User Experience (UX) Issues Vs. Retailers

UX deisgn

As online shoppers expect a feel of excellence in digital interactions,” online retailers “do focus more on creating better “user experience”. This led to the need for more investment in “UX research”, initiating continuous customer feedback, innovation, and more. Today’s online shoppers, of course, enjoy more engaging, faster, and smoother shopping transactions, than preceding years. However, a recent study on the back-to-school shopping revealed that even top retailers are still not lived up to the criteria of offering best-in-class “online shopping experience” for shoppers.


Following are some common issues online shoppers experience while shopping, which causes lower conversions as the result of customer abandoning online carts.

1. Not user-friendly navigation and categories

Excessive menu categories

Even though we have got rid of overly-stuffed multi-level drop-down menus, site navigation is still a matter of pain for online shoppers. Using excessive menu categories, shoppers find it easy to navigate to the first category, which looks close, rather than to locate the best match. Moreover, these overlapping categories differ from retailers to retailers, which further adds confusion for comparison shoppers.


If shoppers look for a blanket, for instance, they might land up Home Page, or the section to Textile, or the section to Bed and Bath, and so on. And at the end, shoppers find the blanket under the Bedding subsection of home category. These categories might be right or wrong for a shopper; however, those can confuse shoppers, who are shopping for what they want.

Multiple categories

Some retailers do their best to make it an easy shopping, with the items being placed into multiple categories, helping customers take different ways to track the item they look for. But still, it is so daunting tasks that they navigate down several paths to hit the item they wanted.

2. Search result not consistent

With user navigation intimidatingly overwhelming, most of the time, shoppers tend to trust the search bar to locate the item they search. This is not though a reliable method for shoppers to find the item—Back-to-school study supports this claim citing that shoppers frequently land up irrelevant results out of the search. For the best scenario, shoppers might think that the item is located somewhere on the website—either they move around with different search keywords, or browse for the item using the main menu.


And for the worst scenario, to the disadvantage of the retailer, shoppers are more likely to assume that the item is not available with the site. Consequently, they move on to another competitor expecting a relatively better user experience.

3. No transparent shipping

Among the most common complaints, according to the back-to-school study, the uncertainty around shipping costs and delivery times is more frustrating. Many retailers do not disclose information around shipping until they nearly complete the checkout, leading shoppers into darkness about delivery time and the cost of the item. And in case of longer delivery time or higher costs, shoppers are likely to abandon their carts. This is a rather losing battle for the retailers, who lost the sale, and for shoppers, who lost their precious time, and of course, the item they wanted to purchase.

4. Poor shopping cart experience

Online shoppers find some “shopping cart” difficult to delete or edit items unless they navigate back to the product page. And more frustrating is, if the customer navigates away, they may lose the item in their cart, forcing the customer to resume shopping all over again. Hence, most customers daren’t navigate away from their cart, fearing the loss of the item—which means customers fail to make ad-on purchases.

5. Mobile shopping not meeting customer expectations

While “mobile shopping experiences” have dramatically changed the way online shopping has been, mobility still brews issues such as suffering Less Attention than that of the desktops. And with little irritating online shopping experience, “mobile shopping” turning into an annoying experience for mobile shoppers.


For example, the numerical form field- such as zip code- that more often fail to automatically display numerical keypad, requiring mobile shoppers to switch keypad before entering their information—which is an additional step for shoppers. With multiple times recurrence, shoppers get frustrated since they want to make an instant buy, which might look a minor shopping inconvenience, though. These bad customer shopping experiences give way for miss-out sales and poor conversions as shoppers abandon their cart.

6. Resolve UX issue to win customers

Carrying out a research on customer-centric online shopping will not only facilitate better “customer shopping experience”—also an initial practical step toward multiplying customer conversion rates, and adding revenue for retailers. Hence for your retail business to grow, get educated more on how research on online shoppers can help you address the “UX” and conversion issues.

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Guest Saturday, 19 August 2017