Best UX Design Practices for Ecommerce Websites

Simplify Navigation

Ecommerce website navigation acts as a roadmap for users. Confusing and cluttered menus and pages will ruin the experience, and users are likely to abandon the site. To improve navigation, ecommerce websites should categorize products, use dropdown menus sparingly, and implement breadcrumbs to help users identify their location.

You should also implement the search boxes feature on your site. This will allow users to look for specific products without scrolling multiple pages. Other features like autocomplete and filters can improve the search experience, making it faster and more accurate.

It’s equally essential to consider the visual hierarchy of navigation menus. Use a consistent layout and prioritize the most critical pages, such as “Home,” “Shop,” and “Cart.”. For instance, if the business sells beds and mattresses, it has to have a simple but well-designed homepage, as seen on the Ecosa New Zealand website and similar others, that clearly outlines products, carts, and user profiles.

Optimize for Mobile Devices

About 91% of online purchases are made through a mobile phone. This means that mobile browsing is becoming a significant part of global ecommerce. What does this mean? You risk losing many customers and prospects if your site isn’t mobile-friendly.

Focus on a responsive design to create a mobile-friendly experience. This will keep your website adaptable to different screen sizes and orientations. You should incorporate touch-friendly elements as well, such as larger buttons and easy-to-tap links, which are crucial for improving usability on smaller screens.

Don’t forget about speed. Customers prefer ecommerce sites that load fast so they can seamlessly navigate through products and pages. A simple 0.1-second mobile browsing speed improvement can increase satisfaction and conversion. Compress images, minimize JavaScript, and use caching to create a faster experience for your mobile users.

Use High-Quality Product Images and Videos

High-quality images and videos play a crucial role in the UX design and success of your ecommerce site. Consumers consider visual appearance a key deciding factor in their purchase decision, and using high-quality media makes your site appear professional and credible. They attract attention and help users see and understand your products better, reducing uncertainty.

When showcasing your products, use multiple images of each from different angles. You can use the zoom functionality to highlight specific aspects of the product that would otherwise be missed. Lifestyle shots showing the product in use can also enhance its appeal and guide users on how to use it.

However, you should note that high-resolution images are usually large, which could affect your website’s speed. The best way to deal with this is by using formats like WebP or compressed MP4 to maintain quality while reducing file size. Videos are also crucial in boosting engagement and retention on your site. Place them strategically to avoid overwhelming users with videos.

Simplify the Checkout Process

The checkout process can either make or break the UX on your ecommerce store. This is where most users abandon their carts because it’s not streamlined and is stressful. Statistics show that cart abandonment in 2023 reached 70%, indicating how much revenue businesses could miss out on due to poor UX design.

Customers should easily move from selecting products to checking their carts and paying without constantly refreshing pages or moving to different pages. Start by offering a guest checkout option. Forcing users to create an account can deter first-time buyers.

Additionally, minimize the number of form fields required during checkout. Stick to essential information, such as shipping and payment details, and use autofill functionality to save time. You should also have progress indicators to let users know how many steps are left, reducing anxiety and improving conversion rate.

Display Clear Calls to Action (CTAs)

Website users need to be guided on what action to take on your ecommerce store. Therefore, clear and compelling calls to action (CTAs) should be displayed. Think of this: a customer reads a product description they’re interested in, but there’s no button to guide them. They’ll feel frustrated and leave your site. Sending emails or looking for a customer assistant is unnecessary.

To avoid this, have visible CTA buttons. These should be prominent and action-oriented, directing users to what to do, such as “Add to Cart,” “Buy Now,” or “Subscribe.” Focus on placement and color as well. Place them in visible areas, such as above the fold or near product descriptions. Use contrasting colors to make them stand out from the background and surrounding text.

The CTAs should also have buttons indicating that they’re on, not just hyperlinked texts. Then, opt for phrases that convey urgency or value, such as “Limited Time Offer” or “Free Shipping on Orders Over $50.” Doing so ensures that users are always aware of the next step in their shopping journey.

Provide Transparent Pricing and Policies

Hidden fees and unclear policies are significant causes of cart abandonment, as they affect user trust. Therefore, keep them as transparent as possible so customers can know what they’re paying and where the charges come from.

Before the checkout process, display an upfront breakdown of individual charges and the total cost of products, including taxes and shipping fees. This helps clear any uncertainty among customers, as they’ll understand why they’re getting those figures. Then, clearly outline return, refund, and exchange policies on product pages and during checkout. The return policy should also be customer-friendly as it allows you to build a loyal customer base.

Transparency improves user trust and ensures a smoother shopping experience. Customers appreciate knowing exactly what to expect before they commit to a purchase. You can use the FAQ section to provide any additional information customers may have about their purchasing journey.

Implement Personalized Recommendations

Personalization is a powerful tool in ecommerce. It helps connect your target audience to your business in a tailored way. But how do you go about this?

First, analyze user behavior. Use a customer journey map to understand their pain points, positive experiences, what products they look for, at what stage they bounce off, or what makes them complete a purchase. With such data, you can recommend products that align with individual preferences and browsing history.

Use AI-driven recommendations too. These powerful engines can quickly sift through large amounts of customer data to identify opportunities for a tailored user experience. They can suggest complementary products, such as Amazon’s “customers who bought this also bought” feature, which has successfully increased average order value.

You can also consider personalizing email campaigns and homepages based on user preferences. Thus, customers get recommendations and a shopping journey that suits their needs.

Focus on Accessibility

Accessibility is another essential facet of the UX design process. It makes your website inclusive, which means everyone, including people with disabilities, can comfortably use it without being inconvenienced. This is important since according to the World Bank, over a billion people globally experience some form of disability.

Follow Web Content Accessibility Guidelines (WCAG) to make your website accessible. First, use concise but descriptive alt text for your website’s images and other visual elements. This helps screen readers elaborate on their identity so users can easily understand. The design should also include color contrast and minimize blinking and flashy elements, as these can be distracting or even harmful for users with certain conditions, such as photosensitivity.

Enabling keyboard navigation is necessary too, particularly for users with motor and visual impairment who rely on the keyboard to browse and interact with navigation menus on your website. Ensure all the interactive elements, such as buttons, links, and form fields, are keyboard-focusable and operate correctly with keyboard commands.

Include Customer Reviews and Ratings

Including social proof on your website isn’t just suitable for your UX design. It can be a powerful motivator for customers who want to hear what other customers say about your business. Customer reviews and ratings help build trust by showing real user experiences with your products.

Make these reviews easy to find. Display them prominently on product pages. You may consider a dedicated “Reviews” section as well, or feature testimonials from satisfied customers on your homepage or landing pages.

Don’t forget to incorporate user-generated content like photos or videos of customers using your products. This visual social proof can be incredibly persuasive, offering tangible evidence of your products’ value and authenticity.

Final Thoughts

The UX design can be the most significant selling point for your ecommerce store. When it’s user-centric and simplified, it’s easy to navigate, view products, complete purchases, and make payments. This can help reduce bounce off rates and cart abandonments, increasing business revenue. Follow the UX design principles discussed in this article and perform user testing to ensure your ecommerce store is ready.