9 Most Common Myths About Ecommerce Web User Experience

9 Most Common Myths About Ecommerce Web User Experience
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Web design has become an eye-grabbing commodity in today’s competitive market and many still don’t have a clear knowledge of what they are doing to accomplish their websites. Internet is full of web designs and everyone strives to be unique in terms of web designing. Companies prefer to hire web designers who can provide the best user experience to worldwide targeted audiences. It emphasizes on ease of access for the user, instead of useless design elements and features.

In almost every industry, there are myths. These myths are sometimes believed as fact, even if they are not true. You’ve probably heard the term User Experience (UX) a great deal. If you’re not familiar with it you’re either struggling to understand it, or have gotten bored of hearing about it. Regardless of what you know UX is often misunderstood. User experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products.

Many times, we hear people dismiss the importance of UX as part of the process when designing any aspect of their business assets from a company website. Today, it’s probably more important to have a website. A website tells potential clients, whom you’ve never met. There are rules about what makes ‘good art’. There are rules about what makes a good website. There are also numerous myths locking companies into having just ‘a pretty face’ on the internet.

There are many myths about what makes a good website, what to have on it, what not to have, where to put it, how big it must be and the list goes on. It all comes back to giving potential customers a great user experience. Al Gore invented the Internet. Drinking alcohol keeps your body warm. Well, there you are – Myths are those hard-and-fast rules that often start as a plausible idea or once-off observation that grow and distill into ‘common knowledge’ as they virtually spread.

Here some of the most common myths about ecommerce web user experience that we try to bust:

Testing Is Not A Requirement

Well planned strategy can attain you great user experience. UX comes from in depth research of their customers. Companies should not make assumptions that they know everything about their users, rather they should try to gather input who will use it on a daily basis. Collect clear, objective and comparable data for understanding your customers and achieving desired results. For designing a user experience always suppose that you know nothing about your customer and accumulate as much information as you can.

This myth states basically that if you are experienced, and you know what you’re doing, then you won’t need to do any user experience testing. One of the reasons why user testing is often delayed, or skipped, is because of a tendency to think that testing needs to ‘formal’, ‘proper’ or extensive. You’d be surprised how helpful an independent experience of your design can be, and with minimal expenditure of time and money. One tip is to make sure you’re being clear that you’re not testing them, just the product.

Only For Mobile Apps

Many people think user experience is isolated to mobile apps when in fact it applies to the entire customer experience from the second your potential customer interacts with your brand. Whether it’s navigating a website, touring a retail store, calling into a customer service center, looking through a brochure, and even filling out a contact form, every single person is having an experience. All these elements involve design. Yes, even a form is designed for optimal user experience.

If planned and designed well, the customer will have a great experience, turn into a paying customer, tell another person, give you a referral and give you repeat business. While we’re talking about reducing clicks, there is a myth, or perhaps it’s closer to an intuition, that the number of steps of interaction should always be reduced. But sometimes the result of an overly ‘optimized’ design is actually harder to use, and the user would have been much happier just doing a few more steps.

People Don’t Scroll

People scroll, but they do it without thinking. Not scrolling may have been true when websites first became a ‘thing’, but not anymore. People used to think of pages in a website in the same way that books, or newspapers, have pages. Which was where the phrase, “above the fold” came from. Newspapers put their biggest and most eye-catching headlines above the fold to encourage people to buy that issue.

Trying to cram everything into the top part of your website just because it’s ‘above the fold’ doesn’t make sense. But as with all ‘rules’, this one began without any real thought. Studies have shown that more clicks happen, more polls are taken and more galleries are viewed when they are at the bottom of the page, when people have had to scroll down to get there. It’s also been discovered that people scroll even without the visual cue needed to do so.

People Know What They Like

We can’t assume what people will do or what they know. We have to help them by making it as easy as possible. Keeping it simple is the best way to get and keep customers. Allowing your visitors to be free from having to think about what they’re supposed to do is the best way to make them happy and convert them into customers (and hopefully repeat customers). If you make the process complicated or difficult, you run the risk of creating a frustrated or even angry visitor who will leave (without you even knowing) and potentially complaining on social media.

People definitely notice when something is bad. They may not realize that what they are noticing is referred to as good or bad user experience, but they do know when something is hard to use, or if they had an horrible experience shopping or using a product. They know when they had a good experience and they like telling people. On the contrary, as we all know very well, people definitely complain when they are dissatisfied.

It Has To Be Original

Truthfully, it’s just a hard lesson to learn. However, anything in UX design is that the great design solution you seek is probably already out there in the corner of someone else’s product or service, and they’ve done the usability testing for you. Look for ‘standards’ or memes in design, assess their UX suitability and quality, and use them. Originality and its desirability is priceless. It’s also a myth.

Web design programmes, like WordPress, have given web designers an easy way to create websites thanks to their vast array of highly successful themes and templates. While this does mean that the layout of a site can be similar to that of other companies, the site can be customised with original pictures and branding. Complete originality on the web requires custom coding, which is great if you can afford it. Users like originality but they also like sites with great usability and excellent content.

It’s Only To Make Sites Look Good

UX plays an amazing role in web design, but its importance and need extends beyond the web. It specializes in the areas where business connects with its customers. Don’t get confused between user design and user experience as designers assume that UX fixes design problem, but there is a huge difference between UI and UX. UI Designers tend to think as a client driven creativity, whereas a UX specialist would think as a user-driven decision making. Therefore, it has become necessary to have a UX specialist right from the start.

But, a web designer does a lot more than just make a site ‘visually striking’. The visual appeal of a site engages the user’s attention but the user experience is how easily they can navigate the site. This includes inspiring people to act. Well, really! Who wants an ugly website anyway? But, there’s more to design than just making something ‘pretty’. Think about the movies. The same applies to your website. Design, whether it’s graphic, fashion, interiors, product or even sound, it’s about solving problems so that both form and function entice people to linger, and if required, to take action.

It’s Expensive

Designers think that user research is quite costly and time consuming. But user research is mandatory as some users may be integral to an organization. Employ those methods which provide maximum benefit at minimum cost like guerrilla-style methods. While creating a budget, choose and pick where UX expertise can provide better support for your process. It is always good to involve the user in every phase of the process as they can help at the time of concept development by making demos or can challenge the concept with the needs and requirements.

Making sure your customers have the best experience when they interact with your brand doesn’t have to be as expensive as you think. On the other hand, poor planning and design could backfire and be more costly to your business and you won’t know it until it’s too late. All businesses have to start somewhere. Even if that’s not your goal, every business has a plan for success and growth. No matter how small your company is, without happy customers you’ll have a hard time finding and keeping them. With a great design and constant planning and engagement with your audience, you will insure success.

It’s Only About User And Usability

Making stuff easy and intuitive is far from our only goal. In order to get people to change their behavior, we need to create stuff they want to use, too. While usability is important, its focus on efficiency and effectiveness seems to blur the other important factors in UX, which include learnability and visceral and behavioral emotional responses to the products and services we use. Not everything has to be dead simple if it can be easily learned, and it’s critical that the thing be appealing or people might never interact with it in the first place. In addition to usable, recognizes useful, desirable, accessible, credible, findable, and ultimately valuable as the essential facets of user experience.

There are a set of business objectives that are needing to be met. We just can’t always do what is best for the users. We have to try to make sure that we are presenting an overall experience that can meet as many goals and needs as possible for the business and the users. As user experience designers we have to find the sweet spot between the user’s needs and the business goals, and furthermore ensure that the design is on brand.

Small Details Don’t Matter

Some designers add fancy and attractive elements to their design. They assume that if the design is lucrative and exciting then users will surely feel high level of engagement. However, if the features don’t work properly, then pretty designs are totally irrelevant. Completely focusing on website development part may result in complexities, thereby causing a negative impact on users and a heavy drop-ins in usage of your product. Make your performance flawless and retain your customers by knowing how a piece of work can be streamlined to provide simplicity in usage.

Every little detail counts. Especially when your clients tell you they’re unhappy with something. A website is there to attract more sales from both existing and new customers and clients. Attention to detail in both the customer experience and the user experience is vital. Having a user-friendly website and a best-selling product means paying attention to the small stuff. There’s no such thing as a little detail. If handled correctly and often with a sense of humor, that little detail could win you the hearts and minds of your customers!

Pragyan Sharma

A quiet person, likes to keep things to myself - well mostly. Have a passion for writing. Loves singing and playing Guitar. Reader. Dreamer. Wanderlust.

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