Applying the correct User Experience (UX) Strategy

  • Category: User Experience, UX, ecommerce, integrated marketing
  • By: Chris Gibson
  • Oct 18, 2018

Applying the correct User Experience (UX) strategy at the heart of your website/e-commerce needs, will deliver instant payback.

Yes, this is a broad statement.

However, after years of working with our clients to formulate and integrate their optimum, bespoke UX Strategy to underpin their website/e-commerce site, we can confidently state that it is also true.

There are many reasons why the correct UX strategy should provide swift payback, however, for the purpose of this article we want to focus on one of the most tangible: Personalisation.

Over a decade ago, High Street Retailers within the UK and US started to make lots of excited noises about eye-tracking technology for customers.

Whilst an expensive and indeed at the time, controversial, practice, the logic of tracking the eye movement of customers, was that a great deal more confidence could be applied to optimising shop design layout, product positioning etc, in order to increase average spend per visit. And after countless tests, it is perhaps not a surprise to learn that it works. And works very well too.

Ironically, similar technology has been available to owners of websites and e-commerce sites for many years too….so it is surprising how few, even now, use it properly to help personalise and thus maximise, the User Experience.

Tracking where online consumers are looking, where and what they click on, for how long they look and being able to monitor how purchasing behaviours evolve based on changing small elements each time, means you are able to improve the Customer Journey in order to maximise revenue by tailoring or personalising the User Experience. At Phoenix Digital, when developing our cutting-edge websites and e-commerce sites, we see our role as applying the User Experience, to both the end-consumer AND to our client. Afterall, if our client has all the information but unable to use it to improve the UX, nobody wins.

Our team will extensively plan the reporting suite and most importantly HOW data is presented intuitively for our client, so that the ability to take advantage of such insight and put into revenue-increasing action, is a very simple process indeed.

An example of this is where we simplify one of the quickest wins for e-commerce sites when personalising the Customer Journey by monitoring what products were considered by the consumer but as yet not purchased. Phoenix Digital will always build-in simple back-end automation to facilitate re-marketing to them through an email across the following 24 hours. All set up via a touch of a couple of buttons, by our client.

The consumer has already highlighted a potential interest in the product(s) and with the right approach (maybe a moderate discount offer), will be easily tempted to complete the purchase. An example of instant payback.