UX Design for Ecommerce: Tips to Ensure Positive Ecommerce Experience (Part II)

Online shopping means no queues, bigger variety of products and shopping whenever you like, even in the middle of the night. The keyword here is convenience and if you want online shoppers to choose your ecommerce, not the competitors, convenience must also apply to your website. So if you’ve already absorbed the first 5 UX design solutions for ecommerce, it’s time for the second portion. Here we go!

5 UX Design Tips for Ecommerce

Enable custom email notifications

If you care about positive experience of your customers, provide them with information they need.Newsletters are a good way to inform customers about important news from your ecommerce but they are rather general in nature. Usually they include exactly the same information you post on your Facebook profile. No wonder that many customers don’t sign for newsletters or ignore the emails. What most customers are more interested in are not general news but information about particular products: When will they be available again?, When will they be on sale?, When will there be a special offer on them? – that’s what most of your customers want to know. And if you care about them having positive experience in your ecommerce, simply give them what they need. It’s a good idea to Include on the product page an email icon with a dropdown that lets users choose what kind of product news they want to receive. Such product-specific email notifications will provide customers with information they’re looking for. For them such messages will be a good reason to choose your ecommerce store and for you they’re another touchpoint. Two birds with one stone!

email notification about product avaliability

Let customers create sharable wishlists

Many customers don’t make a purchase decision right away: they need time to think everything over, compare prices with different ecommerce stores or consult their choices with family or friends. Of course they can bookmark the pages, but it’s not as convenient as having all the items stored in one place. The possibility to mark potentially interesting products and add them to wishlist is a great solution. If a wishlist is to be truly user-friendly make sure that the customer can share it with others online. Not only provide an email and social media share, but also enable customers to create a sharable link. Such a link will make it easier for customers to consult the purchase with others and can serve perfectly as a form of a giftlist. And though we live in a digital era, make a printable version of the list available as well. Maybe your customer would want to pin it to the fridge as a reminder to do shopping or show his or her grandmother in an old-fashion way. Who knows?

Wishlist on ecommerce website

Make sorting and filtering user-friendly

If you force customers to scroll for hours to find what they are looking for, they’ll leave your website frustrated.First of all, unless you sell less than a 100 products, filtering and sorting are a necessity. If you force customers to scroll for hours to find what they are looking for, you can’t expect them to have a positive experience in your ecommerce store. Filtering and sorting make finding the right type of product much faster and easier. That’s why it’s important to include as much choice options as possible and make them relevant to the products you sell. In case of filters, it’s also crucial to enable choosing multiple options so that customers can precisely specify what they need, let’s say, a red, long sleeve, cotton, mini dresses, sized M. One of possible user-friendly solutions for filters is a dropdown that opens and closes with a click. The chosen options should remain visible and work as a sticky element. That way customer will always see what filters are applied, without the need to come back to the top of product listing page.

Sorting and filtering options on ecommerce page

Help customers go through checkout

Checkouts can be tricky and unfortunately many customers abandon the cart at some point of the checkout process. They aren’t sure how to fill the certain inputs, get frustrated with the number of fields to fill or don’t feel safe seeing the payment method they’ve never used before. That’s why it’s so important to make checkout as easy and quick to go through as possible. First of all, inform customers from the start what they’ll have to do to complete the purchase: what data they are asked to provide, what payment methods are available and what the process looks like. It’s useful to visualize checkout in the form of a graph with a progress bar. That way customers will know from the start what they have to do after each step and get an instant confirmation on what have already been successfully completed. Such a solution will make them feel safe.

Step-by-step checkout on ecommerce page

Don’t hide important information

If crucial information can’t be found quickly, the users become suspicious.To convince potential customers to buy something from your ecommerce, they have to trust you. And we all know it’s not an easy task to build the customers’ trust at that initial stage. If crucial information such as shipping and return terms or contact details can’t be found quickly, the users not only get frustrated, they also become suspicious – ‘Is shipping fee not shown because it’s terribly expensive?’, ‘Does this ecommerce even exists if there’s no way to contact it?’ The longer the user looks for such information, the more questions appear. If you don’t want potential customers to doubt you, make crucial information explicit and place them above the fold. That way users will not only trust you more but also appreciate the fact you didn’t waste their time on looking for information they need.

Visible shipping information on ecommerce page.

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Seem like simple tips? That’s because they are. Their influence on customer experience in your ecommerce is major, though. Present your users with easy, useful and user-friendly solutions and be sure to see the proof of their power in your conversion rate.

Author: Anna Kulawik