User experience (UX) plays a massive role in customer browsing and buying behavior. With so many e-commerce stores competing in the online sphere, it’s important to get your UX design right. We spoke to Alex Rodríguez, senior UX designer at Hatch to understand how brands can improve their UX with a few simple steps.
The Difference Between User Experience and Customer Experience
- User Experience (UX) Focuses on how the product is seen and how the user interacts with it.
- Customer Experience (CX) A customer’s experience with, and how they feel about a brand. There is no CX without UX.
How Can Brands Develop a UX Strategy?
There are two main elements brands should consider when implementing a user experience strategy.
- User Flow: How users navigate a website How users consume a website’s content and how they convert.
- Red Routes: How the process takes place Creating the quickest path to product pages for website users. Ensuring your website is as easy to use and intuitive as possible.
Common UX Mistakes
Achieving a good user experience is a process of trial and error. This means that no matter how big or small a company, it’s normal for UX design mistakes to be made. Some common UX mistakes your brand should avoid are:
- Complexity The more complex a website, the higher the user drop-off rate will be. Many brands, especially big brands with lots of products, struggle with their red route – finding the simplest journey to product page.
- Call to Action (CTA) placement Not understanding best CTA placement for high conversion rate. Some brands display CTAs below the fold, and wonder why conversion rates are low – it could be that consumers do not see the CTA.
UX Key Points
- Use clear CTAs that stand out
- Keep website design simple
- Keep CTA above the fold
- Carry out testing
An example of the clear CTA to buy