Whether it’s the moment a customer walks through your door or the second they take their first click, they are preparing themselves for an experience. An experience that could dictate whether they become lifelong customers or contribute to an unappealing bounce rate.
If there’s anything we can learn from the top retailers of the year, it’s this: invest in your website. From Tesco to Boots, the brands leading the way are putting a lot of time and money behind the UX of their online stores.
Let’s delve into the importance of UX for your brand, and we examine our top picks for the good, the bad and the wonderful when it comes to the world of UX.
User experience – why does it matter?
First of all, why is UX so important? Imagine walking into a physical store that’s disorganised, hard to navigate, and slow to help. You’d probably leave, right? Similarly, if your checkout wasn’t clearly labelled, customers may wander round your store with their items and eventually get sick, put them down, and leave. Your website is no different.
1. UX builds trust from the first click
A clean, intuitive, and fast-loading website tells users your brand is credible and professional. Good UX signals trust. And in ecommerce, trust is currency.
2. Smooth UX = higher conversions
Your marketing worked. The customer landed on your site. Now what?
If your product pages are cluttered, your navigation is confusing, or your checkout flow is frustrating, you’ll lose the sale – fast. Great UX reduces friction at every step of the customer journey. When users enjoy using your site, they’re far more likely to complete a purchase, return for more, and recommend you to others.
3. UX tells your brand story
Your brand isn’t just your logo or font – it’s how people feel when they interact with you. UX shapes that feeling. Through thoughtful design, consistent brand identity and a seamless user journey, you reinforce your brand identity with every scroll and click.
4. Good UX turns one-time buyers into brand advocates
Repeat customers are the holy grail of ecommerce. Great UX fosters emotional connection. A personalised shopping experience, a smooth post-purchase process, and clear communication all build loyalty. Happy users don’t just come back – they bring others with them.
Examples of good UX
The good: Apple
Apple is a prime example of showcasing brand principles through UX. The website prioritises minimalism and sleek design, mirroring their products perfectly. The main navigation is clean and easy to use, and product pages include detailed specs and side-by-side model comparisons.
The bad: Amazon
You might be surprised to see the king of ecommerce listed here, but Amazon’s product detail pages feel like they’re stuck in the past. They’re so crammed with content (including ads) that important information like reviews or product specifications get buried, and infinite scrolling makes it tricky to locate critical details.
The wonderful: Moschino
The Moschino online store is everything an ecommerce website should be. Straightforward navigation, an innovative search engine, and a clever design that allows customers to make quick purchases directly from search results make for a convenient, fuss-free shopping experience. On product pages, users can easily find their perfect size with the ‘What’s my size?’ tool, giving customers confidence in their purchases and lowering returns.
If you’re not seeing conversions, then it could be down to poor UX. Send us a message and a member of our team will take a look at your website to see where you’re going wrong.
