Step by step guide to Ecommerce UX for your Site

June 21, 2020

So some visitors have landed on your page either through organic ways or because of the efforts of your marketing team. Now what?

It’s your job now to make sure that these potential leads stay on the page and take a proper look at what you have to offer.

This is where eCommerce user experience matters and this is where you need to focus if you want your visitors to convert into buyers.

Read on if you want some tried and tested tips on every stage of user experience, right from the first visit to check out.

Home Page:

ecommerce user experience
Source: medium

This is the page that receives most of your website traffic and therefore your first chance to impress! Treat the home page as a store window where the best products are displayed.

You just cannot compromise on the eCommerce UX of this page as you have just a fraction of a second before your visitor decides to move on. Make these milliseconds count with a design that impresses.

 A simple and clutter-free featured area with minimal text usage should be your style statement for this page.   

Highlight the call to action buttons and do not use distracting symbols and graphics.

Update the page on a regular basis because a stale promotional offer will simply spoil the eCommerce user experience you are trying to achieve.

I prefer to stay away from carousel designs which I find quite exasperating.

When a visitor moves his attention from the featured area, he should be able to easily locate other categories like customer service or return policy. The challenge is, however, not to clutter the homepage with every category available. It will be enough to include your most-used tools and buttons.


ecommerce user experience
Source: baymard

No matter how good your product is, you will be losing out valuable customers if your site is not navigable.

The very foundation of eCommerce user experience is easy navigation and your online store must ensure that if you want your buyers to move from home page to checkout.

A page cluttered with too many menu options is confusing to the buyers. Limit your main menu options to 6 or 7 and add categories and subcategories for ease of movement and choice.

A never-ending drop-down list is impossible to glide through, especially in a mobile device. Make use of subgroups here and use contrast colors to highlight the navigation menu options.

Make it easy for buyers to have an idea of what’s in their cart without having to click on the Cart option separately.

The basic information like the number of items and the total price is all that a buyer needs before making the next purchase decision.

Time is a crucial factor of eCommerce user experience and your visitor should not have to waste precious minutes in navigating through all categories before he spots what he needs.

Make sure every page has the Search field. If there are more than 20 items in a particular category, enable the faceted search filters to narrow down on the basis of price, color, size, or popularity.

Category pages:

Source: nngroup

Most site owners face a major dilemma here because the Google ranking wants your page to be heavy in content while too much content can turn off your visitors.

It is crucial here to strike a balance by keeping the pages clutter-free while at the same time disclosing the collection that you have in store.

Do the trick by using a lot of white to create a sense of space and minimize clutter.

I prefer images over text when it comes to subcategories. If you have to use text, be short and specific. For instance, if your category page is about nightwear, your subcategories can simply say ‘printed’, ‘lace’, ‘satin’, ‘kids’, etc.

Don’t confuse the buyers with irrelevant images like the promo of a handbag in your nightwear category page.

If you are debating on how much content to use in the category pages, make use of SEO without having to ruin the site’s eCommerce UX. Do some keyword research to understand what words and phrases you must include and don’t forget the semantic keywords.

Your task is to see that your page is not overcrowded with text, especially at the top of the page.

 If you think using your primary keyword numerous times will put you high on the SERP, you will only end up producing a low-quality content that irritates a reader.

Product Listing:

ecommerce user experience
Source: monsterinsights

If you want to use your content skills, this is your area. It is essential for eCommerce user experience to get all necessary information from the listing pages without having to visit the individual product pages.

Understanding SEO is important for these pages because Google needs to understand what you are offering in order to rank you in the engine.

Do some keyword research to get the keywords with low difficulty and use these for the page title and h1 tag.

Make a short summary (I do not mean elaborate content) of your product including some additional keywords.

If there is an ‘add to cart’ button, then it would be wise to allow a product overview.  

If you have a large list of products to offer, make sure that the visitors know that there are other options to choose from. Show the number of pages and the total number of products in the category.

Product Pages:

Source: dribbble

This page would receive two types of visitors. The first category would have ample knowledge about your product while the second group would be new to your site and want all the information they can get. It is therefore important for you to dish out content in layered form.  

Make use of internal links for a smooth user experience that allows the user to navigate back to the product listing page.

Checkout Page:

ecommerce user experience
Source: collectui

This is the last leg of a good eCommerce user experience and a well-planned page can eliminate the chances of abandoned carts and boost the buyer’s trust in you.

Make sure that every product in the cart page can be navigated back to the main product page.

Include every detail including shipping information.

Save address and card information so that one doesn’t have to enter it on the next purchase..

Allow buyers checkout without a cumbersome registration process.

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