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Why UX (User Experience) Matters

03 Oct 2018

When it comes to e-commerce, your website’s user experience (UX) design can make or break your bottom line. UX refers to your website visitor’s feelings and experience when interacting with your brand. If you want to stay competitive in the online marketplace, you need to ensure that your customers have the best possible experience they can when they use your website. While it is important to focus on developing high-quality content and products, these elements of your online business are worthless if potential customers cannot access them or leave your site before they even experiment with them.


If you want your online company to succeed, you should aim to have a user-centered design for your website so that you can offer your users a positive experience. Here are a few ways that UX can influence your e-commerce business:


For better or worse, the user experience can directly influence your conversion rate. Even if you have a great product at a great price, problems like slow loading times, web pages that are difficult to navigate, and lengthy checkout processes can be too much of a hassle for your visitors to make a purchase, leading to a lower conversion rate.


On the other hand, UX can boost your conversion rate. Product videos can increase purchases of a product by 144%. Other features like mobile responsive websites, easy-to-navigate pages, and quick loading time have been shown to increase a company’s conversion rate. If you want to increase your sales, it is important for you to improve your UX.

Customer Retention

It is important to prioritize UX when you design your website because a poor user experience may cause your visitors to leave your website and it will decrease the likelihood of them returning in the future.


A customer who has trouble finding information on your website might get frustrated and leave your website, opting to find a different site to address their needs. If customers have an item in their cart, but the checkout process is disorganized or requires them to sign up for an account, they might think twice about continuing with the purchase. Slow loading speeds can also cause visitors to abandon your website. Approximately 40% of people will leave a website if it takes more than 3 seconds to load.


If your website is not optimized for mobile use, customers who access your website using their smartphones are not going to have a positive experience. Mobile users are 5 times more likely to leave your website if it is not optimized for mobile.


Poor user design will cause you to lose customers and miss out on potential sales. When you invest in ways to provide a positive user experience, you are investing in your company’s growth and profitability.


Customers who purchase your products online are putting their trust in your company. If your website does not have a well-designed layout or intuitive features, customers are less likely to think your website is credible. Website visitors say that a website’s aesthetics contributes 75% of their overall judgments of a website’s credibility. If your website looks out-of-date, people will assume your security measures, customer service, and ability to provide a good product are out-of-date, too.


For help designing and implementing a well-designed website that will provide your customers with a positive user experience, visit Benchmark.