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What mistakes should you avoid in online retail user experience design?

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Online retail user experience design is the art and science of creating a website that attracts, engages, and converts visitors into customers. It involves aspects such as navigation, layout, content, functionality, and aesthetics. However, many online retailers make common mistakes that can hurt their sales and reputation. Here are some of the most important ones to avoid and how to fix them.

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1 Poor product information

One of the biggest frustrations for online shoppers is not finding enough or accurate information about the products they are interested in. This can lead to confusion, doubt, or abandonment. To avoid this mistake, you should provide clear, detailed, and consistent product descriptions, images, videos, and reviews. You should also highlight the features, benefits, and specifications of your products, and answer frequently asked questions. Make sure your product information is easy to read, scan, and compare.

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Bader Dokhan

UX Designer at macpac
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Focus on user needs, not just features. Craft clear, concise product information that bridges the gap between what your product offers and how it solves real-world problems for your customers. Address their unspoken questions and showcase the value proposition through diverse and engaging presentations. Every aspect, from descriptions to visuals, should resonate with their desires and motivate them to explore and embrace your product.

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2 Complicated checkout process

Another common mistake that can drive away customers is a complicated or lengthy checkout process. This can cause irritation, impatience, or distraction, especially on mobile devices. To avoid this mistake, you should simplify and streamline your checkout process as much as possible. You should reduce the number of steps, fields, and pages, and offer multiple payment options, shipping methods, and security features. You should also provide clear and visible progress indicators, error messages, and confirmation messages.

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Tonya Mangels

Marketing | Strategy & Sales Growth | Brand & Digital | E-Commerce | Account Management | Business Leadership. Results driven strategic leader, innovator, growth & transformation expert.
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Streamline the path to purchase in online retail user experience design, avoid clutter, complex navigation, and excessive checkout steps. For a clear journey, ensure prominent and consistently colored checkout buttons – a simple yet often overlooked example. Eliminate ambiguous calls-to-action, optimize for mobile, and prioritize loading speed. Keep product information concise with high-quality images. Establish a seamless payment process and actively seek user feedback for continuous improvement.

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Bader Dokhan

UX Designer at macpac
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Keep it smooth, sweet, and speedy: Cut the steps: Think "essentials only," like name, address, and wallet magic. ? Guest checkout is your superpower: No registration fuss, just grab & go! Payment buffet: Cards, wallets, even that buy-now-pay-later magic - give options like a delicious spread! Clear navigation: Progress bars, checkmarks, little nudges - show them they're winning, not battling. ? Error? No drama! Friendly messages and instant fixes keep smiles rolling. Confetti time!: Celebrate their purchase with a happy, clear confirmation page. They conquered checkout, let them know! Remember, frictionless checkout is a friend-maker, not a deal-breaker. Keep it chill, keep it quick, and watch conversions soar!

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3 Lack of personalization

A third mistake that can affect your online retail user experience is the lack of personalization. This can make your website feel generic, irrelevant, or impersonal, and miss out on opportunities to connect with your customers and increase their loyalty. To avoid this mistake, you should use data and technology to tailor your website to your customers' preferences, behaviors, and needs. You should offer personalized recommendations, offers, and content, based on their browsing history, purchase history, location, or profile. You should also segment your customers into different groups and target them accordingly.

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Susan Coelius Keplinger

CEO at Force of Nature | Performance Marketing at Scale
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Personalization can significantly enhance the user experience. This can be achieved through personalized product recommendations, tailored email marketing, and remembering user preferences. Failing to personalize can result in a less engaging and less effective user journey.

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4 Poor mobile responsiveness

A fourth mistake that can harm your online retail user experience is the poor mobile responsiveness. This can make your website look unprofessional, distorted, or inaccessible on different devices and screen sizes. This can result in lower traffic, engagement, and conversion rates, especially as more and more customers shop online using their smartphones or tablets. To avoid this mistake, you should design your website with a mobile-first approach, and ensure that it adapts to various devices and browsers. You should also optimize your website for speed, performance, and usability on mobile devices.

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5 Ignoring feedback

A fifth mistake that can damage your online retail user experience is ignoring feedback. This can make you unaware of the problems, issues, or suggestions that your customers have about your website, and prevent you from improving it accordingly. This can also make your customers feel unheard, unappreciated, or dissatisfied. To avoid this mistake, you should actively seek and collect feedback from your customers, using methods such as surveys, ratings, reviews, comments, or social media. You should also analyze and act on the feedback, and communicate the changes or improvements you make to your customers.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What mistakes should you avoid in online retail user experience design?

1

2

3

4

5

6

1 Poor product information

2 Complicated checkout process

3 Lack of personalization

4 Poor mobile responsiveness

5 Ignoring feedback

6 Here’s what else to consider

Retail Marketing

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What mistakes should you avoid in online retail user experience design?

1

2

3

4

5

6

1 Poor product information

2 Complicated checkout process

3 Lack of personalization

4 Poor mobile responsiveness

5 Ignoring feedback

6 Here’s what else to consider

Retail Marketing

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