Will a positive user experience equal more sales?
Recently Aussies may have seen the king of retail Gerry Harvey (CEO of the Harvey Norman chain) on ACA blaming there reduced sales figures over Christmas due to lack of GST not being applied on online sales. Is it really the lack of a 10% tax, or is it just that online stores are simply providing a positive user experience and that is what people are preferring. Shopping online gives you access to the world a global range of products, more competition and offers convenience.
A lot of people may not realise that when they are on the internet shopping for a product they are going through many of the same motions you do, when your in the physical world. Im into cars and technology, so lets use cars for this story.
Im wanting to buy a new car and during lunchtime I head up the road to the local dealerships and I open the door to the showroom and I see the products. I review and look at each one and then I move onto the next showroom, repeating the process.
On my way to each showroom Im thinking about what I saw in the last one, I have narrowed down the model that I like Im now off to the next showroom to check out their offering. Now after going through 4-5 dealerships, I have picked 3 cars that I like from 3 different manufacturers. However at the end of the lunch time break and looking through the brochures that are all presented differently and the questions start, what are the specs again? what do I get for the money? what is standard features? what are optional features? what is the warranty? and the list goes on.
Take this same process online, I go one website like Redbook.com.au. I type in my criteria and select the cars I like, I am able to compare the cars side by side. I see the list price, trade in value, standard features, specs, fuel consumption and a lot of other detailed information. This view allows me to narrow down my choice quickly and easily, then Im off to the dealer to discuss price and get a drive.
The side by side comparison function is a great tool that allows users to quickly identify the product that best fits there needs. This feature is great for sites that allows them to present multiple products from there range in a single view. Another feature we have implemented is a virtual assistant who through a series or questions is able to deliver a set of products that may suit the user. Or Amazons referral feature, where when you are viewing a product you are told “people who bought this, also bought …..” I personally have used this feature alot. There are many ways to create a positive user experience on your website and it can be simply having contact details prominently displayed. This builds confidence in your product and builds repour with your business. Doing what you can to show that you are not a fly by night, will help with your user experience and you can compete with the so called “big guys”.
The user experience online can often be improved by looking at what the experience is like in the physical store. What information can you give the user to inform them enough to build confidence? Imagine the time when you have walked into a shop just browsing and the enthusiastic sales person comes up, (you know the one) and you get all the information about the product and other products all at once. What don’t you like about that experience? If your like me, its the fact that its an information overload, too much all at once.
For me I just want to see what I like and if I want more information, I will get up close to the product, step back check out the other product. Then when I do have the specific questions I do like a hand with my decision.
Learning from this experience and applying to your online store, you can scale back your detailed information and start introducing more information slowly as the user is progressing into the site. This process of layering provides the user cognitive keys that they are getting what they want, slowly they are making up there mind before you have even shown them a “order now” button. Its not smoke and mirrors, its about understanding your users and providing a positive user experience.
I do believe that a positive user experience will convert to more sales for your business, whether on or offline.
