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The theory of excellent e–commerce UX

The theory of excellent e–commerce UX

Search traffic for keywords around ‘conversion rate optimisation’ tends to peak in this, the pre–Christmas period. Nervous e–comm managers all over the world are looking for new ideas to give them an edge on their online competitors.

If you’re in this space, you might already have worked out your approach to Black Friday, extended returns periods and even New Year sale dates but it’s important to take a step back and think of some of the fundamentals of delivering an excellent end–to–end user experience. 

In this article, Fathom’s Head of Planning, Melissa Boyle outlines the core principles all e–comm brands need to get right before they think about the finer details of their promotional pricing. This article includes:

  • the importance of end–to–end thinking in creating loyal, returning shoppers
  • the importance of security and trust
  • the necessity of putting your user’s experience first.

Read Melissa’s blog: Ecommerce UX: 6 things users want. First published October 2019 >>

By Martin Byrne

Associate – Content Marketing

Martin has 20 years of experience in digital marketing with a particular passion for quality copywriting.

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