How UX & Web Design can improve Sales


Before you upload your next product page, take a look at these nine ecommerce website design pointers.

Make your website user friendly.

When it comes to ecommerce websites, user friendliness is a must. Customers have to be able to easily navigate through your website to make purchases.

Take the Daily Harvest website, for example. The homepage clearly states the purpose of their product and the CTA to “Get Started” is a quick link to explore purchasing:

daily harvest user friendlyImage Source

The homepage also has a dropdown menu so customers can easily navigate towards what they’re looking for. Dropdown menus keep a website organized and reduce the busyness of a homepage.

Ensure a secure checkout process.

If shopping is available on your website, make sure your customers know their credit card information is secure. There are a couple of ways you can do this.

First, as shown on beauty company Billie website, you can include this in an “info” button:

billie secure checkoutImage Source

Info buttons are useful if you want to display secure checkout information but want to avoid crowding checkout pages. However, if you want to state checkout security more visibly on your website, like in a paragraph at the top of your “Place Order” page, that could be helpful to website visitors who may be wary of purchasing online.

Add filtering options for your products.

As a consumer, I love filtering options, which can help me easily find products or services. That’s why they’re a must for your ecommerce website: Customers who know exactly what they want can find it without having to sift through too many options.

Take this filter list from The Little Market, for example:

the little market filter

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The fair trade home decor website has pages and pages of offerings, so this specific filtering system helps consumers find what they’re looking for based on multiple categories.

When you design your filtering system, make sure you make the categories broad enough to fit all of your products, but specific enough to be helpful to customers. For example, a website for a record company that sells merchandise might have filtering options based on artists, genre, or the label’s apparel.

Include customer service capabilities on your website.

Customer service capabilities can include an automated chatbot that answers FAQs about your product or service. Alternatively, you can have a fully-fleshed out support section of your website that offers more information about your products, like this one from camera company Fujifilm:

fujifilm customer supportImage Source

This section provides free information about how to use the various cameras the website has available, including downloadable manuals and software for photo editing. It’s helpful to provide resources like these to customers if you sell a product or service that might have features that need a little more explaining, like a camera, or automated software.

Have the right CMS.

Choosing the correct software to help you manage your ecommerce site is just as important as fine-tuning the customer experience. Software should be able to support all of the functions in this list and be easy to use for you and your team.

For instance, does your CMS allow you to create a responsive webpage, like in this screenshot below?

hubspot responsive cmsImage Source

HubSpot’s CMS software is accessible for marketers, web designers, and IT specialists. It supports responsive designs, customer service chatbots, forms, and lets you manage all of those in one place.

Spice up your product descriptions.

If you want to continuously delight customers, make your product descriptions fun and engaging. The thrilling website copy shouldn’t stop with your homepage — make sure you carry the personality of your brand throughout the content of the entire site. Take this tumbler product description, for example:

chic and tonic product descriptionImage Source

“No glass, no problem,” describes the appeal of the product right out of the gate in an appealing way. The description then goes to explain highlights about the product, and ends with a hook to really sell the anchor to customers: “Forego clunky coolers and bring perfectly chilled wine wherever life leads you.”

Feel free to use a similar method when describing your company’s offerings. First, start with an engaging introduction. Then, spotlight some essential features of your product that sets it apart from customers. Finally, give a visual about how the product will enhance the quality of the customer’s life.

Integrate social media on your product pages.

Social media icons on your ecommerce website? Absolutely. Social media buttons improve the visibility of your brand.

For instance, if I wanted to share the print below on my Twitter account, the buttons make it easy for my followers to click the link if they’re interested in learning more:

haveanicedayy social sharesImage Source

Social media sharing options give shoppers the opportunity to share your products with their circle of friends and family, giving you exposure to a larger audience.

Feature your customer voice for your products.

The voice of the customer is important to display on your site. It gives prospects an idea of how the product or service can help them from other customers, which likely seems more trustworthy than a product description from the company itself.

As a big plus to adding testimonials on your site, if you contact loyal customers about giving one for your product or service, they’ll feel like their voice matters to your company.

Make your website responsive for mobile devices.

Did you know that by 2021, it’s expected that smartphone purchases in the U.S. will increase to over $350 billion? This is up from $148 billion in 2018. This is why making sure your ecommerce site is responsive for mobile is imperative to delighting customers.

More and more consumers are completing purchases on their smartphones, so having a site that’s optimized for a phone screen makes purchasing easy and delightful for customers. For an example, let’s look at Chicago-based coffee retailer, Dollop Coffee Co. Here’s what the shopping tab looks like on desktop:

dollop coffee shop desktop

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Products are labelled clearly, the photos are large and clear enough to be seen by desktop browsers, and the navigation is simple to understand. Comparatively, let’s look at the same tab on mobile:

dollop coffee co mobileNotice how in the mobile responsive design, the photos are smaller, and four products are displayed in a different format than the desktop version. These small changes make navigation on mobile as easy as on desktop.