How to prioritize user experience and SEO for ecommerce success
There are two specific things that should always be top priorities when creating online content: user experience and SEO. If you're having a hard time understanding why these concepts are important to your own ecommerce site, read on to learn why each offers value.
Why User Experience Matters
Simplifying User Experience (UX) is as easy as how easy it is to use your website or products. This is certainly an important piece of UX, but only part of a much larger puzzle.
Good UX is immersive and comprehensive. In terms of e-commerce, it encompasses all the ways that customers interact with your products and your e-commerce site, and how this affects their overall perception of your business as a whole.
In other words, a great user experience isn't just about what your customers think of your product or how seamless it was to use your website; It is what they think of their own company after all the experience. This makes the Quality UX concept a powerful tool that can contribute to the success of a company.
Using UX for Success
If you want to implement a serious approach to good UX, you need to plan consistently and carefully at every step of the customer journey, from product creation to advertising to checkout.
When you sit down to create a new product, UX should already be paramount. What are your customers looking for in a product? What problems do you want to solve? What needs and wants did they express to you directly?
Next, make sure your eCommerce site is customer-centric. There are many things to consider, including easy navigation, harmonious fonts and colors, and an attractive site layout.
Strive to provide exactly the information customers need in the most intuitive places. Make sure your shopping cart runs smoothly and customers receive their products on time.
Even with a customer-centric product and a customer-centric website, there is a lot to do to ensure good UX. You want to stay in touch with your customers in the future through email, social media, and quality customer service to answer questions and provide feedback.
Deliver End-to-End UX
When you take this end-to-end, UX-centric approach to your eCommerce site, it can appear that you put customer needs before your business. In a way, you are. If a business focuses solely on its own needs, it will eventually deviate. However, if you focus on customer experiences and needs throughout the process, you will end up with satisfied customers.
This, of course, leads to repeat business, good word of mouth, and a good reputation, all of which can make a big difference in taking a business from good to great.
Why SEO Matters
While UX should be a top priority for an ecommerce business, it must also be accompanied by a healthy focus on search engine optimization (SEO). SEO is all about the practice of customizing your content online so that it ranks higher on search engine results pages (SERPs).
Although good SEO practices are multifaceted, one of the most important aspects is on-page SEO. This is SEO that directly affects your website content (as opposed to SEO of things like guest posts, backlinks, and social media). A good SEO onpage includes elements such as:
- Keyword optimization
- Using H1, H2 and H3 headings
- Title tags
- Descriptive URLs
- High-quality internal and external links
Another crucial element of good on-page SEO is that it must be supported by high-quality content. Relevant information, along with good images and other multimedia content, all flows into your SEO and therefore your UX as well.
Help Your Ecommerce Site Succeed
It can be challenging to offer something that is of value to both the reader and the search engines at the same time. This is the delicate tightrope you need to walk in building an e-commerce store. However, the challenge is worth it.
Good SEO ensures that your SERPs are as high as possible, which of course leads to more exposure and traffic. The actual user experience of your website is just as valuable, if not more valuable. If customers find you easily thanks to good SEO, but have a negative experience using your website or products, you probably won't get many satisfied customers.
On the other hand, if you, along with your SEO, keep up with the best UX trends, you are likely to build a reputation and customer base that positions you for long-term success.