10 UX Tools to Boost Conversion in E-commerce
The Role of UX Tools in E-commerce
This article provides an in-depth look at various UX tools and shows how they can be used to boost conversions in e-commerce. The article discusses various types of tools, including behavioral analytics, heat maps, user session recording, A/B testing, prototyping tools, usability studies, basket analysis, personalization, page speed optimization tools, and AI-powered chatbots. In addition, it presents examples of these tools' application in practice, in companies like Amazon, Booking.com, and Allegro. Lastly, the article emphasizes that investing in UX tools is an investment in success.
In the world of e-commerce, where competition is just a mouse click away, delivering a unique user experience (UX) is becoming increasingly necessary. As the old business rule says, "the customer is king," and in today's digital landscape, providing excellent UX is the key to retaining and satisfying the customer.
UX refers to the overall experience a user has while using a product or service - in this case, your online store. In the context of e-commerce, excellent UX can mean an intuitive interface, ease of searching and purchasing products, fast page loading time, and even such minutiae as the aesthetics of the website. All of this together forms the customer's impression of your business, and a good impression can transform a casual browser into a loyal customer.
When we talk about boosting conversions in e-commerce, we're talking about turning visitors into customers - and then keeping those customers. The key factor influencing whether someone decides to make a purchase is the user experience. If a customer has trouble navigating your site, can't find what they're looking for, or if the purchase process is complicated or frustrating, there's a high chance they will leave the site without making a purchase. On the other hand, if the experience is smooth, enjoyable, and hassle-free, there's a much greater chance that the same customer will make a purchase - and return to make more purchases in the future.
UX is no longer a "nice addition" to the e-commerce strategy - it is an absolute necessity. Consumers are becoming increasingly demanding, and their expectations for online experiences are growing. If you want to meet these expectations and boost conversion, you must focus on delivering excellent UX.
But how to achieve this? What tools and techniques can we use to measure and improve UX? What are the key aspects of UX that we should pay attention to? In this article, we will discuss 10 UX tools that will help you increase conversions in e-commerce. We will examine how each of them works, what benefits they can bring to your business, and how you can apply them in practice. We will also look at real examples of companies that have effectively used these tools to improve their results. Read on to learn more.
Tools that optimize the UX process.
1. Google Analytics
The first and most well-known tool on our list is Google Analytics. It is undoubtedly the foundation of any UX strategy, allowing for the tracking and analysis of traffic data on your site. With Google Analytics, you can track where your users are coming from, what pages they visit, how long they stay there, and what actions they take. You can also analyze trends and behavioral patterns, which allow for the identification of problems and opportunities. Thanks to integration with other Google tools such as Google Ads and Google Search Console, you can create even more advanced analyses.
https://analytics.google.com/
2. Hotjar
Hotjar is a tool that goes a step beyond Google Analytics, enabling "visual analysis" of user behaviors. With Hotjar, you can create heatmaps showing where users click, scroll, and spend the most time on your site. You can also record user sessions to see how they navigate your site and where they encounter problems. Hotjar also offers tools for collecting direct feedback from users, such as surveys and forms.
https://www.hotjar.com/
3. Optimal Workshop
When you're creating or reorganizing a website, information structure is key. Optimal Workshop is a set of tools for testing and optimizing information structure. It includes tools for creating site maps, card sorting, and tree testing, which help understand how users navigate your site and how they look for information. This allows you to create a site structure that matches users' expectations.
https://www.optimalworkshop.com/
4. UserTesting
If you want to understand why users take certain actions on your site, UserTesting is a tool that can help you. UserTesting enables you to conduct usability tests with real users who perform tasks on your site and speak out loud about what they think. You can watch and listen to how users navigate your site, what they like, what frustrates them, and where they encounter problems.
https://www.usertesting.com/
5. Optimizely
Optimizely is a conversion rate optimization (CRO) platform that allows you to conduct A/B and multivariate testing on your site. This allows you to experiment with different elements of your site, such as headers, button colors, images, or content, to see which versions yield the best results. Optimizely also enables site personalization for different user segments, which can increase conversion and loyalty.
https://www.optimizely.com/
6. FullStory
FullStory is a digital analytics platform that records and replays user sessions on your site. This allows you to see how users interact with your site, where they click, how they scroll pages, and where they encounter problems. FullStory also offers features for analyzing so-called "rage clicks," allowing you to identify frustrating elements on the site.
https://www.fullstory.com/
7. Crazy Egg
Similar to Hotjar, Crazy Egg is a visual analysis tool that allows for creating heatmaps, tracking scrolling, and click analysis. But what sets Crazy Egg apart is the ability to create "confetti maps" - visualizations that show where users who click on specific elements on your site come from. You can also conduct A/B testing directly in Crazy Egg.
https://www.crazyegg.com/
8. Adobe XD
Adobe XD is a tool for designing and prototyping user interfaces. It allows you to create interactive prototypes that you can share with your team or testers to gather feedback. Adobe XD integrates with other Adobe products, making it easier to move graphic elements between different platforms.
https://www.adobe.com/products/xd.html
9. Sketch
Sketch is a popular tool for designing user interfaces. It allows for creating precise, scalable, and aesthetically pleasing designs. Because of its ease of use and a wide range of features, Sketch is often chosen by UX designers.
https://www.sketch.com/
10. Figma
Figma is a design and prototyping tool that works in the browser. Figma allows for real-time collaboration, making it ideal for dispersed teams. It also allows for creating interactive prototypes, which can be tested on users.
https://www.figma.com/
Each of these tools can play a key role in improving UX on your E-commerce site. By using these tools, you can better understand your users, identify problems, and test solutions. As a result, you can deliver better user experiences and increase conversion.
Real-world UX Successes.
1. Amazon. Using data for personalization.
Amazon is a great example of how large e-commerce companies use analytical tools to improve UX and increase conversions. Amazon uses various analytical tools, such as Google Analytics and its own tools, to collect and analyze data on user behavior. They then use this data to personalize the offer for each user.
When a user browses products on Amazon, the company's algorithms analyze their behavior and compare it with the behavior of other users to suggest similar products that might interest them. Amazon also uses data about users' purchases to suggest products that are often bought together.
Amazon's personalization doesn't end with product suggestions, though. The company also tailors product pages, search results, and email messages to the individual preferences of each user. For example, if a user often buys products from a specific category, Amazon might place these products at the top of the homepage or send an email with new products from this category.
The effects of this personalization are impressive. According to some estimates, Amazon's personalization may account for 35% of their sales. This shows how big a role analytical tools and personalization can play in improving UX and increasing conversions.
2. Booking.com. A/B testing for UX optimization.
Another great example of a company using UX tools to improve conversions is Booking.com. Booking.com is known for its culture of A/B testing and is one of the biggest users of Optimizely, a conversion rate optimization platform.
Booking.com regularly conducts A/B tests on its site, testing different elements such as photos, descriptions, buttons, and many others. For example, they might test whether larger hotel photos lead to higher conversions or whether descriptions written in a certain style are more effective.
By using A/B testing tools, Booking.com can make data-driven decisions, rather than guesses. This allows them to continually improve UX on their site and increase conversions. According to Booking.com, this testing culture is one of the key factors of their success.
3. Allegro. Improving UX through user feedback.
Allegro, the largest e-commerce service in Poland, is another example of a company effectively using UX tools. Allegro uses various methods to collect feedback from users to understand their needs and expectations.
Allegro regularly conducts usability studies, both in the form of usability tests and by collecting direct feedback from users. For example, they may ask users to rate new features or ask them to fill out a survey about their experiences with the service.
Allegro also uses user behavior analysis tools, such as Google Analytics and Hotjar, to understand how users navigate the site and where they might encounter problems.
Using this information, Allegro can continually refine their site and deliver better experiences to users. This is key to maintaining customer loyalty and increasing conversions in such a competitive sector as e-commerce.
Investing in UX is investing in success.
In conclusion, UX tools can bring significant benefits to e-commerce companies. They can help better understand users, identify and solve problems, test new solutions, and deliver better user experiences. As a result, they can increase customer loyalty, increase conversion, and contribute to business growth.
However, using UX tools is not just a matter of technology. It's also a matter of culture and approach. Companies that have benefited most from UX tools, such as Amazon, Booking.com, and Allegro, are typically companies that place a strong emphasis on a culture of research, testing, and continuous improvement. For them, UX tools are not just tools, but also a way of thinking and approaching business.
That's why investing in UX tools is not just an investment in technology, but also an investment in culture and strategy. It's an investment that can yield significant returns, both in the short and long term.
Finally, it's worth remembering that UX tools are just one element of success in e-commerce. While they can bring significant benefits, they do not replace other key elements such as product quality, competitive prices, or good customer service. Therefore, when using UX tools, it's always worth keeping the broader context in mind and striving to create comprehensive, integrated experiences for users.
Sources.
1. McKinsey & Company: "The CEO guide to customer experience", 2016.
https://www.mckinsey.com/business-functions/operations/our-insights/the-ceo-guide-to-customer-experience
2. Nielsen Norman Group: "10 Usability Heuristics for User Interface Design", 1995.
https://www.nngroup.com/articles/ten-usability-heuristics/
3. Optimizely: "How Booking.com increases conversions with Optimizely", 2015.
https://www.optimizely.com/customers/booking/
