Three tips for an optimized user experience

Moving moving images"Whether practical advice sequences, exceptional product presentations or recruiting clips: video marketing paired with effective seeding - i.e. a good distribution strategy - and systematic search engine optimization can immensely increase the user numbers and dwell time of a website."explains Joachim Schröder, managing director of TILL.DE. "Short video clips are particularly successful, as they give users a quick overview - and are much more exciting than texts: Videos focus attention in a unique wayso that the brand is better remembered."Journey Driven DesignDespite increasing touchpoints, customers always want ideal support. "The customer must always be picked up from his initial need and led to a new goal. This can be done in different process steps, but the journey must allow flexible entry and exit points"says Alexander Henss, Principal Consultant at the full-service digital agency Namics, adding an example: "When grocery shopping, I add my products to the cart on various devices throughout the week. At a time x, I check the products in the shopping cart and close the Order by sending the order from."Fast order linesOnline shopping should be fun and work smoothly. This is especially true for the time after the purchase decision. Fast order lines are therefore important. "I need to be able to find and buy a product with as few clicks as possible"explains Jaromir Fojcik, founder and managing director of Creativestyle GmbH. "These are precisely the success factors of Amazon, Zalando and Co. They have a very good Checkout that is completed in one to two clickswhether on the desktop or on the smartphone."*Matthias Weber is managing director of mbwsc GmbH