Best Practices For E-Commerce UI Web Design
When you envision buyers moving through the e-commerce sites you develop, you basically expect them to follow this journey:
• Step 1: Enter on the homepage or a classification page.
• Step 2: Use the navigational components to orient themselves to the store and absolutely no in on the specific things they're searching for.
• Step 3: Review the descriptions and other pertinent purchase information for the products that ignite their interest.
• Step 4: Customize the item specifications (if possible), and after that add the items they want to their cart.
• Step 5: Check out.
There are discrepancies they might take along the method (like checking out related products, browsing different classifications, and saving products to a wishlist for a rainy day). However, for the a lot of part, this is the top path you build out and it's the one that will be most greatly taken a trip.
That being the case, it's especially 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 won't simply see an increase in unanticipated deviations from the path, however more bounces from the site, too.
So, that's what the following post is going to focus on: How to guarantee that the UI along the buyer's journey is appealing, intuitive, appealing, and friction-free.
Let's take a look at three parts of the UI that consumers will encounter from the point of entry to checkout. I'll be using e-commerce sites developed with Shopify to do this:
1. Create A Multifaceted Navigation That Follows Shoppers Around #
There when was a time when e-commerce sites had mega menus that shoppers had to sort through to discover their preferred product classifications, sub-categories and sub-sub-categories. While you might still encounter them nowadays, the better choice is a navigation that adapts to the buyer's journey.
THE MAIN MENU #
The first thing to do is to streamline the primary menu so that it has just one level below the main classification headers. This is how United By Blue does it:
The item classifications under "Shop" are all nicely arranged below 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 "Gifts" is in a lighter blue font style and "Sale" remains in a red font style in the main menu. These are super timely and appropriate classifications for United By Blue's consumers, so they are worthy of to be highlighted (without being too disruptive).
Returning to the site, let's look at how the designer had the ability to keep the mobile website organized:
Rather than shrink down the desktop menu to one that buyers would require 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, however consumers should not have an issue with that given that the menu doesn't go unfathomable (again, this is why we can't use mega menus any longer).
ON THE PRODUCT RESULTS PAGE #
If you're constructing an e-commerce site for a customer with an intricate stock (i.e. great deals of items and layers of classifications), the product 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 elements in the style of this page:
1. Filters to narrow down the outcomes by item requirements.
2. Sorting to purchase the items based on shoppers' concerns.
I've highlighted them on this product results page on the Horne site:
While you could save your filters in a left sidebar, the horizontally-aligned style above the outcomes is a better option.
This space-saving style enables you to show more products simultaneously and is likewise a more mobile-friendly choice:
Consistency in UI style is essential to consumers, especially as more of them take an omnichannel approach to shopping. By presenting the filters/sorting choices consistently from gadget to device, you'll produce a more predictable and comfy experience for them while doing so.
BREADCRUMBS & SEARCH #
As shoppers move deeper into an e-commerce website, they still might need navigational help. There are two UI navigation components that will assist 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 sites with classifications that have sub-categories upon sub-categories. The further and more consumers move far 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 aspect that should always be available, despite which point in the journey buyers are at. This goes for shops of all sizes, too.
Now, a search bar will definitely assist shoppers who are short on time, can't find what they require or simply desire a shortcut to a product 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 consumer hasn't completed inputting their search phrase, this search bar begins dishing out tips. Left wing are matching keywords and on the right are top matching items. The supreme goal is to speed up consumers' search and reduce any stress, 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 idea on LinkedIn:
He's best. The more time visitors have to spend digging around for important details about an item, the higher the opportunity they'll just quit and attempt another shop.
Delivering alone is a substantial sticking point for lots of consumers and, regrettably, a lot of e-commerce sites wait until checkout to let them understand about shipping expenses and delays.
Due to the fact that of this, 63% of digital buyers end up deserting their online carts since of shipping costs and 36% do so because of how long it takes to receive their orders.
Those aren't the only details digital consumers need to know about ahead of time. They likewise want to know about:
• The returns and refund policy,
• The regards to use and privacy policy,
• The payment choices readily available,
• Omnichannel purchase-and-pickup options offered,
• And so on.
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 discussing. You do not have to squeeze each and every single detail about a product above the fold. The store ought to be able to offer the product with only what's in that area.
Bluebella, for example, has a space-saving style that doesn't compromise on readability:
With the image gallery relegated to the left side of the page, the rest can be committed to the product summary. Since of the varying size of the header typefaces as well as the hierarchical structure of the page, it's easy to follow.
Based upon how this is developed, you can inform that the most essential information are:
• Product name;
• Product cost;
• Product size selector;
• Add-to-bag and wishlist buttons;
• Delivery and returns information (which nicely appears on one line).
The remainder of the item information are able to fit above the fold thanks to the accordions utilized to collapse and broaden them.
If there are other important information shoppers might require to make up their minds-- like product reviews or a sizing guide-- construct links into the above-the-fold that move them to the appropriate areas lower on the page.
Quick Note: This layout 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 product's description, extra sales and marketing elements like pop-ups, chat widgets and more can end up being just as bothersome as prolonged product pages.
Make sure you have them kept out of the method as Partake does:
The red sign you see in the bottom left makes it possible for consumers to manage the accessibility functions of the website. The "Rewards" button in the bottom-right is actually a pop-up that's styled like a chat widget. When opened, it welcomes buyers to sign up with the commitment program.
Both of these widgets open only when clicked.
Allbirds is another one that consists of extra components, however keeps them out of the way:
In this case, it includes a self-service chat widget in the bottom-right that needs to be clicked in order to open. It likewise places information about its current returns policy in a sticky bar at the top, maximizing the item pages to strictly focus on item details.
3. Make Product Variants As Easy To Select As Possible #
For some products, there is no choice that buyers need to make besides: "Do I want find out here to add this product to my cart or not?"
For other items, shoppers have to specify item variations prior to they can include an item to their cart. When that's the case, you want to make this procedure as pain-free as possible. There are a few things you can do to guarantee this happens.
Let's say the store you design sells ladies's underwears. In that case, you 'd need to offer variations like color and size.
However you would not want to just create a drop-down selector for each. Picture how laborious that would get if you asked consumers to click on "Color" and they had to arrange through a lots or two options. Also, if it's a basic drop-down selector, color swatches may not appear in the list. Rather, the shopper would need to pick a color name and wait on the product image to update in order to see what it appears like.
This is why your versions need to determine how you create each.
Let's use this item page from Thinx as an example:
There are two versions available on this page:
• The color variation reveals a row of color swatches. When clicked, the name of the color appears and the product photo changes accordingly.
• The size alternative lists sizes from extra-extra-small to extra-extra-extra-large.
Notice how Size includes a link to "size chart". That's because, unlike something like color which is pretty clear-cut, sizing can alter from store to store along with region to region. This chart supplies clear assistance on how to pick a size.
Now, Thinx utilizes a square button for each of its variations. You can change it up, though, if you 'd like to develop a difference in between the options shoppers need to make (and it's most likely the much better design option, to be sincere).
Kirrin Finch, for instance, puts its sizes inside empty boxes and its color examples inside filled circles:
It's a small distinction, however it needs to be enough to help consumers transition smoothly from decision to decision and not miss out on any of the required fields.
Now, let's state that the shop you're building doesn't sell clothing. Rather, it sells something like beds, which undoubtedly won't include options like color or size. A minimum of, not in the exact same way as with clothing.
Unless you have widely known abbreviations, symbols or numbers you can use to represent each variation, you need to use another type of selector.
For example, this is a product page on the Leesa site. I've opened the "Pick your size" selector so you can see how these alternatives are displayed:
Why is this a drop-down list instead of boxes?
For beginners, the size names aren't the same length. So, box selectors would either be inconsistently sized or some of them would have a ton of white area in them. It truly wouldn't look great.
Also, Leesa sensibly uses this little space to provide more info about each mattress size (i.e. the typical vs. price). So, not only is this the very best design for this particular variant selector, but it's likewise a fantastic method to be effective with how you provide a great deal of info on the item 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 variations.
Here's a better look at the Kirrin Finch example again:
There's no mistaking which options are available and which are not).
Although some shoppers might be annoyed when they realize the shirt color they like is just offered in a couple of sizes, envision how irritated they 'd be if they didn't learn this up until after they selected all their variants?
If the product choice is the last step they take previously clicking "contribute to cart", don't hide this details from them. All you'll do is get their hopes up for an item they put in the time to check out, look at, and fall in love with ... only to discover it's not offered in a size "16" up until it's far too late.
Finishing up #
What is it they state? Great design is invisible?
That's what we require to bear in mind when creating these essential user interfaces for e-commerce websites. Obviously, your customer's store needs to be attractive and memorable ... But the UI elements that move buyers through the website must not provide stop briefly. So, simpleness and ease of use need to be your leading concern when creating the main journey for your client's buyers.
If you're interested in putting these UI style philosophies to work for new customers, consider signing up with the Shopify Partner Program as a shop designer. There you'll be able to make recurring income by building new Shopify shops for customers or moving shops from other commerce platforms to Shopify.