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Why small businesses have the e-commerce UX advantage


Louie Pitlo


March 9, 2017

We invest in really good design and making our site simple and even enrol into courses in user experience design so we could have the best user experience for our apps. We found that people don’t spend very much time on a website when they get there so we need to compel people to make a decision right when they arrive.

Take a look at small businesses, they often don’t invest enough resources into their online presence. Yet when it comes to user experience, it’s the small businesses that have the speed and flexibility to be able to adapt to customer needs much more quickly than big companies and capture a greater market share.

You see based on the image above, a well-designed website with a great user experience is even more important for the small business owner who relies on a good experience. They use UX to encourage repeat business, larger order sizes, and word-of-mouth recommendations. However, they spend as little as possible on their website; they do not realise that their online presence is their shop front.

For instance, if you walk down the high street and see a shop that looks tatty on the outside. The wall’s paint is peeling off, the sign is difficult to read, items are too crowded in the window shop and the door to enter is difficult to find. Would you want to go in? No. It’s exactly the same online. You have to make sure your logo is easy to read, your home page feels welcoming, your content is not overcrowding the page, make it clear what you’re offering and how the user can find and purchase your products. Remember you need to put a lot of effort into making your online presence an attractive experience that feels enjoyable and user-friendly. Your customers will be buying more from you, returning more often and recommending your website to people they know. You’ll see that you need to spend less on other marketing ploys because you automatically have customer recommendations –this is the most powerful marketing tool you could hope for.

Try to learn more about your customers, your competitors, what your customers need and want from a site selling your products/services, what are their expectations? The greatest advantage you have over your larger competitors is that you can adapt your website much more quickly. Because of this, you can meet your user needs more easily. User experience really is your secret weapon – use it!

Learn more about user experience design and website development now! 


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