Since the start of the pandemic, there's been a massive boom in the number of online businesses popping up across the web. More companies are now relying on e-commerce to get business done, creating a unique opportunity for stakeholders at every level of the industry. One important outcome of this phenomenon is that a large number of companies have started to recognize their need for an improved user experience (UX) design.

If you're running point for the marketing department at your company, then you know the importance of having unique product offerings that meet or exceed industry standards. But you also understand that it doesn't really matter how great your products are if your online consumers are having a bad experience with your site.


Why Is a Flawless UX Important for an E-Commerce Website?

One of your top priorities is figuring out how to optimize your website so that you generate more leads and scale up your business. But a large part of seeing growth is ensuring that as visitors make it to your page, they have an easy, first-class experience from the time they enter your website to the moment they add items to their shopping cart and finally finish checkout with a purchase. This is the core function of a good UX design.

How Can You Optimize your Website Design?

The reality is that customers who have a bad experience on your website won't come back. Good UX design, however, can help you to reduce your bounce rate. There are many ways to improve UX on your e-commerce site, including:

Showing the Information That’s Most Relevant to Users

When people visit your website to shop, they should be able to easily find key information such as:

  • Your hours of operation

  • Contact information

  • Health and safety protocols (especially important during the pandemic)

  • Other important information to help customers make informed decisions

Ensure that this information is well organized on your site so that the most relevant details are easy to locate. Evaluate your site's navigation menu as well and make any necessary tweaks to ensure that the most important things are clearly visible and easily accessible.

Don't Hide Your Return and Shipping Policies

Add this information directly to your product pages so that your customers don't have to search for it on your site. This will come in handy, especially during the holiday season.

Suggest Related Products

If a customer is interested in one of your products, be sure to show them any related accessories that they may want or need for a better experience. This will result in increased sales for you and added value for the customer.

Create a Robust FAQ Page With Detailed Product Descriptions

Anticipate user questions and help them quickly find answers. Consider including pictures and product videos to take your website to the next level.

Make Your Website Accessible

Ensure that your site meets current accessibility standards so that it's simple and convenient for everyone to use.

Related: How to Get Started With an E-Commerce Storefront

What Are the Best Practices to Follow When Updating Your UX Design?

You don't want potential customers coming to your website and jumping ship because your page looks confusing or unattractive. Flawless user experience (UX) design is vital for anyone running an e-commerce site because it ensures that your customers' needs are met and that they have a better overall experience as they interact with your brand.

Here are a few best practices you should follow when updating your UX design:

  • Create easy-to-understand product categories and subcategories

  • Dynamically generate suggested search results and support for typos

  • Design simple filters on product pages

  • Display relevant information in the product list

  • Make product pages easy to read

  • Keep the checkout page free of distractions

If you want to build a loyal customer base, it's time to move beyond basic functionality and offer your customers a unique user experience. For help with your web design, and overall digital marketing, get in touch with Ironmark’s team today!

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Written by Reid Broendel

When you need something done for your digital marketing campaigns, you can count on Reid Broendel to find a way. Reid has been on the Ironmark digital marketing client services team since May of 2019. Reid holds the position of Lead Digital Marketing Specialist and brings with him a knack for content management, as well as an enthusiasm for client support, able to jump in at a moment’s notice to help clients and team members on any and all digital marketing needs. From installing tracking codes, to building out emails, to planning out content calendars, Reid is always happy to help. Reid is a graduate of Penn State University, with a B.A. in Advertising. He runs on coffee and spends all his days not in the office working next to his cats.

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