The user experience (UX) is everything in digital marketing. Acknowledging human behaviors, wants, needs, and goals can help you create a website that not only speaks to the user, but also drives them to take the desired action.
UX is especially critical in digital marketing for eCommerce, for the simple reason that your website is your primary point of interaction with your target audience. If your site doesn’t deliver a satisfying and appealing UX, it’s possible you’ll lose out on leads.
The good news? Creating a compelling eCommerce UX strategy is not difficult — if you’ve got the right information, that is. Read on for a roundup of five ways for online retailers to optimize their website UX.
1. Simplify
Design is everything. A clean, orderly, and clutter-free website are not only easier on the eyes, but it’s also easier to understand. Choose everything wisely — from colors to layout.
This also applies to animations, which are a popular trend in web design at the moment. While animations can be powerful tools for delighting your audience, they should not be overly complicated.
One rule of thumb? Lead with purpose. For example, use animation to encourage scrolling, signal the completion of an action, or assist with navigation.
2. Incorporate Interactivity
Interactivity = engagement. Getting visitors to your website is one thing. Keeping them there is another. Videos, games, quizzes, calculators, and other interactive content are all excellent ways to engage your audience.
3. Prioritize Personalization
Today’s consumer’s value personalization above all else. Think of sites like Spotify and Netflix, for example, which offer recommendations based on a user’s prior views and purchases. This adds value while predisposing users to select their products and services over less personalized experiences.
In short, prioritizing personalization is one of the best ways to drive conversions. It also increases engagement, loyalty, and trust.
4. Make it Mobile
Mobile-friendly websites are no longer “nice to have.” As mobile usage continues to skyrocket, mobile responsiveness is integral to a optimial UX.
It’s not necessarily enough to have a mobile-friendly website, however. It must also be a FAST mobile-friendly website. Google’s Mobile-Friendly test is an excellent free tool for vetting whether your website passes the test.
5. Share Social Proof
Social proof refers to the phenomenon in which people rely on the behavior of their peers to determine their own actions. While social proof has always been important, it’s especially valuable with today’s consumers who trust each other much more than they trust marketers.
Adding a testimonials page to your website turns your customers into brand ambassadors and salespeople.
As the online commerce space continues to grow and evolve, more and more brands are entering the marketplace. Consumers not only have more options than ever before, but also higher expectations.
By using these tips to optimize your eCommerce store for UX, you can ensure that your brand is best positioned to reach them.
Laila Azzahra is a professional writer and blogger that loves to write about technology, business, entertainment, science, and health.