While UX design, or user experience design, is important for any brand, it is especially crucial for eCommerce. When a product is designed specifically with the user experience in mind, potential customers are much more likely to engage with your brand and convert to paying customers. UX directly impacts customer loyalty, user satisfaction, site traffic, revenue, and more. In this article, we’ll take a look at what UX design is, why it’s important, and how it can make or break your bottom line.
What is UX Design?
UX design is the process of designing a product or system in a way that provides a positive experience for users from start to finish. This experience even includes how a user feels when interacting with a system. Here’s a definition of user experience from the Nielsen Norman Group: “User experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products.”
In short, user experience is how people interact with any product, physical or digital. UX design is how you design your product with the user in mind.
Here are three defining points of UX design:
- UX design is the process you use to create a user experience.
- UX design involves both content creation and order of operations for creating content.
- Website navigation is an important part of UX. Research shows that nearly 63% of user engagement comes down to ease of web design.
UX includes a combination of aspects and metrics that work together to enhance the overall user experience. These metrics can include:
- Meaningful content
- Intuitive navigation
- Fast load speeds
- Aesthetically pleasing visuals that support the brand
Why is UX Design Important?
UX design is important because it allows your product to meet the exact needs of your user. You want your users to have a positive experience with your product or service, and UX is a key part of that. If your customers have a great experience with your brand, they’re going to be more likely to use your product or service again and again, building customer loyalty. User experience places the user first, empathizes with them, and creates a space where their needs are intuitively met.
Elon Musk famously said “any product that needs a manual is broken”. In other words, if a user can’t figure out your product or system, your UX is broken. When a product is designed specifically with the user experience in mind with intentional brand recognition, fast load times, easy navigation, and interesting content, the user is much more likely to engage with your brand and convert to a paying customer.
Research shows that user experience has a direct impact on a company’s revenue and bottom line, for good or for bad. Strong UX directly correlates with website traffic, customer loyalty, user satisfaction, and overall conversions. Poor UX has the opposite effect. Airbnb attributes good UX for taking them from near-failure to being valued at $10 million and LandRover has described UX as a ”must-have investment”.
Take a look at these UX stats:
Why User Experience Matters in eCommerce
User experience is crucial for every brand, but especially in eCommerce. According to Forrester, better UX design could yield conversion rates of up to 400%. Your eCommerce revenue is directly impacted by how well your website attracts users, keeps them engaged, and allows them to purchase your products.
When looking at the user experience for your eCommerce site, consider the looking at the following metrics to evaluate the strength of your UX:
- Number of visits to your site before purchase
- Number of conversions per click
- Bounce rate
- Number of page views
- Site load time
- Amount of time spent on page
UX vs UI
User interface (UI) design is closely related to User experience (UX) design, but isn’t exactly the same. While UX focuses on the interactive elements of a product, UI refers to the visual aspects of a system.
UX and UI work together to create functionality and a strong user experience. Check out this article for more a more detailed comparison between UX vs UI.
User experience is crucial for increasing your revenue and bottom line, regardless of what business you’re in. UX is especially important for eCommerce brands. Systems that support and enhance a user’s experience will gain customer loyalty, increase brand recognition, and ultimately, lead to more conversions.
Read more on UX and UI Design and Development here.
Anatta is a premier eCommerce partner that provides turnkey digital product teams for iconic DTC brands including Rothy’s, Athletic Greens, Molekule, and Four Sigmatic. Anatta’s team of certified NNG and Baymard designers helps brands create engaging user experiences that attract customers and increase revenue. Contact Anatta to learn more.
- Nirav is the CEO and founder of Anatta. Nirav received his engineering degree in 2006 from George Washington University. Prior to Anatta, he served as founder of Dharmaboost, a software company working with Cisco Systems, Hewlett Packard, and New Leaf Paper. He is also cofounder of Upscribe, a next-level subscription software for fast growing eCommerce brands.