Creating a frictionless user experience is a key goal for the UX Design team at Made to Engage. Friction causes user frustration, increases cognitive load and can ultimately prevent or disrupt users from intuitively achieving their goals. The problem with unwanted friction is that it can lead to bouncing and reduced conversions.

How many times have you been on an ecommerce website and abandoned it because of poor experience and interaction?  

At Made to Engage, we know that removing friction from a customer’s experience will help give our clients’ a competitive advantage. We focus on aligning the needs of your business with the needs of your customers, designing experiences that enable visitors to find what they need in the fastest and most seamless way possible. All of this is key in the fast-moving commerce world where we’re helping major organisations like Eason deliver frictionless experiences with Episerver capabilities such as greater personalisation.

Many organisations today are realising that focusing on user experience is the new standard. In fact, Box CEO Aaron Levie suggests that companies who fail to provide an optimal experience for users are finding themselves at a disadvantage. “If you’re making the customer do any extra amount of work, no matter what industry you call home, you are now a target for disruption.”

Here are some simple ways Made to Engage can help your business boost conversions with a frictionless experience in 2019 and beyond:

Qualitative Research:  

  • Use Google Analytics: Through this you can track your users’ behaviour and see where they are spending time, or more importantly dropping off.  Google Tag Manager’s enhanced eCommerce features can see every product that a user has viewed, added to a cart, and purchased in real-time. When combined with Dynamics 365 this turns into a powerful system that can track and boost conversions. Read more about data integrations here.
  • User persona analysis: This enables you to look for patterns from the data that you have gathered during customer interviews. This allows you to gather detailed descriptions of a typical kind of website visitor, which will allow you to personalise the journey effectively. We use Episerver’s powerful personalisation platform to create customer journeys. You can read more about this here.

Once the solution is defined the next step is to test and confirm.  This can be done through:

Quantitative Research:  

  • AB testing: Test what works and what doesn’t work on your site.  Episerver’s built-in A/B testing feature quickly guides you through the testing process, so that visitors see the most effective messaging. It allows you to incrementally improve your overall website design to better align with your consumer behaviour and business goals.
  • Heat mapping and recording user behaviour: There are tools to measure what your users are doing on-site, these are a useful way to track and optimise. We use HotJar.
  • Card sorting helps to create an information architecture, which is valuable when it comes to optimising site navigation. 67% of mobile users will leave a website if they are frustrated with the navigation.  

When designing navigation we recommend:

  • Use labels that are informed by your customers mental model.
  • Prioritise your most important items first.
  • Track your behaviour flow report in Google analytics

A well-designed user experience represents a competitive advantage in the omnichannel commerce market. Dedicating time and resources to ensure that your customers’ needs are met will set your business apart and drive up your conversion rates. 

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