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what drives the online user to the intention of using digital touch points?

Do you follow the arrow? Signage and eCommerce

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eCommerce is popular and yet it does not mean that purchases regularly run smoothly. Is there enough activation of the cognitive decision-making process?

In a recent article written by Carrie Cousins titled ‘How to implement gestures into your mobile design” gestures such as swipe and pinch tab are noted as the new clicks. The comparison that is made is related to a click action. In other words, gestures are related to physical actions.
Something that has remained with me from this article is the importance of the user in order to receive feedback when it has completed a successful action. Does the user need a feedback to be able to complete a successful purchase online? Does he wish to receive confirmation that he has taken the right steps, and does he wish to see options to decideĀ  which step he to take next?

Signage is not a new concept and the development of digital signage can stimulate the digital real-time experience in the stores just fine. Signage has managed to put his reputation at several locations; for example places where there is movement of people and /or goods:

Example airport signs

Or for providing information:

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So what is the point of using signage? According to Wikipedia signage has the role of visual cues to be able to improve the communication of information to a specific audience. The signals should control the target group in the direction of a target. An important reason for the application of signals is to be able to stimulate the taking of decisions on the basis of the information. The design of signage is meant to support the in-store shopping experience and to determine the routing of the boards with the aim of getting people to familiarize within the stores and eventually the effect should be seen in the sales. So signage is often covered by Instore Communication. On the eCommerce platforms the use of signage is for example as follows:

Example eCommerce signage

Normally we would think that the user will view all pages on the website and will try all the buttons to see where he will land. However, this way of navigating to the user is not efficient. The content is hardly read because the only thing the user wants to know is where he can click on to get to where he wants to be, or what is it that he could find behind an interesting link. Therefore, I think signage is required for important actions that can activate or affect cognitive decision making processes.

Another point is to what extent is the use of a particular behavior that important for a successful buying behavior online. Signage on webshops are already applied in the shape of the user’s messages, pop-up ads, reminders, prompts, personalized messages and recommendations. Everything is designed to alter the thoughts and actions of the user. Ultimately, the conviction of the shop is necessary so that the user can make decisions such as online purchases (2011, Interaction Design. Beyond human-computer interaction. Third edition. A John Wiley and Sons, Ltd, Publication).

What do you think? Do you think that signage has added value to webshops? And to what extent?
Tips, tricks & links? Please share. If you have any tips, tricks and have some links which contain useful information or if I did not mention something which is also important then don’t hesitate to mention this in the comment field below.

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Dit bericht was geplaatst op 11 januari 2016 door in Consumer experience, consumer journey, E-commerce, Usability, User experience en getagd als , , .

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