The Role of Infographics in E-Commerce: Assessing their Impact on Customer Understanding, Journey, Purchase Decisions, and Satisfaction

Abstract

This research investigates how infographics influence key aspects of the e-commerce experience, including customer understanding, product navigation, purchase behavior, and satisfaction. In the digital marketplace, infographics act as visual aids that simplify product information and make it more engaging for consumers. The quantitative research method was utilized to gather data from 120 participants through a structured survey. The study employed a variety of statistical tools, such as regression, one-way analysis, correlation, and percentage analysis, to analyze the data. The results show that there is a strong relationship between high-quality infographics and customer purchase decisions, with customers feeling more confident in their selections when they see clear images. The ANOVA results showed that customer satisfaction levels did not significantly vary by area, and that infographics are generally effective regardless of the consumers’ location. The study also found that infographics that are placed strategically throughout a website and adapted for mobile devices improve the user experience overall by making information easier to access and compare. When placed strategically, these visuals can reduce confusion and guide customers more smoothly through their buying journey. The study suggests that e-commerce businesses should use infographics that reflect their brand identity, include real-life product visuals, and encourage creative input from staff. To enhance infographic utilization, it also suggests regularly examining sales and customer engagement statistics.