3 traps to avoid to optimize the user experience
– His experience with e-commerce – The type of device used (mobile, tablet or desktop)… If it is a man aged 50 who buys from his computer in a rural area with a low quality screen resolution, he will not navigate at all in the same way on your site as a young fashion blogger aged 20 from her mobile phone. You must take into account: – Your customer target, – Their habits
– Their needs – As well as the context in which they buy. A mother with two children will be less available than a single person comfortably seated on his couch in the evening with his tablet for example. Trap no. 2:
Giving too much information Another very frequent error in e-commerce and in physical stores is wanting to put everything and say everything at the first glance. Imagine a jewelry store. If in the window it presents its 3 most beautiful jewels in a velvet case, it will be perceived as luxury and its products as high end. But if, on the contrary, all the collection is in the window, with jewels jostling against one another, hanging from everywhere, without breathing… it will give out a cheap image. This may be a deliberate choice, for example for costume jewelry. Just like the window which must in less than 2 seconds: – Capture attention – Attract the customer – And invite him to enter the shop Your website must hook him in and make him want to stay and buy. On the Internet people only read if they feel the desire or the need. In a buying journey they will start by scanning the pages, focusing their attention point by point. If your page is covered with information, images, banners, calls to action, links and texts… without breathing and without reading levels, the customer experience will suffer. The pages will be difficult to read, the customer’s attention will be solicited from everywhere and he will have difficulty following a smooth buying journey. Imagine a physical store with advertising boards, signage and baskets without there being any room to move. If you are a thrift store, this may be the type of layout your clientele expects, but if you are selling high-end shoes, then it won’t work. The risk is that the customer does not want to make the effort to analyze and goes to buy on another site. A few essential points for a better user experience: – Quality visuals
– Clear, aerated pages – Concise messages, which go straight to the point – Capturing users’ attention on strategic points like the “add to basket” button Trap no. 3:
Forgetting the stress factors An extremely frequent UX fail on online sites is to Forget the stress factor generated by errors or frustrating situations. Human beings are fallible and they make mistakes. There are millions of contexts in life which can lead a user to make a mistake when he is filling in a contact form, making an online payment or creating a customer account for example. If he is looking for a specific product and ends up on an error 404 page he will be frustrated. If he enters his address 3 times in the same form, because there is no dynamic error message and nothing tells him how to correct this error, he will lose patience, get stressed and probably abandon his purchase and then, You could loose a sale, and worse a customer, due to a bad user experience. Don’t forget that: – People are emotive and sensitive to stress – People make mistakes – Frustration is synonymous with a bad customer experience – Customers don’t know the site as well as you. – Some people are not at ease with technology and buying on the Internet – Others do not always have optimal buying conditions bad Internet connection, doing several things at the same time So, a few simple tips to avoid this type of bad UX: – Test your site’s buying journeys yourself – Do user tests: ask people to buy on your site and observe them – In the input fields, remember to give indications to avoid errors – Plan error messages which defuse the situation and offer a solution – Make sure you use a tone which is not frightening. The wording is crucial in the user experience and it can both improve and damage it. Finally, don’t forget! Offering an optimal user experience to your customer is not accomplished in one go. New features emerge and buying behaviors change! It’s down to you to regularly analyze your data and watch the changes in your competitors’ UX. For more information on starting your online business, subscribe to our YouTube Channel and discover our eCommerce software! Thank’s for watching and happy selling!