If your ecommerce site is getting traffic but not conversions, it may be time to focus on the user experience. Applying the right ux design tips can help remove friction, simplify navigation, and improve how easily customers move from browsing to buying.
In fact, poor UX is one of the most common reasons users leave websites without making a purchase. According to the Baymard Institute, the average documented ecommerce cart abandonment rate is around 70%, often caused by unnecessary friction in the customer journey.
This article will outline practical, data-driven UX design tips to help you improve usability, increase trust, and guide your users toward completing purchases more effectively.
Understanding UX in Ecommerce
UX (User Experience) in ecommerce is about making your website as clear, efficient, and user-friendly as possible. Good UX design helps customers find what they need quickly, understand your products, and complete purchases without confusion or delay.
An ecommerce store with strong UX will typically see:
- Higher conversion rates
- Lower bounce rates
- Increased repeat visits
- Fewer abandoned carts
Here are some essential ux design tips to implement.
Navigation Should Be Simple and Predictable
Your users should not have to guess where to find products, filters, or checkout. Your navigation should be:
- Clearly labeled with familiar categories
- Consistent across desktop and mobile
- Supported with breadcrumbs or filter options on category pages
At 5MS, we help ecommerce brands build logical, scalable navigation structures that support both SEO and usability.
Mobile UX Needs to Be a Priority
With over 65% of ecommerce traffic now on mobile, a site that is not optimised for smaller screens will lose sales.
Key elements of mobile UX design:
- Responsive layout that adapts to different screen sizes
- Fast load times (aim for under 3 seconds)
- Tap-friendly buttons and menus
- Streamlined mobile checkout
Practical UX Design Tips That Help Increase Conversions
Here are actionable ux design tips you can apply immediately.
Tip #1. Use Clear Visual Hierarchy
Users process visual information quickly. Use layout and design elements to guide them to important actions.
Effective hierarchy includes:
- A clearly visible call-to-action (CTA) such as “Add to Cart” or “Checkout”
- Differentiated typography for headings and body text
- Strategic use of spacing and alignment
On ecommerce product pages, for example, the product title, price, image gallery, and CTA should be immediately visible without scrolling.
Tip #2. Improve Product Page Content and Structure
Your product pages need to give users all the information they need to make a decision.
Include:
- High-resolution images (with zoom and multiple angles)
- Key specifications and dimensions
- Reviews and ratings
- Availability and shipping details
Adding structured content helps users scan and decide faster. For example, placing key specs in a bullet list or adding tabs for reviews and FAQs can enhance readability.
Tip #3. Optimise Checkout Flow
A complicated checkout is one of the top reasons users abandon their carts. Streamline it with:
- A guest checkout option
- Autofill for address and payment information
- A progress indicator showing users how many steps remain
Consider offering alternative payment methods like Apple Pay or PayPal to reduce form entry friction.
Tip #4. Enable Smart Search and Filtering
Users who use site search often have high intent. Make it easy for them to find what they need with:
- Autocomplete suggestions
- Correcting common misspellings
- Filters for size, price, category, and availability
For larger ecommerce catalogs, layered filtering and sort functions are essential. Don’t overlook the importance of fast and accurate on-site search functionality.
Common UX Mistakes to Avoid
Even a well-designed ecommerce site can fall short if certain UX issues go unnoticed. Here are some of the most common pitfalls.
Mistake #1. Ignoring Mobile Performance
If your mobile experience is poorly optimised, your bounce rate will increase. Issues like slow load speed, overlapping elements, or hard-to-tap buttons negatively affect conversions.
Solution: Use responsive design frameworks and test mobile performance regularly using tools like PageSpeed Insights.
Mistake #2. Too Many Distractions on Product Pages
Overloading product pages with pop-ups, upsells, or unrelated banners can confuse users. It also slows down decision-making.
Solution: Prioritise essential content. Keep the focus on the product, and use whitespace to improve clarity.
Mistake #3. Lack of UX Analytics and User Feedback
If you’re not tracking user behaviour, you won’t know what’s working and what’s not.
Recommended tools:
- Google Analytics – for traffic and conversion data
- Hotjar or Microsoft Clarity – for heatmaps, session recordings, and user interaction analysis
FAQs About Ecommerce UX
Q1. How often should I review my UX design?
UX should be evaluated at least every quarter or after any major update to your ecommerce platform. This helps ensure that user expectations and trends are being met.
Q2. Is UX worth investing in for a small ecommerce business?
Yes. Even small UX improvements can lead to measurable increases in conversions and customer satisfaction. UX investment often provides a high return when implemented strategically.
Q3. How do I start improving UX without redesigning the whole site?
Start with data. Use analytics to identify high-exit pages, bounce rates, and conversion bottlenecks. Then improve page speed, simplify navigation, and optimise product and checkout pages first.
Conclusion
Improving your ecommerce UX does not require a complete redesign. Start by addressing the basics: simplify navigation, prioritise mobile usability, structure your product pages clearly, and streamline checkout.
These ux design tips are proven to improve conversion rates and user satisfaction, helping you get more value from your existing traffic.