User experience and its influence on the buying process

If there is one thing that has been appreciated on Black Friday (apart from the discounts), it has been the good functioning of the websites. 

The e-commerce with the highest sales are those that offer the best user experience.

But do you know what user experience is? What is its influence on the online purchasing process? In this post we explain what user experience is and its influence on the purchasing process.

User experience: definition

The user experience or UX defines all factors and elements, which relate the interaction process of a user with regard to a product or service and its subsequent perception (positive or negative). 

Such interaction will take place on websites and apps, and usability, design and accessibility will be key elements.

Characteristics of the user experience process

Do you know what are the basic pillars of a good web user experience? These are some of the characteristics that are part of the UX user experience design and which are key to influencing the buying process in any e-commerce:

• Visual: An attractive, beautiful and inviting website. Captivate the user through the design of the website. An e-commerce must fulfil the same purpose as a physical shop: a suggestive design that attracts the public's attention and encourages the purchasing process.
• Intuitive: Another important area, which influences the user experience, is to provide an intuitive design. It should be easy to use and drive usability.
• Accessible: Accessibility is fundamental to the user experience. Create a website that can be developed on any type of electronic device. In fact, to provide a responsive web design is key in this section.
• Technician: Essential for an optimal user experience. Because if a website looks good, but doesn't work properly, the user will not feel at ease. Therefore, a fast loading speed is very important.
• Original: User expectations are becoming more and more demanding. Therefore, a redundant and/or bland website is not going to generate conversion. It is necessary to be innovative and creative in its design.

How to improve the user experience and its influence on the buying process?

If you want to create a user friendly website and thus encourage the purchasing process with the user, it is necessary to take into account the above characteristics. But how can this be done? How can you create an e-commerce that invites the user to buy?

1. Persuasive content, but of value

UX writing is key to the development of an optimal user experience.. That is to say, to create credible written content, which transmits trust and closeness to the public, but which is at the same time attractive and emotive.

To create the perfect website, you have to take into account the image, but also the copy.

2. Readability 

And if we want to have the right content, readability is the first step. A website where the font is too small or in too garish a colour is not easy to read. And if the audience cannot read your website, it will not generate a good user experience.

3. Interactivity

On the other hand, interactive design is very important in the development of apps or websites. Promoting a dynamic, engaging and original experiencethrough animated resources such as infographics or videos.

4. A WPO strategy

Carrying out a WPO (Web Performance Optimisation) strategy is essential to boost web accessibility. In other words, optimising the loading speed, carrying out actions such as image compression. 

Likewise, promoting a responsive web design or choosing a good hosting or CMS will be very relevant actions to improve the user experience and its influence on the purchasing process.

Do you want to be a user experience or UX expert?

Is it already clear to you what is user experience or UXHave you ever thought about a career? If you imagine yourself working in web development, UX design or digital marketing, you've come to the right place!

At IMMUNE we have the training you needour UX/UI Design Bootcamp! You will become a UX/UI designer, specialising in user experience and user interface design.

You can also take a look at our Degree in Software Development Engineering or to this Web Development Bootcampif you prefer.