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Posted by Brett Romero - 28 August, 2019

The Importance of UX Design on eCommerce Revenue

A year ago I went to Florence, Italy. Apart from sight seeing and drinking wine, I had one large task at hand. I had to come back to the United States with a beautiful leather purse for my significant other. Before I started the endeavor I made the assumption that it would be an easy mission, there were hundreds of little shops and Florence has no lack of inventory. That was very far from the truth.

Some small shops had purses lined up side by side where it was nearly impossible to find anything and gave you the perception that nothing was special. Other stores had a very pushy salesperson that was willing to drop the price so quickly that made you think you were buying an inferior product. I walked in the door of over 50 different shops looking for the perfect bag until I found a store and product that met my standards. 

Many people feel that these types of perceptions about stores only correlate to physical places. Although whether you are a consumer or a B2B purchaser, the look and functionality of eCommerce sites can quickly make a positive or negative perception about the supplier. These quick perceptions are responsible for whether a buyer leaves immediately or makes a purchase. Online stores that are not responsive, have horrible quality product images, low product details and few payment options can be quickly labeled as inadequate for our purchasing needs in the minds' of many buyers.

The infographic below outlines research from more than 6,700 online retailers to show the importance of the user experience and the top performing functions to help your prospects feel comfortable about their buying decision at your store.

Importance of UX Design in eCommerce.png

The Top Performers

The below topics are the top eCommerce trends as it relates to user experience. 

Scarcity

The perception that there is less of something or less time to buy makes the buyer want the product more. In a B2C retail setting, this may mean hiding your inventory and just having one product out on the shelf. By only having one product on the shelf buyers feel the product is more original and has a limited time until someone else purchases it. For eCommerce, scarcity can be applied through limited offers, low inventory or other concepts.

Social Proof

Social proof can come in a lot of different forms, in a B2C eCommerce instant, this would be showing shoppers what others purchased to make the store feel more credible. In a B2B arena, this would closely relate to content such as case studies and testimonials. 

Urgency

Informing your viewers about a limited time promotion pushes buyers to make a decision quickly. These instances of urgency can be applied in numerous different fashions to drive immediate action on your site.

Abandonment Recovery

If a buyer abandons their cart, does it mean that they are no longer interested or just got sidetracked during the shopping experience? Using messaging to politely remind them of their unfulfilled purchase is commonly a much-needed reminder.

Product Recommendations

Showing recommended products allows buyers to quickly maneuver to complimentary products or get reminded of other needed products. 

Recommended products in eCommerce

Amazon

In Conclusion

User experience is just as important online as it is in-store. Creating great functionality along with an aesthetically pleasing site will undoubtedly increase conversion rates, brand loyalty and customer lifetime value. What features have helped you create more value?

B2B eCommerce Marketing

Topics: B2B eCommerce, B2B Sales, Management, Sales & Marketing

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