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Ecommerce Best Practices

Improve User Experience Through Rich Content

May 31st, 2018 | 4 min. read

Improve User Experience Through Rich Content Blog Feature

Jessica Keefe

Jessica is an integrated marketing leader specializing in strategic B2B and B2C enterprise solutions.

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Delivering an elevated and contextual user experience is at the top of every digital marketers’ to-do list. In fact, Forrester Research estimates that a well-designed UX could improve conversion rates by up to 200% [i]. But it’s not just conversions that improve when user experience is prioritized; when marketers improve user experience, bounce rates go down, while time on page and average order value goes up. UX design can make or break a customer’s shopping experience. Below, we break down two main components of a streamlined, intuitive user experience.

Make Product Discovery Enjoyable…

Product discovery doesn’t have to involve endlessly scrolling through product grids. Instead, the best user experience is one that guides shoppers to the final purchase in an entertaining, interesting way. This is where rich digital experiences come in. Content like quizzes, interactive buying guides, video, and lookbooks narrow down a high volume of products to an easily digested few. But most importantly, they do so in engaging, interactive ways. Simply put, shoppers are compelled to buy from brands that make it fun. Now is the time to invest in high-engaging, high level customer experiences that combine product discovery with effortless navigation and beautiful design. Adobe found that 38% of consumers will leave a website entirely if the content is unattractive [ii]. Online shoppers expect an elevated shopping experience, and it’s up to marketers to deliver it.

…Then, make the Purchase Process Effortless

Once you’ve invested in an elevated experience, the last thing you want to do is take shoppers away from it to complete a purchase. A convoluted purchase process is a sure way to frustrate a customer, and potentially lose their business entirely. The solution to this purchasing problem is quickviews. Integrated quickviews allow shoppers to simply click an item to activate an ecommerce-enabled lightbox. With one or two clicks, they can add that product to their cart while staying on the page. There’s no annoying back and forth between pages, no new tabs to open or close. Shoppers are encouraged to buy when there aren’t any barriers in their way.

Improve User Experience – Live Example

Improve user experience featuring Hush A great example of user experience down right is Hush’s Weekend Holiday Wardrobe Planner. This buying guide experience is richly interactive, allowing customers to click through various vacation types to discover a perfectly curated wardrobe collection. The experience is easily navigated, beautifully designed, inspirational, and instantly shoppable through quickviews. It’s a UX home run.   [i] https://www.forbes.com/sites/forbesagencycouncil/2017/03/23/the-bottom-line-why-good-ux-design-means-better-business/#15d7c2322396 [ii] https://blog.hubspot.com/marketing/compelling-stats-website-design-optimization-list