As a result, online retailers are facing a pressing issue: creating engaging experiences across all touchpoints or risk losing online customers to competitors who provide holistic shopping journeys. So, how do you captivate your audience and keep them coming back for more?
A positive customer experience (CX) ultimately sets successful retail businesses apart. While the physical retail experience has long been a retailer's focus, to improve CX, we must turn to UX/UI design, an essential aspect of any eCommerce platform: good UX/UI. Here's what we’ll cover:
A great online shopping experience is fast, intuitive, and secure, with smart recommendations, clear product details, and a frictionless checkout. Customers expect speedy load times, flexible payment options, and easy returns, so convenience is a must. Add personalized touches with the help of AI and stellar support, and that's how you'll build loyalty and improve CLV.
A consumer-first retail platform helps ensure a positive experience when shopping online. This includes a user-friendly interface, intuitive navigation, clear product categorization, and thorough product descriptions.
From a technical perspective, a good online buying experience involves fast loading times, secure and diverse payment options, and responsive customer support (pre and post-purchase).
In fact, studies show that 40% of users will leave a page that takes more than 3 seconds to load. Currently, the average loading time for desktops is 2.5 seconds.
But slow loading times aren’t just a user experience thing – they directly impact bottom lines. Forbes points out that each year, slow-loading websites result in a loss of $2.6 billion in sales for retailers.
Eventually, it all boils down to how users perceive their experience when shopping online. If improving the buying process is a priority for your business, keep on reading, as we’ll delve into the top challenges and solutions to improve online CX and retain loyal customers below.
Fostering a positive experience when shopping online is becoming more and more difficult as customer demands and retail digital transformation advancements evolve. Every bit of the journey plays an important role in buying decisions for online shoppers, just as every backend, frontend, marketing, sales, and support function affects the customer experience.
So, let’s address the hurdles that stand in the way of your customer’s journey and zoom in on the common pain points that burden the efforts of eCommerce businesses:
Poor website navigation, cluttered interfaces, and unintuitive menu structures can distract users. This often leads to increased bounce rates and reduced conversion rates.
Clear and comprehensive product information drives informed purchasing decisions and builds consumer trust. In contrast, inadequate descriptions, ambiguous specifications, and insufficient visual assets can sow seeds of doubt in the minds of potential buyers.
They interfere with the customer experience and their understanding of the product or service, thus affecting conversion rates and recurring purchases.
Subpar search algorithms, irrelevant results, time-consuming actions such as re-entering captcha codes, and limited filtering options will affect the user experience, resulting in frustration and abandoned shopping carts. That’s why a responsive and user-friendly search function is non-negotiable, especially during the exploration and discovery phase of the customer journey.
The checkout process demands the utmost efficiency and simplicity. Online shoppers shouldn’t face complex checkout procedures, mandatory account registrations, and unexpected fees.
Retail success hinges on delivering exceptional customer experiences, in real time, across all touchpoints. UX/UI design plays a crucial role in achieving this goal by posing six common questions that aim to give you a better understanding of your retail consumer's mind:
Are online customers able to navigate with ease from product discovery to purchase completion in a short time? Are there any unnecessary steps or barriers we could eliminate or optimize in the journey to give them a great time when buying online?
While many immediately associate aspects like delivery options or customer services with the user journey of online shoppers, remember that it all starts with the digital storefront – and that dictates whether a sale is happening or not.
Are the design decisions aligned with user needs and expectations? Does the digital platform provide relevant information, intuitive navigation, and personalized experiences that cater to user preferences?
What are the primary reasons for cart abandonment or site exits? Are there usability issues, technical glitches, or friction points that deter users from completing their purchase journey?
What actionable insights can be derived from user feedback and usability testing? Are there any low-hanging fruits or quick wins that we can implement to enhance the user experience?
Can anyone perform a site search with ease? Is the design optimized for screen readers, keyboard navigation, and assistive technologies? Are there any accessibility barriers that we can address to ensure equal access for all online shoppers?
Are design decisions backed by empirical data and user feedback? How can data analytics be used to refine and iterate on design solutions for a better customer experience, increased user engagement, and improved conversion rates?
Retail and eCommerce businesses: Are you looking for answers to these questions?
Now that we've delved into the fundamental aspects of UX/UI in building a positive online store experience, it's time to address them, hands-on. Simply identifying issues won’t benefit end users, so let's explore ways to improve these key areas.
Drawing from our recent experiences, including a comprehensive UX/UI audit and usability testing conducted for Philips Romania – we'll offer practical solutions and insights to help you boost the online customer experience.
Here’s what we found works best when trying to improve the online customer experience:
Search functionality refers to how a website or an app allows users to input queries and retrieve relevant results. It consists of search bars, filters, and algorithms that help users easily find specific content.
To enhance search functionality and ensure a positive user experience, focus on the following aspects:
Clear navigation involves organizing menu options on websites or apps in an intuitive and accessible form. User-friendly navigation helps steer through different web pages or products without any confusion, which is essential to improve the customer experience for retail consumers.
With the right UX/UI design, you’ll guide users through the eCommerce platform while providing them with a good browsing experience. Here’s how to use UX/UI design to improve navigation:
Product information architecture consists of organizing and presenting product details on an eCommerce platform. Good product architecture means users will easily find relevant information about your products.
To improve information architecture, you’ll need to establish a clear product categorization system and provide detailed product descriptions. This will assist users in understanding product features and benefits, making it easier for them to make an informed buying decision.
Here’s how to enhance your product information architecture structure:
The checkout process has gone through multiple iterations throughout the years. We’ve now evolved from complex, multi-step processes to simple, intuitive cart experiences that allow users to complete their buying decisions instantly. Embedded digital wallets, one-page checkouts, and pay installments are all major improvements that facilitate users’ online shopping experience.
To ensure an easy checkout process that is on par with current all-time-high consumer demands, consider implementing the following strategies:
Consistent branding and visual hierarchies on the website drive eCommerce engagement, trust, and conversion rates. Moreover, the right mix of brand elements and intuitive visual cues influence usability and pleasure for web users, ultimately driving business growth.
Our recommendations to enhance visual design are:
With over 50% of eCommerce retail sales coming from mobile devices, optimizing the shopping experience for all devices is a no-brainer. Good UX/UI design ensures the website layout adapts to various screen sizes and orientations. Some tips to improve the online shopping experience for users include:
It is important that they are large enough and well-spaced for comfortable use with thumbs.
👉 If mobile responsiveness is as important to you as it is for your online shoppers...
Competitors are always vying for the customer’s attention, and that means they’ll employ top neuromarketing tactics in the digital shopping experience to keep users engaged on their website.
With the online shopping experience topping priorities for 2025 and beyond, here’s what you should consider:
The future of retail belongs to those who can create exceptional online shopping experiences. But is your retail business well-equipped to deliver top-notch experiences for customers shopping online?
By prioritizing user needs and learning from direct feedback, such as forums, customer reviews sites, social media, or web-type forms, or indirect feedback, such as a heatmap, you'll tap into the hidden opportunities that digital shopping experiences have on your clients, and implicitly, your business.
With data on hand, start implementing UX/UI best practices to transform browsing into buying and foster long-term customer loyalty.
Throughout, keep these key takeaways to improve the online shopping experience in mind:
👉 If addressing customer demands is on your checklist, give our ultimate omnichannel customer experience guide a read. You’ll learn what it takes to build unified CX across all user touchpoints and useful tips to stay ahead of your competition.