Many retailers and brands make the mistake of only thinking about user experience (UX) towards the end of their e-com projects. At that point though, you’ve already missed the value UX has to offer.
UX needs to be the foundation rather than a layer on top if you want a successful e-commerce project. Because if you thought UX is just about design, then you’re very much mistaken.
Why UX Matters in Your E-commerce Project
Why does UX matter so much? It’s because user experience is all about supporting customer flows and journeys. By doing this you increase your conversion rate, which is one of the key measures used to determine the success of your e-commerce site.
UX goes a lot deeper than how a website looks. It refers to the overall experience for the customer when using the site. Good UX empowers the user. Bad UX makes them leave.
Great UX comes from a combination of specialist knowledge in digital commerce, responsive web design, digital transformation and inclusive accessibility rules. But it’s also about really understanding your customer and their needs. This goes beyond just the website and into their wider shopping journey across all your channels.