HOW UX TURNS AN ONLINE STORE VISITOR TO A BUYER
What is needed to create a successful online store? High-quality website design, products, advertising, and UX. Without the latter, the probability of success is greatly reduced. User experience is essential for visitors to become customers. Only in this case the online store is effective.
What is a user experience for an online store?
UX (user experience) is an indicator that helps to determine exactly what the visitor feels when entering the online store. The main idea of the user experience is to understand how to make the online store simple, enjoyable, and understandable for the visitor.
In other words, UX is an indicator that depends on the mood, preferences of the visitor, and many other factors. However, it can be predicted and carefully thought out. After all, UX is directly related to the usability of the online store and its design.
How does it work?
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Now we are going to explain by an example. Imagine that your online store has an excellent design made according to the latest trends, quality products, and good prices. But visitors leave the site, or add goods to the basket and then do not make a purchase. It would seem that everything is fine, but what is the problem? The site may be loading slowly. Or perhaps the form is poorly displayed and the buttons are not visible, or you need to do too many actions for the order.
UX studies the impressions and feelings of the user that arise when you are on the site. The specialist is engaged in the design of the online store, relying on the collected data (portrait of the target audience, preferences, interests, behavior on the site, and others). Through analysis and proper development of the online store, a positive UX is achieved. In other words, the user is pleased and comfortable to be on such a site, respectively, increases conversion. By the way, negative experience is also an important indicator that allows you to understand what the problems are and how to solve them.
For UX, every little thing on the site is very important. Starting from the controls, ending with the placement of forms, the colors of the site, the amount of space. A positive user experience has a positive effect on conversion and sales.
UX can be considered useful if the online store meets the following criteria:
useful for the visitor;
easy to navigate;
has an attractive design;
evokes a feeling of reliability and confidence;
offers the visitor value.
In this case, UX will be as positive as possible. The conversion of the site will grow. How? Everything is quite simple.
Imagine that you are coming to a real store. The first impression is an important factor. Let’s compare two stores: the first one has poor lighting, the floor is dirty, the windows are dusty. The seller does not pay attention to you, s/he is busy with his/her affairs. It’s hard for you to navigate in the store, shelves are too close and constantly fall.
Or another store where you are warmly welcomed. While choosing a product, you are offered a cup of tea or coffee, the store is light and clean, smells nice.
The right impression
What emotions do you experience in both cases? Not only the first impression is important, but also each subsequent one. UX helps create the right impression, build relationships with the visitors, turning them into clients. In a comfortable store, it’s pleasant to buy. The online store is not very different. It also causes certain emotions, the only question is whether they will be positive or negative. If a customer makes a purchase, he tells his friends about it. Conversion is boosted by word of mouth, which works much better than any other ad.