Why user experience is crucial for successful ecommerce


What’s the most crucial element you need to grow your eCommerce business? If you think it’s having a revolutionary product or selling a unique service, you may need to broaden your perspective. You could be selling the most incredible product on the market, but without a smooth user experience (UX) to make buying easy, customers may feel it isn’t worth the effort and find what they want from a competitor. 

When it comes to eCommerce website design, making navigating your site and purchasing products as easy as possible for your customers should be a top priority. Still, many designs fail to give it proper attention. But just because your design makes sense to you doesn’t mean it makes sense to outsiders who didn’t build it.

In this article, we’ll explore good UX practices for eCommerce website design. If you implement these elements in your website, you’re more likely to retain more customers, see your existing customers refer new ones, and convert more sales overall.

1) Simplify your navigation

Your eCommerce website design can thrive or die based on its navigation. You can hire the best eCommerce web design agency and use the best platform online to sell products and services, but if visitors can’t easily navigate from page to page, it could all be for naught. Bad user experience leads to decreased satisfaction and customers are more likely to abandon their carts and leave for good.

There are two critical aspects to navigation when it comes to online stores — categories and searching. Categories are how you organise products and break them down into multiple subcategories to group similar products better. Meanwhile, search functionality allows users to search for the products they require quickly and efficiently.

These are noticeable inclusions, but how you implement them matters. Both category listings and search boxes need to appear in the same place on each page, so users don’t waste time looking for them. Similarly, you need to be careful not to over-specify categories or search terms so that customers can find what they’re looking for without having to dig through products or services that are only loosely related to what they searched for or clicked on.

2) Take advantage of mobile and responsive design

More web users spend more time on their mobile devices than desktop or laptop  computers, and the number continues to grow. Ecommerce sites, in particular, are experiencing a shift towards mobile users. Industry leader Amazon saw 63 million mobile-only users in 2018 alone, with smaller storefronts seeing similar upticks. 

Regardless of size or product, every seller should be adapting to responsive mobile design. With a mobile responsive design, your website will load and display in a format that is designed specifically to cater for mobile users. 

A secondary design for mobile is a small investment but catering to mobile users in this way is vital to providing a great user experience and retaining customers. Much like navigation and search, mobile users are more likely to leave your store for another if your design makes it difficult for them to shop from their favorite devices. When analysing your UX as part of your eCommerce plan, try navigating your design from a mobile device and see what needs improvements.

3) Include calls to action

Ideally, the flow of your design will guide customers from your landing page to checkout. The design choices you make will determine how quickly this happens by making it easier for them to find the products they are looking for. With that in mind, using calls to action (CTA) is a great way to keep the flow moving forward or encourage further purchases.

A CTA encourages customers to continue to the next step of the process through simple instructions like “Buy it now” or “Add to cart.” In addition, web pages should display CTAs differently from the surrounding text, such as in the form of a button. They may also appear in more than one section, like at the start and end of a product page.

There are numerous ways to use CTAs to influence customers to complete a purchase. Ecommerce website designers know the design principles that can encourage or reward customers for clicking on a CTA, boosting overall sales and can help guide you through the process of streamlining your store

4) Simple, Clean Design

In the early years of web design, there was a tendency for designers to crowd their web pages with flashy elements. The idea was that including many effects would be eye-catching and hold a visitor’s attention. However, we now know that only half of that is true. 

Grabbing a customer’s attention with special effects and multimedia files may grab their attention, but that alone doesn’t lead to more sales. These days such effects, like drop shadow and bevel, come across as tacky and unprofessional at best. At worst, they can overcrowd the site and make it challenging to navigate, or slow down load times and increase your bounce rate. 

Minimal designs are popular because they focus on UX by casting aside more distracting and clunky elements. It also naturally showcases your critical features like navigation tools and CTAs. When overhauling your UX, everything should come back to a clean design in some way.

Ecommerce website design services from Digital Drive

Don’t let poorly-optimised web designs hold your eCommerce business back. The team at Digital Drive can help you establish an online presence for your business and grow your online sales. If you’re selling physical or digital products, we have a plan for you. Re­ach out today to learn more about our services.

Jack Poyntz

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