With e-commerce players in India wooing buyers by offering heavy discounts, delivering a superlative consumer experience to time strapped and low on loyalty consumers is becoming all the more critical from the word ‘go’. Also, chances are higher that unlike a brick and mortar store where an unsatisfied customer tends to move on to a different store to pick up the brand that she desires, the same customer facing glitches on an e-commerce website will not think twice before hopping on to a competitor’s website. Recognising, this key behavioural pattern of consumers, e-commerce players are investing heavily in improving the user interface (UI) and user experience (UX) for consumers.
For instance, Jabong launched a new user-centric and responsive-designed app/website in August 2015. It launched the user-centric new design across front-ends, be it web, mobile web or apps. The base architecture of separate front-end and service-oriented architecture helps it in launching apps for new form factors like mobile and tablet, and all kinds of internet of things devices. The move has seen the online fashion retailer’s conversion rate going up by 12 per cent, meanwhile its bounce rate has gone down by almost 16 per cent.
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