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Articles and Research|July 3, 2017

User Experience: News of E-Commerce War

Out of 100 Web users who come on a website, an average of 99 will leave without purchasing or subscribing. Increasing online performance, building customer loyalty, making their content accessible and increasing sales are objectives of the e-merchants’ daily lives.

Increases in conversion rates correlate with a better understanding of user experience (UX) and ergonomics. What resources are available for e-merchants?

Tests and mouse tracking: the absolute weapons

Between SEO, acquisition campaigns, mobile marketing and e-merchandising, e-merchants have a multitude of choices when it comes to boosting their websites’ performance. In this vast jungle of tools and analytics, focusing on ergonomics is essential.

If they want to increase their conversion rate, e-merchants’ objective must be about understanding user experience. For this to happen, there is no key solution, but rather innovative audit and test technologies.

Mouse tracking, for instance, allows you to analyze the browsing behavior of your real users on your website. Product pages, average basket, conversion funnels and forms are the key steps on e-commerce websites. Mouse tracking facilitates understanding of what users do, from where they experience difficulties or hesitation, identifies some strengths and weaknesses, and analyses the user path and browsing behavior. Focus group discussions and users surveys complementary enable you to understand what users think and what they dislike.

In addition to a deep knowledge of the e-commerce issues, carrying out a good methodology is necessary: match qualitative and quantitative, combine browsing data and perception data together, in order to validate strategic statements and to better guide the optimization projects.


Example of Mouse Tracking Heatmap

Go faster with Big Data

While the e-commerce market is more and more competitive, it often takes more than 6 months before the recommendations for improvement are taken into account.

It is really important to shorten that deadline to a few weeks, in order to quickly understand the data and move on to action. Big Data enables to test mock-ups and wire-frames in record time; a timing better suiting the busy lifestyle of e-merchants, in a fast-changing world and punctuated with events, sales and innovations.

In ergonomics and UX, you usually rely on a qualitative approach based on sociology, psychology, and cognitive ergonomics – on human, basically. Listening to users facilitates the feelings’ interpretation and the analysis based on it. Collecting, interpreting and implementing recommendations can be time-consuming. This approach is connected to the solving of interfaces issues which reveals or confirms some contradictions or validate and test quantitative interpretations. Thanks to data, prioritizing an implementation over another is easier. This view is inextricably linked to the interpretation of the user’s feeling as this is precisely what gives it its full justification.

No quick-fix!

Try to avoid listening to your own opinion – although it’s a professional one – and justify strategic, ergonomic and artistic choices with reliable statistic data. Ergonomics is not an art, it is a science!

Marine Hortemel

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