The traditional linear shopping funnel—where consumers move predictably from homepage inspiration to checkout—is obsolete. Today’s consumers navigate non-linearly across multiple online and offline touchpoints, making UX optimization crucial for capturing and retaining their interest.
Embrace Non-Linear Shopping Behaviors
Modern consumers interact with brands through various channels such as social media, email, and in-store visits. They frequently switch between discovery, inspiration, consideration, and purchase modes. This fluidity means your UX should support customers at any stage of their journey, no matter where they enter the funnel. As Kimberlee Wells from Google aptly notes, “One of the questions we’re always asking ourselves when working through something is why would consumers care?” In other words, understanding and meeting consumer needs at every touchpoint is crucial.
According to a study by Salesforce, 79% of consumers say the experience a company provides is as important as its products and services. A great customer experience is just as important as the products themselves.
Optimize for Low-Intent Traffic
Traffic from social platforms often includes low-intent visitors who discover products through curated content on Instagram or Pinterest. Although conversion rates from these sources can be low, they offer valuable opportunities for brand exposure and customer acquisition. To convert this traffic, use personalized landing pages and simplified navigation tailored to mid-funnel visitors. Ete Davies points out, “It’s not just giving people stuff on demand but allowing them to curate and control what they consume.” Adapting to user preferences and behaviors in real time is now an expectation.
A report by HubSpot found that personalized calls-to-action convert 202% better than default calls-to-action. Personalization can significantly boost engagement and conversions, even among low-intent visitors.
Harness the Power of Social Proof
Consumers increasingly rely on influencers and peer recommendations over direct brand messaging. Integrating authentic user-generated content and leveraging social proof can significantly enhance trust and drive sales. Encourage and utilize customer reviews, social media mentions, and community-driven content. As Karima Zmerli notes, “The relationship with brands is polyamorous today… It’s not about the brand of the product anymore. It’s about the experience.”
Seamless Omnichannel Experiences
Creating a cohesive experience across digital and physical channels is essential. Customers expect seamless transitions between online browsing and in-store shopping. Enhancing mobile experiences with features like local inventory checks and prioritizing “near me” searches can bridge the gap between online and offline interactions. Kimberlee Wells emphasizes, “Engagement is the most critical thing to think about when planning any narrative, any piece of content that we need to deliver to consumers.”
Research from Harvard Business Review reveals that 73% of consumers use multiple channels during their shopping journey. This shows how important it is to have a unified approach across all shopping channels.
Break Down Organizational Silos
To deliver a unified customer experience, dismantle internal silos. Encourage collaboration across research, design, product, engineering, marketing, and customer support. This integrated approach ensures every customer touchpoint delivers a consistent and engaging experience.
Learn About Your Customers
Understanding customer needs and pain points forms the cornerstone of any effective marketing strategy. Successful businesses strive to answer the question, “How do we help customers address their pain points or achieve their goals?” This shifts the focus from company-centric goals to customer-centric solutions. By mapping out the customer journey from discovery to purchase, businesses can create more personalized and efficient experiences.
User Experience for Modern Ecommerce
In the rapidly evolving landscape of e-commerce, adapting to non-linear shopping behaviors and optimizing user experiences across all touchpoints is paramount. By focusing on fluid customer journeys, leveraging social proof, and fostering internal collaboration, brands can better meet the needs of today’s discerning consumers.
