Photo Credits: Kelly Sikkema from Unsplash
User Experience (UX) is everything that happens when a user interacts with your brand through websites, applications or online communications. Anything they see, hear, do and feel counts, especially in terms of how pleasing it is to use!
Why Is It Important?
Good UX matters! Users won’t use your product/service or continue to support you if you don’t take their experience into account! If it causes an unnecessary headache, they will go elsewhere and take their business with them! Some specific examples of UX’s benefit include:
Customer Loyalty
Users won’t come back to you if they have a bad experience on your website, which results in a lost customer that will also support competition. This will also happen if your website is “just OK” while a competitors is better, so conduct tests to make sure you are the best in your field!
Return on Investment and Conversion Rates
Good user experience will ensure that the money you’ve invested into your website or app generates into conversion, which is a more effective way of measuring success compared to analyzing actual sales figures.
Efficiency and Productivity
Creating a user-friendly experience will improve efficiency – either helping them make fewer mistakes or helping them do things faster!
5 e-Commerce UX Psychology Effects
When you understand consumer psychology, you can take advantage of those teachings to strengthen your User Experience in e-Commerce. Here are 5 examples you can use:
- Social Proof
Social Proof is the idea that people will behave in a specific way since there are so many others that are. This is why you can include reviews, how many people viewed the item and how many are sold to help boost conversion! In the case of 5-star reviews, aim for a 4.2-4.8 average; people won’t believe a perfect 5.0 rating and won’t buy something rated lower than a 4.2 star.
- Decoy Effect
To put it simply, the Decoy Effect occurs when consumers will have a change in preference between two options when a third, less attractive option is present. Movie theatre popcorn is a good example of this since the middle size is extremely close in price to the largest size. When compared to the middle size (the decoy), the larger size seems more attractive since it is a better deal which would make consumers spend the extra money they otherwise wouldn’t.
- Scarcity Effect
The Scarcity Effect is a cognitive bias that makes scarce have a higher value placed on them while a lower value is placed on ones that are more available. If an object is scarce, it will peak our interests and become more desirable compared to a product that is available in abundance.
- Hyperbolic Discounting
This is the trick that uses math and/or delays to change your behaviour, including “try at home” options, subscription boxes and loyalty programs. They hope that you subscribe to a serve and forget about it or do not want to go back to return an item that you already took home. PC Optimum attracts users with points with the promise of redeeming those points in the future, when they also track your purchases to sell better to you in the future.
- Framing Effect
The Framing Effect is a cognitive bias where people choose based on if they are presented with positive or negative connotations; as a loss or a gain. How your product is framed will encourage or discourage sales. Consumers would be more likely to purchase an “80% fat-free” yogurt compared to a “20% fat” yogurt because the former is framed positively, while the latter is framed negatively despite both being the same product.
Speaker's Specifics
Pepper is a college educator, award-winning blogger, creative digital marketing strategist who blends empathy with business, art and technology. If you are looking to hire Pepper for her almost 8 years of expertise in visual design and marketing, or one of the other 8 services she offers, check out her website to schedule your own consultation today!
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