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Online shopping is a fad today and consumers are not satisfied with sites that simply provide a shopping option. They are looking for more and more from every site they use. What is that extra benefit of using site “A” or what additional feature is available on site “B” are just a few examples of the kind of questions playing in a consumer’s head when they shop in the ocean of E commerce websites. What will help an e-commerce site to build that one competitive advantage over the other? Will giving an e-commerce customer the exact product information they are looking for, at the right time, and most of all at the appropriate level of detail make a difference? The answer is ‘Yes’; a UX abbreviation for User experience encompasses all aspects of an end-user’s interaction with an e-commerce company, its services, and its products.

We know very well how all the E-Commerce sites are competing fiercely for customer attention and retention. The user experience features which are included in a site are the main focal points to engage customers, and this UX can make or break the success ladder of an e-commerce company.

What could be called a successful e-Commerce user experience?


1) Being able to locate a site easily

This is definitely where the entire UX starts! It involves finding a site in internet through proper SEO positioning.

2) Creating a smooth user interaction

Now once the user has found the site, they should also be able to immediately identify the products offered and the value proposition involved and hence the user interaction must be smooth in displaying how the site is different in its offerings; so that the central objective of retaining users is well maintained.

3) Ease of discovering products

What if despite the attempt to create a good UX the customer still can’t find what he/she is looking for due to the immense complexity involved? Here is where a site could stand out and differentiation strategy could be used to add potential to the site by providing a customer a out of the usual user experience of discovering all the products slowly without actually seeking them.

4) Simplifying the decision of ‘selection’

What is really hard for a customer is choosing between a set of options. This entire procedure can be made easy by simply providing all the necessary information about the product, and the necessary user interaction to select them easily. The product description must be made clear along with images to include the in-depth necessary information required by a customer to make a logical conclusion on the choices.

5) Providing a secure user interface for purchase process

The users ought to feel safe during the entire purchase experience. One of the most important user interactions in any eCommerce site is the user experience while billing. This involves the smooth transition from accessing and adding the right products to the shopping cart, to the correct identification and user registration to further selecting the perfect mode of payment through a payment gateway.

6) Watching out for that ‘extended UX’

Now after keeping a watch for all the user interactions and user experiences that a customer would face before and while shopping online. What next? The e-commerce UX definitely does not end there. The post purchase UX is a key success factor for any ecommerce site since it provides an opportunity to be in touch with the customers and to motivate them to visit the site again? Email communications, SMS and push notifications are just a few of the channels to keep in touch with customers and to encourage them to return to visit the site and shop.

7) Efficient customer service interaction

There could be no better way than the customer service interaction to test the user interface functionality. Does the site offer an effective and customized customer service? Whenever possible there are various methods of meeting the needs and preferences of different users. Through a good FAQs section and a responsive feedback and complain section.

The must have UX for E-Commerce

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  • Videos: We all enjoy that 1 minute short and sweet videos displayed on our favourite sites. Product videos engage users and convey information in an effortless way. They bring a product to life more than static images. It is because of their potential for increasing sales and also improving the search engine placement, product videos are bound to become a standard feature on e-commerce product pages in the near future.
  • Alerts: Price is one of the most important factors for making purchasing decisions. We as customers have experienced hopping from site to site in search of the best price for our selected item. Now wouldn’t it be great if we were alerted about the drop in a price of the item we had showed interest in earlier? Definitely and this is a feature that would drag customers back again and again to the site.
  • Live reviewing: Being able to discuss about a product with people in different locations who have viewed the same product page is a good way to bring about a different user experience. When a user is able to chat in a sidebar about the product with another user; they can exchange reviews there and then and hence this builds up an even better user interaction experience for the customer.
  • Trial and see: When it comes to clothes, customers are very picky and frequently change their minds because of the lack of touch feel sensation of clothes online. But giving them the opportunity of trying on the clothes virtually and checking out how it suits is definitely a new trend that is fast progressing in demand. And thus it is a must have UX in the e-commerce market.

Understanding the need of a customer in the current scenario is very important in order for E-Commerce to grow. The user experience and user interaction are two tools that need to be leveraged upon as much as possible in the virtual world. Being able to deliver what customers are shopping for, and offering different features as compared to what the competitors are offering, are key building blocks in a winning UX strategy.

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