The Broken UX of Ecommerce: Inefficient Product Discovery and Browsing

– Ecommerce websites are behind in terms of user experience (UX) as they do not mimic the behavior of how people purchase.
– Product discovery on ecommerce pages is generally poor due to lack of filtering options, complex navigation, and limited product information.
– The customer journey in ecommerce needs to be rethought from a customer’s perspective rather than a company’s perspective.Rethink the ecommerce customer journey to prioritize product discovery and browsing, allowing customers to easily compare and explore products before making a purchase.Do you want to know how far behind ecommerce is from a UX perspective? When people visit a collection page, they open the items they like in new tabs and then go through them one by one. They do this because it’s easier than opening a page, then clicking back or using the breadcrumbs, and then opening a new one. They even toggle between tabs to compare things side by side. I can’t begin to tell you how broken this is. We’re creatures of efficiency, yet the majority of ecommerce websites aren’t set up in ways that mimic the behavior of how people make purchases. Product discovery on ecommerce pages is generally terrible because they are structured to convert rather than allowing people to fully browse. Things like pagination, lack of filtering or complex filtering, no search option (but then you’re guessing on terms), lack of tagging, etc. They all add up. Yet, everyone’s browsing experience is largely the same, accepted as being boring and inefficient. Shopping for a product usually looks like this: 1. I see a picture of a product. 2. I want to see more pictures of the product. 3. I want to learn about the product materials, fit, and specs. 4. I want to know what others think of the product (only if I’m unsure and descriptions aren’t clear). 5. I want to see other similar products available. 6. I want to compare similar products. 7. I want to make a purchase. If I walk into a store, I want to see all the products. I walk around and browse. I don’t need to see the products on a person; I just need to see the products in all their glory. I also feel the products with my hands, although I can’t replace this experience. I just need up-close pictures of the products. To make changes around this, we all need to rethink the journey from a customer’s point of view, not a company’s point of view. #marketing #ecommerce #customerjourney

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