User Experience (UX), the miracle ingredient for your e-commerce site

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A list of articles, a product page, a payment tunnel: is that enough today for an e-commerce site? Streamlining navigation, optimizing and simplifying product search, facilitating the purchase each time a potential customer is on your site, these are the main challenges of successful user experience to transform these users into customers.

User Experience is the miracle ingredient for building trust, driving sales, driving retention, and increasing conversion.

But for apprentice cooks, what is User Experience?

It is the feeling experienced by a person who uses a product (digital or not) or any other system that requires interaction. In the case of an e-commerce site, the user experience is synonymous with the simplicity that your customers will have to navigate and perform actions on your store, to understand the value of your products, to ultimately make them want to ‘buy now!

Keep in mind that an online store is one of the first points of contact with your customers, which makes UX design an ingredient that should not be overlooked in the case of an optimal customer experience 😉

So what are the 3 UX recipes for a successful e-commerce site?

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# 1 Offer a specific user experience for your products

In an e-commerce platform, there are always fundamental elements: a product catalog, a product sheet, a shopping cart, a shopping tunnel, etc.

Seen like this, all e-commerce sites could look the same!

And if we take into account that on average a new site is released every 15 min, we quickly understand the challenge of working and offering an adequate user experience for your products, your value proposition, your business.

To differentiate yourself from the competition and better promote your products, the user experience that you are going to offer will be the key to your success.

Because you also have to understand that your e-commerce platform is a product in itself, a service that you deliver, and that it is it that will make you want to consume the products or services you sell.

To imagine the user experience suitable for your products, it is important to focus on 3 axes:

  • Knowing your target users: to serve them better
  • Knowing your competitors: to better differentiate yourself
  • Determining your value proposition: to better promote your products

New experience trends have emerged in recent years, with use certainly much more marked in 2020, precisely to respond to the creation of new online shopping experiences.

We can cite for example the use of augmented technology to create user journeys close to a physical experience in the store: I like a clothing item, I try it in the cabin, and all this by simulating the fitting in a cabin. Virtual!

Another example is the use of picture marketing , this principle of using a simple image to sell your product. When we know that 40% of users are more attracted to a beautiful image than a simple product description, a trend driven by behavior on social networks, we say to ourselves that a significant part of the user experience will be played out in the immersive presentation of products by playing on the brand image.

# 2 Think mobile-first!

An increasingly wide range of services (free delivery, click n’pick, lower shipping costs, subscriptions, and other advantages) has led to an increase in purchases on online sales sites.

Combined with larger mobile screens, more affordable price ranges for certain phone brands, the increase in shopping traffic among 18–35-year-olds, e-commerce sites have had to reinvent themselves to follow this frenzy. purchase.

When the interface is not suitable, the user will definitely leave your site. Remember, phone customers, are used to simple and intuitive apps, just like your online store should be.

  • Provide the option to save the cart: this reduces cart abandonment for users who wish to complete their purchases on a computer.
  • Use micro-animations to simplify navigation: it is a good visual way to allow the user to understand the transition between pages, or simply the interactions he has with your site (choose a color, a size, add to favorites …)
  • Reassure your customers: the security of their data is one of the concerns
  • Allow your store interactions dedicated to mobile: zooming in on product images by double-tap or pinch is a rare feature, but differentiating
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The trend of mobile shopping is not about to reverse. According to the LSA study, the growth of mobile sales is 4 times faster in 2019 than the overall index, including desktop sales. For the first time, the number of people buying from a computer has fallen in favor of mobile orders.

Phone purchases are even made directly in physical stores. A study has shown that 42% of customers in a store search for product information directly from their mobile.

But do not fall into the myth that these phone purchases had a negative impact on physical stores, conversely, expectations have evolved towards a search for a unique experience specific to the brand.

# 3 Work on the user experience to boost the conversion of your e-commerce site

The conversion rate is certainly one of the most important indicators to follow for your online sale. It measures the percentage of visitors to your site who meet their buying goals.

Working on user acquisition is one thing, but making sure to convert inbound traffic is another. And the factor that will have the most impact on conversion is your user experience.

The user journeys of your e-commerce platform must be simple and efficient.

Here are some rules for a top UX capable of increasing your conversion rate:

  • The loading speed of your store
  • Beautiful visuals to highlight your products
  • Speed ​​to access the shopping cart
  • The sense of trust your site has with customers
  • Access to an intuitive search bar
  • Simple navigation, or even understandable if the store includes many categories
  • Comments or recommendations from other consumers

But beyond the user experience, it is the complete customer experience that must be worked on to boost your conversion.

Customer experience encompasses all stages of the customer journey with your business: in-store, with customer service, site user experience, shipping and order tracking, etc. The more you work on the journey and think about the experience in a holistic way, the more you will engage your users and convert them into customers!


In conclusion, all these recipes are good to take, but it is now necessary to determine which ones will be the most adapted to your site, to the needs and expectations of your customers, to your business challenges.

Adopting an experience design approach is the best way to help you find the right mix for your site. This approach means: identifying the problems of your current site, carrying out interviews and A / B tests with target panels, challenging your journey with your customers, learning from what already exists to better rethink the experience of tomorrow!

At Elitech Systems, we can provide you with a Product Team to imagine the user experience of your e-commerce site and help you find your miracle UX ingredient. Contact one of our consultants for more information. 😉

Written by

Christina Cheeseman is a Technology Strategist at Elitech Systems. She enjoys writing about Technology, marketing & industry trends.

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