Enhancing the User

Experience in
Ecommerce
 Members – Covered Topic
1. Mahnoor – The Importance of User Experience (UX) in E-Commerce
2. Wajeeha Safdar – Search Functionality in E-Commerce
3. Aqsa Shehzad – Wish Lists and Save for Later Features
4. Asma Khanum – Making Recommendations
5. Narmeen Ayub – Stock Checking & Product Availability
6. Asmaad Saeed – Customer Feedback, Reviews & Comment Processing
The Importance of User Experience
(UX) in E-Commerce
What is User Experience (UX) in E-Commerce?
User Experience (UX) refers to how a customer feels while browsing,
selecting, and purchasing products online.

Key Features:
1. Simple navigation and easy product search
2. Attractive design and clear layout
3. Fast loading pages
4. Smooth checkout process
5. Mobile-friendly interface

A positive UX ensures a seamless journey from homepage to checkout,

encouraging customers to complete their purchases.
Why UX is Critical for Success
o Enhances Customer Satisfaction: Customers enjoy smooth
interactions, leading to higher satisfaction and repeat visits.

o Boosts Conversions: Easy and clear buying processes lead to

more completed purchases.

o Builds Brand Loyalty: Positive experiences make customers

trust the brand and recommend it to others.
Poor UX Effects
o Cart Abandonment: Customers leave without purchasing if
checkout is complicated or slow.

o Low Retention: Frustrated users switch to competitor websites

for better experiences.
Real-World Examples of Good UX
Amazon:
• One-click checkout simplifies the buying process.
• Mobile app and website offer fast, easy navigation and purchase options.

Daraz.pk :
• Mobile app provides quick search, easy filters, and local payment options.
• Smooth experience even during large sales (e.g., 11.11 Sale).
• Good UX design like Amazon and Daraz helps reduce friction, increase
purchases, and strengthen customer trust.
Search Functionality in E-Commerce
Importance of Search
• Helps users find products quickly
• Reduces frustration and bounce rate
• Boosts sales and customer satisfaction

Key Features:
• Predictive Search: Auto-suggestions as you type
• Filters: Narrow results by price, brand, color, etc.
• Category Search: Find products within specific sections
• Image Search: Upload photo to find similar products
Impact of Effective Search
Enhancing Experience:
• Easy navigation = more time on site
• Personalized results = repeat visits

Driving Sales:
• Better discovery = higher cart value
• Easier search = lower cart abandonment
.
Reducing Bounce:
• Relevant results fast
• Increases user engagement

SEO & Data Insights:

• Lower bounce = Better SEO
• Search behavior = Data for optimization
• Tools: Google Analytics for insights

Mobile-Friendly Search:
• Voice search & recent history
• Intuitive filters
• Smooth experience on small screens
Multilingual Search:
• Supports diverse languages
• Reaches wider audiences
• Vital in multicultural markets (e.g., Dubai)

AI-Powered Search:
• Learns from user behavior
• Delivers smarter, faster results
• Improves over time via feedback

Enhancing Product Discovery:

• Shows new & related items
• Encourages category exploration
• Boosts average order value
Tools Powering Search
• Elasticsearch
• Algolia (Speed up and personalize search results)
• A strong search system = A better shopping experience
Wish Lists and Save for Later
Features
Introduction
A Wish List allows users to select and save products they want to
buy later while
Save for Later option is used mostly inside the shopping cart. It
helps users move products temporarily out of their cart, without
losing them
.
Difference Between Wish Lists and Save for Later
• A Wish List allows users to save their favorite products for future
reference. These products are kept separate from the cart, making it
easy for users to return to them whenever they want. Wish Lists are
often sharable

• Save for Later is designed for more immediate cart management. It

allows users to delay a purchase without removing the item
completely, helping them adjust their budget or rethink their choices.
Save for Later items stay inside the cart section, just placed in a
different area, and they are usually private
Benefits for Businesses
• Tracking User Interests
• Reminding Users of Desired Products
• Sharing with Others
• Understanding Customer Preferences (Data Analytics)
• Retargeting
How Wish Lists and Save for Later Works
Step 1: User Action
• User clicks "Add to Wish List" or "Save for Later" on a product.
• The app or website captures the click immediately.

Step 2: Backend Database Update

• Every action is sent to the server.
• The server stores:
• User ID
• Product ID
• Action Type (wish list or save for later)
• Date and Time
Example of a record in database:
yaml
CopyEdit
User: 12345
Product: Shoes_A45
Action: WishList
Date: 2024-07-10 This allows the system to remember what the user liked.

Step 3: Real-Time Display

• When the user opens their wish list or cart again, the app fetches their
saved data from the database and shows it instantly.
• It gives the user a smooth experience as if their wish list is always
ready.
Step 4: Analytics and Marketing Systems
• Data is periodically analyzed:
• Which products are added most to wish lists?
• Which ones stay too long in save-for-later?
• Marketing teams use this data to:
• Send targeted emails.
• Show discounts.
• Plan sales campaigns.
Step 5: Sync Across Devices
• Wish Lists are usually tied to the user’s account (not just one device).
• If you add something on your mobile app, you can see it later on your
laptop.
This works through cloud synchronization.

Example:
You save a jacket in your Amazon wish list on mobile → next day, you see
the same jacket on your laptop without doing anything extra.
Personalized Recommendations
What Are Personalized Recommendations?
1. Smart product suggestions based on user behavior
2. E-commerce platforms use past data (searches, clicks, purchases)
to predict what users might want.
3. Make shopping faster and more relevant
4. Helps users find what they need without searching too much.
Example: Flipkart recommends power banks after browsing for
phones.
Why Are They Used?
• Better user experience
• Users feel understood, which keeps them engaged.
• Boosts sales and AOV
• Relevant suggestions lead users to add more items to their cart.
• Strengthens customer loyalty
• A personalized shopping journey makes users more likely to return.

How Do They Work?

• Collect user data
• Browsing history, search terms, cart items, purchase history.
• Analyze patterns using algorithms
• AI processes the data to suggest suitable products.
Goal: Show users exactly what they’re likely to want — and buy.
Techniques Used in Personalization
1. Collaborative Filtering:
Based on what similar users bought or liked.
Ex: 'Users who bought a DSLR also bought a memory card' (Amazon).
2. Content-Based Filtering:
Suggests items similar to what the same user has viewed.
Ex: If you browse gaming keyboards, more gaming accessories show
up.
3. Hybrid Systems:
Combine both methods for more accurate results.
Ex: Amazon’s 'Recommended for You' section.
Where Do You See These Recommendations?
1. Homepage – Personalized banners and featured products
Ex: Flipkart’s 'Top Picks for You‘

2. Product Pages – Related or bundled suggestions

Ex: Amazon’s 'Frequently Bought Together‘

3. Cart Page – Upsell suggestions

Ex: Shein shows matching earrings or belts with a dress
Emails and Push Notifications – Personalized promotions and reminders
Ex: Daraz sends similar product alerts after a purchase
Business Benefits:
• Higher conversions: More relevant products = more purchases
• Increase in AOV (Average Order Value): People buy more items in a single order
• Better customer retention: Users return for an experience that feels 'just right' for
them
Ex: Buying a phone? You're shown covers, chargers, earbuds increasing
total sale.

Challenges in Personalization:
• Cold Start Problem
New users or products don’t have enough data yet.
• Over personalization
Showing the same kinds of suggestions too often can annoy users.
• Privacy Concerns
Collecting personal data requires transparency and trust (e.g., GDPR).
Stock Checking & Product
Availability
What is Stock Checking & Product Availability?

• Stock Checking: Displaying accurate, real-time information about

whether a product is available for purchase.
• Product Availability: Letting users know if, when, and how many items
are in stock.
• Together, they help users make informed decisions before reaching
checkout.

Why It Matters for UX

• Real-time stock info = better transparency.
• Prevents surprises at checkout.
• Builds trust and loyalty.
• Reduces cart abandonment.
Key Stock Features
1. Low Stock Warnings
"Messages like “Only 2 left in stock” create a sense of urgency

2. Notify Me When Available

If an item is out of stock, instead of just showing 'Sold Out,' offering
a 'Notify Me' button keeps the customer engaged.

3. Back-in-Stock Alerts
This ties into customer loyalty.
Benefits for Businesses:
• Reduces lost sales and cart abandonment.
• Builds customer trust and loyalty.
• Creates remarketing opportunities (via alerts).
• Keeps users engaged even if item is out of stock.
• Higher conversion rates.
• Opportunity to collect leads through back-in-stock notifications
How It Works
• Inventory Management System + Website Frontend.
• Real-time syncing of stock levels.
• Examples: Shopify Inventory, Zoho.
• Some companies even use AI to predict inventory needs
based on browsing and purchase behavior improving stock
availability and reducing missed sales opportunities.

Real-World Example: Amazon

• “Only 3 left — order soon!”
• “Currently unavailable — sign up for alert.”
• Drives urgency + keeps customer interested.
Customer Feedback, Reviews &
Comment Processing
What is Customer Feedback, Reviews & Comment Processing in E-
Commerce?
It refers to how customers share their experiences after buying a product — through
reviews, star ratings, or comments — and how businesses collect, display, and
respond to this feedback.

Key Features
• Verified Reviews – Ensures reviews are from real buyers, not fake accounts
• Star Ratings – Helps buyers quickly judge product quality (1 to 5 stars)
• Comment Sections – Let users share detailed experiences, images, or tips
• FAQs – Common customer questions answered by buyers or sellers
• Follow-up Requests – Encouraging buyers to leave feedback after purchase

Displaying honest, clear reviews builds trust and helps new customers make confident
purchase decisions.
Why Feedback & Reviews Are Critical for
Success
• Builds Trust: Buyers trust peer reviews more than product descriptions
— helps reduce doubt.
• Boosts Conversions: Products with many positive reviews are more
likely to be bought.
• Improves Brand Image: Responding to reviews shows professionalism
and care, leading to loyal customers.
• Helps Product Improvement: Feedback highlights problems or areas to
improve for sellers.
• Poor Review Handling Effects: Ignoring or deleting negative reviews
can damage brand reputation and lead to loss of trust.
Real-World Examples of Review Handling
Amazon:
• Uses "Verified Purchase" labels to show real buyer feedback
• Filters fake or spammy reviews using smart tools
• Sends post-purchase emails to request honest reviews
• Highlights most helpful reviews at the top

Daraz.pk:
• Encourages users to leave star ratings and comments after delivery
• Reviews include pictures, delivery feedback, and suggestions
• Buyers can report false reviews or see ratings during sales like 11.11

Good review handling, like on Amazon and Daraz, boosts transparency, trust,
and long-term customer satisfaction.
 Conclusion
Enhancing user experience in e-commerce requires a multi-faceted
approach. By focusing on user-friendly functionalities such as
effective search, personalized recommendations, transparent stock
checking, and proactive feedback handling, businesses can
significantly improve customer satisfaction, drive sales, and build
long-lasting loyalty.
Thank you!