5 razones por las que la experiencia del usuario en e-commerce es importante

Experiencia de usuario en e-commerce, 5 datos importantes | Qaleon blog

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

Experiencia de usuario en e-commerce, 5 datos importantes | Qaleon blog foto

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. La UX establece la credibilidad: los usuarios aprenden a confiar en ti y en tu producto

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.

2. Experiencia de usuario y usabilidad como tándem perfecto para tu producto o servicio

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.

3. La UX fomenta la fidelidad de los clientes, aumentando así su tasa de retención.

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.

4. La UX te ayuda a llegar más lejos en tu e-commerce

Dado que más del 50% de las búsquedas en Internet se realizan en un dispositivo móvil, según el informe de BrightEdge, es imprescindible que cualquier herramienta o plataforma sea responsive, adaptado a cualquier dispositivo. De no ser así estaremos cerrando la puerta a más de la mitad del mercado potencial.

Los usuarios ya no son las personas que se conectan por ordenador, la conexión se realiza desde la palma de la mano. Todo aquello que no esté al alcance de un clic, es susceptible de ser abandonado. Así de sencillo. Cuanto mejor desarrollado esté la experiencia de usuario en tu web más ventas podrás conseguir para un e-commerce.

5. La UX mejora el compromiso del usuario

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.

Por lo tanto, la importancia de la experiencia de usuario en tu e-commerce te ayuda a centrarte en las necesidades y sentimientos de tus usuarios durante el proceso de diseño de tu sitio. Dedicar tiempo a perfeccionarlo te ahorrará tiempo y dinero a largo plazo. Además, te invitamos a conocer 7 errores comunes de la experiencia de usuario.

Desde Qaleon te podemos ayudar a mejorar este campo a través de nuestros servicios de transformación digital ¡Puedes obtener más información aquí!