user experience 

E-Commerce User Experience

How consumers experience your eCommerce website has a significant impact on how they view your brand and business. Ensuring that consumer journeys are super-low friction will provide more satisfying shopping experiences, increasing conversion and customer retention rates. Creating outstanding UX across your eCommerce website requires research, planning, data-driven design and testing, for every aspect of your webstore, from landing pages to checkout, across multiple devices.
user experience


The first step in a UX design or optimisation project is consultation. This important discovery stage enables us to really get to know your brand and business, which is vital for tuning your webstore UX to your audience’s expectations.

Only by fully understanding your brand and business from the outset can we create an effective UX strategy, whether that’s for short term support to address a specific optimisation issue or for a full UX design project. Our collaborative and transparent approach to UX design means that you will always be in the loop.

Initial website audit

Not every eCommerce business wants a new website. We take existing webstores that are not performing as well as they could and transform them. By conducting a full website audit, we are able to identify UX weaknesses and recommend changes to offer consumers more satisfying shopping experiences. Based on research carried out during the audit we are able to make informed recommendations for reducing friction in consumer journeys.

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 Why people choose us

UX design

One of the main design criteria we address is UX flow, ensuring shopping journeys are as frictionless as possible, from landing pages to product pages, to cart, checkout and beyond. Optimal UX flow is different for every eCommerce business, so we base our UX designs on individual business requirements and goals, designing from data, creating intuitive user interface elements and using wireframes for fast prototyping and real-world design evaluation.

User testing

Ensuring consistently outstanding UX is not a one-time fix. The process of UX optimisation is ongoing and requires regular testing. We use testing tools to analyse click-rates, micro conversions, page bounces, as well as user behaviour with session recordings and heatmaps. We then use the data to hypothesise how UX can be improved, using A/B testing to find the most effective UX solutions.

client journey
Designing + building a site is like playing with LEGOs in the digital space.

5.9 X 

Faster Load Time

Our Conversion Rate Optimisation Service Process

Our conversion rate optimisation service is delivered in five broad steps:

Every eCommerce business is different. The first thing our in-house conversion rate optimisation (CRO) specialists strive to understand is what your goals for conversion are—what are the desired actions that you want your users to take? Some things are a given, such as making a sale and collecting customer feedback. Other things might be to persuade users to sign up for your newsletter or place items on a wish list or click to play a video. Whatever the action might be, we will consult and collaborate extensively with you to understand your CRO criteria, to ensure that our CRO strategy is right for your business.
We use powerful conversion rate optimisation (CRO) tools that enable us to gather data on user behaviour and engagement, such as navigation mapping and click tracking. We use heat maps, live session recording, conversion funnels, form analysis and feedback polls to help better understand user experiences. For example, our CRO specialists are able to see where on particular pages your users are hovering and clicking. This provides data on popular content and potential difficulties in navigation or can highlight where users are struggling to find information.
Compiled data is analysed to provide insights into what your users want and care about, as well as where there’s friction in their journey, enabling us to offer more intuitive user experience. Simplifying a webpage section or shopping basket might improve user experience and make it easier for your customer to part with their cash. Taking elements away to declutter a page can help focus users on the action that you want them to take. Similarly, clearer signposting will help users navigate. When the data has been analysed for user experience issues, our conversion rate optimisation specialists can then make informed judgments about what action to take—to make hypotheses. It’s important to form hypotheses that can then be tested, providing positive or negative results.
The simplest way to understand what is and isn’t working for conversion rate optimisation is through A/B testing. This kind of split testing optimises conversion based on the quantitative data collected (qualitative user feedback is really valuable too). A/B testing is a simple concept: take two versions of the same web page, with a slightly different element, send half of your users to one page and the other half to the other page, whichever page performs best is kept. A typical A/B test might involve a different font size or colour of a button, or the positioning of a call-to-action. Something as simple as that can impact conversion.
The conversion rate optimisation (CRO) review process aims to determine whether a hypothesis was correct or not. When a hypothesis is correct and conversion was increased, the response is straight forward – the successful design can be implemented. If the hypothesis proves incorrect – an insight which is just as valuable to the CRO process as positive testing – our CRO specialists take what has been learned from the failed test to inform future testing. CRO is an ongoing process that is constantly looking for ways to improve user experience. The methodical, scientific approach is the only way to be sure what optimisation works and what doesn’t, taking the guesswork out of the optimisation process and enabling our eCommerce CRO services to make a significant difference to your business’s bottom line.

Actionable insights

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