November 20, 2017

Helping Users Make a Confident Decision to Purchase

As part of our new series around improving eCommerce buying experiences for customers, our first thoughts have been directed towards purchasing larger products for the home.

Having shopped around online for a sofa recently, I’ve found an issue with visualising products in your own home. A sofa can be a fairly large financial investment, so companies should be making every effort to help users make a con dent decision to purchase.

Customer Experience

Some online stores don’t have physical showrooms or have limited products to view in-store, and even if they do, it can still be difficult to imagine the product back at home.

Sure, companies can send out fabric swatches & photograph the sofa in a living space, although this is still very difficult for users to visualise the product in their own home.

Customer Experience

Sofology is a particular bad example of giving the user too much to think about. It’s not a recognisable shopping experience for a product, having to scroll all the way down to conjure the sofa & its accompanying items.

DFS on the other hand, displays too much content that almost comes across as an advert, unnaturally placed above the product content. Combining this with multiple coloured buttons & garish sales messages, it would be interesting to A/B test a clearer version, guiding the user with single colour through the purchasing process.

However, there are some good examples to talk about! manage product content very well across most of their ranges. Clear ‘Buy’ call to actions are visible quite high up at the top of page along with helping the user with video, imagery in situation and on clear backgrounds, plus user generated content of the product in the home environment, giving a more realistic and honest understanding of how the product looks outside of the photography studio.

Customer Experience

Comparing our concept to some of the house hold brands above, their product pages look cluttered & without a clear user journey.

Our concept of introducing ‘Room Colours’ is an easy way to help this problem, users can use the colour picker to replicate their wall & floor colours to get a good idea of how the sofa will look in their home.

This concept doesn’t necessarily need to be limited to colours either, textures & patterns could also be introduced to resemble carpets, wooden floors, or even wallpaper. Comparing our concept to some of the household names featured, their product pages look cluttered and without a clear user journey.

Improving UX doesn’t necessarily mean complicated system overhauls are required. Implementing new page templates or elements to the front-end of your eCommerce platform can have a huge impact on the experience and conversion.

This post was originally featured in our second 2017 edition of Quarterly Insights.

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