What should your website user experience be like? To achieve the best omnichannel experience; it must be collaborative, orchestrated, seamless, optimized, and consistent. We are here to talk about seamlessness, how consumers demand a seamless experience, and how it can have a positive impact on your bottom line.
Today’s online shoppers are impatient. When their experience isn’t what they expected from the brand, they don’t want to convert. A brand needs to integrate all the touchpoints (both digital and physical) into a unified, on-brand, personalized buying experience.
What Makes an Overall UX with a Brand?
In one word – everything. Brands can be present on many channels at once, including the mobile and tablet apps, web, online chat, email, telephone, and physical locations. When a customer engages with a brand through a particular channel, it is one of many interactions that build their overall UX with the brand. That means that, if a UX fails in only one of these channels, it can reflect poorly on the whole experience. A seamless and frictionless UX that aligns with users’ daily lives has become their primary requirement.
To create a seamless UX strategy brands need to understand what their customers need and why they come to their site. It works both for the business and the audience, providing valuable insights and ideas for optimized UX.
Seamlessness – The quality of a cross-channel journey where the transitions from one to the next channel involve minimal or zero overhead for the users. The user experience is seamless if you can pick up where you left off.
Users usually don’t complete an activity through a single channel or in one sitting. Why do they change channels? It can be because:
- The activity requires it. For example, you can find a recipe on your desktop, move to the mobile app to shop for ingredients, and then move to your tablet while cooking so you can reference the recipe.
- Another channel is better for a specific task. If the user finds that a particular activity will be performed more efficiently on another channel, they will often switch to it. For example, when a conversation via online chat becomes too extensive and complex, it would be much easier to call and continue the discussion over the phone.
- There is a change in context or external interruption. If a user is interrupted during an activity on his laptop, he can continue on his mobile phone.
Boost the Bottom Line
By investing in a seamless and optimized UX, you reduce the time needed for influencing customers that come to your website. This way, you increase your brand awareness and ensure user retention. With a few KPIs on your mind, you can perform a cost/benefit analysis on your UX ROI, and compare before/after results to see whether your UX investments have proven beneficial.
Which UX strategies will work for your business? To determine this, you will need to analyze your competitors’ sites to get some ideas about UX methods you could implement to your target market. With Google’s HEART Framework tool, you can measure the quality of UX as the device prompts you to choose the right metrics to set your UX goals.
With a seamless UX, you will simplify complex activities, and improve how your brand interacts and engages with customers. Consequently, with these insights, you’ll be able to bring more informed business decisions and increase your conversions drastically.
Contact Comercebees if you have realized that your consumer journey needs to be redesigned and personalized. We can help make your UX seamless by improving your digital commerce performance and through the application of conversational UX applications.