In this post, we’ll discover why crafting an immersive user experience with great usability is, not just recommended, but a cornerstone in driving successful conversions.
User experience all the way
Have you ever entered a school building? (I hope you have; well, you’re reading this, right?) And kept asking some basic questions like, “Where is the principal’s office?” or “How can I get to the cafeteria?”, even, “Where are the showers? It’s so great to take a cold shower after the game, right? Hey, Troy! Don’t run! Get him, guys, no more bath strikes.” I’m getting too specific, better stop.
Anyway, If there are patterns, there are reasons. This school can be the best school, but I don’t want to enter a school and have to walk all over the building after a game in the gymnasium to take a shower. This would ruin my experience in that weird scenario.
Such an example works on an online store. You could have a competitive price and some advantages on your services, but if I can’t find it, I can’t buy it.
If it is up to the customer to mine through your site to find something, that needs to be fixed up ASAP.
The product path
Ecommerce also needs to have a good structure. This benefits SEO, your product management, customers browsing and the most important: user experience. In a good ecommerce structure, there is a simple ideal path to get to the product. I call it the product hierarchy structure:
That structure helps the users to better find the wanted products and navigate through all the possibilities of shopping, knowing all the categories and what’s above of it.
The menu bar helps to visualize that structure, where you can find everything the store has to offer. Also, big retailers like Amazon and Walmart use their home pages like guides, showing off the main departments or categories for the important stuff, so you don’t miss out.
So, don’t forget to configure your category hierarchy with the right products in the right categories to successfully show to your users.
Besides that, your ecommerce has to have responsive usability, considering how your users are navigating on mobile devices, which happens to be, in many cases, the most used dispositive nowadays.
Thinking about Mobile-First
Many people use smartphones and tablets for browsing products and making purchases due to their convenience and accessibility.
Is it common for a marketer or an ecommerce analyst to get drived by desktop usage while working on it, and forget to look at how it is doing in mobile.
An important advice is to track what device or technology drives your users. On Google Analytics 4 (GA4), you can get this information by going to “Tech details report”.
There you can analyze dimensions such as Browser (Chrome, Edge, Firefox, Opera, etc), Device category (desktop, mobile or tablet), Device Model (iPhone, Samsung, Motorola, etc) and many others.
This is rich information, where, besides the numbers of users, you can track metrics like average engagement time, conversions, engaged sessions, and more.
When diving into the exciting world of user experience, analyzing your data is like discovering a treasure chest, full of insights and new demands to work on.
Other UX boosters
Website speed: Nowadays no one wants to wait, even Google penalizes your site rank if it is slow.
Clear and objective information: Original content on the right place is gold. Creative CTAs also helps to pass the right call, we have a special post just about that, click here.
Simplified checkout: Always work with good options, offering clear payment information. This is a key area to have attention and look for improvements.
Friendly navigation: Products you have seen, displaying a historic to help your customer journey. Intelligent search tool,presenting relevant options on search bar, even writing wrongly.
Conclusion
For the adventurous online business owners, having an online navigation working well is mandatory to stand out in this competitive field; This is a synonym of great UX. Following all these basics tips, you’ll have several advantages:
- Differentiates from competitors
- Helps to build your brand
- Increase your conversions
- Keep your customers loyal
So, don’t focus only on price advantage, cause: If I can’t find my product, I can’t buy it.
And don’t forget, your competitors can work on UX as well, maybe they are reading this delightful content too… So, shall we focus on creating a fantastic and original user experience, yes or, of course?
Very cool content, ux is always important
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