Best Practices For E-Commerce UI Web Design
When you picture buyers moving through the e-commerce sites you develop, you basically anticipate them to follow this journey:
• Step 1: Enter on the homepage or a category page.
• Step 2: Use the navigational aspects to orient themselves to the shop and absolutely no in on the particular things they're trying to find.
• Step 3: Review the descriptions and other significant purchase details for the products that pique their interest.
• Step 4: Customize the product specifications (if possible), and after that include the items they want to their cart.
• Step 5: Check out.
There are variances they might take along the way (like exploring associated products, perusing various categories, and conserving items to a wishlist for a rainy day). For the most part, this is the leading path you develop out and it's the one that will be most heavily taken a trip.
That being the case, it's particularly essential for designers to zero in on the user interface elements that shoppers come across along this journey. If there's any friction within the UI, you will not simply see an increase in unexpected variances from the path, however more bounces from the website, too.
That's what the following post is going to focus on: How to ensure that the UI along the buyer's journey is attractive, instinctive, interesting, and friction-free.
Let's analyze three parts of the UI that shoppers will come across from the point of entry to checkout. I'll be utilizing e-commerce sites constructed with Shopify to do this:
1. Develop A Multifaceted Navigation That Follows Shoppers Around #
There as soon as was a time when e-commerce websites had mega menus that consumers needed to sort through to find their wanted item categories, sub-categories and sub-sub-categories. While you may still run into them nowadays, the much better choice is a navigation that adjusts to the consumer's journey.
THE MAIN MENU #
The very first thing to do is to simplify the primary menu so that it has only one level below the main classification headers. For instance, this is how United By Blue does it:
The product categories under "Shop" are all neatly arranged underneath headers like "Womens" and "Mens".
The only exceptions are the classifications for "New Arrivals" and "Masks & Face Coverings" that are accompanied by images. It's the exact same reason why "Gifts" is in a lighter blue typeface and "Sale" is in a red typeface in the primary menu. These are very timely and pertinent classifications for United By Blue's shoppers, so they are worthy of to be highlighted (without being too disruptive).
Going back to the website, let's take a look at how the designer had the ability to keep the mobile website organized:
Rather than diminish down the desktop menu to one that shoppers would need to pinch-and-zoom in on here, we see a menu that's adjusted to the mobile screen.
It needs a couple of more clicks than the desktop site, but shoppers shouldn't have an issue with that given that the menu doesn't go too deep (again, this is why we can't use mega menus anymore).
ON THE PRODUCT RESULTS PAGE #
If you're constructing an e-commerce website for a client with an intricate stock (i.e. lots of items and layers of categories), the item results page is going to require its own navigation system.
To assist consumers limit how many products they see at a time, you can consist of these two components in the design of this page:
1. Filters to narrow down the results by product specification.
2. Arranging to order the products based upon buyers' concerns.
I've highlighted them on this item results page on the Horne site:
While you could keep your filters in a left sidebar, the horizontally-aligned design above the outcomes is a better choice.
This space-saving design permits you to reveal more products at the same time and is also a more mobile-friendly option:
Consistency in UI design is essential to buyers, especially as more of them take an omnichannel approach to shopping. By presenting the filters/sorting options regularly from gadget to gadget, you'll create a more foreseeable and comfy experience for them in the process.
BREADCRUMBS & SEARCH #
As shoppers move deeper into an e-commerce site, they still might require navigational assistance. There are 2 UI navigation components that will help them out.
The first is a breadcrumb path in the top-left corner of the item pages, similar to how tentree does:
This is best utilized on websites with classifications that have sub-categories upon sub-categories. The more and further shoppers move away from the item results page and the convenience of the filters and arranging, the more crucial breadcrumbs will be.
The search bar, on the other hand, is a navigation element that should constantly be readily available, no matter which point in the journey shoppers are at. This goes for stores of all sizes, too.
Now, a search bar will definitely assist consumers who are short on time, can't find what they require or merely want a shortcut to a product they already know exists. However, an AI-powered search bar that can actively anticipate what the consumer is trying to find is a smarter choice.
Here's how that works on the Horne website:
Even if the shopper hasn't completed inputting their search expression, this search bar starts dishing out ideas. On the left are matching keywords and on the right are top matching products. The ultimate objective is to Look At This accelerate consumers' search and cut down on any tension, pressure or frustration they may otherwise be feeling.
2. Show The Most Pertinent Details At Once On Product Pages #
Vitaly Friedman just recently shared this tip on LinkedIn:
He's. The more time visitors have to spend digging around for essential information about an item, the higher the opportunity they'll just quit and try another store.
Delivering alone is a huge sticking point for lots of buyers and, sadly, too many e-commerce websites wait until checkout to let them know about shipping costs and delays.
Since of this, 63% of digital consumers wind up deserting their online carts because of shipping expenses and 36% do so due to the fact that of the length of time it requires to receive their orders.
Those aren't the only information digital shoppers wish to know about ahead of time. They likewise would like to know about:
• The returns and refund policy,
• The regards to usage and privacy policy,
• The payment choices offered,
• Omnichannel purchase-and-pickup choices offered,
• And so on.
But how are you anticipated to fit this all in within the very first screenful?
PRESENT THE 30-SECOND PITCH ABOVE THE FOLD #
This is what Vitaly was speaking about. You do not have to squeeze each and every single information about a product above the fold. However the store needs to be able to sell the item with just what's in that area.
Bluebella, for instance, has a space-saving style that does not jeopardize on readability:
With the image gallery relegated to the left side of the page, the rest can be committed to the product summary. Due to the fact that of the differing size of the header fonts along with the hierarchical structure of the page, it's simple to follow.
Based on how this is developed, you can inform that the most crucial details are:
• Product name;
• Product rate;
• Product size selector;
• Add-to-bag and wishlist buttons;
• Delivery and returns info (which neatly appears on one line).
The rest of the product information have the ability to fit above the fold thanks to the accordions utilized to collapse and broaden them.
If there are other crucial information shoppers might require to comprise their minds-- like product reviews or a sizing guide-- build links into the above-the-fold that move them to the relevant areas lower on the page.
Quick Note: This layout won't be possible on mobile for apparent factors. The item images will get top billing while the 30-second pitch appears just listed below the fold.
MAKE EXTRA UI ELEMENTS SMALL #
Even if you're able to concisely provide the product's description, additional sales and marketing aspects like pop-ups, chat widgets and more can become simply as bothersome as lengthy item pages.
Make sure you have them saved out of the method as Partake does:
The red sign you see in the bottom left allows shoppers to control the ease of access functions of the website. The "Rewards" button in the bottom-right is in fact a pop-up that's styled like a chat widget. When opened, it welcomes consumers to join the commitment program.
Both of these widgets open only when clicked.
Allbirds is another one that includes additional elements, but keeps them out of the method:
In this case, it includes a self-service chat widget in the bottom-right that has to be clicked in order to open. It also places details about its present returns policy in a sticky bar at the top, maximizing the item pages to strictly concentrate on product details.
3. Make Product Variants As Easy To Select As Possible #
For some products, there is no decision that shoppers need to make other than: "Do I want to include this item to my cart or not?"
For other products, shoppers need to define item variants before they can include a product to their cart. When that's the case, you wish to make this procedure as pain-free as possible. There are a couple of things you can do to guarantee this occurs.
Let's state the store you design sells females's underwears. Because case, you 'd need to offer variations like color and size.
But you wouldn't wish to simply create a drop-down selector for each. Envision how tedious that would get if you asked consumers to click on "Color" and they had to arrange through a dozen approximately choices. If it's a standard drop-down selector, color examples might not appear in the list. Instead, the buyer would need to pick a color name and wait on the item photo to update in order to see what it appears like.
This is why your versions ought to determine how you develop each.
Let's use this product page from Thinx as an example:
There are 2 variations available on this page:
• The color variant shows a row of color examples. When clicked, the name of the color appears and the item photo changes appropriately.
• The size variant lists sizes from extra-extra-small to extra-extra-extra-large.
Notification how Size comes with a link to "size chart". That's because, unlike something like color which is quite specific, sizing can alter from store to shop in addition to area to region. This chart offers clear guidance on how to choose a size.
Now, Thinx utilizes a square button for each of its variants. You can switch it up, however, if you 'd like to create a difference in between the choices shoppers need to make (and it's probably the better style choice, to be sincere).
Kirrin Finch, for example, puts its sizes inside empty boxes and its color examples inside filled circles:
It's a little difference, but it needs to be enough to assist buyers transition smoothly from choice to decision and not miss out on any of the required fields.
Now, let's say that the store you're constructing does not sell clothes. Instead, it sells something like beds, which clearly will not include options like color or size. At least, not in the exact same way just like clothing.
Unless you have well-known abbreviations, signs or numbers you can use to represent each variation, you must use another kind of selector.
For example, this is a product page on the Leesa website. I've opened the "Pick your size" selector so you can see how these options are shown:
Why is this a drop-down list rather than boxes?
For starters, the size names aren't the very same length. Box selectors would either be inconsistently sized or some of them would have a heap of white area in them. It truly would not look good.
Leesa carefully utilizes this small area to provide more details about each bed mattress size (i.e. the typical vs. sale cost). So, not just is this the best style for this specific alternative selector, but it's also a fantastic way to be effective with how you provide a lot of info on the product page.
A NOTE ABOUT OUT-OF-STOCK VARIANTS #
If you want to get rid of all friction from this part of the online shopping process, make sure you create a distinct design for out-of-stock variants.
Here's a better look at the Kirrin Finch example again:
There's no mistaking which choices are available and which are not).
Although some shoppers might be annoyed when they realize the t-shirt color they like is only available in a few sizes, imagine how upset they 'd be if they didn't discover this up until after they selected all their versions?
If the item choice is the last action they take before clicking "contribute to haul", do not hide this details from them. All you'll do is get their hopes up for a product they made the effort to read about, take a look at, and fall for ... just to discover it's not available in a size "16" till it's too late.
Wrapping Up #
What is it they say? Good style is undetectable?
That's what we need to keep in mind when developing these crucial user interfaces for e-commerce websites. Naturally, your client's store requires to be appealing and unforgettable ... But the UI components that move consumers through the site ought to not give them stop briefly. So, simpleness and ease of usage require to be your leading concern when developing the main journey for your client's shoppers.
If you're interested in putting these UI style approaches to work for new consumers, consider joining the Shopify Partner Program as a store developer. There you'll be able to make repeating profits by constructing brand-new Shopify stores for clients or moving shops from other commerce platforms to Shopify.