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Must-Have UX Principles to Follow in an Online Store

14 min read

As an ambitious business owner, you want to grow your business. One of the best ways to achieve this goal is by creating an online store with an exceptional user experience (UX).

The online world is competitive, and potential customers browse thousands of websites daily. So, ensuring that your online store provides the best user experience possible is crucial.

In this article, we will explain what user experience in ecommerce is, the difference between customer experience and user experience, and the must-have UX principles that online sellers must follow to ensure the best online shopping experience for their customers.

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What Is User Experience?

Before we start discussing the main UX principles in ecommerce, let’s talk about the user experience definition.

User experience (UX) refers to the overall interaction between the user and a product, service, or system. That makes UX an essential aspect of any ecommerce website design.

The user experience can be quantified by evaluating the user’s satisfaction, ease of use, and overall experience across different touchpoints.

The elements of user experience are functionality, usability, aesthetics, user needs and goals, accessibility, efficiency, and the overall experience.

You might’ve also heard the phrase “end-user experience.” Let’s see how it differs from what we’ve discussed above.

The user encompasses individuals who utilize or manage a product, including system administrators, IT experts, and computer technicians. The end-user, on the other hand, is a product’s target audience. So, in your case, end-user experience specifically relates to a shopper’s journey within your online store.

The end-user experience is the overall interaction that customers have with your website, such as browsing and making a purchase. It also includes everything from the layout and design of your site to the checkout process and post-purchase support.

Letting customers choose product options helps improve the end-user experience in your online store

When it comes to creating an online store, it is essential to focus on the user experience while keeping in mind the end-user’s needs, interests, and preferences.

User Interface vs. User Experience

User interface (UI) and user experience (UX) are often confused with one another, but they are different. The user interface is the visual design of a product, while user experience is the overall interaction between the user and a product.

For example, in an online store context, UI would be how your website looks visually, while UX would be how easy it is to navigate and make a purchase on your site.

Usability vs. User Experience

Usability and user experience are closely related but are not the same. Usability refers to how easy it is for users to achieve their goals or complete a task on your website. User experience, on the other hand, includes usability and factors like aesthetics, emotions, and overall satisfaction.

For example, in an online store context, usability would be how quickly and easily a customer can find and purchase an item. At the same time, user experience would include factors like the website’s design and how the customer feels throughout the shopping process.

Customer Experience vs. User Experience

Many people use customer experience (CX) and UX interchangeably. While there is a relationship between CX and UX, they are not the same thing.

Customer experience refers to how customers feel about their interactions with a brand, including customer service. Meanwhile, user experience primarily focuses on the usability, accessibility, and functionality of the digital experience.

What Is User Experience Testing?

User experience testing is the process of evaluating your website’s usability and functionality. This helps you identify any pain points or areas of improvement for your online store. There are various methods for conducting UX testing, such as user surveys, user interviews, and A/B testing.

There is also end-user experience monitoring — the practice of tracking and analyzing customer behavior, feedback, and overall satisfaction with your online store. This helps you identify any pain points or areas of improvement to optimize the user experience for your customers.

User Experience Principles for Online Stores

Now that we have a clear understanding of what user experience in ecommerce is, let’s dive into the must-have UX principles that every online seller should follow to create an exceptional online shopping experience for their customers.

Following these principles in your user experience strategy will ensure that customers enjoy their shopping experience on your website, ultimately leading to increased customer satisfaction and loyalty.

Clear and Simple Navigation

Easy navigation helps users find what they are looking for quickly. You can improve the usability of your online store by making the navigation easy and intuitive. Users should not have to think hard to navigate your website. Invest in a layout that enables users to find their preferred items conveniently.

If there are hundreds of products in your store, consider implementing a search bar to help users quickly find what they are looking for.

In addition, organize your products into categories and subcategories to make it easy for customers to browse and filter through different options.

Product categories help customers browse your online store

Being able to filter products by brand, size, color, material, etc., is also beneficial for users. It allows them to find exactly what they are looking for without having to scroll through endless pages of products.

With Ecwid by Lightspeed, you can easily manage and organize your products into categories and add filters, making it simpler for users to navigate your online store.

Ecwid’s product filters in the Rometti online store

Consistent and High-Quality Visuals

The visuals on your online store play a significant role in attracting and keeping customers engaged. Use high-quality product images that accurately represent your products. Avoid using stock photos or low-resolution images, as they can make your website appear untrustworthy to customers.

Consistency in the visual design of your online store is also crucial. Use a cohesive color scheme and font throughout your website to create a visually appealing and professional look. To ensure that, you can use ecommerce website templates so that all the elements are already designed to match and work together seamlessly.

With Ecwid by Lightspeed, you get 40+ ecommerce templates and design options to choose from

Don’t forget about videos — they are a powerful tool for highlighting and showing your products in action. Consider including videos on product pages to enhance customers’ understanding of your products and boost their purchasing decisions.

Responsive Design for All Devices

Responsive website design ensures that your website works perfectly on any device, regardless of size.

With the increasing use of mobile devices for online shopping, it is essential to have a mobile-friendly design for your online store. This means that your website should be responsive and optimized for different screen sizes. Users should be able to browse and make purchases seamlessly on all devices, including desktop, mobile, and tablet devices.

Luckily, with an ecommerce platform like Ecwid by Lightspeed, you don’t have to worry about creating a responsive design for user experience optimization. All Ecwid websites are automatically optimized for mobile devices, ensuring a seamless shopping experience for your customers.

Fast Loading Times

If a website takes too long to load, users will likely leave and seek alternative solutions. Slow loading times can lead to a frustrating experience for shoppers. It is, therefore, essential to optimize your website and ensure it loads quickly to enhance the user’s experience.

You can check your website speed using tools like Google PageSpeed Insights and make necessary adjustments to improve your website’s loading times.

Of course, it’s easier to prevent slow loading times by choosing the right ecommerce platform for your store. For example, Ecwid by Lightspeed is a fast and responsive ecommerce platform that can handle high traffic without compromising website speed.

Easy Checkout Process

The checkout process is one of the most crucial stages in an online shopping experience. A complicated or lengthy checkout process can cause customers to abandon their purchases, resulting in lost sales.

The complicated checkout process is one of the most common reasons for cart abandonment

To avoid this, keep your checkout process simple and straightforward. Allow users to make guest purchases and provide multiple payment options to cater to different preferences. Additionally, consider offering a progress bar to show customers how far along they are in the checkout process.

You can also offer saved billing and shipping information for returning customers to save them time during future purchases. This eliminates the need for customers to repeatedly enter their information, making the checkout process even more convenient.

For example, providing Apple and Google Pay payment options allows customers to complete their purchases with just a few clicks without entering any payment or shipping information.

Shipping is another important aspect to consider in the checkout process. Be transparent about shipping costs and provide estimated delivery dates upfront to avoid any surprises for customers. Plus, several shipping options cater to customers’ different needs and preferences.

Customers want to check out quickly and efficiently without any unnecessary distractions. So if you can provide them with that, they’re more likely to finish their purchases and return. That’s easy if you use Ecwid by Lightspeed for your online store, as it offers a customizable and streamlined checkout process for your customers. Plus, it integrates with dozens of secure and popular payment systems and shipping providers.

Paying with a tap in an Ecwid store

Personalization and Customization

Personalization is becoming increasingly important in the ecommerce industry. It involves tailoring the user experience based on their interests, behaviors, and preferences. This can include product recommendations based on past purchases or browsing history, personalized email marketing campaigns, and even personalized website content.

Personalization is a powerful tool in ecommerce, as it allows you to tailor the shopping experience for each individual customer. This way, customers feel like they are being treated as individuals rather than just another number in your sales funnel.

Additionally, allowing customers to customize their products can also enhance the user experience. This could include options for choosing different colors, sizes, and materials or even adding custom text or images to a product. Giving customers control over their purchases can make them feel more invested in the process, ultimately leading to increased satisfaction with their shopping experience.

With Ecwid by Lightspeed, you can easily set up personalized product recommendations and use customer data to personalize your marketing efforts. Plus, you can offer customers the option to add customizations to their products, making their shopping experience even more unique and tailored to their needs.

Provide the Best User Experience for Your Customers

User experience reigns supreme when it comes to online stores. By following the must-have UX principles, you can create an exceptional online shopping experience for your customers.

The ecommerce platform you choose for your online store also plays a significant role in providing the best user experience. For example, Ecwid by Lightspeed follows all the principles discussed in the article. It offers customizable designs, responsive layouts, and streamlined checkout processes to enhance the user experience for your customers.

Remember that customers have many options in the online world. So, providing a great user experience is key to creating customer loyalty, driving sales, and taking your business to greater heights. Commit to providing the best possible online experience to your customers, and you’ll undoubtedly reap the benefits.


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About the author

Anastasia Prokofieva is a content writer at Ecwid. She writes about online marketing and promotion to make entrepreneurs’ daily routine easier and more rewarding. She also has a soft spot for cats, chocolate, and making kombucha at home.

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