The share of ecommerce in Indian retail market has grown substantially since the onset of the pandemic last year. With a significant drop in physical retail, today even independent boutique owners need an ecommerce store to sell their products.
Irrespective of the size of a brand, success of an e-commerce strategy depends on how many customers visiting the story actually convert; what we call as a ‘Conversion Rate’ in our parlance. One of the biggest drivers of improving conversion rate is the experience a brand offers through its website or mobile app.
User experience, in simplified terms, is defined by how easy or complex it is for customers to find what they are looking for on a brand’s website and eventually closing a purchase.
Several considerations become critical in the overall user journey including the aesthetic look of a website, menu layout, number of clicks to go to the product details page or to the payment page. A simple concept of consumer psychology is that whenever our heart (emotional response) likes something, our mind (rational response) tries to stop it by creating friction in the purchase decision. The purpose of a great customer experience is to aid decision making in favor of buying by addressing this friction.
Brands ought to understand WHY it should be done, keeping their consumers in mind. It’s time to deep dive into the foundational emotions that can…