The Importance of User Experience in Ecommerce Website Development

By: Beatrice Raphaella Aranton


23 Jun 2023

ecommerce website development - UX importance - Verz design

Unquestionably, one of the most popular activities in the world is online shopping. Consumers spend over 2.3 billion hours online annually. However, the typical internet visit lasts less than 54 seconds.

If your online store is unattractive, sluggish, and slow, customers will leave it quickly. Store owners should therefore place a high priority on the ecommerce client experience. By investing in ecommerce UX, you can enhance the shopping experience and boost repeat business with high-quality ecommerce website development services.

In this post, we’ll go through the benefits of eCommerce website development, eCommerce UX recommendations, and tell tale signs that your business needs an upgrade.


  1. Understanding User Experience (UX)
  2. The Benefits of Good UX in Ecommerce Website Development
  3. Key Considerations in Ecommerce UX Design
  4. Best Practices for Ecommerce UX Design
  5. Measuring and Improving UX in Ecommerce Website Development
  6. Common UX Design Mistakes to Avoid
  7. Ecommerce UX Trends to Watch Out For
  8. Challenges in Ecommerce UX Design
  9. Provide the Kind of User Experience That Converts

Understanding User Experience (UX)

understanding user experience - Verz Design

Consider the gadgets you utilise every day. Your laptop, desktop, mobile device, and even home appliances like a smart thermostat. User interface (UI) and user experience (UX) are the two key components of each.

User experience, or UX, is a little more challenging to define. UX focuses more on a product’s intangible qualities, such as your feelings and thoughts as you use it. UX is a term that encompasses all facets of a customer’s relationship with a company, from its services to the final product, and was first used by Don Norman in the 1990s while working at Apple. Norman has since defined it as “everything that touches upon your experience with a product.”

Simply said, UI deals with the appearance and functionality of a product’s user interfaces, whereas UX deals with the whole experience.

These two components are essential to the design of every product. For instance, both UI and UX are impacted when a web designer employs responsive design to make their site match whatever device it is being viewed on. The user has a better experience using that website since the UI runs more smoothly.

Accessibility is also impacted by UI and UX on a website. A poor user experience is brought on by a website that a person with a disability cannot utilise. Happily, more and more designers are becoming aware of this and addressing both UI and UX design while keeping accessibility in mind.

The Benefits of Good UX in Ecommerce Website Development

Benefits of good user experience in ecommerce website development - verz design

1. Improved Customer Satisfaction and Loyalty

Users have a better experience overall while using an ecommerce website thanks to effective user experience design, which also makes it simpler for them to navigate and make purchases. Increased client happiness, recurring business, and greater word-of-mouth marketing are all possible results of this.

2. Increased Customer Engagement and Conversion Rates v

The likelihood that consumers will make a purchase on your eCommerce website rises when they have a positive experience there. This may result in improved conversion rates and earnings.

3. Enhanced Brand Reputation and Competitive Advantage in the Market

A strong UX contributes to customer credibility and trust-building, which can improve brand reputation. This may lead to customer loyalty, repeat business, and favourable reviews, all of which may draw in new clients for your company.

4. Streamlined Operations

Additionally, operations can be streamlined to make it simpler for the company to handle payments, inventory, and shipping thanks to a well-designed ecommerce website with strong UX. Errors can be minimised and staff workloads can be reduced as a result, increasing productivity and profitability.

Key Considerations in Ecommerce UX Design

Key considerations in ecommerce user experience Design - Verz design

1. Visual Design and Branding

The simplicity of a design is one of the topics that constantly come up in user research and UX design. This idea also applies to the layout of websites for online stores. Make sure your design is simple, as a convoluted layout will only make it difficult for customers to find the things they want and finish a transaction. Keep in mind that the objective is to boost conversions while assisting consumers in completing their duties. The consumers shouldn’t have to spend hours figuring out how to browse the website, thus this should be done in the most straightforward method feasible.

2. Mobile Responsiveness and Accessibility

Today, mobile devices account for the majority of website traffic. Therefore, it is crucial that eCommerce websites are made in a way that they are responsive to mobile devices. The limits imposed by smaller screen sizes and the mobile design concepts must therefore be understood by UI/UX designers.

3. Search Engine Optimization (SEO)

Creating easily navigable, user-friendly websites that provide users with the information they want is the common goal of both SEO and UX. Search engine algorithms take into account more than just technical considerations when determining the legitimacy of a website. They also observe user behaviour on the website to gauge the quality of the user experience it offers. A website will fall out of favour extremely rapidly if the algorithms discover that users tend to depart a given website shortly after arriving there. It will drop in the rankings to make room for rivals that seem to be offering a better user experience.

4. Simplified Checkout Process and Payment Options

Unnecessarily difficult checkout procedures are one of the main causes of cart abandonment. The checkout procedure may be made more simpler to enhance UX. Make sure the checkout procedure is well-thought-out to allow for quick, simple, and easy navigation through the process. But it’s also crucial to take into account the target audience’s diverse needs when improving the checkout process.

Making sure that clients can choose how and when to pay for goods or services is one such consideration. Customers can select the payment method that best suits their needs by offering a variety of options, including bank account, credit or debit card, PayPal, Google Pay, Apple Pay, and other similar services. In order to further streamline the checkout process, you can allow the consumers to choose one and save it as their favourite payment method, which they can use going forward.

5. User personas

By using user personas to better understand your target market, you can create an eCommerce website that meets their wants and interests.

6. Site Structure and Navigation

Navigation is one of the main issues that eCommerce websites have. When there are many options available, it might be difficult to present all of the product categories in a way that is not overwhelming for the users. The simplicity of navigating is thus one of the most crucial eCommerce UX design best practices. A strong information architecture can be helpful in this situation. Make sure the menu isn’t too long so that it fills the entire page or too short so that the product categories aren’t properly represented when developing navigation for eCommerce websites.

Best Practices for Ecommerce UX Design

best practices for ecommerce User experience Design - Verz design

1. Simplifying the User Journey

Navigation is a significant issue for eCommerce websites. When there are numerous product categories available, it might be difficult to present them all in a way that is not overwhelming for the users. As a result, making navigation simple is one of the most essential eCommerce UX design best practices. This is a situation where good information architecture can be helpful. Make sure the menu is neither too big so that it fills the entire page or too short so that it does not properly represent the product categories when designing navigation for eCommerce websites.

2. Providing Clear and Concise Product Information

Additionally, it’s critical that eCommerce websites present all pertinent details regarding the goods and services they have to offer. To do this, each individual product can have its own dedicated product detail page. These pages ought to provide details on a product’s availability, major attributes, cost, and, if applicable, useful documents like size charts or user manuals.

3. Incorporating Social Proof

By integrating user feedback, you may use strong UX to simplify the decision-making process for your customers. This may encourage others to buy by fostering trust and offering social proof.

4. Offering Personalised Recommendations

Each user can have a distinctive buying experience because of personalization, which boosts engagement and loyalty. An excellent technique for eCommerce businesses to increase sales is to provide customers with personalised product recommendations based on their past purchasing behaviour or purchases.

5. Using High Quality Product Images and Videos

The best practices for eCommerce UX designers include offering top-notch pictures and videos of each product. This helps to increase the exposure of the products and enhances the website’s overall presentation. Using high resolution photographs can improve the aesthetic appeal of the products and, by extension, the website. When using photos and videos, however, designers must exercise caution because doing so could jeopardise the website’s overall performance and ability to load pages quickly.

6. Providing Excellent Customer Support

eCommerce customer care lays the groundwork for assisting customers on eCommerce platforms and throughout their lives. As long as the customer experience is consistent across all channels and platforms, helping customers with anything from choosing an online purchase to solving problems is essential.

Measuring and Improving UX in Ecommerce Website Development

Measuring and Improving UX in Ecommerce Website Development

Any eCommerce website’s ability to give its users a positive User Experience (UX) is a key factor in determining its success. It is crucial to concentrate on enhancing the UX while planning and creating an eCommerce site in order to maximise engagement, conversions, and client loyalty. An organised method that takes into account various components of an ecommerce site is necessary for measuring and improving UX in ecommerce websites. This is how:

1. User Testing and Feedback

Understanding your users’ demands and how they interact with your product is one of the key components of UX design. The user experience can be enhanced with the help of user feedback. You run the risk of releasing a product that might not satisfy the needs of your target market if you ignore customer feedback. In order to enhance the user experience (UX) of your product, it is crucial to continually collect customer feedback and modify your design.

2. Conduct a UX Audit

Understanding how people engage with an eCommerce website begins with a UX audit. A UX audit is examining every element of a website, including the navigation, button placement, and calls to action. The website’s strengths and flaws should be identified by the audit in order to help establish a plan for improvement.

3. Utilise Analytics Data

An effective method for gaining understanding of user behaviour on eCommerce websites is analytics. Use analytics like bounce rates, time spent on the site, and conversion rates to identify areas that need work. For instance, if a page’s bounce rate is high, it may be a hint that the design is not compelling enough and needs to be changed.

4. Continuous Improvement and Optimization

UX places a high priority on site speed, and slow-loading websites are more likely to lose visitors. Utilise tools like Google’s PageSpeed Insights to assess the website’s loading time and pinpoint areas that need to be improved. Additionally, navigation has a big impact on an ecommerce website’s user experience. To improve user experience and boost engagement, make sure the website navigation is simple, easy-to-use, and intuitive.

It is necessary to use a structured, data-driven approach to improving the user experience on eCommerce websites, using analytics data and user feedback to inform the improvement strategy. Ecommerce websites can improve their UX by putting the aforementioned techniques into practice to boost client engagement and boost conversion rates.

Common UX Design Mistakes to Avoid

Common UX Design Mistakes to Avoid - Verz design

Online firms must have good ecommerce UX design. The success or failure of an online store can be strongly influenced by a compelling customer experience. Several variables, which frequently include the following, might make designing the user experience for eCommerce websites difficult.

1. Complex Checkout Processes

Due to the abundance of categories, subcategories, and product pages on ecommerce websites, navigation is a crucial component of the UX design. The trick is to make the website user-friendly and simple to use without giving the user too many alternatives. The checkout and shopping cart procedures need to be streamlined, simple to use, and quick. Customers should be able to swiftly add products to their carts, see the final price, and complete the checkout process without difficulty or interruptions.

2. Overwhelming Users with Too Much Information

An eCommerce website must offer helpful details about both the goods and the company. However, giving them too much information may easily overwhelm them and turn them off.

3. Inconsistent Branding and Messaging

The layout, font style, and colour palette of the eCommerce website must all be uniform. Design consistency offers a familiar look and feel, which increases the user’s sense of security and trust. Clarity is important, and the website’s content should be simple to read and understand to promote easy navigation and lower bounce rates.

4. Ignoring Mobile Users

The majority of internet users utilise mobile devices to browse websites and apps. Therefore, neglecting mobile design is a serious UX design mistake that could harm the success of your product. Make sure your product is responsive to different device sizes and has a mobile-friendly design. UX designers must make sure that the website is mobile-friendly and simple to use on any device as mobile eCommerce grows. For mobile customers, the responsive design should offer seamless product search, mobile checkout, and clear and simple navigation.

In conclusion, rigorous thought, planning, and testing are necessary for ecommerce UX design. A good eCommerce website ought to offer a user experience that is seamless, user-friendly, visually appealing, and educational. The difficulties mentioned above are just a few of the crucial elements that UX designers must take into account while developing an efficient ecommerce website.

Ecommerce UX Trends to Watch Out For

Ecommerce UX Trends to Watch Out For - Verz design

UX design is vital for companies looking to develop digital products that are not only practical but also enjoyable and intuitive as the world gets more and more digital. It’s crucial to follow the most recent UX trends in order to stay on top of the game. Here are five typical UX trends to be aware of:

1. Voice User Interface

Voice user interface (VUI), which is on the increase with smart speakers and virtual assistants, is another development to keep an eye on. VUIs are made to make it simple for consumers to communicate with technology by speaking into the device. As a result of significant investments made in the development of their VUIs by businesses like Amazon and Google, this technology is becoming ever more complex.

2. Augmented Reality and Visual Search

A product becomes more real when it is tested in a virtual setting. It increases buyer confidence, reducing the likelihood of buyer’s regret. They are hence less inclined to return their purchase. In the end, this saves businesses money on shipping and restocking expenses.

3. Micro-Interactions

When a user interacts with an app or website, tiny, undetectable animations or interactions called micro-interactions take place. By giving feedback, directing users through an interface, and injecting a little personality and excitement into a routine transaction, they can improve the user experience.

4. Progressive Web Apps (PWAs)

You must keep in mind that building PWAs is much more similar to designing native apps. Without the need to download any apps to a mobile device, PWAs, or Progressive online Apps, combine robust capabilities of both online and mobile applications (such as offline access, push notifications, etc.). When it comes to remaining ahead of the competition, PWAs are the way to go, whether it’s through a quick and enjoyable user experience or reasonable development expenses. While offering a better UX, progressive web apps provide many of the same functionalities as native mobile apps. Progressive Web applications offer mobile-friendly interfaces and, like native applications, may be added to your homescreen, used when the internet is down or offline.

5. Personalization and Machine Learning

Businesses are using personalisation to differentiate themselves in the face of fierce competition in the digital sphere. Personalization entails adjusting the user interface to each user’s tastes and requirements. Personalising material, suggestions, and even the user interface itself can help with this.

Challenges in Ecommerce UX Design

Challenges in Ecommerce UX Design - Verz design

1. Focusing on Aesthetics at The Expense of Functionality

Although important, aesthetics shouldn’t be sacrificed for functionality. No matter how attractive your product may be, if it does not work properly, users will stop using it. User experience should always come first, and designers should make sure that aesthetics don’t get in the way of usefulness.

2. Addressing the Needs of Different User Segments

There is an impedance mismatch between a user and the developer or maintenance of the rule engine, which makes it difficult to create an interface for rule-engines. Users frequently lack knowledge of the precedence rules for the logical operators, which leads to the most frequent source of misunderstanding when formulating rules with and/or. This frequently leads to circumstances when user-created rules fail to produce the desired consequences.

3. Meeting Business Goals and Constraints

Anyone who plans, designs, or generally participates in the development of an eCommerce website must have a thorough understanding of the underlying business objectives. Everyone involved in the process is accountable for the user experience the product generates; it is not just one person’s responsibility. This implies that everyone participating in the creation of an eCommerce website should fully understand the intended outcome.

Challenges in Ecommerce UX Design

Provide the Kind of User Experience That Converts - Verz design

It is impossible to exaggerate the significance of user experience in the creation of eCommerce websites. This is due to the fact that clients in the modern digital age have a plethora of options and want more than simply a product. In order to keep users returning and eventually increase revenue, an eCommerce website must offer a seamless and positive user experience. Therefore, Verz makes sure that eCommerce companies invest on website creation that emphasises a great user experience. This includes figuring out who the target market is, optimising the architecture and style of the website, and adding simple navigation and search features. In the extremely competitive ecommerce sector, a well-designed ecommerce website that prioritises user experience can mean the difference between success and failure. To schedule a free consultation, call 6841 1680 or email [email protected] today!

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