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Jessica Bruce

4 years ago 5 min read

The Top 5 Ecommerce UX Best Practices For 2018

Featured UX 2018

Jessica Bruce

Digital presence is important for businesses that are into online. Read more and find out the top 5 eCommerce UX best practices for ecommerce!

Digital presence is important for businesses that are into eCommerce.

No doubt, digital web design is maturing and by all means, it’s subject to trends, best practices and standards.

Unfortunately and lamentably, the internet is swarming with too many poorly designed and un-optimized websites. 

To tap into this lucrative industry which is projected to clock $5 trillion in sales by 2021, you require something more than a run-of-the-mill multivendor marketplace. 

It’s time we look at the 5 eCommerce UX best practices and gain insights on how to increase ecommerce conversion rate

Let’s get started.

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UX Best Practices #1: The Rise of Guided Selling

Let’s understand the different types of audiences:

➡️ Customers who know what to buy and when to buy

➡️ Casual web surfers

➡️ Discount customer

➡️ New customer

social selling

Customers who know what to buy and when to buy have a pre-established mindset. To this type of prospects, it’s fairly reasonable to provide sufficient information to help them make purchase decisions.

New customers may or may not know what to buy and when to buy. Your website should give them a tour of product offerings. Most importantly, selling should be based on value rather than price.

Discount customers are price conscious customers. Your website should guide them to product and service categories where deep and perennial discounts are in the offing.

Can you convert casual web surfers into potential prospects? Of course, yes! The key is to design your multivendor marketplace in such a way that it engages in a need-oriented and interactive dialogue with them. It’s important to identify their latent needs.

For all intents and purposes, your multivendor marketplace should guide different types of audiences accordingly. 

UX Best Practices #2: The Presence of Video

Video is ubiquitous. Videos are everywhere on the web. Though some UX professionals consider video a contentious UX element, I vouch for videos. 

video marketing

Why should you use videos in your eCommerce site? There are many reasons:

➡️ Not so long ago, Google’s algorithm changed from desktop to mobile-first indexing. This can be attributed to the fact that the sales on mobiles exceeded those on desktops. Product description videos are often watched on mobiles. There is no denying that product description videos spark engagement in prospects

➡️ Customers are likely to purchase more if they get positive reviews from other customers. User generated videos i.e., customer testimonials can work wonders in perpetuating positivity amongst new customers. 

➡️ More often than not, customers call customer representatives to know about a product, the right way to assemble its parts, etc. Videos can be used to clearly demonstrate how the product is used and how it is assembled. Videos minimize customer care calls. And more importantly, they reduce product returns due to customers’ remarkable ineptitude to utilize them.

360 degree videos are gaining remarkable traction in 2018. Surely, carefully crafted videos are the way forward!

UX Best Practices #3: The Significance of Performance

Of course, design elements and visual entities are indispensable components of UX. But the significance of website performance cannot be discounted.


When my clients ask me how to increase ecommerce conversion rate, I insist on paying attention to the following website KPIs (Key Performance Indicators):

➡️ Loading speed: Don’t keep your prospects waiting. Loading time should be less than 3 secs. To check your multivendor marketplace loading speed, use Pagespeed Insights by Google. 

➡️ SEO: Website content should be optimized not only for browsers but also for humans. In other words, content should be comprehensible and readable. Letters should be legible. Pay attention to schema and XML sitemaps. And yes, don’t ignore SEO tags and elements. In essence, your website should be SEO savvy. 

➡️Enabled CMS: Audiences are receptive to compelling and fresh content. But your job isn’t done yet. To attain marketing momentum, you should let your audiences post and edit content. You may use a CMS (Content Management System) in this regard.

🔴 Read more: Introduction to Conversion Rate Optimization

UX Best Practices#4: The Personalization of Delivery

More often than not, eCommerce enthusiasts pay scant attention to personalization of delivery. This is a harsh reality. 

target group

UX or User Experience isn’t confined to website design and themed templates.

According to MetaPack consumer research report, 39% of shoppers opined that they shall never shop again with an online merchant following a negative delivery experience.

E-commerce giants such as Amazon often give free and fast delivery options. Due to Amazon and giants, small businesses are under tremendous duress to offer free and fast delivery options. 

Can small businesses make profits with free and fast delivery? No!


The key is to be honest with your customers.

The same report suggests that nearly 35% of online shoppers place convenience above cost. 

State the exact delivery date, time, and place of delivery.

Be creative and personalize their delivery experience at an extra price to keep your potential paying customers delighted.

Do NOT delay.

Do NOT compromise.

UX Best Practices #5: The Simplification of Checkout Process

Many eCommerce sites have shortened their checkout process to enhance user experience.

Unfortunately, not every step can be eliminated. Single click checkout process is easier said than done.

The key is to simplify the process rather than eliminate all steps. 

You can use Checkout wizards which assist customers in understanding the different stages of transaction, where they stand in the process etc.

There should be enough guest checkout options.

Incorporate features such as forms and address entry sections to simplify the process.

Thanks to digital wallet options such as Apple Pay, checkout on mobiles is effortlessly easy.

A finger print scan should be sufficient! 

And by the way, primary navigation should also be simplified. 

Now that you are well aware of the top 5 ecommerce UX best practices, fine-tune and refine your multivendor marketplace. Be prepared.

Found this post useful and informative? Keep watching this space for insights on emerging trends in eCommerce. 

If you have any queries or concerns, shoot them in the comments section. I shall reply in a day or two. 

My best wishes are with you and your eCommerce venture. 


🔴 Read more: The best 5 UX articles you should now!


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Written by

Jessica Bruce

Jessica is a professional blogger, guest writer, Influencer & an eCommerce expert. Currently associated with ShopyGen ShopyGen as a content marketing strategist. She also report on the latest happenings and trends associated with the eCommerce industry. Twitter | Google + | Quora +

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