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User experience is often the factor that distinguishes e-commerce companies. While everyone knows the benefits of a pleasant e-commerce UX, it’s hard for most to introduce the same in their online store. There are multiple facets to an awesome shopping experience.

It covers all the interactions that a shopper experiences during the purchasing process of the product. It begins with them visiting the website or the app and goes beyond purchasing the product.

It includes post-purchase interactions such as product delivery, customer support, product return, or product exchange, etc. In short, everything and anything that the online store has to do with the shopper falls under its umbrella.

Why is e-commerce UX important?

Most online stores sell a product which can also be found in some other e-commerce store. Even the prices of those portals would be similar. So the only thing that distinguishes online stores now is the kind of user experience that they provide. In terms of success, it is what pushes one e-commerce business ahead of others.

Poor user experience repels customers and is one of the chief reasons for abandoning the cart. On the other hand, an enjoyable e-commerce user experience not only improves the conversion rate but also brings shoppers back to your store for future shopping.

Some of the other benefits of great UX for e-commerce are:

• Reduced cart abandonment
• Improved rates of returning customers
• More word of mouth referrals
• Reduced customer support cost
• Satisfied customers

Let us explore some of the important features of a pleasant e-commerce UX:

• Improve load speeds to increase conversion rates
• Product discoverability saves customer’s time and increases sales
• Product descriptions help build user trust
• Create CTAs to help shoppers achieve their goals
• Simplify checkouts and don’t extort sensitive information
• Deliver personalized shopping experiences and retain more customers
• E-commerce UX is incomplete without customer support
• UX for mobile commerce is another beast to tame