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How to Optimize Your E-commerce Website for Better User Experience

Writer's picture: Rob MayRob May

e-commerce optimization techniques - for better UX user-experience

The Importance of UX in E-commerce


Imagine the following scenario:


You’ve decided to venture out on a shopping spree.


Your excitement bubbles as you approach your destination—a store that you've heard plenty about.


However, upon entering, your enthusiasm dampens. The aisles are a maze of confusion, dimly lit, and with items jumbled everywhere.


Worse yet, the staff seems aloof, more interested in their phones than assisting customers.


Most would agree that such a shopping experience is far from ideal.


This physical store analogy is strikingly similar to navigating an e-commerce site with a poor user experience (UX). That's why it's so important we have a design and UX process in place.

website design and UX process graph - example of project flow and steps

The digital realm has transformed how we shop, and a website's design and navigability have become the modern storefront.


When it's cluttered and confusing, customers are left bewildered, unsure where to go or what to click on next.


Online shopping isn’t just a transaction—it's a journey.

It starts from the instant a potential customer types your web address or clicks on a link leading to your site. The user experience is critical so take the time to get it right!


From that first point of contact to the final stages of checkout, every step should be designed to be intuitive, engaging, and enjoyable.


Consider the vast range of products available online.


While the quality and appeal of these products are vital, the manner in which they're presented—coupled with the ease of the buying process (UX)—can significantly influence a customer's decision to purchase.


Basically, an optimal UX experience doesn't just enhance the shopping experience; it amplifies the appeal of your products, making customers more inclined to finalize their purchases rather than abandoning their carts.


UX User-Experience Development Process

First Impressions: The Role of Web Design in Brand Perception


We've all been told at some point, "Don't judge a book by its cover."


It's a timeless adage that teaches us the importance of delving deeper, of not letting superficial appearances cloud our judgment.


But in the digital age of e-commerce, where split-second decisions are made as pages load and images appear, this saying takes on a slightly different meaning.


When a user lands on an e-commerce site, the initial visuals—the digital "cover" of the brand—become the primary point of judgment.


Within mere seconds, users gauge the trustworthiness, professionalism, and quality of a brand based on the design elements they encounter.


Take Billabong - the surf company (below):


The use of colors, the layout, navigation, the typography, and the imagery—all these components work together to create a cohesive brand story and a beautiful one at that!


Billabong - perfect example and use of colors, the layout, navigation, the typography, and the imagery—

When you are working on your own projects, reflect on your own experiences.


When you're greeted by a clean, modern, and well-structured website that’s easy to navigate, you immediately feel more confident about the brand's legitimacy and the quality of its products or services.


It mirrors the feeling of entering a physical store that's orderly, bright, and inviting, with products displayed attractively and salespeople ready to assist.


Contrast this with a site that's cluttered, has mismatched colors, and feels outdated. Just as you might be skeptical of a physical store with broken signage, poor images, dim lighting, poor contrasts and disorganized shelves.


A poorly designed website raises red flags about the brand's credibility and the quality of its offerings.


Take Yale's School of Art website example (below). It's astonishing to think we're listing this site among the least impressive websites globally. It blew us away how cluttered and unorganized it felt! Were it solely based on their online presence (Yale!), the school wouldn't enjoy its current reputation.


The backdrop, color palette, content layout, and cumbersome navigation feel far removed from contemporary standards. It's very clunky and hard to follow.


Though the site is optimized for mobile (we can't believe this part!), on a user level - the UX (user-experience) leaves much to be desired.

yale artschool website - poor design UX sample

Today, where competition is fierce, and customers have a plethora of options at their fingertips, the power of first impressions cannot be overstated.


A well-designed website doesn't just make your products look good—it fosters trust.


And in e-commerce, trust is the cornerstone that can pave the way to customer loyalty and increased sales.


Image Optimization: Bringing Products to Life Digitally


Imagine walking into a brick-and-mortar store: the tactile sensation of fabric beneath your fingers, the gleam of jewelry under the store lights, or the detailed design on a ceramic vase.


These sensory experiences are an integral part of physical shopping, offering assurance about product quality. But how do you recreate such tangible interactions in the digital realm?


Enter the world of image optimization, where the visual portrayal of products becomes paramount.


Images are the ambassadors of your products.


burton.com - ecommerce store examples - image photography - high end visuals w/ multiple angle options increases conversion and sales

The closest thing to touching or feeling a product online is viewing it in sharp detail.


A blurry or poorly lit photograph not only diminishes the perceived quality of the item but also hampers the trust customers place in the brand. It's about the same as showcasing merchandise in a dim, dusty corner of a physical store.


Take Burton.com for example. They do an AMAZING job with their e-commerce product photography (and is hands down something that makes me an avid buyer of their products for the last 35 years!). Cinematic, in their elements, lots of contrast and great lighting and clarity. Perfect!


ecommerce store photography - example - burton.com - product gallery images - snowboard jackets

ProTip: You cannot skimp on this step of the process. Taking the time to create a photo gallery of the - other competitors are getting more and more savvy each day with their e-commerce stores!!

Now, when an e-commerce site hosts high-resolution images— viewable from multiple angles,  zoomable to capture the minutest detail—it transforms the shopping  experience!

Further enhancing this visual experience are 360-degree views and videos, giving potential buyers the most holistic view possible.


Suddenly, seeing the intricate stitching on a chair or the subtle texture of a leather becomes palpable (like the 3d view below), allowing shoppers to engage with products on a deeper level.


Research has shown that the quality of product images directly influences purchasing decisions. Why? Because consumers want certainty.


3d chair -ecommerce photo gallery example

They want to know that the teal-coloured dress they're eyeing is indeed the shade they desire, or that the sleek watch they're considering buying has the exact features they're after.


In essence, top-notch imagery bridges the sensory gap between online and offline shopping.


It's not merely about aesthetic appeal; it's about fostering trust, reducing returns, and ensuring customer satisfaction (take that last one to the bank!).


Listening to Your Users' Feedback


In the ever-evolving landscape of e-commerce, there's one resource that's often undervalued yet holds immense potential: customer feedback.


These aren't just comments or casual remarks.


Instead, think of them as nuggets of gold, offering insights straight from those navigating and experiencing your platform firsthand.


Your brand's website mirrors your core values.


Given its significance, it's essential to encourage visitors to buy your products. A popular method to showcase UGC (User Generated Content) reviews on your site is through embedding.


Whether on the homepage, service or product pages, header in the page design, footer or as a sidebar widget, embedding these reviews is straightforward fro customers and builds both trust and confidence. Most plugins for various CMS systems have these features available.

user reviews - UCG content - UX design priciples of improvement

The value of feedback is twofold.

  • Firstly, it provides e-commerce businesses with a real-time critique, highlighting areas of excellence and pinpointing aspects that need enhancement.

No amount of internal testing can replace the candid, unfiltered voice of the customer.


Whether it's the ease of the checkout process, the clarity of product descriptions, or the speed of page loading, customers offer a ground-level perspective that's indispensable.

  • Secondly, by integrating feedback mechanisms, businesses send a powerful message: "We value you."

By giving customers platforms to voice their experiences—be it through comment sections, interactive surveys, or innovative QR code-driven feedback forms—brands foster a sense of community and engagement.


This active solicitation of opinions, followed by visible efforts to act on the feedback, transforms casual shoppers into brand ambassadors.


It's akin to a store manager proactively approaching customers, not just to sell, but to understand and improve.


And with the rise of technology, capturing feedback has become more dynamic than ever. Interactive polls on social media, AI-driven chatbots that solicit comments post-purchase, or even gamified surveys that offer rewards for participation, can all contribute to a richer tapestry of user feedback.


But keep in mind, soliciting feedback is just one part of the equation.

The true magic lies in how brands respond and evolve based on this input.


In the grand theatre of e-commerce, feedback isn't just a one-off act; it's a continuous dialogue, underscoring a brand's commitment to excellence and its unwavering focus on customer-centricity.


Setting Right Expectations with Accurate Product Info


Ah, the joys of online shopping—browsing through endless options, savoring the thrill of a good deal, and the anticipation of awaiting a package. But there's a flip side.


The disappointment when the received product doesn’t match the expectation.


Remember the dress that looked royal blue on screen but arrived a muted navy? Or the "large" backpack that could barely fit a notebook?


Such discrepancies stem from one core issue: inaccurate product information.


A newer issue on the rise with e-commerce is the use of the term "organic" among products.