eCommerce UX design user experience

What is UX Design?

UX Design is about designing for the user – not for yourself. Think about how a website makes you feel when you visit it for the first time. To create a strong user experience, maintain content and image consistency, web responsiveness and quick and easy navigation through continuous testing and behavioral analysis. 

A modern website will increase the user experience. This should result in a lower bounce rate and an increase in conversions because it will prompt visitors to view other pages on your site.

You must first understand your buyer and why they purchase from your site. It could be that they want to make themselves feel better or they want to give back. Your ultimate aim, therefore, when designing for your user is: have I solved your problem?

Your content should be organized in a way that makes sense to the user. They should not be overwhelmed with too many choices or lose sight of the navigation through deep-links and irrelevant content.

UX Design Best Practices

  • Conduct research to better understand your user.
  • Use a responsive design to accommodate ease of use across mobile and desktop devices.
  • Ensure that your design is consistent. Stick to 2-3 fonts and a simple colour palate of no more than 5 colors.
  • Help users quickly find what they are looking for with clean and simple navigation and make sure it is more than 3 clicks away.
  • Design short pages. Not ones that require you to endlessly scroll.
  • Keep the main navigation visible and do not weigh it down with lots of sub-menus.
  • Look at other e-commerce sites and design yours with the same elements in mind.
  • Always have a generic search box. Visitors should be able to search your site without restriction.
  • Add related products to your product pages.
  • Do not use more than three levels of headings.
  • Add fresh content to your homepage on a regular basis. This is your shop window – dress it for every occasion.
  • Your content should be shareable. Add social share buttons. PDFs should be downloadable.
  • Each of your pages should have a primary goal. For your product pages, this will be to make a purchase. If you have a blog, your primary goal could be to subscribe to the blog or to sign up for a newsletter.
  • Do not litter your pages with lots of call-to-action links and buttons. Select the most important one and make this the main focus of your site. Two is enough for non-product pages.
  • Avoid acronyms and jargon.
  • Never make the word “here” a clickable link. It does not meet accessibility guidelines, is bad for SEO and offers a poor user experience. Most people know that when they hover over a link, they will see the cursor change into a This tells them the link is clickable. Use a button, if it is not clear, but you do not need to signpost every link with “click here”.
  • Title and descriptions should be relevant to the landing page and as natural sounding as possible.
  • Shorten content with bulleted lists.
  • You should have the greatest amount of inbound links on your highest-ranking pages.
  • Beware of cultural insensitivity when designing for international audiences. Do not add visuals to your website that may be offensive or confusing to other cultures and countries.
  • Have users test your site through a user testing company. Users can test your site remotely or through a focus group.
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