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UX has become something of a buzzword in recent years, but there has never been a better time for brands to master a clean and intuitive user experience. Data suggests that 88 percent of consumers are more likely to abandon a brand due to a bad user experience, which can include everything from how long a webpage takes to load, to whether or not it has been optimized for mobile. According to industry data, mobile searches now account for over 60 percent of all traffic. A recent study by comScore and UPS found that 51 percent of consumers surveyed reported doing most of their shopping online.
With half of consumers making purchases online and an increasing shift to mobile from desktops and laptops, retailers will be especially vulnerable to inadequate or outdated design that does not meet consumer needs and evolving shopping behavior and habits.
The Mobile Shopping Experience: What Consumers Expect
With more and more web traffic migrating to mobile, having an ecommerce platform and website that is optimized for smartphones and tablets is critical for both attracting and retaining customers, as well as for prominent search engine placement and visibility. Once retail consumers are online, there are certain factors that determine how likely they are to remain on a page and continue on to making a purchase:
Forty percent of shoppers will abandon a site that takes more than three seconds to load (47 percent of consumers expect a page to load in two seconds or less).
Seventy-nine percent of shoppers with a negative or unsatisfactory shopping experience due to poor website design or performance are less likely to return to shop on the site.
Forty-four percent of online shoppers are likely to share information about a bad shopping experience to their network.
Benefits of Good UX Design for Retailers
When it comes to building consumer engagement and loyalty, brands should consider the overall online customer experience, just as they would in a brick-and-mortar store. In addition to technical issues, consumers will leave a site for factors like unattractive design, confusing navigation and bad layouts. From a customer service standpoint, simple issues like hard-to-find or missing company contact information and a complicated checkout process can turn a potential customer away.
While a complete website redesign is probably unnecessary in most cases, conducting usability testing and incorporating a few UX best practices for e-commerce platforms can help to improve the customer experience.