5 reasons why the user experience is important for your e-commerce

5 reasons why the user experience is important for your e-commerce

When we talk about user experience (UX) it is not only important to know what it means, but to understand its importance for the success of your e-commerce from a user-centric perspective. User experience is the process that the user goes through when interacting with a product. This concept has its origins in online marketing, closely linked to the concept of Brand Experience (emotion that a user perceives from the action they perform with a brand, that familiar and consistent relationship between consumer and brand). Sometimes we confuse the concept of user experience with that of usability and it is important to know the difference:

  • Usability: The ease with which people can use a tool, platform or any other object. In other words, how easy it is to navigate through the tool and, above all, how intuitive it is.
  • User experience: It is the set of factors and elements related to the user's interaction with a specific environment or device, the result of which is the generation of a positive or negative perception of that service, product or device. It is the result of the perceptions and responses that a person experiences when browsing.

Having these concepts clear we can know that the main thing is that a product has a good usability and also generates a great user experience. If we achieve this tandem we will be generating unique and noticeable experiences for the user, which will return us in a tangible benefit, not only in our brand reputation but also in a real benefit in the medium and long term. Therefore, prioritising users benefits our business.

At a time when every user counts, it is important to keep the following guidelines in mind if you want to have a good user experience and encourage engagement:  

 

  1. UX establishes credibility: users learn to trust you and your product.

When users trust that your product or service is able to meet their needs, they perceive it as credible and trustworthy. Building trust and credibility takes time and requires consistency with every user interaction.

If, on the other hand, you fail to convey and generate that feeling, the user will go in search of the one that gives them the confidence to buy the product or service they need.

 

  1. UX and usability as a perfect tandem for your product or service

As we said before, usability is determined by ease of use. Users intuitively expect information and opportunities for action at the right time. User experience design makes it easier for them to make decisions without having to spend a lot of effort searching for what they need. A clear example is when we make it easy for users to create an account by asking them only for their name and email address. This requires little effort for users but encourages future interactions.

 

  1. UX builds customer loyalty, thus increasing customer retention rates.

Customer loyalty goes hand in hand with credibility and trust. The end result is a higher customer retention rate. Loyalty to your customers and satisfying their needs translates into brand loyalty. To do this, you have to build a relationship with them. It is important to empathise with users, anticipate their problems and try to understand how they feel at different stages of the buying cycle. It is a challenge in its purest form, but it is worth incorporating the human factor to reach a real connection with your users. Try it! You won't be disappointed.

 

  1. UX helps you go further

Given that more than 50% of Internet searches are performed on a mobile device, it is essential that any tool or platform is responsive, adapted to any device. Otherwise we will be closing the door to more than half of the potential market.

Users are no longer people who connect by computer, the connection is made from the palm of the hand. Anything that is not just a click away is likely to be abandoned. It's as simple as that.

 

  1. UX improves user engagement

An important part of UX is how interaction with your site makes the user feel. A simple, clean design that catches the eye and makes the user experience unique and recognisable helps you differentiate yourself from your competitors. The design, and certainly the colours used, should be strategic, as they tell a story and connect with the user.

User engagement and brand recognition is not only achieved through consistency of design, but also consistency of message. If the tone, formality and language used are not consistent, it will be confusing to the user. The visual elements and message must be intriguing so that users wonder what is next and lead them to explore other web pages. Interactive elements such as videos (which increase site traffic), a variety of call-to-action buttons (CTAs) and social media feeds (so users can follow you on multiple platforms) attract users.

 

Therefore, the importance of UX helps you focus on the needs and feelings of your users during the design process of your site. Spending time perfecting it will save you time and money in the long run.