A Deep Dive Into Improving Your eCommerce User Experience - With Jamie Appleseed from Baymard

You may be sitting at your desk right now thinking how you've got the greatest product offering at the best prices compared to all your competitors. However, have you ever stopped to think about the actual eCommerce user experience you provide your customers with?

How fluid is your checkout process? Do your call to action buttons convey the right message about what's coming next? Is your site search functionality prominant enough so users know that there is a search functionality in the first place? What about your navigation?

All these elements and making sure they are properly tested and optimized provides a more seamless eCommerce user experience for your customers that translates into additional revenue for your business.

Addressing the eCommerce user experience involves quite a bit more than buying a template, having it customized and uploading your products and descriptions.

In this interview I'm speaking with Jamie Appleseed from Baymard Institute, a seriously knowledgable guy when it comes to user experience and how to go about improving the overall UI and UX of your online store.

Improving Your eCommerce User Experience



Conversation: Blow By Blow

4.38 min - The problems with letting your web developers own the "user experience"

6.47 min - A mindset to adopt when critiquing your own sites user experience

10.55 min - A step by step process to improve your eCommerce user experience

15.16 min - Design vs Functionality: What's more important?

18.15 min - 3 easy to implement user experience tweaks to your site right now!

31.00 min - The pro's and con's to of using an infinite scroll

37.00 min - One user experience mistake 99% of eCommerce sites makeNew call-to-action

Video Highlight:

A Simple eCommerce User Experience Mantra



Video Transcript

Daniel: Is there like a general thought process that someone could have in their head, so when they're actually looking at their website and they go back this afternoon or tomorrow and they're looking through their site and thinking well, how could I improve my user experience? Is there a general mantra or thought process that people should have in a very general sense, when it comes to user experience?

Jamie: Well, it's actually in the word right. You know, the user, so think for your site [inaudible 00:00:29]and this is, of course, easier said than done, but |I think that it is the kind of, the most basic. Approach your site not from your own perspective, but from the user's perspective. And that can be really difficult....

Daniel: Right

Jamie: Because of course, we know our own brand, we know our own sight, we work on it day in, day out. So we know it often way too well. And this is why we often also recommend people even if they can't buy our research and so on, but they also do their own user testing. Because, just observing a couple of users going through your site and see how they're perceiving it, will really give you a whole new appreciation of just how differently they interpret your site from how you interpret it. So that's kind of the general, I think, overall approach that is.... Can you somehow approach the user, not your sight, as an outside user, not somebody who is working for this brand and who's seen the site a thousand times and who actually cares about the site. Your customers probably don't care that much about your site. They just want to get in there, find your product and buy whatever they need.

Daniel: Right

Jamie: And if it's not really working too well, it's too difficult, they'll head to your competitor.So.. and you obviously want to avoid that. You want it to be really nice and easy to get in and get out, if that's what they want. If they want to browse around then, obviously you want to cater to that need as well. But, it's very much understanding all the different needs of your users. Then, trying to put yourself in their shoes and see how can I best cater to those processes? So, that's really understanding your audience and then trying to approach your site as those different users would rather than....

Daniel: And stepping out of your own step.

Jamie: Exactly. 


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