UX Design for Ecommerce: Solutions to Ensure Positive Ecommerce Experience (Part I)

Before lead turns into customer, he or she is primarily the user of your website.Of course, you want your customers to have positive experience in your ecommerce store. I’m also sure you paid lots of attention to this matter. You’ve got a great variety of high quality products, the prices are reasonable, you offer seasonal discounts and the layout of your website is pleasing to the eye. Shouldn’t it be enough? Well, it is not.

Before lead turns into customer, he or she is primarily the user of your website. And if your ecommerce site, doesn’t provide them with easy, intuitive and useful solutions, the chance they’ll buy something from your store is low. How to keep it high then? Clever UX design provides the answer to this question.

5 UX Design Solutions for Ecommerce

Let’s start today with these 5 UX design tips that will make your ecommerce website truly-user friendly.

Highlight products that are already in cart

If your ecommerce store sells a variety of similar products that are often bought in large amounts, the users may feel confused. Let’s say a customer wants to buy few bottles of nail polish in different shades of red. When 3 bottles are already in cart and she comes back to the product page to get another one, the chance she chooses the shade she’s already got is pretty high. Even when the products aren’t so similar such situation may occur. Jumping between product categories, being distracted by a crying kid or a ringing phone, it’s easy to forget whether milk was already added to cart or not. Since it’s not very convenient to constantly check what’s in the cart, make your customers’ life easier and highlight those products on the product listing page. You can additionally add the information about the quantity of particular items – that’s useful as well.

product added to cart highlighted on the product listing page

Enable hover with more product details

You’ll never know what information a given customer is looking for.The information customers are looking for on a product listing page vary. Firstly, it’s dependent on the kind of products your selling. In the case of clothes, for example, image will be more important than in the case of mobile phones where what matters most are the specifications. That’s what it seems, at least. The truth is you’ll never know for sure what information a given customer is looking for. That’s why the more information you display, the better. Since product listing pages are usually limited in space and easily become cluttered, hover providing more information is the best solution. If the user moves the cursor over a product that catches their attention, they’ll be instantly provided with more information.

hover with product details

Show recently viewed products

Shopping online and faced with a wide range of products, customers are often struggling with the choice what to buy. They think carefully, compare the items and often ask friends or family for advice. If they don’t open product pages in separate tabs, they’re forced to click back over and over again in the browser to find the product they were looking at. And if they leave the decision on what to buy for the next day, they’ll probably have to search for the products once again. In neither case, is this convenient. Showing recently viewed products is an easy UX design solution for these problems. One additional section on the side of the product page and your ecommerce gets an additional point in the customers’ eyes.

recently viewed products section in ecommerce store

Show recently bought products

Do you have a bunch of regular customers who often buy the same products in your ecommerce store? Then personalizing their accounts is a good idea. If some customer visits you every month to buy a given cat food, displaying a section with recently bought products right after logging, will make their shopping easier. No time wasted on looking for the right bag size and type of the cat treat – one click and the product is in the cart. Knowing that such feature is waiting for the customer in your store, will make them more likely to come back.

recently bought products section in ecommerce store


Change the view of product display

Product listing page should be adjusted to the different contexts of visiting an ecommerce store.Your product listing page should be adjusted not only to individual shopping habits of particular customers, but also to the different contexts of visiting an ecommerce store. Some of your customer may browse quickly through page looking for a few specific products, others may want to carefully review the details of multiple items. In the first case, a long list of miniatures will be perfect on a product listing page, in the second a bigger and more precise set of information is much more convenient. What to choose then? Well, let your customer make that choice. The users will be grateful for the possibility to change the view and number of products shown on the product listing page.

option to change product display on the product listing page

. . .

Though these are simple UX design solutions, usually quite easy to implement, their influence on customer experience is enormous. Including such user-friendly solutions in the ecommerce store makes the visitors’ interaction with your website much more satisfying. And there’s only one small step from a satisfied user to a satisfied customer.

PS: Liked the solutions listed here? Here’s more UX design tips for ecommerce.

Author: Anna Kulawik