So what changes can be made in the ecommerce world to improve the overall experience? Let’s look at some examples from ecommerce brands who are stepping up their online CX, and find the elements of their successes that we can learn from.
We can take a page from the book of Marucci Sports, the brand that redesigned its site to be both story-centric and mobile-friendly. Using strong visuals and compelling copy -- with responsive design -- to highlight relationships with players, Marucci was able to increase mobile conversions by 50%.
We can also learn from food and beverage brand Di Bruno Bros. -- and its site redesign -- which put an emphasis on a discovery-based CX. With detailed product descriptions and strong visuals, the brand makes it easy for visitors to explore offerings and gather the information they need to make a purchase.
The Takeaway: Showcase the Product (and Earn Press)
When BOXHILL revamped its logo, the team looked to implement a new site design that would accomplish two goals:
The logo was to appear front and center.
The new design needed to showcase the products, pushing more customers to conversion, rather than losing them on what was a confusing journey across the site.
The use of white space, a centered logo, and a more modern site experience increased conversion by 410%. Even better? The publications and vendors BOXHILL was working to secure became more inclined to include the brand in mentions and roundups. With the new site design, BOXHILL earned coveted spots on outlets relevant to its brand, like Goop and HGTV Garden.
When Andreas Carter Sports relaunched its new site that was replete with a new look and feel, the brand saw nearly immediate results. That made sense -- customers would now be able to immediately view products in all available colors, for example.
But the Andreas Carter Sports team knew that additional changes could even further boost success. One of the biggest long-term modifications tested was changing the “Add to Basket” button color from black to blue. It worked -- during testing, that one change reduced abandoned carts by 50%, eventually leading to a change of the button color across the site.
Good site design isn’t created in a bubble. Online consumers grow used to certain functionalities -- things like the “hamburger menu,” which you can read more about here. At first, it was only used on a few sites, but was eventually adopted by many as a mobile best practice.
In some cases, your cometition might provide a certain experience that people have gotten used to -- but your site doesn't provide that experience. In that case, it’s good to do research to figure out what your site might be missing, which is what baby carrier manufacturer Baby K’tan did.
“Our site was inspired by a few favorite websites which helped us decide on a desired layout, and by our brand culture which revolves around family and expressing a cheerful emotional connection,” Tali Zipper, Baby K’tan’s VP of Marketing told BigCommerce. “We wanted something that was colorful, with bright and joyful images as well as a clean and simple layout for easy navigation.”
Think about which areas or your online presence can be enhanced for your particular audience, and put together an experience strategy that takes it a step further -- or better -- than competitors.
And remember -- observe your customers, imagining yourself in their respective places. What’s missing? What do you wish was there? Answer those questions, and you’ll be on your way to an action plan for CX that excels.
Originally published Jan 20, 2017 6:00:00 AM, updated June 13 2018