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E-commerce: 4 examples of sites that use UX to boost conversions.

Booster-conversions-with-l'UX

In order for customers to linger on an e-commerce site, it must offer a simple, pleasant and effective user experience. The user experience - also called "UX" - on a website impacts visitors' buying trends. More tag To encourage conversions, an e-commerce site has every interest in investing in UX to boost its sales. Chatbot, contact form, reminders in case of shopping cart abandonment: there is no lack of tools to improve the user experience. However, some have been used so much that they no longer retain the visitor's loyalty. In 2020, several e-commerce sites are developing new techniques to improve UX. Their choices of design, web architectures and customer relations are inspiring. Staenk looks back on 4 e-commerce sites that sell more thanks to an innovative user experience.

The Toyota Case: Building on a Personalized User Experience

Up to a third of e-buyers give up their shopping cart if the merchant site does not allow them to customize the purchase. This reality is pushing e-commerce players to adopt the necessary functionalities. Some websites choose geolocation. Others prefer to recommend complementary products or even virtual fitting. Toyota opts for predictive targeting and customization to boost the user experience of its Internet users.

UX boosted on Toyota's e-commerce site
Toyota's merchant site multiplies the tools to optimize the customer experience

The Japanese brand has effectively equipped its website with algorithms capable ofidentify in a few seconds the visitor's tastes according to his clicksIt thus qualifies its prospects in record time and offers them personalised cars to try out near their home. The car manufacturer also allows them to customise the vehicle of their choice and view the result. In addition, it offers a chat and a form that aims to collect customer opinions on the website - all features that demonstrate a real concern for the user experience.

The Japanese brand has effectively equipped its website with algorithms capable ofidentify in a few seconds the visitor's tastes according to his clicksIt thus qualifies its prospects in record time and offers them personalised cars to try out near their home. The car manufacturer also allows them to customise the vehicle of their choice and view the result. In addition, it offers a chat and a form that aims to collect customer opinions on the website - all features that demonstrate a real concern for the user experience.

Also have: Another example of personalized marketing, "Deciphering a good wellness markerting".

Rebecca Atwood's e-commerce site: one click for a purchase

The rule that a visitor to an e-commerce site must access the product in three clicks or less has had its day. The length of the click stream does have an impact on conversions. However, online shopping is increasingly taking place on smartphones, in applications such as Pinterest or Instagram ShoppingOn these apps, one click is all it takes to buy

An e-commerce site such as Yves Rocher, voted best e-commerce site 2020 by Internet users, embodies this trend. The brand has developed a very simple buying processwhich allows you to find your way around by product, but also by user need. Another commercial site, that of the designer New York textile designer Rebecca Atwood, also builds an innovative user experience. It actually offers the possibility to click to buy. The visitor only has to aim at one of the circles that appear on the products to start the buying process, without any further formality. 

User experience on the e-commerce site Rebecca Atwood
R.Atwood bets on buy-click to boost the UX of his website.

This extraordinarily short purchasing path is combined with a design R. Atwood's e-commerce site features large white space and large typefaces. This no-frills look simplifies navigationNone. widget This minimalism puts the product back at the centre of the e-commerce strategy.

Investing in "social proofs" to optimize the user experience

One of the most marked UX trends on e-commerce sites in recent months is the exploitation of "social proofs" or "social proofs". This strategy is embodied in different ways: 

  •  to value the comments of customers or experts on the products ;
  • recommend to the buyer products similar to his basket under the pretext that people with similar tastes have bought them; 
  • go through a Facebook sync to show the products that the visitor's contacts like;
  • do not charge for delivery ;
  • develop a influence marketing to sponsor the product.

In any case, this UX strategy is particularly relevant to effective for e-businesses that target targeted profiles millenialss. This audience often shows uncertainty when making a purchase, while being easily influenced by the popularity of a product. According to the BrightLocal Consumer Review conducted in 2018, 95% of 18-35 year olds actually read customer reviews before trusting a business.

This "social proof" marketing logic is massively invested by a recent e-commerce site, "Slimiies". This manufacturer of slimming girdles has capitalized on many partnerships with Instagram influencers The home page of the site highlights the photographs of the influencers and customers who testify in favour of the product. The e-commerce site has also taken care to highlight the references it has received in women's magazines.

Social proof to boost the user experience on the Slimiies site
The e-commerce site Slimiies plays the social marketing proof card to boost its sales.

Have also: How to make a difference in e-commerce in 2020?

à propos de l'auteur.e : Swann Le Moigne

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