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Via Manin 30,
21100 Varese, Italy
Phone +39 0332/239546
info@weblink.it
weblinksrl@pec.weblink.it
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E-commerce User Experience:
Do you want to know why your customers are not purchasing products from your e-commerce website?
A study by the Mobile B2C Strategy Observatory of the Politecnico shows that 46% of people using smartphones purchase a product on platforms different from the one initially chosen. This means that many of your customers get “lost” within your e-commerce due to a poorly designed and ineffective User Experience.
Have you ever wondered why they leave your e-commerce site before completing their purchase?
In this article, we explain why User Experience has become the main success factor for modern e-commerce, surpassing price competitiveness.
Several studies analyzing online consumer preferences show that what truly makes the difference is the shopping experience offered.
The personalization of the shopping experience is one of the most important factors, capable of generating higher customer satisfaction.
Product recommendations are one of the most appreciated personalization services. Most consumers, especially Millennials and Gen X, are satisfied even when making unplanned purchases. Even when they are not, the numbers remain positive: while 15% of users reported dissatisfaction with last-minute purchases, only 5% actually returned the items.
Understanding and anticipating user needs is important, but it must be done correctly. In fact, 22% of buyers say they do not complete a purchase because the recommended products do not match their expectations, and 30% unsubscribe from mailing lists if promotional offers are not relevant to their needs.
Half of e-commerce transactions are generated via mobile devices. Therefore, a mobile-optimized shopping experience and an easy checkout process are strong incentives to purchase, especially for users aged 18 to 44.
Closely related to multi-device usage is the concept of omnichannel. Many customers are not interested in visiting a webstore directly, but prefer to shop where they already spend their time online, including platforms like Facebook. They are open to discovering new products, but not necessarily to engaging in a full shopping experience. Your e-commerce must be able to reach these users as well: expanding across multiple channels with consistent and coherent communication is key.
Here are 5 tips that can be a good starting point to improve your e-commerce User Experience
- Improve your website loading speed
According to research by Akamai, 79% of potential buyers say they would not return to an online store after experiencing performance issues. Without proper loading speed, user experience may not even begin. There is no exact threshold to aim for—pages should simply load as fast as possible. - Communicate clearly
While visual appeal is important, relying only on the “wow factor” is not enough. Clear and effective communication is essential. Especially in B2B e-commerce, where 46% of users leave a site if they cannot quickly understand what the company does. Finding the right balance between design and user experience is crucial. - Use the right words
Images are not always enough to communicate the unique features of a product. Often, what makes a product better than competitors must be explained through text. Every section of an e-commerce site is part of the sales process, so choosing the right words is essential. Ideally, content should be created before designing the page. - Personalize the User Experience
When managing an e-commerce site, every aspect should be designed from the customer’s perspective. Amazon, for example, has always emphasized a consumer-first approach, which requires investing time and resources into creating an optimal user experience. - Apply the 3-click rule
In a highly competitive market, it is essential that users can easily find what they are looking for. An e-commerce site should include an advanced filtering system, search by attributes (such as size or color), autocomplete features, and respect the 3-click rule. According to this principle, any page should be reachable within a maximum of three clicks, reducing the risk of users getting lost.
At Weblink, we have years of experience and develop e-commerce solutions in Varese and across Europe for businesses looking to grow through online sales.
Do you need help improving your e-commerce User Experience?
We are e-commerce developers in Varese, and this is exactly what we do!
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