Various statistics prove that an eCommerce store’s UX and UI need to be given a lot of attention. After all, your site’s design can even influence SEO! As you optimize the UX design of your eCommerce site, bear in mind the main idea: any tweaking means nothing if the site slows down. Adding new popular features can even worsen the issue! Thus, before applying any UX/UI changes, make sure that the performance of your online shop is outstanding. Or better yet, take the matter of turning your website into a PWA into serious consideration.
As consumers have more and more eCommerce sites to choose from, businessmen must constantly improve their online stores in terms of speed, content, and UX/UI. If not, people will just give up trying to overcome irritation while using the website.
There is never too much improvement when it comes to ways to impress customers. Flawless usability, intuitive navigation, interactive options, and other handy nuances ameliorate customer experience tremendously. Time is changing fast, so are the UX/UI trends. In this article, we’ll review the most significant ones that have a favorable effect on sales!
1. Go Mobile-First
The statistics say that62.24% of people on the planet own a mobile phone as of today. Another fascinating fact: 79% of people with smartphones have purchased something via their phones in the past half a year. It’s highly likely that the digits will only rise in the coming years. This explains why the mobile-first approach in developing eCommerce websites is currently the major priority.
A classic way to provide users with a greater mobile shopping experience is to build a native app. However, some of the eCommerce giants have chosen in favor of switching their websites to PWAs with the help of Magento PWA Studio or other frameworks. This technology is gaining huge popularity now! There are more and more vivid examples of successful progressive apps in eCommerce and retail. And that’s pretty reasonable since:
A progressive web application resembles a traditional mobile app while a user browses it on the phone;
PWAs look good on every device (PC, phone, tablet) and in every browser;
PWAs handle all data extremely swiftly and they work super quickly;
Customers can save the icon of the store on the home screen of the device or easily find the site again on the internet;
PWAs don’t require downloading a heavy app and almost don’t use any phone storage;
It’s a truly refined solution that takes less money to develop than a native app, by the way.
Let’s recall some of the best UX/UI traits that PWAs borrowed from regular downloadable apps. Please, look at the screenshot above. You’ll see the mobile version of the website Dear Sam. It looks like a native app, doesn’t it? This PWA has:
A minimalistic design of the main page;
A header without surplus information or icons (just the most important ones: the side-screen menu, the shop title and pictograms denoting search, saved items, and a cart);
The fonts and sizes of other elements are perfectly balanced so that a customer can use the PWA without additional zooms and annoyance.
Category pages are also organized in a smart way. The main aim here is to still avoid overloading with information. So, people see only the most significant elements, such as the name of the item, the price, and the “Favorites” pictogram. Generally, a good page design should slightly push clients to the desired action. In this case, it is to look through the catalog and mark the most interesting goods.
The product page displays all the essential info within one screen. There are photos, the price, and the “Add to cart” button. It helps not to scroll too much. Likewise, all elements are placed in a way that allows one to reach them with the thumb.
2. Spice It up with Animations & Motion Graphics
Taking great photos or finding high-quality images is vital for portraying products at their best. Yet you can kick your store’s game up by using captivating graphic design and animations. It's a really effective means to grab attention to a particular item from the very first second.
World-renown brands are keen on using such an approach. Companies frequently use it to introduce and promote their new products as well as to showcase bestsellers. Take a look at the screenshot from the Converse online shop below. It shows off the brand’s true icon, the All Star High Top Chucks. You get a better perception of the shoes since you can see their three-dimensional image.
Not to mention the fact that creating a design like this is much faster and cheaper than shooting a video. Furthermore, such a banner can take a customer exactly to the product page.
It’s definitely the wrong route when a catalog shows users too many products within a page. It disperses people’s attention and tires them.
Give each product enough space to appear in all its glory, and the general user experience will be far better. Just one important note: it must be easy to see more items and, certainly, on the same page.
There are some UX/UI insights that help customers search more precisely in huge catalogs. And we’re not talking about the efficient number of filters (it’s essential by default). Let’s overview one a bit more advanced feature, search by type, as it’s seen in the screenshot from the Maybelline website below.
As you can see, a big “Lipsticks” category is cut into several particular ones, such as “Liquid”, “Matte”, “Glossy”, “Stick”, and “Long Wear”. Each of them is enriched by a brief description and a beautiful photo. After opting for a type, a customer lands on a page that is entirely dedicated to a specific kind of lipstick. For commodities that look pretty much the same, this filter relieves the process of product selection.
All means that help customers collect more information about an item matter. Deciding is tough when you do not have the chance to see, touch, and try on the product. But when a product page contains a sufficient volume of useful content, it eases the process of decision making. And eventually improves conversions. At last, it’s a sign of care!
This is the area that gives UXUI designers vast opportunities to be creative. Amongst possible product presentation additions we can name the following:
Giving all dimensions;
How-tos and tutorials;
Interactive comparison blocks;
And much more.
Here is one more significant trick for a product page. Take a look at the screenshot below to see how Adidas suggests visitors to complete the look. All pieces worn by the model in the photo are located in a special section. This allows customers to build an entire look instantly.
Seeking elements for ages is undesirable for people. At the same time, people often like the styling on photos and they would like to dress the same way. So, many users will be grateful to get ready-made suggestions. Moreover, the mentioned product page reminds us that this particular hoodie is gender-neutral and prompts how to choose the right size.
The ability to modify an item totally in line with someone’s vision means much for customers. That’s why varied product builders are embedded into online stores more and more often. Especially by fashion houses whose customers are in constant search of unique pieces!
Customization can be applied to numerous spheres of production. Amongst them are jewelry, accessories, furniture, cars, clothing, and shoes. Let’s look at the screenshot from the Nike store below. It’s a great deal of inspiration and joy if you have an opportunity to create a one and only pair of sneakers!
And notice how well the customization process is organized here in terms of UX/UI. The service is pretty intuitive and equipped with a sufficient number of possible options. In a second, a user can see and explore the changes from all angles.