{"id":54,"date":"2019-05-20T07:06:34","date_gmt":"2019-05-20T14:06:34","guid":{"rendered":"https:\/\/hengreamaze.wordpress.com\/2019\/05\/20\/from-ux-to-brick-and-mortar-lessons-the-changing-face-of-ecommerce\/"},"modified":"2023-09-01T00:08:19","modified_gmt":"2023-09-01T07:08:19","slug":"from-ux-to-brick-and-mortar-lessons-the-changing-face-of-ecommerce","status":"publish","type":"post","link":"https:\/\/www.reamaze.com\/blog\/from-ux-to-brick-and-mortar-lessons-the-changing-face-of-ecommerce\/","title":{"rendered":"From UX to Brick and Mortar Lessons: The Changing Face of eCommerce"},"content":{"rendered":"<p>Guest Post: Nathan Sykes is the editor of <a href=\"https:\/\/www.findinganoutlet.com\/\" target=\"_blank\" rel=\"noopener\">Finding an Outlet<\/a>. To read the latest in business and technology news, follow Nathan on Twitter @nathansykestech.<\/p>\n<hr \/>\n<figure><img decoding=\"async\" class=\"aligncenter size-full wp-image-6005\" src=\"https:\/\/blog.reamaze.com\/wp-content\/uploads\/2019\/05\/1_1X92GkMNWKgdfkzxbODWdA.jpeg\" alt=\"\" width=\"1200\" height=\"750\" data-no-lazy=\"1\" srcset=\"https:\/\/blog.reamaze.com\/wp-content\/uploads\/2019\/05\/1_1X92GkMNWKgdfkzxbODWdA.jpeg 1200w, https:\/\/blog.reamaze.com\/wp-content\/uploads\/2019\/05\/1_1X92GkMNWKgdfkzxbODWdA-300x188.jpeg 300w, https:\/\/blog.reamaze.com\/wp-content\/uploads\/2019\/05\/1_1X92GkMNWKgdfkzxbODWdA-1024x640.jpeg 1024w, https:\/\/blog.reamaze.com\/wp-content\/uploads\/2019\/05\/1_1X92GkMNWKgdfkzxbODWdA-768x480.jpeg 768w\" sizes=\"(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\" \/><\/figure>\n<p>Let\u2019s talk about how, and why, eCommerce is changing. For a start, it\u2019s changing because it must: by 2021, eCommerce could be a <a href=\"https:\/\/www.shopify.com\/enterprise\/global-ecommerce-statistics#1\" target=\"_blank\" rel=\"noopener\">$4.9 trillion industry<\/a> and will represent a larger-than-ever portion of the \u201ctotal retail sales\u201d pie chart. It\u2019s also changing, and expanding because it\u2019s borderless and accessible in a way that purely physical retail stores can never be.<\/p>\n<p>Nevertheless, as eCommerce invents and reinvents itself, there are lots of lessons it can take home from the brick and mortar world. Learning these lessons and coming up with solutions to common pain points requires a newfound commitment to user experience (UX).<\/p>\n<h2>Lesson 1: Lack of Personality and Usability<\/h2>\n<p>\u201cCurb appeal\u201d is one of the most important lessons to start with. We\u2019ve all had experiences with storefronts that looked shabby and uninviting. Or, on the other hand, maybe the entirety of a shop\u2019s budget went into the window dressing and the marquee out front and the owner phoned-it-in on the interior. Either way, the \u201catmosphere\u201d can make or break the shopping experience.<\/p>\n<p>If anything, that goes double for eCommerce. Here, it\u2019s even harder\u200a\u2014\u200afor lack of a human presence to greet them directly\u200a\u2014\u200afor shoppers to get an accurate impression of what they\u2019re in for. This means eCommerce retailers have to work extra hard on the fit-and-finish in areas like:<\/p>\n<ul>\n<li><strong>Sensible website navigation<\/strong>: Have you A\/B tested different kinds of sidebars and menu designs? Have you taken a look at your website directory to see if it offers a logical hierarchy? Do visitors get visual \u201cbreadcrumbs\u201d <a href=\"https:\/\/www.hongkiat.com\/blog\/breadcrumb-navigation-examined-best-practices-examples\/\" target=\"_blank\" rel=\"noopener\">as they navigate<\/a> so they can easily make their way back again?<\/li>\n<li><strong>Appealing visual design<\/strong>: UX isn\u2019t just about the visual appeal, but that\u2019s definitely a big part of it. What colors and imagery greet your visitors when they first arrive on your storefront? Do you make use of complementary hues, parallax scrolling or animations? If so, do any of these elements slow down user devices because they\u2019re resource-intensive?<\/li>\n<li><strong>High-quality product images<\/strong>: Grainy product images lacking in detail are one of the fastest ways to turn off potential shoppers. You\u2019re up against the brick and mortar experience, where customers can see, touch and even smell, if they want to, the products they\u2019re considering spending money on. It\u2019s 2019, which means e-retailers are out of excuses for posting crummy product shots and calling it a day.<\/li>\n<\/ul>\n<p>Whenever you\u2019re in doubt, it\u2019s safer to prioritize usability and an uncluttered design over ornamentation. Physical retailers and eCommerce websites are engaged in a kind of <a href=\"https:\/\/qz.com\/817454\/retailers-and-department-stores-must-embrace-minimalism-to-compete-with-online-shopping\/\" target=\"_blank\" rel=\"noopener\">minimalist arms race<\/a>, with the goal of making sure customers don\u2019t have any real or digital stumbling blocks, or mental reservations, standing between themselves and the \u201cClick Here to Buy\u201d button.<\/p>\n<h2>Lesson 2: Shopping Cart Abandonment<\/h2>\n<p>According to some research, <a href=\"https:\/\/baymard.com\/lists\/cart-abandonment-rate\" target=\"_blank\" rel=\"noopener\">more than 69 percent<\/a> of online shopping carts end up abandoned. And compared with shopping in a brick and mortar environment, there are many more reasons why customers may choose to do so, including:<\/p>\n<ul>\n<li>Hidden costs, including shipping, that show up at the last minute<\/li>\n<li>Required account creation<\/li>\n<li>The website didn\u2019t appear trustworthy or employ the right security protocols<\/li>\n<li>The seller didn\u2019t support the right payment methods<\/li>\n<\/ul>\n<p>Physical retail presences, for better and worse, lean on salespeople to close the deal. It\u2019s more than possible to over-sell sometimes or come across as pushy, but when it\u2019s done well, a personable member of your staff can easily make a successful sale that might\u2019ve been lost without them there. It\u2019s not about twisting your shoppers\u2019 arms\u200a\u2014\u200ait\u2019s about effectively communicating about the benefits of buying a certain product from you, versus another product from somebody else. It\u2019s about answering questions, honestly, in a manner that doesn\u2019t always translate to other mediums.<\/p>\n<p>Of course, no matter how well put-together your website is, you\u2019ll still get some customers who fall through the cracks and leave merchandise in their shopping basket. To avoid situations like that, consider adding a tasteful splash screen message for first-time visitors or a chat-based welcome trigger message using a tool like <a href=\"https:\/\/www.reamaze.com\/?ref=bts\" target=\"_blank\" rel=\"noopener\">Re:amaze<\/a>. Offer a discount <a href=\"https:\/\/www.shortstack.com\/blog\/best-ways-to-collect-email-addresses\/\" target=\"_blank\" rel=\"noopener\">in exchange for their email address<\/a>. Later on, if they leave your website with a product still in their cart, you can follow-up with an email offering a further incentive or a link to resources that might help you close the sale.<\/p>\n<h2>Lesson 3: Use Data and Customer\u00a0Insights<\/h2>\n<p>If you can believe it, some surveys indicate that nearly <a href=\"https:\/\/bi-survey.com\/business-decisions-gut-feel\" target=\"_blank\" rel=\"noopener\">60 percent of companies<\/a> make business decisions based on gut instinct alone, rather than with the aid of data. There are a few techniques brick and mortar retailers can use to make more informed decisions about which products to stock and what kinds of promotions to offer. POS data can yield information on the fastest-moving products, which locations offer the greatest opportunity for expansion and new service offerings, and much more.<\/p>\n<p>But the world of eCommerce is potentially far richer, in terms of the tools at your disposal. If you want to use customer insights to grow your eCommerce presence, you can do so quite easily thanks to online keyword research, Google Analytics for diving into page bounce rates, intelligent prediction models to help anticipate customer demand and much more. Platforms like <a href=\"https:\/\/www.reamaze.com\/?ref=bts\" target=\"_blank\" rel=\"noopener\">Re:amaze<\/a> can even help find cohorts of customers with similar purchasing platforms, allowing you to engage them further. Even plumbing the depths of social media can help tailor what you do, based on public sentiment.<\/p>\n<p>Diving into the available data on bounce rates and time-on-page alone can yield valuable insights about areas of your website that might be giving customers trouble and which products are looked at in tandem with others.<\/p>\n<h2>Lesson 4: Don\u2019t Take Loyalty for\u00a0Granted<\/h2>\n<p>In the dark times, when folks were pretty much limited in their shopping options to what happened to be within walking distance, customer loyalty was basically a given. These days, however, we\u2019re absolutely spoiled with choices\u200a\u2014\u200aand that means physical and eCommerce retailers alike need to be more thoughtful about how to retain customers after the first sale.<\/p>\n<p>Consider building a loyalty program for your business. It\u2019s hardly a new concept, but too few companies out there seem to take it seriously. The benefits tend to be either not relevant enough, not generous enough, or they get needlessly complicated with \u201cpoints\u201d accruals. A successful eCommerce loyalty program should send compelling messages to customers regularly\u200a\u2014\u200abut not so regularly that it feels like spam. It should also offer something of actual value. Not a 10 percent discount, but perhaps a 15 or 20 percent discount. Something that might actually drive interest and traffic back to your website.<\/p>\n<p>A trade-in program is another option, where customers can return their used goods for a newer model. You get loyal customers and an influx of refurbishable, re-sellable products, and they get the newest features. Everybody wins.<\/p>\n<h2>The Solution: Customer-Centric UX<\/h2>\n<p>There\u2019s one thing each of these lessons has in common: a deceptively simple solution. It\u2019s \u201csimple\u201d because it\u2019s straightforward: you have to put yourself in the shoes of your customer and experience your business, its web presence, and its products and services, in a fresh way\u200a\u2014\u200alike you\u2019re looking through somebody else\u2019s eyes. Solving some of these problems means finding out which digital tools make the most sense for your business model.<\/p>\n<p>Solving the others means practicing a sort of self-serving empathy, which goes something like this: \u201cWhat does the public actually want, how do they want to get it, what\u2019s standing in their way, and how can I serve myself by making it easier for them to get it?\u201d<\/p>\n<hr \/>\n<p><em><strong>About <\/strong><a href=\"https:\/\/www.reamaze.com\/industries\/ecommerce\/?ref=bts\" target=\"_blank\" rel=\"noopener\"><strong>Re:amaze<\/strong><\/a><\/em><\/p>\n<p>Re:amaze is a <em>modern<\/em> helpdesk and customer messaging platform designed to help eCommerce businesses boost customer happiness and revenue. Re:amaze allows all customer-oriented teams to work together in a shared inbox through email, social, SMS, voice, and live chat. Re:amaze also comes packaged with automated messaging and chatbots so eCommerce brands can succeed at the front lines of conversational commerce.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Guest Post: Nathan Sykes is the editor of Finding an Outlet. To read the latest in business and technology news, follow Nathan on Twitter @nathansykestech. Let\u2019s talk about how, and why, eCommerce is changing. For a start, it\u2019s changing because it must: by 2021, eCommerce could be a $4.9 trillion industry and will represent a &hellip; <a href=\"https:\/\/www.reamaze.com\/blog\/from-ux-to-brick-and-mortar-lessons-the-changing-face-of-ecommerce\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;From UX to Brick and Mortar Lessons: The Changing Face of eCommerce&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":6005,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[32],"tags":[39,47,52,44,66],"class_list":["post-54","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-service-best-practices","tag-business","tag-customer-experience","tag-ecommerce","tag-marketing","tag-retail"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>From UX to Brick and Mortar Lessons: The Changing Face of eCommerce - Re:amaze Blog<\/title>\n<meta name=\"description\" content=\"Explore the key lessons eCommerce can learn from brick-and-mortar stores, including improving user experience, addressing shopping cart abandonment, utilizing data insights, and nurturing customer loyalty. 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Enhance your eCommerce strategy with a customer-centric approach.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.reamaze.com\/blog\/from-ux-to-brick-and-mortar-lessons-the-changing-face-of-ecommerce\/\" \/>\n<meta property=\"og:site_name\" content=\"Re:amaze Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/reamaze\" \/>\n<meta property=\"article:published_time\" content=\"2019-05-20T14:06:34+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-09-01T07:08:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.reamaze.com\/wp-content\/uploads\/2019\/05\/1_1X92GkMNWKgdfkzxbODWdA.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"750\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"David\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@reamaze\" \/>\n<meta name=\"twitter:site\" content=\"@reamaze\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"David\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.reamaze.com\/blog\/from-ux-to-brick-and-mortar-lessons-the-changing-face-of-ecommerce\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.reamaze.com\/blog\/from-ux-to-brick-and-mortar-lessons-the-changing-face-of-ecommerce\/\"},\"author\":{\"name\":\"David\",\"@id\":\"https:\/\/www.reamaze.com\/blog\/#\/schema\/person\/3bffd970e708b17e27bd910fb2ef685e\"},\"headline\":\"From UX to Brick and Mortar Lessons: The Changing Face of eCommerce\",\"datePublished\":\"2019-05-20T14:06:34+00:00\",\"dateModified\":\"2023-09-01T07:08:19+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.reamaze.com\/blog\/from-ux-to-brick-and-mortar-lessons-the-changing-face-of-ecommerce\/\"},\"wordCount\":1387,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.reamaze.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.reamaze.com\/blog\/from-ux-to-brick-and-mortar-lessons-the-changing-face-of-ecommerce\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.reamaze.com\/wp-content\/uploads\/2019\/05\/1_1X92GkMNWKgdfkzxbODWdA.jpeg\",\"keywords\":[\"Business\",\"Customer Experience\",\"Ecommerce\",\"Marketing\",\"Retail\"],\"articleSection\":[\"Customer Service Best Practices\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.reamaze.com\/blog\/from-ux-to-brick-and-mortar-lessons-the-changing-face-of-ecommerce\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.reamaze.com\/blog\/from-ux-to-brick-and-mortar-lessons-the-changing-face-of-ecommerce\/\",\"url\":\"https:\/\/www.reamaze.com\/blog\/from-ux-to-brick-and-mortar-lessons-the-changing-face-of-ecommerce\/\",\"name\":\"From UX to Brick and Mortar Lessons: The Changing Face of eCommerce - Re:amaze Blog\",\"isPartOf\":{\"@id\":\"https:\/\/www.reamaze.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.reamaze.com\/blog\/from-ux-to-brick-and-mortar-lessons-the-changing-face-of-ecommerce\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.reamaze.com\/blog\/from-ux-to-brick-and-mortar-lessons-the-changing-face-of-ecommerce\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.reamaze.com\/wp-content\/uploads\/2019\/05\/1_1X92GkMNWKgdfkzxbODWdA.jpeg\",\"datePublished\":\"2019-05-20T14:06:34+00:00\",\"dateModified\":\"2023-09-01T07:08:19+00:00\",\"description\":\"Explore the key lessons eCommerce can learn from brick-and-mortar stores, including improving user experience, addressing shopping cart abandonment, utilizing data insights, and nurturing customer loyalty. 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