By Joe Dawson
If you’re running an e-commerce website, you may believe that producing the finest possible product is all that matters. That’s true to an extent, but it ignores a universal truth. When it comes to impressing consumers, user experience (UX) is pivotal. John Norman, psychologist and usability consultant, is credited as the person who first coined the phrase “user experience” and it refers to the feeling users experience when using a product, application, system, or service.
User interface, or UI, is a subject that is often discussed, but equally frequently misunderstood. The needs and expectations of an e-commerce website vary from those of a traditional data resource. This guide will discuss how the interface of your e-commerce site can delight any customer.
7 e-commerce UI design fundamentals
1. Know your audience
Arguably the most critical element of user experience is providing customers with what they want. To build these expectations into the user interface of your website, you need to know your target audience inside out.
E-commerce customers value feeling understood by a vendor. If you can demonstrate this empathy, you’re more likely to attract initial conversions and repeat business. Conduct in-depth market research of your typical customers. Things to consider include:
- What is the average age of your audience?
- What do your consumers value most from an online vendor?
- What experience do users seek from a transaction (including packaging of the delivery and communication from the seller)?
- What would encourage users to shop online with greater frequency?
Compare these findings with analytics from your site, and you’ll build a helpful picture of the people that use your website. Tailor UX to these responses, and you’ll find that customers will be happy to return.
2. Use consistent branding
Never neglect your business branding when developing your e-commerce website’s UI design. In fact, this should be among the first things that you consider.
Build every page of your website around your corporate identity, ensuring consistency in the color palette, logo placement, and page layout. By keeping your branding front and center in the mind of users, any product purchased on your site will be intrinsically linked to your business.
3. Combine images with text
A big part of user interface when designing an e-commerce site is striking the ideal balance between images and text. A popular adage claims that a picture is worth a thousand words, and well-placed, optimized images will undoubtedly capture a user’s attention. Images, however, must be paired with detailed descriptions of what your product or service has to offer.
When it comes to text, make it as interesting and imaginative as your images. Use a distinctive (albeit readable) font and carefully consider your word count. You will want to provide enough data to answer any questions a user may have before committing to a purchase, but not too much information that could intimidate browsers.
4. Be unique and catch the eye of your users
A simple but essential rule here: ensure that your e-commerce UI design is unique. …….