Chapter 9
Understanding the User Experience
IN THIS CHAPTER
Understanding what the user wants
Adopting user-friendly tips and tricks for your store
Running AB testing to optimize the user experience
The user is the person using your website — in other words, the shopper or hopeful customer. When a user lands on your website, there’s a gap that both you and your customer are trying to fill, a common ground where you’re both hopeful of landing. Your customer wants to find something to buy from your site, and you want them to find something to buy from your site. An optimal user experience brings those two together as smoothly as possible, with as few clicks as necessary.
Online stores are not ‘set and forget’ type businesses, despite what those ads on YouTube tell you — they’re proper businesses that need nurturing and constant attention. Think of your online store as a flower — it needs to be watered, fed and maintained to fully blossom. User experience does these things, and more, because it deals with the people interacting with your digital product — your website.
User experience (often abbreviated to UX) is something we have had a few sneaky looks at within the book already, ...
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