User Experience and Feelings on E-Commerce Sites

I will try to interpret the mind model required for a successful e-commerce site through user experience.

User Experience and Feelings on E-Commerce Sites
Reading Time 5 min / Publish Date - 21.04.2023

Frankly, even though the titles are flying in the air in the industry, I see from time to time that some of the information in this article is not assimilated very well. These feelings were the reason why I chose the cover image. With the motivation to provide benefits, I wanted to write about some topics that I consider important for e-commerce and that I think are not deep enough.

User experience is now on everyone's lips. And almost everyone has an opinion about it. In fact, this can pose a risk in cases where we have an idea but do not have sufficient equipment.

Wikipedia's description sums it up perfectly.

User Experience: It refers to the emotions and behaviors that people feel while using a product, system, or service.


The user experience can be confused with the web interface (User Interface / UI) from time to time. However, considering the user experience only as graphic design is a high-ego approach as it is both wrong and one-sided. >A good user experience designer is aware of these distinctions.

User experience is more about what the other party receives and how they feel, rather than what we offer. That's why we need to turn to the user experience, not ourselves, and train ourselves to look from the user's window.

No need to go into etymology. But the word experience also risks being perceived as related to the user's physical navigation on the site. This causes the user's feelings during the experience to be sometimes ignored. Just thinking about the ride gets too one-sided. We must see the whole picture and better perceive the visual, behavioral, and emotional whole of the experience. Empathy is a very, very important issue. Neuromarketing research are not done in vain, but research alone is not enough.


E-Commerce User Experience Planning

While planning the e-commerce user experience, it is necessary to care about the off-site experience as much as the on-site experience. Because off-site sections are also an integral part of the user experience.

Factors such as how easy the return processes can be, the quality of the product, and the price/performance ratio (cognitive mismatch) are important. And what's more, it influences decision mechanisms whether the user will be a regular customer or not. Therefore, we must include these factors in the user experience. And we should think of experience as a seamless customer experience journey (seamless consumer journey). Whenever the experience becomes difficult and the feeling becomes unpleasant, it opens a door for the user to end the experience.

For example; you make an excellent project, you plan great advertisements and campaign setups, the interface is exactly as it should be, and you have great brand statements. Your products are very well-planned, and everything is perfect. However, an error occurs while sending the product to the customer. The customer is also in a hurry and communicates through social media. The agency does not have the details to answer the question. The answer is not very clear. Due to internal procedures, the response time is delayed by 1-2 days. At this point, the customer looks at his experience, hates it, and swears not to come to that site again. It is a lived scenario... It is possible to create dozens of variants.

As a result, those who want to make a successful e-commerce site should ask themselves the following questions;

  • • How much can we touch the personality of the user and establish a bond with our brand and product?
  • • Does the user feel good while browsing the site?
  • • Does the user navigate the site comfortably? Do you have to look for something while traveling?
  • • Can we include how the user will perceive it in the design process within the framework of neuromarketing studies?
  • • Is the user cognitively fatigued? (Is the interface clear? Is it easy to use? Are the images clear?)
  • • Can we keep the experience up-to-date for frequent users?
  • • Are the product photos presented in a visual integrity suitable for the site?
  • • Do the product photos provide a realistic transfer of emotion to the user?
  • • Has off-site customer satisfaction been taken into account? How easy is product return? What are the call center and social media communication quality?
  • • Is our product really good? (This is a pretty broad topic.)


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