Costs are changing, and with that, so is customer behavior. Our clients need clarity, and UX Research can provide it. Even quick, focused studies (like mobile usability tests or short surveys) can reveal what’s working, what’s not, and what to do next.
Why should e-commerce brands invest in UX Research right now?
Uncertainty is the best time to do Research
When things feel unstable, assumptions can lead to mistakes, and that gets expensive. Research helps teams stay grounded in real user needs and behaviors.
It brings clarity when everything feels unpredictable
Prices are shifting, shipping is harder, and customer expectations are changing. Research helps us spot exactly where people are experiencing friction or dropping off.
Small Research provides fast impact
A short survey or a mobile usability test can lead to immediate improvements and open the door to deeper Research, and greater projects later.
Consumer behavior is shifting and experiences need to keep up
Are customers changing how they shop? Are they more price-conscious or mobile-first? Research helps our clients understand users through an ever-changing internet landscape.
Cost savings
Investing in Research upfront helps prevent costly redesigns, wasted dev time, or lost revenue. Acting on assumptions often leads to poor decisions and frustrating experiences that drive customers away.
What’s at Stake Without UX Research?
In today’s e-commerce environment, even small UX issues can have big financial consequences. Anything from a confusing checkout step, unclear pricing, or a missing or malfunctioning button on mobile could cost thousands in revenue. Customers have options, and Research helps us make sure they choose and stick with our clients.
Case Study: How Gozney used UX Research to improve conversions?
Project Overview:
Through user research and UX enhancements, we helped Gozney create a clearer, more intuitive shopping experience that supports their goals.
Highlights:
- Improved Navigation Clarity: Testing revealed opportunities to simplify product discovery, 4 out of 5 users struggled to find the right oven. This insight led to a full navigation restructure to better guide users to the right products.
- Enhanced Product Transparency: Users were unclear about what was included with their oven purchase (accessories like a pizza peel). We introduced more guided navigation and clearer messaging to help set expectations and encourage add-on purchases.
- Clearer Fuel Type Communication: User feedback highlighted confusion around fuel and oven types. In response, we optimized product detail pages with clearer fuel specs and usage information to support confident decision-making.
What are the most effective UX Research methods for ecommerce?
1. Mobile Usability Test
What it is: Real people use the client’s mobile site. We observe and analyze their interactions.
Why it helps: Uncovers sticking points, especially important as most traffic is now mobile.
2. Short Customer Survey
What it is: A simple 5 - 10 question survey for recent site visitors or customers.
Why it helps: Surfaces what’s working, what’s confusing, and where expectations aren’t being met.
3. First-Click Test
What it is: Users see a screen and click where they’d go to complete a task.
Why it helps: Catches layout issues or misplaced CTAs before they hurt conversions.
4. Best Practices Review / UX Analysis
What it is: A UX expert reviews a section of the site using Baymard, Nielsen Norman, and e-commerce best practices as guides.
Why it helps: Fast insights when there’s no time or budget for testing.
5. Tree Testing
What it is: Users complete tasks using a simplified text version of the site nav.
Why it helps: Reveals if the structure makes sense and helps users find what they need.
6. 5-Second Test
What it is: Users view a page for five seconds, then describe what stood out.
Why it helps: Shows how clear and compelling a page is on first impression.
7. Quick User Interviews (Guerilla Testing)
What it is: We talk to 3 - 5 users for 15 - 20 minutes each.
Why it helps: Builds deeper understanding of behavior, decision-making, and expectations. Can be done in a low-budget/informal setting using willing friends and potentially colleagues.
What results can you expect from fast, lightweight UX Research?
Quick UX Research has a measurable impact on your eCommerce operations. Here are the key benefits:
- Conversion Rates: Faster lift through targeted UX fixes.
- Development efficiency: Less time wasted on unnecessary features.
- Customer support: Fewer tickets thanks to clearer, smoother journeys.
- Product positioning: Stronger, more resonant messaging that drives action.
Our UX Research experts specialize in helping e-commerce teams quickly maximize your ROI.
Here’s what we can launch with you right away:
- Mobile Usability Test: In less than 1 week.
- Short Customer Survey: 1-2 weeks.
- First-click or tree test: 3-5 days.
- Expert UX Review: 2-3 days (faster if we focus on key areas).
Contact us
Author: Nina Lawson, UX Researcher at Zaneray.
