfaction and increased sales. But the developers mostly concentrate on what the applications should do and whether they are performing as per the expectation. In the race of making things better, they forget to search for the easiest ways for the users to execute multiple functions. Applications if not designed with proper human understanding and don’t adhere to design principles, leads to minimizing efficiency and productivity.
The e-commerce development companies have made user experience and customer satisfaction as a norm. Poor experiences are not being entertained anymore. Good user experience leads to a boost in revenue. Further, the better the user experience, the more the customer loyalty for your brand. Let us start optimizing the online websites of your businesses for better scaling in the IT market.