Why UX Matter's In eCommerce Websites

As an eCommerce professional, you know the vast potential and opportunities in the online marketplace. However, capitalising on these opportunities requires more than having a unique product or competitive pricing strategy. To stand out in this hypercompetitive landscape, you must fully grasp the customer's journey and ensure they consistently have pleasant experiences when visiting your site.  

This is where user experience (UX) comes in. UX has evolved from a welcome feature to a must-have, especially for eCommerce platforms where competition is as fierce as consumer expectations are high. And as you continue this journey of growth and evolution, you must continue putting eCommerce web design at the forefront of this pursuit.  

This article explores the impact of UX design in eCommerce and provides actionable tips for improving your site's customer experience.   

UX helps meet rising customer expectations 

As online shopping matures, the digital marketplace has transformed commerce, customers' buying habits, and expectations. Experienced and digitally savvy customers won't hesitate to abandon a site that is difficult to navigate or slow to load. Moreover, they're no longer satisfied with a functional website—modern consumers seek seamless experiences that make their online shopping effortless, enjoyable, and memorable. 

To meet these evolved customer expectations, your website must feature the following: 

• Intuitive interfaces: This means having a clean design, clear menu structures, and easily identifiable buttons. Remember, a confused user is more likely to leave your site, potentially costing you a sale.  
• Easy-to-find products: You can achieve this through simple, understandable categorisation, smart search features, and well-organised product listings. For example, a search bar with autocomplete suggestions can help customers find products faster.   
• A swift checkout process: A quick and smooth checkout process is crucial for increasing conversion rates. You can achieve this by allowing guest checkouts, offering multiple payment options, and providing a clear summary of items in the cart before payment. These elements reduce friction and keep customers focused on completing their purchases.   
• Excellent after-sales service: The customer journey doesn't end with a purchase, as providing excellent after-sales service can build long-term relationships with customers and encourage repeat purchases. Providing easy return policies, quick responses to customer queries, and proactive communication about order status can foster customer loyalty. 

Every touchpoint should be designed to improve the user experience, from search functionality and product descriptions to customer service and return policies. By focusing on UX design, businesses can create memorable and enjoyable shopping experiences that meet rising customer expectations, ultimately boosting conversion rates.

A well-design UX can build trust

In eCommerce, where sensitive information is involved, cultivating trust goes beyond aesthetic branding cues (such as consistent use of fonts and colours) and projecting a professional image. Here are some essential UX elements that help foster trust in eCommerce sites: 

1. Clear and comprehensive product information

In the absence of physical touch and the ability to inspect items closely, online shoppers rely heavily on the information provided on your website to make purchasing decisions. These elements help nudge prospective customers to buy: 

• Display all pertinent information: Information such as sizing guides, material, weight, compatibility, care instructions, etc. can significantly impact a buyer's decision. Additionally, consider linking to an FAQ page to ensure every potential concern is addressed.  
• Provide high-quality images and videos: For example, a clothing retailer could show an item worn by a model from different angles or a video showcasing its fit and movement. 

Providing this information can reduce potential uncertainties for your customers, creating an environment that facilitates the buying process.

2. Transparent shipping and returns policies

Providing upfront, accessible information about shipping costs, delivery times, and return procedures helps establish your platform as an honest, customer-oriented business. Some best practices include the following: 

• Display shipping costs early: Unexpected shipping costs at checkout commonly cause cart abandonment. Avoid this by clearly stating the shipping costs on the product page or early in the checkout process. 
• Offer tracking options: Provide your customers with a way to track their orders from when they leave the warehouse until they arrive at their doorstep. This gives them a sense of control and alleviates delivery anxiety. 
• Communicate delays: In the event of delivery delays, communicate the issue proactively. Customers appreciate being kept in the loop, even when things go wrong. 

In the booming eCommerce industry, trust is hard to gain but easy to lose. A well-executed eCommerce UX design puts users' needs and concerns at its heart. Implementing the UX elements above can boost your brand's trust quotient and ensure sustained customer loyalty. 

3. Visible customer ratings and reviews

Honest, candid feedback from past customers can significantly influence a potential buyer's decision-making process, providing them with valuable insight into the quality and value of your product. To demonstrate transparency, include both positive and critical reviews on your product pages. Prospective customers value seeing both sides of the story and are more likely to trust a brand that isn't afraid to show critical reviews. 

Additionally, using a star-rating system allows customers to gauge the overall perception of a product quickly. Make this feature visible on product pages and search results to give prospective buyers a quick snapshot of customer satisfaction.  

4. Secure payment gateways

Users should see familiar and trusted payment options when they proceed to checkout. These could range from widely recognised credit and debit card processors, like Visa and MasterCard, to popular digital payment systems, such as Paystation, PayPal, or Bambora. Providing more payment options increases the likelihood of customers seeing their preferred method, enhancing their confidence in your site. 

Moreover, prominently display trust seals, SSL certificates, or badges that signify PCI (payment card industry) compliance. These symbols are recognisable signs of secure environments for online transactions.  

The bottom line

Today's eCommerce industry is fiercely competitive, and only those who deliver exceptional user experiences will succeed. Focusing on eCommerce UX design will ensure that your customers enjoy a seamless and satisfying journey from the moment they land on your website to the point they complete their purchase—and beyond. 

While implementing the tips above will certainly help, improving your eCommerce UX requires constant evaluation and improvement. With the help of UX metrics and analytics, you can gain insights into how users interact with your website, allowing you to improve and evolve with the shifting expectations and trends.