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e-Commerce websites are arising at an incredibly fast rate without any geographical restrictions and boundaries, allowing shoppers to shop at their convenience. In spite of the advantages, e-Commerce websites often fail in their primary objective of making the purchase easy for customers. Here are the 8 UI design elements that every e-commerce store must have to make your site more usable by avoiding the common pitfalls.
It makes no sense if search box doesn’t stand out and is uneasy to spot. Shoppers who use site search tends to show a much higher intent to buy and hence, the box must be clearly visible, quickly recognizable and easy to use.
Placing the search bar in a prominent position on the website and using contrasting colors help it to stand out, make it easier to capture the attention of shoppers who are purposefully looking for something, and streamline the experience of those who are just browsing.
Call-to-action (“CTA”) button is a key design element of your eCommerce website development. It should pop from rest of the pages so as to draw attention and catch eyes skimming over the screen. An effective CTA has a tremendous impact on conversion rates, as it is the element that triggers shoppers to take immediate action to the information displayed on the website. A highly contrasting design is the key to an eye-catching call-to-action in order to stand out from the rest of the site content.
Your homepage is the gateway to a site’s content, functionality, and overall UI/UX design that often creates the first impression on the minds of visitors. It dishes out the first taste of what the site offers for those who have commenced browsing your site. It is imperative that your site should be impressive and the shoppers must find exactly what they’re looking for the moment they reach you. You need to display numerous product offerings rather than just displaying one or two products on homepage otherwise, you narrow down the customer’s choice. The beginning of a great user experience is an inviting homepage, so get it right.
Design your e-commerce store in such a way that the store traffic flows from page to page with simple, familiar category names, logical paths, and easy-to-grasp site hierarchy. An intuitive navigation leads to lower bounce rates and increased conversion rates. A Simple navigation structure is one of the vital parts of a positive customer experience and remains a top priority in the e-Commerce industry. You need to give a tactical thought to the navigation structure of your store to ensure that customers are able to locate information, compare products, and make payment with minimum clicks. Keep it simple and don’t confuse your customer, focus on reducing the steps to a bare minimum.
Breadcrumb is a form of a site navigation that shows users current location in the site hierarchy- where they are on the site as well as the steps they’ve taken to get there. Additionally, makes easy retrace of shopper’s steps by providing shortcuts, to pages previously viewed. If your existing e-Commerce store does not have breadcrumbs, shoppers might feel lost in the maze of product links and rattled if unable to find the exact location in the site. Highly time-saving breadcrumbs help in reducing site abandonment and avoid customers from going off track while placing an order. It will also help you squeeze some SEO juice, as it makes sure that search engines track all pages that need to be crawled.
Another often overlooked e-commerce UI design is selecting right typography. Deciding on what font type, font size, and font color can be used which could be very tricky, but choosing the right make your brand credibility. The right color combination, font size, and font color ensures flawless experience for shoppers in viewing product details and finding relevant information they are looking for in the shortest possible time. Your site won’t work if this very basic and crucial aspect of website designing is neglected. So, every element should be designed to achieve this goal.
‘Add to Cart’, the final action button in an e-Commerce website has to be well designed or strategically placed to grab prospective buyer’s action. Great use of colors, subtle highlights, shape, font typography, and button content all trigger the final action. Make sure the ‘Add to Cart’ button is obvious, bright, and prominent in comparison to other features on product page such as wish lists, view product, email to a friend, or check out buttons.
Usability testing is essential for the success of your e-commerce stores. Test different colours, typography, styling, layouts and variations of your designs to see what works best. Build your product list with a user-centered approach to testing and make sure that your design is communicating the right feel and personality to your store customers. With each round of testing, you can unveil the new ways to improve your web store design to meet your customer’s needs.
Success of e-Commerce websites lies in enhancing the user experience, keep it simple, and grab the customers trust. This will not only result in converting potential clicks into final payment transactions, but also strongly influence the customer to revisit your website in future.
