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Consumer shopping habits and expectations have shifted monumentally in recent times. We’re spending more time (and money) than ever before online. With so much potential for constant comparison, experiences that aren’t up to scratch feel particularly jarring.
Today, we take a closer look at three UX stats to stop and make you think (then hopefully take action!)
Let’s start with a little more carrot than stick. There is so much to be gained from a well-considered user experience. Our goal as online retailers is really pretty simple: get the sale over the line. Whilst other metrics such as dwell time, bounce rate and AOV all play an important role in our success, ultimately, what we want to see is sales. Lots of them. Conversion rate is king in this respect – concrete proof that the various elements and channels of our enterprise are pulling together and getting reassuring results.
An original source proves illusive, but a widely-cited industry statistic claims only 55% of companies are currently conducting any user experience testing. Given the monumental potential that a carefully designed user journey can have on conversion, this is staggering.
A competitive eCommerce market means your customers have no real reason to stay and struggle with a site that doesn’t serve them. The moment that an experience stops feeling intuitive and welcoming, loyalty evaporates. The data clearly backs this up. Mobile is expected to surpass TV as the medium commanding the most minutes of our attention in 2019. Given this clear love affair with our mobile devices, and the stratospheric rise of m-Commerce, the number of retail sites that still fail to optimise their experience for these users is inexplicable.
Mobile is predicted to dominate online sales by 2021, driving 54% (or $659 billion) of revenue. Even for the conversions that do take place away from mobile devices, 90% of users report switching between screens to complete tasks, using an average of three different combinations every day. It’s no longer enough to be simply mobile-friendly. Mobile user journies are imperative.
Busy people, busy lives, instant gratification. Milliseconds really do matter in today’s frenetic eCommerce landscape. It’s vital to ensure that your load times are lightning-fast across all devices. As we’ve already seen, mobile conversions are soon set to claim the majority of online sales. With that in mind, it’s eye-opening to learn that it takes, on average 15.3 seconds to fully load a mobile landing page, whereas most web pages load in just 3.21 seconds. Clear room for improvement, and a lot to play for in terms of boosted conversion.
One of the main difficulties in getting a handle on your current state of UX is objectivity. It’s hard to step back and see a product you work with on a daily basis with fresh eyes. After over a decade in the business, we’ve seen a lot of retail sites. Our design & UX services have helped grow some of the UK’s largest online retailers.
We’re currently offering free UX audits for eCommerce retailers looking to gain a new perspective on their existing sites. Our six-point health check-up will focus on usability and competitor analysis, speed optimisation, aesthetics and design and an all-important device health check, wrapping up with an implementation plan designed to provide suggestions on ways we could work together to boost conversion rates across your store.
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