{"id":12468,"date":"2017-07-24T14:10:20","date_gmt":"2017-07-24T13:10:20","guid":{"rendered":"https:\/\/www.nettl.com\/uk\/?p=12468"},"modified":"2017-07-24T15:42:57","modified_gmt":"2017-07-24T14:42:57","slug":"5-user-experience-uiux-ecommerce-tips","status":"publish","type":"post","link":"https:\/\/www.nettl.com\/ie\/5-user-experience-uiux-ecommerce-tips\/","title":{"rendered":"5 User Experience Ecommerce\u00a0Tips\u00a0to Increase\u00a0Customers and\u00a0Conversions"},"content":{"rendered":"<h2>What is User Experience and why should I care?<\/h2>\n<p>UI\/UX has become a bit of a buzzword online lately. But user experience\u00a0doesn\u2019t apply solely to online.\u00a0Far from it,\u00a0UI\/UX\u00a0originates from the real world around us.<\/p>\n<p>UX stands for User Experience,\u00a0another term for\u00a0customer experience really.\u00a0Only \u2018user\u2019 is broader, as \u2018customer&#8217; implies the user has bought something (or is at least there to browse\/buy).<\/p>\n<p>&#8220;User experience&#8221; encompasses all aspects of the end-user&#8217;s interaction with the company, its services, and its products.<\/p>\n<p><strong>It is everything!<\/strong> When making a purchase from a bricks and mortar store, it\u2019s:<\/p>\n<ul>\n<li>Advertising<\/li>\n<li>How easy it was to find the store<\/li>\n<li>Traffic and parking<\/li>\n<li>The shop<\/li>\n<li>Friendly, helpful staff<\/li>\n<li>Product range<\/li>\n<li>How easy it was to find what you wanted<\/li>\n<li>Pricing<\/li>\n<li>Product advice<\/li>\n<li>Queues at the checkout<\/li>\n<li>Whether the box fits in the car<\/li>\n<li>How easy the product was\u00a0to assemble<\/li>\n<li>How easy the product was to use<\/li>\n<li>Aftersales service<\/li>\n<\/ul>\n<p>We could go on.<\/p>\n<p>In that sense, it\u2019s a lot like branding. Some people think a brand is just a logo. <a href=\"https:\/\/www.nettl.com\/uk\/branding-marketing-business-get-picked\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>But it&#8217;s much more than that.<\/strong><\/a><\/p>\n<h2><img decoding=\"async\" class=\"aligncenter size-full wp-image-12474 lazyload\" data-src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2017\/07\/happy-face.jpg\" alt=\"happy customer smiley face after good user experience online\" width=\"900\" height=\"613\" data-srcset=\"https:\/\/www.nettl.com\/ie\/wp-content\/uploads\/2017\/07\/happy-face.jpg 900w, https:\/\/www.nettl.com\/ie\/wp-content\/uploads\/2017\/07\/happy-face-80x54.jpg 80w, https:\/\/www.nettl.com\/ie\/wp-content\/uploads\/2017\/07\/happy-face-300x204.jpg 300w, https:\/\/www.nettl.com\/ie\/wp-content\/uploads\/2017\/07\/happy-face-768x523.jpg 768w, https:\/\/www.nettl.com\/ie\/wp-content\/uploads\/2017\/07\/happy-face-705x480.jpg 705w, https:\/\/www.nettl.com\/ie\/wp-content\/uploads\/2017\/07\/happy-face-450x307.jpg 450w\" data-sizes=\"(max-width: 900px) 100vw, 900px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 900px; --smush-placeholder-aspect-ratio: 900\/613;\" \/><\/h2>\n<h2>Redefining online sales<\/h2>\n<p>In 1999,\u00a0<a href=\"http:\/\/www.zappos.com\" target=\"_blank\" rel=\"noopener noreferrer\">Zappos<\/a> founder Tony Hsieh\u00a0tackled the seemingly impossible &#8211; selling shoes online. After all, 20 years ago the preference was to\u00a0try shoes on for size. Who is going to buy them online?<\/p>\n<p>But now Zappos are one of\u00a0the largest online shoe retailers in the world. How? By providing an etail experience that rivalled the traditional\u00a0retail experience. They already had some advantages:<\/p>\n<ul>\n<li>A far larger range of footwear then your average store.<\/li>\n<li>The convenience shopping from home brings vs going into town.<\/li>\n<\/ul>\n<p>By defining a whole new level of\u00a0customer service (the stories of just how far they will go to make a customer happy are legendary),\u00a0and offering a remarkable approach to\u00a0returns (unlimited free delivery AND returns), they really changed the game.<\/p>\n<p>So there\u2019s a big difference between &#8216;User Experience&#8217; as a whole and improving someone\u2019s experience while on your website. Having said that, it\u2019s a fundamental part that\u2019s increasingly\u00a0becoming one of the most important parts of the cycle.<\/p>\n<p><strong>So here is\u00a0some website advice\u00a0to help you get some quick UX wins on the board.<\/strong><\/p>\n<h2>Easy peasy lemon squeezy<\/h2>\n<p>Everyone will tell you the site needs to be simple, and\u00a0easy to use. That\u2019s a given.<\/p>\n<p>But this becomes even more important when your customer is using their phone. <a href=\"http:\/\/www.ecommerceweek.co.uk\/news\/461\/mobile-overtakes-desktop-traffic\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mobile commerce now accounts for 36% of UK retail sales<\/a>. \u00a0And more people than ever are making bookings and reservations while on the go.<\/p>\n<p>So the first thing to address when tackling <em>\u2018is it easy to use?\u2019<\/em> is the mobile experience.<\/p>\n<p>If the text is too small to read, the buttons and links too fiddly\u00a0to click, then this needs to be fixed. If you have to pinch and zoom to find your way around then count yourself out.<\/p>\n<p>A responsive website will reflow and\u00a0resize the content so your happy shopper can thumb through the steps. No hassle, fuss or bother.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-12473 lazyload\" data-src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2017\/07\/website-framework.jpg\" alt=\"website design sketching framework uiux\" width=\"900\" height=\"600\" data-srcset=\"https:\/\/www.nettl.com\/ie\/wp-content\/uploads\/2017\/07\/website-framework.jpg 900w, https:\/\/www.nettl.com\/ie\/wp-content\/uploads\/2017\/07\/website-framework-80x53.jpg 80w, https:\/\/www.nettl.com\/ie\/wp-content\/uploads\/2017\/07\/website-framework-300x200.jpg 300w, https:\/\/www.nettl.com\/ie\/wp-content\/uploads\/2017\/07\/website-framework-768x512.jpg 768w, https:\/\/www.nettl.com\/ie\/wp-content\/uploads\/2017\/07\/website-framework-705x470.jpg 705w, https:\/\/www.nettl.com\/ie\/wp-content\/uploads\/2017\/07\/website-framework-450x300.jpg 450w\" data-sizes=\"(max-width: 900px) 100vw, 900px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 900px; --smush-placeholder-aspect-ratio: 900\/600;\" \/><\/p>\n<h2>&#8220;Did you find everything you were looking for today?&#8221;<\/h2>\n<p>It should be\u00a0easy to find what you\u2019re looking for. That applies whether it&#8217;s the product you pine for\u00a0or the data you desire.<\/p>\n<p>Just like a good SEO strategy, your user experience journey\u00a0starts by focusing on the needs of the user.<\/p>\n<p>Giving the customers what they want is a pretty good idea in business, full stop. But how do you know what they want from your website? You can start in four very simple ways.<\/p>\n<ol>\n<li>Asking your customers<\/li>\n<li>Seeing what questions you receive from the website<\/li>\n<li>Checking user flow in analytics<\/li>\n<li>Studying search data with\u00a0<a href=\"https:\/\/support.google.com\/webmasters\/answer\/6155685?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">search analytics report<\/a><\/li>\n<\/ol>\n<p>Combining this knowledge will give you great insights into user intent.<\/p>\n<ul>\n<li>Why are people visiting\u00a0your website?<\/li>\n<li>What are they hoping to find?<\/li>\n<li>What are they looking to do?<\/li>\n<\/ul>\n<p>This will not only enable you to deliver the right kind of content, but will also help you map out\u00a0the journey through the website. <strong>&#8216;Findability&#8217; isn\u2019t just a search box, it\u2019s about guided exploration.<\/strong><\/p>\n<p>Like VIP\u00a0guests arriving on a Hawaiian island,\u00a0visitors\u00a0should be gently guided so that they can\u00a0flow seamlessly through each phase. Flower necklaces,\u00a0effortless check in, let us take your bags, there\u2019s the watersports guy,\u00a0cocktails at the bar.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-12476 lazyload\" data-src=\"https:\/\/www.nettl.com\/uk\/wp-content\/uploads\/2017\/07\/laptop-creditCard.jpg\" alt=\"viewing ecommerce website on laptop, trusted payment gateways, credit card\" width=\"900\" height=\"600\" data-srcset=\"https:\/\/www.nettl.com\/ie\/wp-content\/uploads\/2017\/07\/laptop-creditCard.jpg 900w, https:\/\/www.nettl.com\/ie\/wp-content\/uploads\/2017\/07\/laptop-creditCard-80x53.jpg 80w, https:\/\/www.nettl.com\/ie\/wp-content\/uploads\/2017\/07\/laptop-creditCard-300x200.jpg 300w, https:\/\/www.nettl.com\/ie\/wp-content\/uploads\/2017\/07\/laptop-creditCard-768x512.jpg 768w, https:\/\/www.nettl.com\/ie\/wp-content\/uploads\/2017\/07\/laptop-creditCard-705x470.jpg 705w, https:\/\/www.nettl.com\/ie\/wp-content\/uploads\/2017\/07\/laptop-creditCard-450x300.jpg 450w\" data-sizes=\"(max-width: 900px) 100vw, 900px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 900px; --smush-placeholder-aspect-ratio: 900\/600;\" \/><\/p>\n<h2>Ecommerce experience tips<\/h2>\n<p>Following on from\u00a0<em>findability<\/em>,\u00a0almost equally as important in terms of ecommerce is getting customers over the line. Here are five easy\u00a0ecommerce tips to help improve this aspect of the online\u00a0customer experience.<\/p>\n<p><strong>1. Transparent Delivery Charges<\/strong><\/p>\n<p>When you\u2019re in the supermarket with a basket of groceries, you don\u2019t tend to pop it down on the floor and walk out. That would be a bit bonkers. But people do this online. All the time.<\/p>\n<p>And the #1 reason for cart abandonment? Adding extra costs at checkout.<br \/>\nBe as transparent about your delivery charges as possible. If you offer free delivery over \u00a3xx then place this message site wide\u00a0in a prominent position.<\/p>\n<p>Getting this right will encourage people to actually\u00a0spend more with you, rather than dropping their basket.\u00a0<em>Learn\u00a0more about how to <a href=\"https:\/\/www.nettl.com\/uk\/merchandising-online-store\/\">set out your online store<\/a>.<\/em><\/p>\n<p><strong>2. Click &amp; Collect<\/strong><\/p>\n<p>Customers like\u00a0to know an item is in stock before leaving home. They also\u00a0don\u2019t like to wait (or pay)\u00a0for delivery.\u00a0This explains why <a href=\"https:\/\/www.nettl.com\/uk\/nettl-click-and-collect\/\" target=\"_blank\" rel=\"noopener noreferrer\">Click &amp; Collect<\/a> has become so popular.<\/p>\n<p>Across all major retailers, over half are already offering <a href=\"https:\/\/www.nettl.com\/uk\/nettl-click-and-collect\/\" target=\"_blank\" rel=\"noopener noreferrer\">Click &amp; Collect<\/a>, with many more planning to add it this year.<\/p>\n<p>According to Internet Retailing magazine, more than 60% of <a href=\"https:\/\/www.nettl.com\/uk\/nettl-click-and-collect\/\" target=\"_blank\" rel=\"noopener noreferrer\">Click &amp; Collect<\/a> shoppers go on to purchase further products during item collection.<\/p>\n<p><strong>3. Wishlist<\/strong><\/p>\n<p>Life&#8217;s not always\u00a0black and white. The reason someone might remove an item from their basket could be down to a number of things. Often, it\u2019s not a cold hearted change of mind, but instead it\u2019s\u00a0just not the right time.<\/p>\n<p>By offering the ability to save the item, or add to wishlist, you provide an alternative that\u2019s mutually beneficial.<\/p>\n<p>You make it easier for the customer to return and buy the item at a\u00a0later date. (This is also an acceptable\u00a0reason to ask that they make an account). You also create a\u00a0more casual browsing experience as wishlists subconsciously require less commitment than an \u2018add to basket\u2019 action.<\/p>\n<p><strong>4. Easy checkout<\/strong><\/p>\n<p>As well as <a href=\"https:\/\/www.nettl.com\/uk\/ecommerce-online-trust-cheatsheet\/\" target=\"_blank\" rel=\"noopener noreferrer\">appearing credible<\/a>, it&#8217;s essential to make\u00a0it as easy as possible for your customers to complete their purchase.<\/p>\n<p>Forcing people to fill in boxes with their details in order to buy something is a major conversion killer. Reminiscent of those 80&#8217;s department stores that required you to have an account before buying from them. Remember them? No? Exactly!<\/p>\n<p>So\u00a0one of the most significant improvements you can make is to allow customers to checkout without requiring an account. You can always give them the option to create an account afterwards.<\/p>\n<p><strong>5. Thank you, come again<\/strong><\/p>\n<p>After the payment has been processed, you should redirect your customers to a page thanking them for their purchase. But don\u2019t stop there, improve the customer experience by providing helpful links such as<\/p>\n<ul>\n<li>What happens next<\/li>\n<li>Create an account<\/li>\n<li>Track my order<\/li>\n<li>Product recommendations<\/li>\n<\/ul>\n<p>Or make the most of\u00a0this opportunity to interact with an engaged customer:<\/p>\n<ul>\n<li>Make it easy for them to\u00a0share their recent purchase on social media<\/li>\n<li>Ask them to review their experience<\/li>\n<li>Encourage newsletter signup or competition entry<\/li>\n<li>Offer a limited time voucher on their next purchase<\/li>\n<\/ul>\n<h2>The best websites are never finished<\/h2>\n<p>They are living, growing things that need to be continually reviewed, updated and improved.\u00a0Ask about how our concierge packages can help you to define the ultimate user experiences for your customers.<\/p>\n<p><a href=\"https:\/\/www.nettl.com\/uk\/find-a-studio\/\">Find your nearest studio.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&hellip;<\/p>\n","protected":false},"author":4,"featured_media":12475,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[16,31,13],"tags":[],"class_list":["post-12468","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-ecommerce","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>5 User Experience Ecommerce\u00a0Tips\u00a0to Increase\u00a0Customers and\u00a0Conversions : nettl.com<\/title>\n<meta name=\"description\" content=\"What is User Experience and why should I care? 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