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User Experience & Persuasive Design

Checkout Flow

Your ecommerce checkout flow is where the money is at. Think about it. Random visitors leave the site before ever entering the checkout funnel. Motivated buyers come here to finish their order.

Any small design improvement in your checkout UX usually has a direct impact on how much money your site makes.

An ecommerce site that I analyzed recently had a payment page in which 84.7% of the traffic proceeded to buy. I calculated that if we could increase that to 90%, it would result in 461 more orders and an additional $87,175 per month—23.9% revenue growth. “Small” gains can be huge.

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chatbot vs live chat

There’s a reason why people say “the first impression is the last impression.” Some 51% of customers never approach a business again after one bad experience. That puts pressure on every interaction—and every missed opportunity—with potential customers, recent purchasers, and long-time users.

Web chat is often the first impression for customer service interactions. While chat services initially connected consumers with real customer service staff, chatbots have become increasingly common—for obvious reasons and with obvious limitations.

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5 Critical Factors for Optimizing Luxury Ecommerce Sites

Selling high-end goods, services or experiences isn’t the same thing as selling the low and mid-tier alternatives.

And in the 1990’s, Ford Motor Group learned that the hard way. They bought high-end car brands like Aston Martin, Jaguar and Land Rover thinking they would be able to successfully grow these brands using the same marketing and operational methods that made Ford so successful.

And for nearly 20 years, Ford’s luxury division lost money until it was sold off in 2007.

The key learning here was that the techniques that work for mass-market products don’t work for luxury goods or services.

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Dual Process Theory: Analyzing Our Thought Process for Decision-Making

Designing your website requires a studied understanding of human behavior if you want to increase your conversions. Using psychological tactics, such as the dual process theory, in your design to appeal to potential customers can help do this, but you must first know how users’ decisions are made.

Daniel Kahneman presents two thought systems that can give marketers a framework for how to target their ideal clients through site design and get a major uplift in conversions.

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