• Caroline Cieslikowska

5 winning eCommerce UX Trends for 2020

As 2019 slowly comes to an end we take a look at the design trends that transformed our online shopping experiences this year and how to design for 2020. It takes more than just a pretty interface to convert visitors into paying customers. As more competitors enter the playing field it’s vital that you design for better user experience for your online shoppers. Here are some design trends that are sure to stick around for the year ahead.

Simpler Navigation & Less clutter

Your main goal for having an online store is to get customers to buy your products. So it’s only logical to make this task as simple as possible. Give your customers easy steps to find products and faster ways to pay for them. Put yourself in the shoes of your shopper and empathize with them along their journey. Know their frustrations and build solutions to eradicate them. Don’t annoy your users with too much information or intrusive advertising. Design your landing page with intuitive navigation that will convert browsing visitors into paying customers.

Remember that good navigation leads to better user experience and an increase in sales and revenue. Bad navigation on the other hand, can lead to frustrated shoppers leaving your page!

Make use of white space and don’t clutter your landing page. Too much irrelevant information on your main page can confuse your users and cause them to leave your site. Here’s an example of bad UX design by Barneys New York. This eyesore can only lead to a high bounce rate, which is not what you want to aim for.

Asos however, make good use of negative space. Their landing page has just the right amount of information. It’s informative, intuitive and easy on the eye.

Organize your products into categories and place them neatly into a menu that shoppers can easily find. However, don’t clutter your menu with too many options or this could confuse the shopper. Instead, opt for a drop-down menu. Asos’ drop-down menu includes beautiful images that attractively display the company’s products.

Another way to provide users with a quick view of your site is to add your categories into the footer. Mr.Delivery uses a big footer to show what cuisine types they deliver.

Mobile-first design

According to statistics 49% of consumers use mobile phones for shopping. With this in mind it’s a no brainer that designing for responsive devices has become more important than ever. And thanks to new technology like digital wallets, mobile commerce is increasing.

To be able to design for mobile devices first you must understand your user well. This approach is beneficial because it forces you to place important information first, to create cleaner layouts and a faster checkout process. Once you’ve created your mobile-first site adjust your design to fit other devices. This is where you get to add on more information and visuals to complete your desktop page. Remember to test your sites on all devices and make any necessary changes before publishing.

Chatbots and Voice search

This year has seen more eCommerce sites implementing AI such as chatbots and voice search. These are tools users can communicate with via chat interface. Some well known chatbots that you may be familiar with includes Alexa, Siri, Cortana and Google Assistant. There’s been a lot of debate around using chatbots. Many eCommerce sites have adopted these services to improve visitors’ shopping experiences and gain a competitive advantage in the market. However, chatbot responses can be limited, so not all business can use them, especially businesses that are too complex. Also, limited responses can lead to frustrated customers who would rather speak to a real human being. Nevertheless, chatbots continue to grow in popularity and we can be sure to see more of them in 2020.

Want your own chatbot? Consider using Amazon Lex to develop your own customized chatbot through voice and text inputs. Created by the same neuro-linguistic program technology that powers Alexa, Amazon Lex works on many platforms and allows you to only pay for features that you use instead of the whole program, although most of its features are free. It’s easy to use and one of the most efficient ways for you to implement your own chatbot to your site. To learn more about Amazon Lex visit their site.

Quicker checkout process

The main goal of having an online store is to convert visitors into paying customers. Therefore it’s important to make the checkout process as easy as possible. Thanks to new fintech apps you can provide faster payment methods on your site. Such technologies include digital wallets or one-touch payments.

Other ways to simplify the checkout process include your users being able to check out as a guest. As soon as users are required to give lots of personal information they get suspicious and leave your page leading to higher cart abandonment rates. Allowing your user to checkout as a guest eliminates this doubt.

Another tip is to remove clutter or intrusive advertising on the checkout page that may distract your shopper. Read the section on simpler navigation and less clutter to learn more. And allow users to log in with social media to quicken the login process and build trust.

Customer Reviews

According to a survey conducted by BrightLocal, consumers read an average of ten online reviews before finding an online business trustworthy. Furthermore, online shoppers want to learn more about other shoppers’ experiences. 70% of customers will write a review if asked. Allowing customers to review your product or services can be beneficial for your online business and it’s a quick and easy way to promote sales and improve conversion rates.

Receiving negative feedback is also important and responding to these even more so. It’s reported that 89% of consumers read a business’s response to negative feedback and 45% are more likely to buy from a business that responds to negative feedback.

Possibly the most challenging aspect of customer reviews is managing fake reviews. Unfortunately this happens a lot, so it’s advisable to implement reputation management tools to control these.

Your key purpose as an eCommerce business is to make the customer journey easier and better. This in turn will lead to higher conversion rates. Use the above UX trends to gain the upper hand in 2020!

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