The average eCommerce conversion rate on desktop is still less than 10 percent on average according to our Smart Insights compilation of larger retailers and it can be lower for smaller retailers - just 1.4% according to a 2015 Ecommerce KPI study carried published on Moz. So, the reality for marketers working for retailers is that it takes far more than a great product offered at the right price to convince consumers to buy. Why? Because online shoppers are getting savvy and they no longer simply want to browse eCommerce stores; they want to have a great experience whilst doing so.
Given this need to improve experiences, we’ve seen a huge rise in interest in improving UX design over the past few years. To help our members, Smart Insights have a regularly updated guide that recommends ideas for testing retail UX design based on different categories, we call it our 'Ecommerce Bible'. In this post, we share a similar approach in an infographic.
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In 2016, the online retailers who go the extra mile to create a user experience which enhances the purchase process are the ones who are winning. Take, for example, Apple. Being a brand synonymous with products which place user experience at the heart of everything they offer, they’ve managed to perfectly replicate this online. You only have to take a moment to browse their page for the Mac Pro and within seconds the design has done its job.
Whilst you’d expect nothing less from such a brand, but it’s not just the big boys who are winning at eCommerce UX. Businesses large and small are starting to realise the effect it has on conversion and so are investing more in CRO.
But where do you start? Not everyone has a sky-high marketing budget to employ a dedicated UX designer in-house (however an increasing number of businesses are seeing the benefits of doing so) and it’s still more commonly the case that an individual or small team of web designers have to try their best to create the perfect user experience whilst also sticking to brand guidelines and making the finished product look nice.
NuBlue recently launched this great infographic which looks at ‘The Anatomy of a Perfect eCommerce Store’ and, on those grounds, what better way to get marketers and designers alike thinking about the ideal way to create an unforgettable experience for each and every person who visits an online retailer:
By Robert Allen
Rob Allen is Marketing Manager for Numiko, a digital agency that design and build websites for purpose driven organisations, such as the Science Museum Group, Cancer Research UK, University of London and the Electoral Commission. Rob was blog editor at Smart Insights from 2015-2017. You can follow Rob on LinkedIn.
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