Foundations of Good UX in E-commerce
Every online store should meet basic usability criteria:
- Simple, intuitive navigation: A clearly organized category menu and highlighted action buttons (e.g. "Add to cart") lead the customer by the hand. Avoid overloading categories or a structure that is too deep - a confused user will quickly leave the site.
- Loading speed: Optimize your page so it loads instantly. Every additional second is a risk of losing a customer – many visitors will abandon the site if it doesn’t appear within ~3 seconds.
- Responsiveness (mobile-friendly): Design in a mobile-first approach. Most traffic and transactions today take place on smartphones, so the store must work flawlessly on a small screen (clear fonts, large clickable elements, simplified menu).
- Accessibility: The site should also be friendly to people with disabilities (compliant with the WCAG standard – proper descriptions for graphics, appropriate contrast, keyboard navigation, etc.). 27% of disabled customers declare that they abandon a purchase at least once a month due to barriers on the website.
- Transparent shopping process: From adding a product to the cart to finalization - each step should be understandable. Show how many stages are left (e.g. progress bar), require only the necessary data and do not surprise with hidden costs. The fewer clicks and forms, the smoother the shopping.
Key elements for optimization
Some parts of the store require special attention because they directly affect the customer experience and sales:
- Home page: Clear layout with a clear menu, visible search engine and main promotions. Avoid overloading with content and graphics.
- Product card: Large photos, specific description, clear Buy now button. Information about delivery, returns and customer reviews increase trust and willingness to buy.
- Cart: Transparent list of products with total cost (no hidden fees). Additional costs disclosed too late discourage as many as 39% of customers. (baymard.com)
- Checkout: Finalizing the order must be as simple as possible - shopping without registration, a minimum of form fields, various forms of payment and clear messages at every stage.
- Search engine and filters: A search engine with suggestions and precise filters allows you to quickly find the right product.
How to avoid common UX mistakes
Many online stores lose customers due to repetitive errors in UX. Here are the three most common and how to prevent them:
- Forced registration: Forcing a new customer to create an account before making a purchase is irritating and often ends with cart abandonment. Solution: Always allow guest shopping. You will get the data for marketing later - for example, by suggesting creating an account after placing an order.
- Hidden costs at the end: Not disclosing shipping costs or commissions right away is mistake number one. Over 39% of buyers give up when they discover additional fees in the last step. Solution: be transparent – communicate all costs in advance (e.g. show estimated delivery in the cart) so that the customer is not surprised when paying.
- Checkout too complex: A long, complicated checkout process discourages impatient users. Almost 18% of customers abandon their cart because checkout requires too many actions. Solution: simplify – remove unnecessary steps and form fields, fill in data by default when possible, divide the process into clear stages. The sooner a customer sees the purchase confirmation screen, the better.
Best practices supported by research
UX experts and analyses of thousands of stores indicate practices that significantly increase sales and customer satisfaction:
- Shortening the purchase path (purchases without registration): Every unnecessary step is a potential loss of a customer. Baymard Institute calculated that improvements in the design of the checkout process can increase conversions by an average of 35%. It is worth regularly analyzing where users encounter difficulties and improving these places. Convenient, fast purchases - e.g. the ability to complete without creating an account - have become a standard that reduces cart abandonment.
- Building user trust: A customer is more likely to buy if they feel safe at every stage. As many as 19% of buyers abandon a transaction when they don't trust the site when it comes to payment. (baymard.com) Therefore, display trust signals - SSL certificate, icons for accepted payments (Visa, MasterCard, PayPal, etc.), inform about easy returns and working customer service. Such elements increase the credibility of the e-store.
- Personalize the experience: Provide content tailored to the user. Based on browsing or purchase history, you can recommend products, which often translates into additional sales. Importantly, 66% of consumers declare that they will abandon a brand that offers a completely non-personalized experience. Simple examples include a "Recommended for You" section, email reminders about abandoned carts, or personalized discount offers for regular customers.
Current Trends in UX Design
The world of UX is constantly evolving - here are the latest trends in e-commerce to keep in mind:
- Microinteractions: Subtle animations and effects (e.g. button highlighting on hover, cart icon moving after adding a product) make the interface more interactive and "alive". Such details provide the user with immediate feedback and build positive emotions while shopping.
- Storytelling in design: More and more brands are weaving narrative elements into their stores. The home page and product cards are not just a list of products, but also a story - about the brand's value, the history of the products' creation or the lifestyle that accompanies them. Engaging storytelling (e.g. through lifestyle photos, the "Our mission" section) increases customer engagement and distinguishes the store from the competition.
- Advanced personalization: Personalization has reached a higher level thanks to AI and big data. Modern stores can dynamically adapt content to the behavior of a specific user - from the order in which products are displayed, through personalized promotions, to individual messages. The goal is to give the impression that the store understands the customer's needs. Such deep personalization increases the chance of conversion and builds loyalty, although it requires caution not to violate the user's privacy.
To sum up, focusing on user needs and proven UX practices translates into tangible benefits: higher sales, customer loyalty, and a stronger brand image.
