Having an eCommerce platform with a subpar user experience (UX) will no longer cut it, especially in the competitive post Covid-19 landscape. There may be as many as 2.14 billion digital buyers worldwide in 2021. And in our instant gratification culture, today’s customers don’t just want a seamless user UX when transacting online, they expect it. In fact, According to, 38% of online shoppers will leave a website if they find the design to be unattractive. In addition, as many as 88% of online shoppers say they wouldn’t return to a website after a bad on-site experience.
So, while you may have a great product or service offering, competitive pricing, and an eCommerce store set up and ready to sell your goods, this will all be useless if your website’s UX or user interface (UI) is not up to scratch. Payflex outlines some essential eCommerce UX and UI tips to help you set yourself from your competitors and drive sales.
Be my Guest
Beauty and the Beast’s song – “Be our guest, be our guest, put our service to the test”- rings true here. Forcing a customer to create an account in order to complete a purchase is one of the primary reasons for cart abandonment. Guest checkout is especially important when a user has first contact with your website. Using a site for the first time, they might not trust your brand enough to provide you with their personal data. Removing this onerous requirement by offering the freedom of guest checkout gives you the opportunity to fast-track shopper conversion.
Make your site search clear and simple
The search bar is an often overlooked part of a site during the design process yet it is crucial to UX because users depend on it to find specific information. In fact, up to 30% of visitors to a website will use the search box, and 43% will immediately use it. However, a whopping 72% of websites fail users’ search box expectations. Offering automated product suggestions on information a user is typing in helps to speed up the search. In addition, filters are another key feature to add to the search box as it helps to narrow down searches. According to certain categories like colour, price, and brand.
Adopt a mobile-first approach
Mobile purchases are expected to drive 72.9% of e-commerce sales this year. Which means that every day you’re not optimizing your m-commerce approach, your store is potentially losing thousands. By now your eCommerce store is most likely accessible via a mobile device. But is it optimized? Customers expect the same user experience no matter the device. So, if you have not already, it is vital to invest in a responsive omnichannel web design.
Keep it simple especially at checkout
The golden rule of UX and UI is to keep it simple. Having a website is pointless if it is hard to navigate. Complex navigation, endless scrolling and confusing copy all have an impact on cart abandonment.It is important for eCommerce websites to have a logical navigational structure and organization. This is especially important at checkout where cart abandonment rates are as high as 69%. The answer to this is reducing the number of hoops the customer needs to jump through to convert. Too much information scares users away. Address this by:
- Removing unnecessary fields
- Add a progress bar to break down the process into the clear steps
- Turn on autofill for the checkout form
- Add an SSL certificate and security seals to your site
- Add a variety of different payment methods
The Bottom Line
Great UX and UI ultimately boils down to how well you understand your customers and what they want. A spray and pray approach will no longer suffice. Optimizing eCommerce UX and UI is an ongoing process that involves time, trial and error, and money. But failure to do so puts merchants at significant risk of falling behind their competitors. Especially in today’s highly competitive online environment. As Amazon’s Jeff Bezos famously said: “We innovate by starting with the customer and working backwards. The focus is not the product, but the customer.”