“During this extremely difficult situation with the coronavirus (COVID-19), nothing is more important to [Company Name Here] than the health and safety of our customers…”
In the past few months, as Covid-19 and quarantine have stalled what we always considered our “normal” life, companies across the globe have also suffered as a result. Most retail stores, unless considered “essential” have had to close, with many also ceasing online operations.
We’ve seen the above statement everywhere. From websites to mobile apps, emails to social media, as well as hand-written notes in shop windows. It’s become ingrained in our everyday lives.
While all industries are affected, some are harder hit than others. Take a look at our dedicated Covid-19 Impact Data Hub, where you’ll find a detailed overview on the impact of coronavirus on digital consumer behaviour, as well as a deep dive into industries and sub-sectors.
Despite consumer confidence dropping, digital traffic and transactions overall have climbed significantly since the onset of the crisis. Parents can’t buy shoes, clothes or tablets for their children’s homeschooling anywhere but online right now, meaning shopping online is the only place to shop. Your priority needs to be ensuring continuity for your customers and adapting to their new circumstances and needs.If you can create a meaningful experience for your customers now, and provide the kind of value they’re looking for, you will be building loyalty and investing in long-lasting customer relationships
Discounts, free delivery, extended returns; these are all effective. But for those industries that are facing the most uncertainty, and in some cases, seeing their services completely disrupted you’ll need to keep customers engaged in other ways. So when that confidence returns, they’ll feel compelled to spend with you.
Now more than ever we need to maintain brand awareness and keep users engaged. Below are four examples of brands leveraging technology to elevate the CX, from augmented (AR) to virtual (VR) reality to classic email and social media channels.
1. Virtual Artist with Sephora
Sephora allows users to visualize a product with Virtual Artist.
Prior to Covid-19, you could venture into one of the Sephora stores, pick up several different testers or maybe even have a makeover with one of their consultants. Today that’s not possible, but instead you can try on a range of different products; from lipsticks to mascaras to multiple shades of foundation, virtually. With tutorials also included, you can learn from a variety of styles, including how to apply the “No Makeup Look”, just in time for your first zoom call.
Happy with your new look? You can save for later or buy now.
Although it’s not possible to visit physical stores right now, this is an innovative way to get new and existing customers involved with your brand. As well as gaining a real understanding of what a customer needs and expects when it comes to purchasing makeup, without being able to do it in store. This doesn’t have to apply just to beauty brands though, Ace and Tate / Warby Parker are using similar technology that allows users to try-on glasses.
Both Web and App versions available.
2. Augmented Reality with IKEA Place
As we’ve all been stuck indoors the last few weeks, it’s become natural to dislike items in your home. From that living room rug, or that strange looking lampshade in your bedroom you’ve been meaning to change for years, it’s understandable that you fancy a change.
We observed in our data a few weeks ago a wave of re-decoration happening across many homes, and not just because of that ugly lamp. Our homes have now become multi-purpose – they’re offices, schools, gyms or even small restaurants providing food for the vulnerable. We’ve had to adapt and rethink what makes a “home”.
Buying a new chair or desk however is not as easy as purchasing a smaller item, such as a vase or plant pot. There’s a certain degree of risk involved, that actually, it might not look right or even fit in your new office. The solution…go virtual.
Does that chaise longue look good in that empty corner of your living room? add to your wish-list for later or purchase through the online store.
We all love visiting an IKEA store – from jumping on the bed, to sitting at the kitchen counter or rolling around on that fluffy rug. With this app, you can get those items in your home…virtually (just please don’t try jumping on this bed, it’ll hurt).
Available on iOS and Android.
3. Social Media with Lush
Now back online, during quarantine Lush had to temporarily close their physical stores and pause all new online orders.
But, they added ways customers can still keep in touch and be engaged during this challenging period.
- Live and interactive events taking place on Youtube Channel.
- Experience the fun and frolics of the shop floor on Lush Tik Tok page.
- Live updates on Instagram.
Utilizing your social media presence is more important now, than it’s ever been before. Stores are closed, online orders are paused for the foreseeable future. How are you navigating the crisis? Keeping your employees safe? What are your plans for reopening when safe to do so? Businesses, like us, have human concerns. Think of fun and informative ways to keep customers committed to your brand; Instagram stories, Tik Tok, prizes and giveaways, the list goes on.
Times are tough, but going that extra mile for your customers now will help you significantly in the long run.
4. Airbnb’s Email Digest
Airbnb have been keeping users up-to-date through weekly digests – a weekly email with advice, tips and updates on how they’re supporting the community.
As I write this, many brands are being proactive and delivering countless updates to their customers. Keep this up!
As consumers we need reassurance, and a weekly update goes a long way.
Although we’re living through unprecedented times, with stores closing and online operations halted, there’s still ways we can keep users engaged and informed. Let’s band together and be creative!
For examples on how websites are dealing with the current situation, subscribe below to access our lite version or contact us for examples dedicated specifically to your industry.Digital Predictions: Recipes for Conversion Health in 2020
You’ve spent the last few weeks making merry with friends and family, and it’s likely you overindulged. Today, you don’t want to look at another cookie, and you’ve swapped the booze for green juice. You’ve resolved to fill the next decade with yoga and maybe even meditation.
But what are you going to do to improve your digital strategy in 2020? How are you going to go about building a healthier, nourishing, more blissful experience for your customers?
Here is our roundup of 7 trends we think should guide your digital resolutions this year.
1. The experience wars heat up
The numbers have been out for a while: the gulf between businesses’ perception of their own customer satisfaction versus the consumer’s reality is widening. On the other hand, brands that are synonymous with excellent Customer Experience (CX) are reaping outsized benefits. According to a Forrester report, insight-driven companies are growing 7-10x faster than the average enterprise.
The key to a great CX lies with… your customers. The new standards of experience demand greater, smarter customer proximity — one that hinges on a true understanding of what your audience expects and how it wants to connect with you in 2020 and beyond. If you choose not to go all-in on creating an unexpectedly great experience this year, you do so at your own peril.
2. Leaders scramble for new metrics
Knowing how your brand stacks up to customer expectations — and how many different factors from price, to app ease of use, to customer support — contribute to the experience is still a challenge. This is the year many digital professionals will rebel and demand meaningful analytics that are easy-to-consume. Many brands are finding themselves constrained by old metrics, which can tell you how many people visited your site, and how many converted, but don’t offer many clues as to why they left without buying, or if a purchase was in fact the primary goal of their visit.
When it comes to understanding customers, metrics such as content attractiveness and engagement, friction scores and even an objective measure of consumers’ Digital Happiness paints the story between the clicks. You’ll see more CX Index and e-NPS type metrics coming out from agencies, consulting firms and analytics players this year to help meet the demand.
Having access to a system of insights that can capture the nuances and fluctuations of customer behavior, and translate these into actions is how you turn customer intelligence into intelligent CX.
3. More brands flip the acquisition model
Digital teams understand that getting as many people as possible through the door is no longer a viable business strategy. It’s simply too expensive and it is not in fact, a customer-centric approach. Why invite someone in unless you can actually deliver value to them? More brands are shifting their focus to analyzing what happens once customers are on their site in order to better understand who they should be marketing to in the first place, and how.
Think about it — not everyone will want to convert on your site (maybe they’re here to check out in-store availability, use the store locator, etc), and those who do will have a specific customer agenda (they might want to see if a coupon works, to check out fast on their smartphone, etc). The key is to understand: 1) what are your high-value segments, 2) how they like to browse.
By analyzing and understanding the journeys and behavior of customers who are already on your site or app, you can surface intelligence about what they’re trying to do, and in turn, use this intelligence to target specific segments with highly relevant experiences. Don’t forget: the best remedy for churn is a relevant customer experience.
4. Smarter content
Which brings us to content (…don’t all roads lead to content?).
Businesses invest a ton of time and resources into creating content that communicates the brand’s offering and helps customers connect with their values. But how do you measure the impact of content decisions? How do you know what content to display for which audience? How do you maximize your creative investments and merchandising strategy?
Well, it goes back to those smarter metrics. Your customers are giving you real-time feedback on your content with every swipe, tap, scroll, click, etc — each element of your site is either a relevant step in the journey, a distraction, or worse, an obstacle. Customer journey insights are finally becoming operational at scale. And, advanced AI-driven analytics will help translate this customer feedback into actions your team can take to improve the experience and your bottom line. Don’t be left behind.
5. Personalization partners with privacy
Brands in 2020 are going to become better at combining their personalization efforts with their customers’ privacy concerns. Why? Because consumers today want more of both. High profile data breaches and an overload of personalized marketing that isn’t in fact that relevant have made consumers wary of oversharing in the digital world.
But is it really possible to personalize without personal info? We think it is. The beauty of behavioral data is that it delivers on both these demands: privacy and personalization.
Because one consumer does not equate one way to browse a website. And just because a brand knows your name, birthday, address and a few of your interests, doesn’t mean they know what drives you crazy when you’re trying to refill a standing cat food order on your mobile. By analyzing and aggregating the behavior of specific customer segments (based on their context and intent) digital teams can unlock a much deeper, truer type of personalization than that made possible by demographic data.
And if you are going to collect data, the key is to use it well. Be transparent and clear about any request for personal information — customers are often willing to give information that is genuinely going to add value for them.
6. D2C is the new flagship store
Marketplaces don’t afford brands the same level of control over the end-to-end customer experience as direct-to-consumer (D2C) marketing. By entrusting others to promote and sell their products or services, businesses are not only settling for lower margins; they’re essentially giving away crucial customer intelligence they could be using to elevate and personalize the brand experience.
And when you’re competing on experience, as brands are today, owning the relationship with your customers so you can better meet their needs and expectations — and strengthen your community at the same time — is crucial.
This isn’t an entirely new phenomenon, and it’s not only reserved for new, agile startup companies. Leading brands like GoPro have shifted their strategy, and are putting more emphasis on owning the end to end experience, and cultivating a meaningful, enduring relationships with their customers on their digital properties.
7. Inclusivity becomes core to your digital strategy
According to the CDC, one in 4 U.S. adults has a disability that impacts major life activities. So if your website and app are not accessible to everyone, that’s 61 million people (in America only) you’re not including in your CX decisions.
The good news is when you design for disability first, you often come up with solutions that are more advanced and smarter than if you hadn’t. Brands everywhere are putting innovation at the service of inclusivity, and are leveraging new technology to future-proof the CX, improve accessibility, and ensure customer-centricity is not just for some, but for everyone.
We’re heading into a new decade of innovation, digital creativity and intelligent technology. Your best strategists in 2020 and beyond will be your own customers. The key will be to tune into their expectations and align your experience strategy with their goals.
It’s time to get a new yoga mat, and a new solution to translate customer behavior into profitable CX actions. As you navigate your favorite sites to find the first, think of the dozens of micro-decisions you take as a consumer: click on this image over that one, filter by size, give up halfway through a scroll, login as guest, etc.
We help brands make the journey to digital wellness more seamless and satisfying. The rest is up to you.
Hero Image via Shutterstock, by Boiarkina MarinaWhat Not to Do on the Homepage: UX Advice for Fashion Retail
The homepage is often a key webpage for direct and organic search channels for players in the retail fashion industry. In addition to being a crucial step in the browsing process for users, it’s also an opportunity for businesses to introduce and showcase their brand identity through editorials and fashion trends.
However, according to the data we collected in Q1 of 2019, fashion retail homepage bounce rates were as high as 40% across all devices. Users also still spend an average session time of 7min on desktop and 3min 41s on mobile. (Remember, Contentsquare measures bounce rate as having only seen the single page and leaving the site).
It can be difficult to know what kinds of design iterations will help prevent users from exiting without having viewed at least a few product pages. It’s also impossible to create the perfect homepage, but we have some great tips to follow if you’re looking to improve the design of your fashion eCommerce homepage.
Don’t place text on cluttered areas of images
Although images and photography are crucial for communicating brand identity and editorial content, make sure you choose images that are text-friendly. Place text over emptier areas of the image, change the image, or place text on an overlay. Always use white text unless brand guidelines say otherwise. Users tend to skip over text that is too long, too small, or just difficult to read. Keep in mind: any information must be easy to digest at a fast pace, especially for mobile users.
Don’t make the hero image the full length of the page
If you’re showcasing your Fall/Winter looks, consider using a static banner —a prominent, single banner on the page that does not have rotating content, one that allows other content to be seen above the fold. We often find the exposure rate — how far down the page visitors scroll — drops drastically below the fold line.
A hero image that spans the full length of the page could mislead users into thinking there is no other content. Because the average length of mobile pages is around 3,400px, we need to encourage users as much as possible to scroll past the fold line.
Don’t automate carousels
If you’re showcasing new collections or promoting sitewide discounts, avoid automatically rotating slides within the carousel. Instead, use static carousels that do not include more than three slides to allow users an opportunity to digest both the image and information in each slide. Users should be able to use arrows to easily move from one slide to another.
Although there is a big debate in the design world over whether carousels are effective, we see much less exposure and engagement on the second and third slides. Automating carousels can rob users of control over the experience and as a result, they are more likely to ignore it if the slide moves too quickly for them to read.
Don’t hide primary CTAs or category links below the fold
Instead, make sure they are clearly above the fold line; try placing them on an uncluttered area of the image. You want to encourage users to immediately begin browsing, whether it leads them to a category page or list page for product catalogs that are currently being prioritized.
Try placing a horizontal category slider at the top of the page and evaluate whether that improves your users’ browsing process.
Showcase editorial content that is space-conscious and easy to interact with
Make sure that any editorial images on the homepage lead the users to specific categories, seasonal collections, or product pages. Giving them a purpose beyond aesthetics encourages users to explore beyond just the homepage and can help increase session time.
Here is a great example from Ralph Lauren:
The above image on the left showcases the bag as both aesthetic and functional, enticing users with beautiful photography, while leading them to the product page. The text is succinct, easy-to-read, and placed on an uncluttered area of the image.
The carousel placed on the right provides even more options for the user to view additional products for the upcoming season. Both the image and carousel do not extend past the screen, making it easy to view. Part of the content of the next section is viewable, avoiding the false bottom and encouraging users to scroll further.
Making design iterations to your site never ends. As user behaviors continue to evolve faster than ever, it’s important to continuously evaluate and reassess the performance of individual elements on your pages. It’s important to make design changes based on the needs of your user base, not the general users of the industry.
Don’t forget to regularly check on other players in your industry for inspiration, as there is much to learn from the digital experiences and websites you enjoy. But remember, just because a competitor does it, doesn’t mean they are improving the experience of their users. So be inspired, yes, but consult your own customer data before implementing changes.
Hero Image Via: Rawpixel.com, Adobe Stock3 Tips to Improve Mobile User Experience
Our latest industry benchmarking analysis confirms a mobile-first trend in many sectors, including fashion, retail and beauty, where smartphones account for approximately two-thirds of all traffic (64% for fashion, 63% for cosmetics and 62.3% for pharmaceuticals).
But what we also surfaced from our survey of 2.1 billion site visits is that mobile conversions are not following suit. In the fashion sector, for example, the mobile conversion rate still stagnates around 1.3% — half of the average desktop conversion rate, which averages in at 2.6%. This meager conversion gap also exists in the beauty sector, and even in the many other industries where the traffic gap between mobile and desktop is not so wide.
Despite mobile making great strides in terms of traffic, the data on conversions suggests that smartphone customer experience (CX) is falling short of consumer demands. Clearly, consumers are keen on connecting with brands, products and services by using their phones, but something in the mobile experience is stopping them in their tracks.
In order for users to become immersed in your brand, the navigation on mobile must be optimized for it to be seamless and intuitive. As such, brands should aim for more meaningful visitor sessions — ones that can inspire conversions and nurture customer loyalty, future visits and possible conversions.
A granular analysis of customer behavior will shine a light on areas of friction in the customer experience, and flag pages and in-page elements that need improving. This article delves into 3 mobile UX design best practices and their affiliated tips to assure an optimized mobile user experience.
Use Images Sparingly on Mobile
Humans are visual beings. Much of how we consume information and entertainment involves the use of imagery. But images can pose considerable damage to mobile user experience. That’s why you need to heed best practices to avoid a bad mobile UX.
Firstly, there is a smaller screen on mobile, so images carry a larger weight. As such, their implementation is trickier on these devices. They have to be large enough to be seen in a way that clearly and easily conveys their contents, but not so large as to require scrolling.
Make sure your images do not cause any loading delays; images are the primary cause of slow page load times and the problem is compounded on mobile. Slow load times bog down your website speed, which in turn negatively affects SEO and triggers impatience, a telling sign of a bad UX.
That’s where you have to consult your server. Make sure it has the proper speed and correct updates, so that images never set back your mobile site or app. A good server is able to distinguish which devices your visitors are accessing your content from — desktop or mobile.
Graphic designers must use the right coding so there are no issues with the general view of the image. Pay close attention to image sizing; there are recommendations on standard image sizes as they relate to pixels and the like.
The Typography Must Be Lucid & Minimal
The typography, i.e., textual style of a website, is a crucial component of the UX. Most of the information we imbue comes from reading, so the typography must be presented in an easy-to-read way.
Although the text must be large enough to see without incurring any squinting, you should steer clear of using large fonts, since mobile screens are much smaller. Otherwise, large letters would block other parts of the page from view, forcing users to constantly scroll around to find anything. But don’t settle for small fonts either — you wouldn’t want to worsen the user experience by making your visitors constantly zoom in/ squint.
So how do you determine a happy medium? The key is to keep the text in proportion to the page and screen size. Jason Pamental of H+W Design has formulated a method that maps out the correct proportions of the text (including the body copy, H2s, H3s, etc.), the line-height and characters.
Implementing Sticky Elements
Sticky elements are often those that visitors rely on most; when these elements are not in immediate view or access, it can easily irritate them. As such, you should implement sticky elements for a more convenient mobile user experience that provides a component of seamlessness.
You may have heard of the sticky search bar, but, although a sticky search bar is valuable for desktop, it is inconvenient for a good mobile UX, as it takes up a lot of space. Since it is inopportune for user experience on mobile, you’ll need to opt for another element.
In place of a sticky search bar, add a search icon at the top navigation, or provide the search function within the hamburger menu. The former is a better option, since it renders instant visibility of the icon.
Closing Off on Mobile User Experience Improvements
These 3 tips offer clever ways to boost your mobile user experience. Consider each of them and their multifaceted teachings to capture more site visits. But it shouldn’t end here; there are plenty of other ways to optimize mobile UX, no matter how small or distinct.
Keep this in mind: in each instance of changing your mobile experience, determine if the change will contribute to a pleasant experience for users. Most importantly, use data as your armor; it’ll show you in plain terms what makes for a good or bad mobile experience.
For more information on UX optimization on mobile, download our 2019 Mobile Report.
5 Simple Steps to Improve User Experience
You’ve decided to take your UX into your own hands and finally revamp it, so that your site visitors navigate and leave your site digitally happy. You’ve made the right choice and we’re happy you’re here. Improving your user experience is inextricably tied to improving your customer experience.
An adequate CX underpins conversion benchmarks across all the industries we’ve surveyed. So if you’ve been maintaining a site for some time, these are 5 simple steps you can take to improve your UX.
Step 1: Observe Your User Behaviors
Studying how customers navigate your site is the first step towards improving your UX. After all, who else determines the user experience if not, well… the users? Start with the basics, such as how your users are reaching your website. Is it from typing out a URL? If so, note that these visitors are most likely familiar with your service, or, at the very least, your website. Consider the landing pages users entered through as well. It could mean your SEO or paid social campaign is working out.
Other basic analytics to keep watch on are bounces, exists, click through rates and conversions. While very basic, these are the building blocks of how well your UX is performing. But to truly get a sense of what exactly your visitors do on your website, and what they are trying to achieve, you’ll need a behavioral analytics platform, or a UX analytics platform. This kind of platform scopes out customers’ every behavior, including all mouse movements, hovers, scrolls, hesitations, and more.
Once you’ve reaped this information, you can start making informed decisions on how to fix issues, remove obstacles along the customer journey, and ultimately improve the digital experience.
Step 2: Get Rid of Outstanding Issues, Recycle What Works
Not all UX issues are mission critical. Once you’ve parsed through your behavioral data, you’ll find that some pages outperform others in conversions and time on site. So what exactly is responsible for better page performance? It could be that all on-page elements are working properly together, or that the page loads smoothly. It is also possible that you’re highlighting a special deal or limited promotion, leading users to convert.
Once you’ve analyzed your UX from the point of view of your customers, i.e., through behavioral analytics, you’ll be able to pinpoint why certain pages yield good results and why others don’t. If a user journey points to friction within a page, i.e., one that has a form field difficult to get past, or one with too much content, work on correcting the issues on that page. While technical difficulties point to a design or development issue, there may also be problems in the copy that drive lead users away.
However, the reverse can be done for pages that lead to positive experiences. You can repurpose content themes across your web and mobile sites. Additionally, you should make sure the positive technical aspects of these pages (fast loading times, obvious clickable elements) are replicated. Perhaps the design or the position of your call to action has a high click-through rate and drives conversions. You can mimic this across other pages and CTA configurations.
Step 3: Guide Your Visitors With Intuitive Navigation
Navigation refers to the map and directions of a website. Navigation constitutes the areas which help users move, or navigate, from page to page in their customer journeys (also known as user flows). An optimized user experience should include easy site navigation tools, the ones that guide your visitors to what they’re looking for, or where they need to arrive at.
The most common type of navigation is the menu bar. Usually, it’s composed of parent and child categories as a means of organizing the main contents of a website. While this is the standard on most websites, brands with a large swath of offerings may be at a disadvantage. You don’t want to clutter your navigation; if you do, you’re a UX sinner of the gluttonous kind.
If such is the case, you should use mega menus. These are expandable menus that display more categories and subcategories in a two-dimensional dropdown setup.
Other navigation elements that help guide your visitors include:
- Hamburgers: mostly on mobile as they are excellent tools for saving screen real estate
- Icon navigation: relies on images instead of text and is often presented in large blocks; ideal for displaying products, but the icons must match the categories
- Sticky navigation: allows users to efficiently get to the menu and find what they need; when users scroll down, this navigation stays in place
- Footers: best used on desktop as mobile is space-sensitive, the footer is a repeat of the upper navigation, a way to keep visitors in the know of what your site includes, even when they’re at the bottom of a page.
Step 4: Make Actions Reversible
How many times have we done something that we wish we could undo, or have opted for something which we later want to reverse? This is very much a part of user behavior online. Users may decide they want to buy something and change their minds in a few minutes or even seconds.
Where UX is concerned, you should design—or redesign—your site so that all actions visitors perform can be reversible. This includes non-buying actions. How annoying is it when you sign up for something you don’t need, only to have no option of immediately opting out? No one wants to go through their emails and fish out the fine text that says “unsubscribe.” Thus, make this action reversible on-site.
Another way to optimize this is to be reversible-proof, that is, to provide a clear expectation of what a visitor will get before they convert or take any other action. To do this, you can include a preview mode, showing your users exactly what will happen when they complete their action.
Step 5: Axe Any Distractions in the Content
It’s been said that multitasking is a myth, but in reality, most people are rapidly switching between tasks. That’s why you can’t allow your visitors to get distracted. Don’t inundate them with miscellaneous content, all on one page. Also, steer clear of fatiguing them with different tasks.
Even if it’s two calls-to-action, users will give one CTA more attention than the other. At worst, they won’t be able to pay enough attention to either and will likely leave the page or not convert.
Consequently, your content should point to one task for your users to complete; this is especially true for landing pages. If you have several CTAs you’d like your users to complete, just set up multiple ad campaigns for multiple landing pages, with each that focusing on its own respective task.
Closing Off on User Experience
We hope that our assembly of five simple steps helps guide you as you improve your UX. But these aren’t the only ways/factors that can improve your digital experience. UX is a complex concept, one that takes into account all the user emotions and impressions they experience as part of their journey on a website.
If your site’s UX is unclear or frustrating to users, it can cut their visits short, increasing your bounce rates and hurting your brand in the process. So make sure you’re always paying attention to it and optimizing to drive conversions, boost digital ROI, and build your brand.3 Tips for Creating a Positive Digital Experience for Your Users
When it comes to delivering a positive UX, the approaches are vast and possibly endless, considering the wide range of verticals and their emerging niches. While you always want to make sure your digital experience falls in line with the expectations of your industry, there are certain general ways to create a positive digital experience for your users.
Each of these generalities encompasses specific actions you can take to deliver the best experiences for your users. Once you’ve taken these actions, you can master the essence behind these tips. As a side note, none of these are “generalities,” per se; we back up our tips with data. Check them out and start a UX strategy that ensures digital happiness now!
Reduce Points of Friction
In the sense of content, friction can be defined as any website element or quality that sets off irritation, frustration, hesitation or any negative feeling within visitors. In turn, these points of friction drive your customers to exit or bounce, with the possibility of never returning to your website again — something you ought to avoid at all costs. You have to identify these points of friction first before you modify your site content accordingly.
So, where are said points of friction found on your website? Believe it or not, but not all of them are based solely off of the design. Some of them stem from outside factors — they’re still a part of the UX but originate elsewhere — think prices. Here’s a roundup of several points of friction:
- Poor search bar experience, i.e., a search bar with irrelevant results, or no results due to minor spelling errors (The search bar has a 76% higher click-through rate than a menu, per our grocery report)
- Glitched fields & CTAs
- Botched cart experience
- Sign-up requirements at checkout
- Long landing pages (shorter landing pages have 13% higher conversion rates)
- Unforeseen fees (handling/processing, delivery fees, etc)
- Form fields
- Promotions that are no longer available but are still live
- Seemingly clickable elements that aren’t clickable & non-clickable that appear clickable
- No confirmations of a successful/unsuccessful action
These points of friction are undoubtedly noteworthy, but to truly get a sense of whether or not any of these are afflicting your users, your only recourse is to analyze their behavior and measure the experience. Smart analytics allow you to extract users’ hesitations and other points of friction at a particular space or element on your site. Once you’re armed with this knowledge, you can make discerning choices on the changes you need to make to your UX.
A few pointers to put an end to friction:
- Keep your messaging transparent (eliminate hidden costs, display reassurance elements when relevant, make sure sales have specific dates, etc).
- Make sure that all form fields are intuitive and error-free.
- Streamline checkouts.
- Make it easy to navigate between pages and remove unnecessary back-and-forths.
- Design ergonomically, as it will affect page speed.
- And make sure all site elements function properly.
- Assure vital site actions (purchases, signups, email entries) have confirmations for site visitors)
Optimize Your Content for an Omnichannel Experience
In 2019 and let’s be honest, for the past decade, users have branched out of browsing the web on desktop solely, and even mainly. Most brands cultivate their strategy on a mobile-first foundation. That’s because a wide swath of verticals including travel, gaming, retail, apparel and others have seen higher traffic rates across 2018 alone, according to our yearly roundup of mobile data.
But it’s not just mobile that’s left the fringes of the digital space; tablet has also made its presence mainstream and has had a steady growing use worldwide. Brands would be wise to pay attention to the growing use of tablet, as it beat out mobile conversion rates in 2018 in the games and media, groceries, pharmaceutical and cosmetics sectors.
Mobile currently wields a chunky 70% of the time people spend on digital media. But despite its large share of traffic, mobile is beset by a conversion gap across the cosmetics, luxury, retail, gaming and other verticals.
An omnichannel experience doesn’t merely refer to the presence and usage of different device types, as it deals with frequent crossovers. For example, a visitor may commence their digital journey on mobile but can end it on desktop or even by way of going to a store (and vice versa). The task at hand is to create experiences that are both tailored for and consistently positive at every touchpoint.
A few pointers on optimizing your UX for an omnichannel experience:
- Ensure that all your data and main content are consistent across touchpoints.
- Create channel-specific capabilities that set you apart from other brands in your vertical
- Integrate a back-end between all channels for seamless transitions
Enhance Your Site with Productive Features
What would the UX be if not for the different forms of content that comprise a website? But such features do not merely serve an aesthetic purpose. They can be the determiner or the last stand between a user and a conversion.
This is because conversions are in large part dependent upon visitors’ feelings of satisfaction by their experience on your website/ app — something we like to refer to as digital happiness. All the content on your website plays a role in fulfilling a visitor’s objective — whether this objective is to renew a standing order, check out your store hours, or browse for garments. Keeping your customers digitally happy is the best way to ensure customer loyalty and site returns.
That is not to say you should lust after trendy features — if you do, you’re a UX sinner. Study your customer journeys instead to create a more personalized experience for them.
Additionally, perfecting your site with efficient features also means giving your current site features a facelift. For example, if you have too many form fields, consider downsizing. If a clickable element on your mobile site is too small, you should enlarge it.
When on the hunt for new creative ways to engage with your site visitors, consider doing your own due diligence on UX elements. You can’t observe these on your own site, as you haven’t implemented them yet, so it would be vital to learn how they’re faring. Also, you should iterate on the features that have already been used if they have positive interactions that can be proven with data.
A few pointers on optimizing your UX by adding productive features:
- Personalize your content by adding recommendations based off of user behaviors.
- Incorporate white space throughout your site. It increases user comprehension by 20%.
- Don’t inundate users with content or information that is irrelevant to conversion or site-staying goals.
An Optimal Digital Experience
Not every site visitor will undergo a positive UX. They are bound to run into points of friction, website malfunctions and journeys not optimized for an omnichannel experience. It’s important to have the right data on hand, the kind that gives you the full picture of visitor behavior, where they’re hesitating and whether they experience digital happiness. Analytics are your best friend — so keep that friendship alive!