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In the beginning, that time when the internet was this shiny new thing whose intention was often misunderstood and which was capable of disrupting accepted norms in conducting business and social interactions, website design focused mostly on the technology and all the gee-whiz things a talented techy could command new digital devices to perform. The vast majority of business managers and leaders had only a passing fundamental knowledge of the technology and an even more limited appreciation as to how it all would revolutionize the seller/consumer relationship. The focus initially and for some period of time was on the technology; the science of making it all function consistently and dependably. Today, the importance of user experience, one of many new terms to be added to language dictionaries around the world since the introduction of digital communications, is still misunderstood in many digital marketing arenas.

“User Experience or the UX basically compasses all the details of end-users’ interaction with the brand, its products, and its services,” says Don Norman, author of “The Design of Everyday Things.” Getting user experience right is critical to an online retailer’s ability to close the sale. Getting it wrong will result in increased online shopping carts left abandoned. Shopping cart abandonment refers to visitors leaving an online store without purchasing the items in their online carts. Recent studies by Baymard Institute show that 69.89 percent of online shoppers abandon their shopping carts. Online shoppers are accustomed to having thousands of choices from online sellers who are out to satisfy consumers’ increasing desire for convenience. Their expectations of service are fueled by sellers who have made it their mission to reduce the number of abandoned shopping carts. Eliminating even the smallest obstacle to consummating the purchase decision is critical to achieving sales success. Simplicity is a hallmark of any successful user experience. Consumers are by nature impatient. The process of creating and managing a customer profile must be as simple as possible. Managing customer profiles, address and payment details and tracking purchases are all fundamental to a well-formed user experience. Pages should load quickly and correctly across various devices, functionality should be consistent and dependable with little need for consumers to experience utilization problems. Focus functionality on consumers’ expectations and create a journey from research to the implication of purchase that is seamless and personal. A great user experience will build brand loyalty and result in repeat customers eager to make additional purchases. Does your website’s user experience need some enhancements? Contact the web design specialists at Junction Creative Solutions today to learn how we can help you lower your number of abandoned shopping carts.