eCommerce Tips & Trends

10 UX Design Strategies to Boost Conversions


by Jules

On 2019 M08 5

by Jules

As an online business owner, stepping into the shoes of your site’s visitors is crucial, especially when it comes to implementing a solid user experience design. Sure, your website may look intuitive and accessible to you, but your customers could think otherwise - which could be a major problem!

Fortunately, there are many design trends you can implement to ensure a seamless and enjoyable experience for your customers. Here are 10 design strategies to keep in mind to improve the UI and UX design of your website and boost conversions!

How Do You Increase Conversions in eCommerce?

With such stiff competition in the eCommerce world, your online store needs great UX design and a favorable user experience to convert visitors into repeat customers. A few UI and UX design strategies to help boost conversions include the following:

1. Adequate Whitespace

Believe it or not, whitespace on a website landing page is a great way to grab a user's attention.

Apple’s products are an art in and of themselves and by using white space, the visitor only has one focus at any given time. No distractions here.
Apple’s products are an art in and of themselves and by using white space, the visitor only has one focus at any given time. No distractions here.

When it comes to creating a minimalist website, it goes without saying that less is more. Whitespace is that empty space on your sites that surrounds your products and content, making them more visually appealing to the user. Whether it’s being conscious and intentional about the purchases you make or simply limiting your color palette, minimalism has many different aspects to it.

Overall, whitespace makes your product images clearer to see and makes the written content more readable. Keep it simple and watch those conversions soar!

2. Product Videos and Images

A picture is worth a thousand words - and video a million words!

Studies have shown that product pages that contain videos and images of the product lead to increased organic traffic from various search engines. Adopting the use of videos and images on your store is a great UX design strategy, especially as they increase the likelihood of visitors making purchases by up to 85 percent!

Try creating and uploading high-quality videos or images that show the product being used, highlighting their core features and letting the customer know just how exactly they’re used in a simple, visual way.

A great example of this is the UK-based clothing retailer Asos, which not only offers great videos and pictures on its site, but also has video catwalks featuring their products, giving visitors an excellent view of what their products look like.

Users rated ASOS’s product pages exceptionally high, especially when in comparison with other rival sites and retailers.
Users rate ASOS’s product pages exceptionally high, especially when in comparison with other rival sites and retailers.

3. Tell Great Stories

Are there stories that are worth tying in with your products? Go ahead and tell them!

Bucketfeet highlights their artists who create their shoes, to promote their products around the world.

For example, Bucketfeet leverages their artist network from more than 120 countries to provide relevant products, that are unique and have local appeal, wherever their customer's are. Their artists earn a royalty fee on each item sold, and the genius in this brand is the story lies in their artists.

4. Concise CTAs

Creating concise and compelling call-to-actions (CTAs) that align with a visitor’s interest and intent is another unique way to increase conversions on your website.

Be sure to use concise, direct language to compel the user to take action without hesitation, such as having “Add to Basket”, ‘Add to Cart” or “Buy Now” buttons strategically placed on your product pages.

Just as a sales associate in a brick-and-mortar retail store assist and upsells customers in-person, think of your website’s CTAs as doing the same thing in the digital world!

Food company Graze does this right, conveying key information with bold, visual CTAs.

Graze's use of bold, eye-catching and visual CTAs conveys important information to customers quickly

5. Simple Checkouts

Much like compelling and direct CTAs, a simple checkout process is vital if you’re looking to convert visitors into buyers.

All you need to do is to adopt a simple, one-click checkout process that takes the user right to the checkout page without jumping through too many hoops, as this complicates the user’s shopping experience and often leads to cart abandonment.

With this UX design strategy that prioritizes the user experience from a potential buyer’s point of view, your customers can enjoy much quicker and more efficient checkouts when they visit your website.

6. Greenbar SSL

The unfortunate truth is that hackers and scammers abound online, so your site’s visitors are always on the lookout for proof that their account and personal information are safe.

What is Green Bar SSL? The Green Address Bar of Extended Validation SSL

Incorporating Greenbar SSL in your site encrypts customers’ sensitive information and personal data, offering confidence that they’re safe when shopping online at your store.

7. Multiple Payment Options

This is another user experience design strategy to keep in mind.

Apart from paying through bank transfers, e-invoices, PayPal, credit and debit cards, digital wallets and digital currencies, there are actually over 200 other payment options available to eCommerce merchants!

This means that depending on your target audience, you can have various payment options available, offering multiple options for customers - something especially important as buyers increasingly move beyond traditional payment methods like credit cards.

8. Product Reviews

With more than 85 percent of online shoppers believing the reviews they read online, you have a lot to gain from posting product reviews near your displayed products!

This UX design strategy prioritizes the fact that, statistically, most people trust the reviews the read online much like they’d trust a personal recommendation from a friend or relative. By including product reviews on your site, you can easily add a more personal touch and humanize your products, prompting other users to buy them too!

Product endorsements from major publications also work well. A prime example is stylus pen retailer Pencil, By 53, which uses quotes from Wired to boost its credibility in a favorable way.

Pencil, By 53's use of quotes from Wired convey its credibility and benefits

9. Mobile Optimization

Roughly 50 percent of web traffic now comes from mobile devices, meaning that optimizing for mobile eCommerce is a must in this day and age.

With mobile traffic continuing to grow steadily year after year, make sure your online store offers a mobile-friendly design with fast loading times, both of which are crucial when it comes to increasing conversions from users shopping on mobile devices.

10. Simple and Concise Product Descriptions

Last but certainly not least, of all UI and UX design strategies, creating simple and concise product descriptions for your products is a great way to increase click-through rates and boost sales.

In addition to using crisp images and concise product copy that engages the user right away, it's best to list out the core features of the product in bullet points, letting the customer that you understand their needs and how the product can help them.

Let the product description be your best salesman!

An excellent example is Dollar Shave Club, which uses concise but informative product descriptions to help visitors understand the main selling points of their products quickly and without any confusion.

Dollar Shave Club uses concise, simple product descriptions to convey critical information quickly and touch on important selling points

Boost eCommerce Conversions with Good Design

These are just a few of the many great UI and UX design strategies to keep in mind when trying to improve your site’s user experience and boost conversions. Try polishing up those product descriptions, tinkering with the CTAs, adding product reviews and simplifying your checkout process and watch those casual visitors turn into loyal buyers!