Today, E-commerce has become increasingly popular, since it is perceived as more convenient to purchase products and services from anywhere in the world. In addition to that, E-commerce transactions have been simplified by including credit cards, electronic funds transfer, digital wallets, and cryptocurrency. As technology is constantly changing and developing, it can be predicted that E-commerce will continue to play an important role in shaping the future of the MENA region. E-commerce in the MENA region is on the rise due to the increasing use of smartphones and the Internet, which is becoming a major part of the MENA economy. This has encouraged businesses to sell more products and services online rather than in physical stores. Many businesses switched to online sales during the COVID-19 pandemic because they couldn’t risk opening physical stores for their clientele and wanted to reduce the risk of their customers contracting the virus. This also accelerated the growth of e-commerce companies in the region more rapidly.
User Experience (EX) in E-commerce refers to how easy, clear, and enjoyable the website is. A good E-commerce website is easy to navigate with clear instructions. In addition to that, filtering the products should be made easy for the consumers to navigate, so that they can find the right products that they are looking for quickly, and the whole process is made as smooth as possible. It is also important to keep detailed descriptions and high-quality images to build customer loyalty. Furthermore, in order to fully optimize user experience, it is also important to use the company’s Key Performance Indicators (KPIs) which can be identified by observing the areas of weaknesses and strengths of the company. After that, the company can make data-driven decisions to improve the company’s strategy which can result in an increase in customer satisfaction and the company’s revenue. In this blog, we are going to discuss the parameters that any successful E-commerce should use as indicators.
TSR gauges how efficiently visitors can complete tasks on a website, such as filling out questionnaire forms, inquiries or making purchases on the website.TSR may be measured if the final objective and tasks are specified. TSR is a useful signal, but it cannot explain why users fail to complete a task, thus it is crucial to understand what counts as a successful indicator before gathering data. For example, if ten people were asked to order online, and out of those, eight of them were successful while two of them failed (let’s assume that one of them had trouble with payment, and the other did not find what they were looking for), the TSR would be 80%. It’s recommended to measure TSR for first-time users to see if it changes with different experiences. Hence, a higher success rate means a better user experience.
Time on-task is a KPI that measures how long it takes users to complete a task, such as finding information on a website. The shorter the time spent finishing a task, the better the user experience. For example, if five people were asked to find the customer service phone number on a website and their response times were 15 seconds, 24 seconds, 18 seconds, 31 seconds, and 17 seconds, the average time on task would be computed by adding the times and dividing by the number of respondents. The typical time spent on a task in this situation is 21 seconds. The responders were able to complete the assignment more quickly and effectively, so the lower the average time on task, the better.
User error rate (UER) counts the instances in which people make errors when utilizing a particular website or an application, including inputting the incorrect data into a field that needs to be filled in. A high UER typically indicates that the website needs to be fixed since it has a usability issue. Before calculating the UER, it’s critical to comprehend what constitutes an error. UER can be computed in a variety of methods, but the most common is by calculating the frequency of errors that occur while doing a certain job, which is basically, calculating the error occurrence rate.
Conversion rate is a way to see how many users who visited the website end up following the instructions on the website, like buying something or filling out a form. It is an indicator that can be used to determine what aspects of the website are effective and which ones are not working out for the customers, so that immediate improvements can be made. By monitoring the conversion rate, you can see how well your website converts users into buyers or helps you reach your desired objectives. You will be able to determine where customers are leaving during the course of their shopping, such as on a particular page or during the payment process. As a result, you can utilize this information to optimize your website for better user experience and higher conversion rates. Thus, the conversion rate is more effective when the rate is high.
Analyze the website analytics data to determine the various device types that users are using to access the site, such as smartphones, tablets, laptops, and desktop computers, in order to optimize the user experience. You can analyze a website for desktop computers or mobile devices based on how frequently each device is utilized. This will result in greater customer engagement, better conversion rates, and higher revenue for your company.
In conclusion, E-commerce has developed into an essential component of the corporate world today. E-commerce is always changing with newer updates and evolving. Any E-commerce website or app must provide a positive user experience to be successful, and there are a number of metrics that companies can use to gauge how well their website or app is performing. Task completion rate, time spent on the task, user mistake rate, conversion rate, and device type are some of these metrics that must be kept in mind to build a successful e-commerce website/application. Businesses may enhance the user experience, boost customer happiness, and ultimately increase revenue by tracking and optimizing these key metrics. As the trend towards E-commerce continues to grow, it is important for businesses to prioritize user experience to stay competitive and meet the constantly evolving customer needs.
