What is E-commerce space?
The world has moved to digital with the internet facilitating endless possibilities of exchanging money, data, and goods. Therefore, buying and selling isn’t limited to the physical reach of humans. E-commerce is that space where you can simply buy or sell things online. It is a platform that performs the role of a marketplace and brings together vendors at your disposal. From digital products to services, you can purchase a bunch now.
However, every market has its role and nature. Here, we will be addressing the retail e-comm that is driven by the diverse group of users it caters to. Since the user can only virtually see your product, the Research-driven Design Approach becomes an important aspect of emphasis. A visionary change in the design is crucial for the success meter of online retail to soar higher.
For every entrepreneur and designer planning to build an e-commerce website, the investment in the UX/UI of the entire site should be of utmost significance. Let’s explore the twin aspects of it: the benefits and peculiar detailing of e-commerce design.
Why invest in UX for your e-commerce website?
Every business stands on the pillar of user satisfaction. Its success is measured via the ratio of user acceptance. And how do we measure user satisfaction? It’s via User Behaviour.
The behavior patterns of the users determine a lot of things for you and your e-commerce business. Here’s how:
Increase in Revenue
It is easy math to do, more users equal higher revenue and conversions. As an investor or entrepreneur, your revenue is your success parameter. Studies show that you can witness a 30% growth in the sales department and a 50% decrease in your bounce rate by only focusing on your UX. Designing a user friendly yet simpler flow for the shoppers help them complete their task without any hassle and thus, ensuring not losing them in the transition phase.
Customer Satisfaction and Reoccurrence
Experts tell us, UX is the backbone of e-commerce. It plays a key role in boosting your revenue via its ability to improve customer retention. An aesthetically pleasing e-commerce site with smooth navigation and design can assist the users easily in your desired direction, which is the checkout page and land you multiple hits on sales. When the UX is sorted, then design alone can help your target audience to return to your e-commerce site again and again.
When developing your e-commerce website, take ample time to build the design. It helps you save a lot of time, effort, and avoid development waste later. With a heavily UX researched design, you help address many problematic areas for the users. For example, while browsing the e-commerce site, in case the customer wants to go on the top, having an icon to go up at once helps them avoid the entire scrolling process. Further, a solid foundation of design reduces the bug fixing and other errors in the future.
Things to consider while investing in UX
Nobody is a born expert. We all need to seek out and understand the aspects of investing in UX. From knowing the needs of users to knowing the technical pointers, you should consider these while investing in the UX of your e-commerce website:
The needs, preferences, and shopping behavior of your users is the primary source of inspiration. You can invest in a user-centric design that focuses on UX-based research conducted entirely to understand the target audience and build a strategic structure of your site.
There are various primary level research exists that can give you the perspective of your users. It will help you make an informed decision regarding:
- Prioritizing the features of your product
- Identifying key areas that are business-critical
- A customer perception and level of design understanding among the users
- The right media to market your product
- Technical limitations on the users’ end
While these may help you gather enough to begin, the second level of research is equally crucial. Secondary research focuses on the market trends that you might want to catch up on to understand the market situation and consumer behavior trends. Here’s what it includes:
- Competitor Research
- Region and target area based research
- Geographical and cultural factors
Dependent on the area in question, your e-commerce business might get a bump in terms of technical challenges of the users particular to an area, for example, suburban and rural areas. Regardless of technological advancements, e-commerce hasn’t picked up the pace in lower areas of the country. Therefore, your design should also keep a tab on the technical understanding levels of the users from tier-two and tier-three cities. Additionally, It is essential to understand the internet bandwidth allowance that may vary, too. These technical glitches might hinder smooth and efficient communication with your users.
The above-mentioned limitations add to the list of considerations your business should make to gauge the overall success of the e-commerce site.
The Online-Offline Dilemma
The most common confusion noticed among users is the one where they can’t trust the online product enough as compared to busing it offline. Not having a physical touch and feel of the product, it is inevitable to get stuck in such dilemmas. While juggling between such thoughts, a purchase decision becomes impending.
Having an omnichannel presence can help you address this hindrance for your users. Giving an option to your users to choose an online purchase but only pay or seal the deal after getting an offline experience makes it easier. It further brings the trust factor among the users to return to your e-commerce and again experience the magic of online shopping!
As long as you are asking the right questions from time to time and addressing them for your users, you can be sure of the success that will come your way from your digital family.