About QA testing

Why ecommerce brands are missing a trick? 

Ecommerce has come a long way in the twenty years we’ve been designing and building digital experiences. As the field has matured, digital marketers have gained access to far richer analytics data and far more sophisticated tools for improving performance. Every click, scroll and conversion can be tracked and optimised to within an inch of its life. But with the relentless focus on data, we feel one crucial design element often gets overlooked: human emotion. 
Because shopping is an emotional experience. The decisions we make as we research, evaluate and compare products are a function of both our thoughts and our feelings: feelings about the world around us, the people we think we are and the people we want to be.  

Traditional bricks-and-mortar retailers get this. They obsess over in-store experiences, consider the way in which products are merchandised and how they can use imagery, sound and lighting to create a mood that makes us more likely to connect with the products and, ultimately, make a purchase.  
In comparison, the ecommerce experiences seem a little flat.  

Traditional bricks-and-mortar retailers get this. They obsess over in-store experiences, consider the way in which products are merchandised and how they can use imagery, sound and lighting to create a mood that makes us more likely to connect with the products and, ultimately, make a purchase.  
In comparison, the ecommerce experiences seem a little flat.