2. Focus on navigation – and don’t forget about site search. “Customers should be able to easily navigate an organization’s website,” says Ali Mirian, senior vice president of Product, Collective Bias, a marketing & shopper social media company. “Limit unnecessary clicks and implement features like auto-scroll to help avoid users losing interest.”
And “invest in good site search technology,” adds Will Cook, vice president, Multichannel, HP Marketing Optimization. “Site search remains a neglected part of the customer journey. [Yet] search provides an easy way to connect the user’s intent with the right content.” Moreover, “search queries and results clicks [provide] user feedback, [which can be] used to drive a more personalized experience in the future,” he explains.
3. Remember that a good photo can be worth a thousand words (and maybe a thousand dollars). Don’t underestimate the power of high quality photographs of products, says Mira Risek, user experience designer, Usability Matters, a user experience studio. “Some [companies feel that] commonly recognized or generic products might not need that level of visual appeal, but online shoppers find images reassuring, not to mention immensely helpful in identifying that they’re getting the thing they want.”
