Regardless of whether it is an existing online store or it will be created soon in the future, one of the most important factors that must be controlled is the conversion rate.

What is sales conversion?

It is nothing more than translation of the number of visits to the e-store to a number of purchases. If the store recognized 100 entries and purchases were made by two users, the sales conversion is 2%. This level is certainly not satisfactory for any store and requires increase. So how can you increase your sales conversion? To this day, one of the popular and especially recommended items is the so-called user experience.

UX – what is it and why is it so popular?

In a nutshell, UX, or user experience, refers to the usefulness and design of positive experience that a user collects when “traveling” through an online store. In a sense, it is a field of science focused on researching, designing and conducting the so-called ux optimization, i.e. optimization of user experience.

Where does the UX popularity come from? The answer seems relatively banal. Optimization of experience of a user browsing around the store directly affects the sales results of the e-store. The sales platform should not and cannot be designed on the basis of the owner’s vision. The online store is to be a place where you can make purchases conveniently, quickly, intuitively and safely.

User experience – also in e-commerce?

In principle, the question posed in this way can be classified as rhetorical. Today, user experience serves as the foundation that is to determine the effectiveness of each e-commerce. A sloppy, incorrectly designed UX will translate into low sales conversion in an online store. Imagine you are shopping, adding some products into your cart, and noting that the delivery amount is not included. Many e-customers will think it’s cool, I have free transport. In the last step, however, this cost appears. Frustration guaranteed. In this way, instead of increasing sales conversions, we will see an increase in the rate of abandoned carts. There may be many such small things and they relate to elements with which the user meets immediately after entering the website (slide, USP – a unique sales offer in the form of a benefit bar, search engine), to deeper embedded elements, such as a shopping path or even marketing techniques e.g. cross- and up-selling or marketing automation.

What is User Experience? What do you need to know

User experience is a very broad concept. All activities carried out as part of its correct design are intended to lead to one goal, which is an increase in the sales conversion rate, but there are a lot of these elements. UX consists of:

  • interaction design – the user must immediately know what is clickable and what is not. Moreover, these elements should be in the right place,
  • information presentation – that is, everything that falls within content – product descriptions, categories, a well-developed “about us” section. The user must have access to all information,
  • copywriting – in ux this is a fairly important element. Texts, CTAs, product descriptions are supposed to be beneficial, suggesting some action.

However, this is not the end of UX optimization. It is also necessary to carry out both qualitative and quantitative usability tests on the basis of collected data. In practice, it may turn out that even a perfectly designed store does not function as we have previously assumed. A good way would be to use a tool that creates a so-called heatmap showing places where users remain for the longest period of time and places where they click. Based on such data, you can draw the appropriate conclusions and implement corrections that will increase sales conversions.