We will show you a way to solve key eCommerce UX problems!🚀
While listening to this webinar, you will learn how to easily:
- find the most common mistakes
- perform the UX audit process
- use an empathy map
- learn the most popular methods + tools + resources
- take advantage of UX-based design (before and after case, benchmarks)
Audio transcription from our meeting on 7 best eCommerce UX Practices:
Maria Paśko, UX designer at ORBA: Thank you, Michael, for the introduction. My name is Maria Paśko, and I am a UX designer at ORBA. Professionally, I am interested in user research-related topics and psychology – especially what motivates people to make their decisions. Today, I am very excited to present to you the seven best eCommerce UX practices. I thought it will be easier for me and also for you to understand this topic by presenting to you the most common mistakes and then the solutions for these problems. The agenda for today covers, in the first part, the most common eCommerce UX mistakes.
What are eCommerce UX best practices, we will get to know in the second part. I will also cover the topic of UX audit – what is it? How to conduct it? What is the output, and what is the business benefit from it? And the third part, I will summarize everything and talk about the future. Of course, in the fourth part, there will be a Q&A session, so please think about questions during the presentation, write them in the chat, and I will try to answer them at the end of the presentation. So let’s get started: what is the user experience of e-commerce?
The user experience of e-commerce is how the users interact with your product, and getting it right is critical for the product you are selling or offering.
So the palette you choose, the layout of your website or app, and the navigation you choose or design is very important. Many eCommerce businesses don’t realize how significant it is to make UX eCommerce at the highest level. What are the most common e-commerce UX mistakes?
- Ignoring mobile commerce
- ignoring consistency in design
- ignoring UI design
- lack of efficient checkout process and well designed navigation paths
- too many or irrelevant pop-ups,
- blindly following all design trends
- lack of product information.
What are the most common UX mistakes?
Now I’m going to talk about each of them in detail, let’s get started. Number one: ignoring mobile commerce. What are the most common mistakes in mobile e-commerce? Having too small interface elements, as you can see in the screenshot. This one on the left and the links in the navigation, the flags and buttons are not big enough to be comfortably touched or clicked. Too many active elements on the page. Sliders, pop-ups, videos, and stuff like this are very distracting and not always working on mobile devices. Buttons are placed below the fold, so you don’t know what to do on the page, and a great example is this website or my website on the right. This black, black-white one – you don’t know what to do there, right?
The call-to-action button is probably under the fault category, is buried deep down in the hamburger menu, which also is a common mistake.
There is a hamburger menu, but actually, it’s white and on top of the white background. It’s invisible. And the last most common mistake is not considering image sizes, resolution, and context.
What are the benefits of mobile commerce, why we should make it good for convenience and better overall experience? Because you have your mobile device everywhere and every time with you? It’s very easy to reach. and it’s easy to make shopping when you have your phone every time with you. Omnichannel experience – you can promote your product on Instagram, which I mainly use, or by via mobile devices with the wide choice of payment options. On mobile devices, it is sometimes even one-time one-click checkout! Usually we say that responsive design is enough. But I think that it’s not enough because even responsive websites that could be designed for bigger devices could not consider every element that should be on the mobile device.
Why is it important to provide a good mobile version?
Because mobile devices users are reaching the number of 5.2BLN! So there’s a huge amount of people around the world…
Mobile commerce sales are going to reach 3 trillion dollars this year. In 2021, the share of mobile commerce is forecasted to reach 72.9% of the overall e-commerce sales.
So first, you have to provide the users with an outstanding mobile user experience. All elements that are accessible on the desktop version should be also accessible on mobile devices. Make all elements big enough to click comfortably on a mobile device, and also provide some visual proofs: “What to do next” on mobile. Number two, inconsistency in UI design. Lack of style-guide. What is this style-guide? So the style-guide is a holistic set of standards for UI elements and interactions that occur in different many digital products, but not only digital. It ensures that consistency across the team, developers, and whole organizations. Why we should consider building one? Because it promotes marketing and sales in very consistent brand story. And the second one is communication and collaboration across the team. Because the guide helps to communicate across the team of developers and designers, and it helps to create consistent UI and looks for new or existing products. Of course, it makes learning easier for new users because the elements of the interface are similar, for example, buttons are always orange. So it also eliminates the confusion and builds confidence. So the user knows exactly what is under the thumbs. This is an example of a website without any style guide. As you can see, I don’t know what to do here. By now, the button is very invisible. Practically here, but up to this is bigger. There is no greed…