How to Develop Your UX/UI for Your eCommerce Platform
ECommerce websites have evolved a lot over the years, but one thing has remained constant: the most successful online stores are the ones that offer customers smooth, uncomplicated journeys to making purchases.
We’ve worked with eCommerce companies of all shapes and sizes to elevate their online stores. Our teams of designers and developers have seen a lot, and we’ve come to recognize the vital role user experience (UX) and user interface (UI) design plays in delivering these superior customer journeys.
“Good UX/UI is like interacting with a good employee in a traditional, brick and mortar store,” says Codal Senior UX Designer Shannon Sajkowski. “It makes it easy and enjoyable to find what you’re looking for and helps you feel confident in the decision you’re making.”
UX/UI design enables eCommerce brands to create more usable sites, drive conversions, boost customer loyalty and engagement amongst their target audience, and increase revenue.
What is the Difference Between UX and UI?
UX and UI are closely linked concepts. Because of this, they are frequently mixed up. In the context of an eCommerce website, both UX and UI play separate but equally important roles.
UX refers to the collective interactions customers have with your brand’s eCommerce web page. UI design concerns the visual and interactive elements that make up these interactions, like icons, typography, animations, fonts, and color schemes. UX design focuses on the functionality of an eCommerce website, while UI tweaks how users engage with this functionality.
UX is perhaps the most fundamental component of your eCommerce site. It encompasses how customers experience your online store. Think about everything from your site’s homepage and search bar, to its product filtering capabilities, to its checkout process.
Good UX design enables your customers to easily accomplish what they want while interacting with your eCommerce store. By fulfilling your customers’ needs, you create positive impressions that drive brand loyalty and keep your customers coming back. UI supports this mission by providing well-deployed visual elements that help customers interact tangibly and intuitively with your online store.
What are the Benefits of UX/UI for eCommerce?
The potential return on investment (ROI) of improving your eCommerce site’s UX/UI is pretty staggering. According to Forrester, every $1 invested in UX/UI nets a $100 return. Let’s examine how improving your site’s UX/UI can be a boon for your business.
Better Conversion Rates
An eCommerce site with great UX/UI design is optimized for conversions. If your site places the customer at the center of everything and includes clearly defined paths to purchase, you’re going to get more conversions, it’s as simple as that. UX/UI design is customer-centric, and the more you can do to make it easy for customers to interact with your online store, the better your conversion rate will be.
Making your eCommerce site easy to interact with should be top of mind for all brands. Good UX/UI design enables customers to make decisions and complete tasks on your site with as little effort as possible. By improving site navigation, reducing page load times, streamlining paths to purchase, and more, you make your eCommerce site more usable. In turn, this creates a positive impression of your brand, cuts cart abandonment, and encourages customers to return time and time.
Hear From Industry Experts
Read the latest tips, research, best practices, and insights from our community of expert B2B service providers.
More Loyal Customers
Investing in a more usable eCommerce site with good UX/UI design makes it easier for potential customers to “buy in” to your brand, and as a result, they become more loyal and engaged, often serving as brand advocates. Acquiring new customers is expensive for eCommerce businesses, so finding methods of making sure existing customers return is paramount. Good UX/UI design helps to encourage customer loyalty by creating a streamlined and intuitive customer experience.
Best Practices for eCommerce UX/UI Design
Let’s outline some key best practices for improving your eCommerce site’s UX/UI.
Embrace Responsive Design
Today’s consumers crave the ability to navigate eCommerce sites seamlessly on a variety of devices—including smartphones, tablets, and desktops—and they expect the same level of usability from each. If your eCommerce site isn’t optimized for mobile use, you’re already behind the ball.
Responsive design means your eCommerce site works well on devices and screens of all sizes. This user-friendly design approach ensures that the most important elements of mobile commerce are accessible and easy to find. Consider incorporating microinteractions and other visual cues to facilitate intelligent navigation and an overall streamlined performance geared towards a small screen.
Incorporate Intelligent Filtering and Search Capabilities
The success of eCommerce is based almost entirely on its convenience. For an eCommerce site to truly entice customers to make a purchase, it needs to create as little friction as possible. A truly convenient eCommerce site is one that seamlessly guides customers to a shared end goal: completing a purchase.
To create this comfortable shopping environment, eCommerce brands should offer their customers the tools necessary to locate the products that appeal to them most. Chief among these tools are filtering and search capabilities. Incorporating powerful plugins like Searchspring and Klevu into your eCommerce ecosystem can enable customers to easily find what they are looking for without headaches.
Show off with High-Quality Product Images
Drawing customers in with enticing and elegant product imagery sounds like online shopping 101 for brands. But you’d be surprised at how many eCommerce stores fail at this simple step. Customers can’t physically touch and interact with your products as they would in a brick and mortar location, so you need to show them off virtually on product pages.
Incorporating high-quality product images can help customers better understand their value. Avoid drab backgrounds and familiar angles. Instead, opt for inventive, eye-catching photos that let customers not only get a feel for what your products look like but help them visualize how they will fit into their daily lives. And this should go without saying, but steer clear of stock images.
Superior eCommerce Through Intelligent Design
Prioritizing your eCommerce site’s UX/UI design helps not only boost your conversion rate and SEO in the short term, but can create long-term revenue growth by helping you to forge lasting relationships with customers. As the eCommerce explosion continues in the wake of the COVID-19 pandemic, the time is now for brands to create truly engaging online shopping experiences that put the customer at the center of it all.