Why Great UX/UI Design Matters For Your eCommerce Company

Sep 30, 2021 | 3  min
author Laura Reyes

The rapid expansion of the eCommerce space has transformed the way consumers shop online. With everything being available at the click of a button, from a toothbrush to a Tesla, and everything in-between, the competition for consumer’s attention has skyrocketed. In fact, the average person will visit a brand’s website 9.5 times before they even make a purchase, emphasizing the importance of solid UX/UI design.

The role of design for e-commerce

UX/UI design functions as the framework the rest of your site should be built on, with your website serving as the central hub of your company. Together, these two components create a strong foundation that not only represents your brand well but also educates the user. Without offering consumers an enjoyable, front-end shopping experience, it’s highly unlikely that they’ll even make it past the front page. 

According to research conducted by the Baymard Institute, the average online shopping cart abandonment rate sits at about 69.5%. Crazy, right? That’s like walking into Walmart, filling your cart with groceries, but then leaving before you ever make it to the cashier. So, why is the abandonment rate so high? Most likely, the brand’s website failed to make a lasting positive impression on the consumer. 

ux design

It’s not enough to just have a pretty landing page. You have to consistently deliver a seamless, enjoyable user experience throughout the entire buyer’s journey. Nowadays, brands are becoming less about products, and more about the feelings they evoke– the perception you leave on a buyer. It’s no more complicated than that. 

If a user associates your brand with positive feelings, they’re likely to return to your site and become a conversion. This holds even more true for niche eCommerce companies that sell higher-end products, like Tesla or Apple. Since it will take many interactions with your brand before a consumer makes a purchase, you need to be there, consistently guiding them along every step of the way.

ecommerce guide

UX perspective

Using UX design, the company wants to continuously improve the buying experience on the website for buyers. Retention of users is a key component of UX design. Clearly, the goal is to have potential customers visit the eCommerce website and buy the items available. Here are some key aspects of UX on your website:

  1. Utility:  This helps users to choose and buy products or services they need.
  2. Usability: This allows the user to have a clear and easy understanding of the website without unnecessary clicks or inconvenient pages.
  3. Accessibility: The design should allow users with disabilities to use and purchase products.
  4. Desirability: The website promotes users to return and use the website again.

UI perspective

The UI design focuses on creating a visually appealing and desirability of the website to create a positive experience for the potential users. Some aspects which designers take account of include:

  1. Choice of colors that reflect the brand’s image and strengthen emotional feedback.
  2. Setting the style of the website that allows users to understand what the company is selling.
  3. Visual hierarchy allows the user to instantly find the core zones of interaction.
  4. Overall feeling of aesthetic satisfaction supporting a positive user experience. 

Seeing it in Action

We recently collaborated with Fillauer, a global industry leader in orthotic and prosthetic manufacturing. Like other niche e-commerce sites, they have a unique customer base that requires a cohesive UX/UI framework. Through this partnership, we were able to develop a deep understanding of their buyer’s journey, which allowed us to redesign their e-commerce website in a way that showcases the true strength of their brand, products, and online presence. The result?  An optimal user experience and higher conversion rates.

fillauer example

It takes time, and a lot of effort, to seamlessly blend UX and UI to create a cohesive website. However, the rewards are well worth it. Your website’s usability and the experience it provides will define your e-commerce success. It can be your greatest asset or greatest liability. 

Partner with Pyxl

UI and UX have a significant effect on the sales of products through eCommerce. Here at Pyxl, we have extensive experience in website development and design. If you have any questions about how to build your e-commerce website, we would love to hear from you! You can also check out our most recent work with Fillauer here.

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Updated: Apr 13, 2022

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