Now customers (rightfully) expect the same from their online shopping escapades. Not only did the world go on an online shopping frenzy during the pandemic (checkout the numbers on our Earth Day blog), but we’ve also started to prefer it over physical shopping. And there are a lot more reasons why it’s important to have UX strategies in place.
In fact, 88% of users are less likely to return to a website after a bad experience. Not only do you lose a customer, but you also risk bad reviews. And we all know how powerful customer testimonials can be as a marketing tool At Sendle, we put our customers front and center in everything we do, with their user experience in mind.
It’s nice to know that the better the experience we have, the more moolah customers are willing to part with. In fact, for every $1 spent on making UX strategies better, you’ll get a return of around $100!
Let’s start with the basics. UX is the interaction—or conversation—you have with a user. For small eCommerce businesses, the user is your customer.
How does their experience of your site make them feel about your brand and product? The user journey begins the moment they hit your site or download your app, then while they navigate through it, and on into (hopeful) conversion and beyond.
How the user journey will go depends on the user experience
If we were to look at it more granularly, each flow of action they take while in your space contributes to the overall user experience. So, this is the way the site has been designed, the structure that leads them from the homepage to their desired product, the copy that you use on buttons, and on and on. And having good UX strategies in place keeps every element of the user experience in check.
The tricky thing is that since great experiences often scoot by without us noticing—on account of being so incredibly seamless and effortless—it can be hard to pinpoint why they’re so great in the first place.
Obviously, the ultimate goal is for customers to complete a purchase without abandoning their shopping cart.
But how can online retailers create excellent user experiences that are seamless, easy, frictionless, and delightful? How do we keep people’s eyeballs on the page? How do we reduce cart abandonment and increase sales?
Well, it all comes down to two key factors: design and communication. Let’s get into it.
Plan out your UX strategies to see the different stages of the user journey on your website
Function is, hands down, the most important thing to focus on when designing your online store to improve user experience. That’s why user experience design (otherwise known as user-centered design) exists!
The goal should always be to make the purchase experience as simple and straightforward as possible. If there are obstacles in the way of their purchase, you’ve lost money.
Luckily, with most eCommerce platforms like Shopify, Etsy, and eBay, most of this is taken care of already. Hooray!
The Sendle package tracking page is a great example of a webpage that gives you a clear idea on its functionality
Communicating clearly with your customers throughout the user journey will ensure they have a delightful experience from the moment they find themselves on your site to the moment they click ‘buy’.
Use clear and visual messaging to keep your customers on the right track
While you may sell a very niche product, you should still be trying to serve as many people as you can. One way you can reach more people is to make your site as accessible and inclusive as possible.
Your choice of colors can be a huge obstacle for potential customers viewing your website | Color contrast chart via Pinterest
It’s more important than ever to make sure your imagery and language are as inclusive and diverse as possible. This plays a huge role in the experiences customers have on your site.
Can they see themselves in your brand and marketing? Do they feel welcome and safe in your space?
For example: Make sure your language isn’t full of local slang or jargon if you’re selling to a global audience, and do a quick sense-check to make sure none of it could be construed as offensive.
As if we could end without mentioning this.
Assuming you did everything else right and they purchased your stuff, the end of your user’s experience will be when they receive your fine goods. This is where Sendle comes in your UX strategies.
Ensuring your customers’ shipping experience is seamless, transparent, affordable, and reliable is kind of our jam.
It’s a fact that getting a package delivered is one of life’s true pleasures (especially when some of us are cooped up in our homes and shopping online to pass the time). Which is why making the shipping a considered part of your overall customer experience is a no-brainer.
By including your customer’s email when shipping with Sendle, you’ll ensure that they get real-time updates from the tracking page. No need for them to follow up with you! Plus, we have a whole section of our help center dedicated to various receiver questions.
But the best bit? Having shipping synced up with your checkout process means you don’t need to waste any more brain juice on this important step—especially with our eCommerce platform integrations!
If they have a good experience getting their stuff from you, you have likely won yourself a repeat customer. Great work!
Sendle is committed to creating a smooth customer experience journey
We’ve merely touched the surface (there will certainly be more to come)!
By ensuring you have the basics covered, you’ll already be a step ahead of your competitors and raking in that ROI.
The key things you should focus on are keeping your UX design intuitive, simple, and minimal; using clear, consistent, and kind communication; offering valuable support where you can; and reducing overall friction for your customers.
And having UX strategies in place ensures that your brand is consistent and that it delivers—just like Sendle.