Best Practices For E-Commerce UI Web Design
When you picture buyers moving through the e-commerce sites you build, 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 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 ignite their interest.
• Step 4: Customize the product specifications (if possible), and then add the items they want to their cart.
• Step 5: Check out.
There are variances they may bring the way (like checking out related products, browsing different classifications, and conserving products to a wishlist for a rainy day). For the many part, this is the leading pathway you construct out and it's the one that will be most greatly taken a trip.
That holding true, it's specifically crucial for designers to no in on the user interface components that consumers come across along this journey. If there's any friction within the UI, you won't just see an increase in unforeseen discrepancies from the course, but more bounces from the site, too.
So, that's what the following post is going to focus on: How to ensure that the UI along the buyer's journey is attractive, user-friendly, engaging, and friction-free.
Let's analyze 3 parts of the UI that buyers will encounter from the point of entry to checkout. I'll be using e-commerce websites constructed with Shopify to do this:
1. Produce A Multifaceted Navigation That Follows Shoppers Around #
There when was a time when e-commerce sites had mega menus that shoppers needed to sort through to discover their wanted item classifications, sub-categories and sub-sub-categories. While you may still encounter them nowadays, the much better choice is a navigation that adapts to the shopper's journey.
THE MAIN MENU #
The very first thing to do is to simplify the main menu so that it has only one level below the main classification headers. This is how United By Blue does it:
The product categories under "Shop" are all neatly organized below headers like "Womens" and "Mens".
The only exceptions are the classifications for Click for info "New Arrivals" and "Masks & Face Coverings" that are accompanied by images. It's the exact same reason why "Gifts" is in a lighter blue font and "Sale" remains in a red font in the main menu. These are incredibly prompt and pertinent categories for United By Blue's buyers, so they are worthy of to be highlighted (without being too disruptive).
Going back to the site, let's look at how the designer was able to keep the mobile website arranged:
Instead of shrink down the desktop menu to one that shoppers would need to pinch-and-zoom in on here, we see a menu that's adapted to the mobile screen.
It needs a couple of more clicks than the desktop site, but shoppers should not have a problem with that because the menu does not 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 customer with an intricate stock (i.e. lots of products and layers of categories), the product results page is going to need its own navigation system.
To assist shoppers narrow down how many items they see at a time, you can consist of these two components in the design of this page:
1. Filters to limit the outcomes by item spec.
2. Arranging to order the items based on buyers' top priorities.
I've highlighted them on this item results page on the Horne site:
While you might keep your filters in a left sidebar, the horizontally-aligned style above the results is a much better choice.
This space-saving design enables you to show more products at once and is likewise a more mobile-friendly choice:
Remember that consistency in UI design is important to consumers, particularly as more of them take an omnichannel technique to shopping. By presenting the filters/sorting choices regularly from device to device, you'll create a more predictable and comfy experience for them while doing so.
BREADCRUMBS & SEARCH #
As buyers move deeper into an e-commerce website, they still might require navigational assistance. There are 2 UI navigation elements that will assist them out.
The very first is a breadcrumb path in the top-left corner of the product pages, comparable to how tentree does:
This is best used on sites with categories that have sub-categories upon sub-categories. The additional and additional consumers move far from the item results page and the convenience of the filters and arranging, the more important breadcrumbs will be.
The search bar, on the other hand, is a navigation element that need to always be offered, despite which point in the journey shoppers are at. This goes for shops of all sizes, too.
Now, a search bar will definitely help buyers who are brief on time, can't find what they need or merely want a shortcut to an item they currently know exists. An AI-powered search bar that can actively anticipate what the buyer is looking for is a smarter choice.
Here's how that deals with the Horne website:
Even if the shopper hasn't finished inputting their search expression, this search bar begins serving up tips. Left wing are matching keywords and on the right are leading matching products. The supreme goal is to accelerate buyers' search and reduce any tension, pressure or disappointment they might otherwise be feeling.
2. Program The Most Pertinent Details At Once On Product Pages #
Vitaly Friedman recently shared this idea on LinkedIn:
He's. The more time visitors need to invest digging around for relevant details about a product, the greater the chance they'll just quit and try another store.
Delivering alone is a big sticking point for lots of buyers and, unfortunately, a lot of e-commerce sites wait up until checkout to let them understand about shipping costs and delays.
Since of this, 63% of digital consumers wind up deserting their online carts due to the fact that of shipping expenses and 36% do so since of the length of time it takes to get their orders.
Those aren't the only details digital consumers would like to know about ahead of time. They likewise would like to know about:
• The returns and refund policy,
• The regards to usage and personal privacy policy,
• The payment choices available,
• Omnichannel purchase-and-pickup options readily available,
• And so on.
But how are you expected to fit this all in within the very first screenful?
PRESENT THE 30-SECOND PITCH ABOVE THE FOLD #
This is what Vitaly was talking about. You do not have to squeeze every detail about a product above the fold. The shop ought to be able to sell the item with only what's in that space.
Bluebella, for instance, has a space-saving style that does not compromise on readability:
With the image gallery relegated to the left side of the page, the rest can be dedicated to the item summary. Due to the fact that of the varying size of the header font styles as well as the hierarchical structure of the page, it's simple to follow.
Based upon how this is designed, you can inform that the most important information are:
• Product name;
• Product rate;
• Product size selector;
• Add-to-bag and wishlist buttons;
• Delivery and returns information (which neatly appears on one line).
The remainder of the item details have the ability to fit above the fold thanks to the accordions utilized to collapse and expand them.
If there are other essential details buyers may require to make up their minds-- like item evaluations or a sizing guide-- develop links into the above-the-fold that move them to the appropriate sections lower on the page.
Quick Note: This design won't be possible on mobile for obvious reasons. The product images will get leading billing while the 30-second pitch appears just below the fold.
MAKE EXTRA UI ELEMENTS SMALL #
Even if you're able to concisely provide the item's description, additional sales and marketing elements like pop-ups, chat widgets and more can become simply as bothersome as lengthy item pages.
Make sure you have them stored out of the way as Partake does:
The red sign you see in the bottom left enables shoppers to manage the accessibility functions of the site. The "Rewards" button in the bottom-right is really a pop-up that's styled like a chat widget. When opened, it welcomes buyers to sign up with the loyalty program.
Both of these widgets open only when clicked.
Allbirds is another one that includes additional aspects, however keeps them out of the way:
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 info about its existing returns policy in a sticky bar at the top, freeing up the item pages to strictly focus on item information.
3. Make Product Variants As Easy To Select As Possible #
For some items, there is no choice that shoppers have to make besides: "Do I want to add this product to my cart or not?"
For other items, shoppers need to specify product variants before they can add an item to their cart. When that's the case, you want to make this procedure as pain-free as possible. There are a couple of things you can do to guarantee this takes place.
Let's say the store you design offers females's underwears. In that case, you 'd need to provide variations like color and size.
You would not want to simply create a drop-down selector for each. Envision how tedious that would get if you asked buyers to click on "Color" and they needed to sort through a dozen or so choices. Likewise, if it's a standard drop-down selector, color examples may not appear in the list. Instead, the buyer would need to select a color name and wait on the product image to update in order to see what it looks like.
This is why your variations should dictate how you create each.
Let's use this item page from Thinx as an example:
There are 2 versions available on this page:
• The color variation shows a row of color examples. When clicked, the name of the color appears and the item picture changes appropriately.
• The size alternative 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 pretty precise, sizing can alter from shop to shop in addition to region to region. This chart offers clear guidance on how to select a size.
Now, Thinx utilizes a square button for each of its variants. You can switch it up, though, if you 'd like to produce a difference in between the options buyers need to make (and it's probably the better style choice, to be sincere).
Kirrin Finch, for instance, puts its sizes inside empty boxes and its color swatches inside filled circles:
It's a little difference, however it ought to be enough to help buyers shift smoothly from choice to decision and not miss out on any of the needed fields.
Now, let's state that the shop you're developing does not sell clothes. Instead, it offers something like beds, which undoubtedly will not include choices like color or size. A minimum of, not in the same way similar to clothing.
Unless you have widely known abbreviations, symbols or numbers you can utilize to represent each version, you must use another kind of selector.
This is a product page on the Leesa site. 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 beginners, the size names aren't the same length. So, box selectors would either be inconsistently sized or a few of them would have a ton of white area in them. It really wouldn't look good.
Leesa sensibly uses this small area to provide more information about each bed mattress size (i.e. the regular vs. sale price). Not just is this the best design for this particular alternative selector, however it's also an excellent method to be effective with how you provide a lot of details on the item page.
A NOTE ABOUT OUT-OF-STOCK VARIANTS #
If you want to eliminate all friction from this part of the online shopping process, make sure you come up with an unique style for out-of-stock versions.
Here's a more detailed take a look at the Kirrin Finch example once again:
There's no mistaking which alternatives are offered and which are not).
Some consumers might be irritated when they understand the t-shirt color they like is only available in a couple of sizes, envision how frustrated they 'd be if they didn't learn this up until after they selected all their variations?
If the product choice is the last action they take before clicking "add to cart", don't conceal this info from them. All you'll do is get their hopes up for a product they took the time to check out, look at, and fall for ... only to discover it's not offered in a size "16" till it's too late.
Wrapping Up #
What is it they state? Excellent style is undetectable?
That's what we require to bear in mind when creating these crucial interface for e-commerce websites. Of course, your client's shop needs to be appealing and unforgettable ... But the UI elements that move buyers through the site need to not provide stop briefly. So, simplicity and ease of usage require to be your top priority when designing the main journey for your customer's consumers.
If you're interested in putting these UI design approaches to work for brand-new customers, think about signing up with the Shopify Partner Program as a shop developer. There you'll have the ability to make repeating profits by developing new Shopify stores for clients or moving stores from other commerce platforms to Shopify.