In this blog article, you’ll discover the top 3 UX (user experience) tips to improve consumer decision making process on your website.

Why is user experience important in improving the consumer decision making process for your customers?

Websites are the frontier of many modern businesses, and making them user-friendly is critical. However, it’s surprising how many websites don’t actually focus on the needs of the consumer. For example, one common mistake is to make the process of payment difficult. This is a user experience problem. In order to make a purchase, a consumer needs to know your prices, know what payment methods you accept, know what shipping methods you offer, know how to get in contact with you, know what shipping times you have, and so on. It’s a long list of things, and they need to be right there at the top of the page for the consumer to see.

Looking at your website, one thing becomes clear – your customers can’t find what they want, or they abandon their shopping carts in frustration. A recent survey by Baymard Institute revealed that 64.8% of visitors leave sites that don’t have a clear path to their goals. Most of the time, this is due to a poor decision-making process. By implementing the three tips further down, you will be able to reduce the bounce rate on your site, increase the number of leads, and improve the conversion rate.

What is the consumer decision making process?

Consumer decision making process is the process by which a potential consumer chooses between different brands or products that will fulfill a need. This can be a very complex process, since it involves different types of information and decisions that the consumer is required to make. 

How to use UX to improve the consumer decision making process on your website?

There are 3 top tips, or stages, that can be used to improve the consumer decision making process on your website. The first is by providing an accurate description of your product or service, the second is by getting to know your potential customer and the third is by making it as easy as possible for the consumer to contact you.

  1. Plan by stepping into the shoes of your ideal customers
  • Who are your ideal customers?
  • If you were the customer, how/when would you want to buy the service or product?
  • Why should they buy from you and not your competitors?
  • Plan where each page goes and what content goes on each page in their shoes.
  1. Get to know ideal customer
  • What problems are they trying to solve?
  • How does your product or service solve their problem?
  • What would you like to know, feel, see, about your product or service?
  • When along their journey on your website would they want to experience the above?
  1. Simplify their consumer decision making process
  • Organise content to appear exactly where they expect it, when they expect. 
  • Make their user flow and user journey as easy and simple as possible.
  • Have clear call to actions so your ideal clients know where to go and how to buy.

Final Takeaways

A great customer centric user experience increases conversions up by to 400%. By aligning your business goals with your ideal customer’s user experience in mind, you can dictate and improve their consumer decision making process. This increases customer satisfaction which then increases your trust and authority. If they aren’t aligned, you are probably making their consumer decision making process harder and thus, end up with analysis paralysis: they don’t buy or abandon the idea altogether because it’s too complicated or confusing. By understanding their needs and wants, you can plan and design the way they feel about your business. Increase leads and conversions by using user experience tips to improve and simplify consumer decision making process on your website.

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