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<p>Ready to elevate your ecommerce brand?</p><p>Get in touch with us at&nbsp;<a href="mailto:info@underwaterpistol.com" rel="noopener noreferrer" style="color: rgb(255, 255, 255);"><strong>info@underwaterpistol.com</strong></a></p><p>or call&nbsp;<a href="tel:+442034677614" rel="noopener noreferrer" style="color: rgb(255, 255, 255);"><strong>+44 203 467 7614</strong></a>.</p><h4><br></h4>

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Charlie Semmence

<p>Ecommerce is more competitive than ever, and for brands that are eager to capture the attention of savvy online shoppers, user experience (UX) is a key differentiator for success.<br data-mce-fragment="1"><br data-mce-fragment="1">With 2024 on the horizon, embracing the most up-to-date <a href="https://www.underwaterpistol.com/shopify-plus-agency/ux-design-and-research" target="_blank">UX design</a> strategies is essential to meet the high expectations of tech-savvy and experience-driven consumers. <br data-mce-fragment="1"><br data-mce-fragment="1">Here, we delve into the top ecommerce UX best practices to effectively engage and satisfy online customers in 2024.</p>
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<br data-mce-fragment="1"><strong>1. Personalisation</strong>
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<p>Today's consumers expect shopping experiences that are uniquely tailored to their individual needs and preferences. Designers can meet these expectations by customising information, features, and interactions to steer users toward products that match their specific requirements.</p>
<p>More personalised experiences not only enhance user satisfaction but also play a significant role in increasing average order values (AOVs), conversion rates and brand loyalty. With <a href="https://cxtrends.zendesk.com/" target="_blank" data-mce-href="https://cxtrends.zendesk.com/">70% of consumers</a> spending more with brands that offer more tailored customer experiences, personalisation is an ecommerce UX best practice that gives you a key advantage.</p>
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<br data-mce-fragment="1"><strong>2. Mobile-first design</strong>
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<p>Mobile devices are increasingly the primary channel for online shopping. By 2024, mobile devices will account for nearly <a href="https://www.insiderintelligence.com/topics/industry/mcommerce" data-mce-href="https://www.insiderintelligence.com/topics/industry/mcommerce" target="_blank">$4.5 trillion</a> in global ecommerce sales. That’s almost 70% of all ecommerce transactions, which makes the adoption of a mobile-first strategy critical for brands.<br data-mce-fragment="1"><br data-mce-fragment="1"><a href="https://www.underwaterpistol.com/shopify-plus-agency/ux-design-and-research" target="_blank">Mobile-first design</a> prioritises UX on smaller screens. This approach involves creating responsive layouts, incorporating touch-based interactions, and ensuring navigation and checkout processes are both streamlined and efficient. These design elements are crucial to reducing user friction and enhancing conversion rates on mobile platforms.</p>
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<br data-mce-fragment="1"><strong>3. Prominent CTAs</strong>
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<p>CTAs (calls to action) are powerful tools that, when designed to stand out and placed strategically, guide customers smoothly through their shopping journey. <br data-mce-fragment="1"><br data-mce-fragment="1">Clear, compelling CTAs like "Buy Now" or "Sign Up" can significantly increase conversion rates by reducing decision-making time and making the next steps obvious and accessible. Their impact on guiding users towards successful transactions is a cornerstone of effective ecommerce UX design.<br data-mce-fragment="1"><br data-mce-fragment="1">Across the website we built for <a href="https://www.underwaterpistol.com/work/renais" target="_blank" data-mce-href="https://www.underwaterpistol.com/work/renais">luxury gin brand Renais</a>, we included a sticky CTA button that remained easily accessible to users at any point in their journey, ensuring a seamless path to purchase.<br data-mce-fragment="1"><br data-mce-fragment="1"></p>
<div style="text-align: center;" data-mce-style="text-align: center;"><img alt="Renais site" src="https://cdn.shopify.com/s/files/1/1472/1782/files/Untitled_design_6_1024x1024.png?v=1700651706"></div>
<p style="text-align: center;" data-mce-style="text-align: center;"><em><a href="https://www.renais.co.uk/" target="_blank" data-mce-href="https://www.renais.co.uk/">Renais</a>’ mobile site, featuring the sticky "Buy now" CTA.</em><br data-mce-fragment="1"><br data-mce-fragment="1"></p>
<h2><strong>4. Simplifying the checkout process</strong></h2>
<p>Ever wondered what the average cart abandonment rate is for ecommerce? It’s <a href="https://www.salecycle.com/resources/" target="_blank" data-mce-href="https://www.salecycle.com/resources/">79.53%</a>. That’s right; almost 80% of carts are left without completing the purchase, highlighting a significant challenge for online retailers.<br data-mce-fragment="1"><br data-mce-fragment="1">Specifically, <a href="https://baymard.com/lists/cart-abandonment-rate" target="_blank" data-mce-href="https://baymard.com/lists/cart-abandonment-rate">18% of shoppers</a> abandon their cart because the checkout process is too long/complicated.<br data-mce-fragment="1"><br data-mce-fragment="1">Simplifying the checkout process is the way to resolve this, such as by removing non-essential steps, or introducing one-click pay methods. Consumers want convenience and speed, which is why optimised checkouts are an <a href="https://www.underwaterpistol.com/shopify-plus-agency/ux-design-and-research" target="_blank">ecommerce UX</a> best practice that can make a real difference to your bottom line.</p>
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<br data-mce-fragment="1"><strong>5. Embracing intuitive navigation and smart search</strong>
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<p>Effective navigation and robust search functionality are fundamental ecommerce UX best practices. Most users who come to your ecommerce site will already know what they’re looking for, and they don’t want to spend hours scrolling through endless pages of products.</p>
<p>Intuitive navigation and enhanced search features empower your customers to find just what they’re after without unnecessary friction.</p>
<p>To achieve this, keep menus simple and logically structured, and implement advanced, AI-driven search features to facilitate quick product discovery.</p>
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<br data-mce-fragment="1"><strong>6. Utilising high-quality visuals and AR</strong>
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<p style="text-align: left;" data-mce-style="text-align: left;"><br data-mce-fragment="1">Shoppers want to know exactly what they’re getting when they buy online. Top-quality photography and AR gives them a more accurate and engaging way to view products, helping bridge the gap between digital and in-person shopping.</p>
<p style="text-align: left;" data-mce-style="text-align: left;">AR (augmented reality) enables customers to interact with products in a virtual space, offering a more realistic and immersive online shopping experience. This enhances product understanding and reduces return rates, as customers gain a more accurate picture of what they’re ordering.</p>
<p style="text-align: left;" data-mce-style="text-align: left;">According to <a href="https://www.shopify.com/ng/blog/ar-shopping" target="_blank" data-mce-href="https://www.shopify.com/ng/blog/ar-shopping">Shopify</a>, shoppers are 65% more likely to place an order after interacting with a product in AR, so it’s easy to see why this is quickly becoming an ecommerce UX best practice.<br data-mce-fragment="1"><br data-mce-fragment="1"><img style="display: block; margin-left: auto; margin-right: auto;" alt="" src="https://cdn.shopify.com/s/files/1/1472/1782/files/Manucurist_1_1_1024x1024.png?v=1700650466" data-mce-fragment="1" data-mce-style="display: block; margin-left: auto; margin-right: auto;" data-mce-src="https://cdn.shopify.com/s/files/1/1472/1782/files/Manucurist_1_1_1024x1024.png?v=1700650466"><em></em></p>
<p style="text-align: center;" data-mce-style="text-align: center;"><em>Nail polish brand <a href="https://uk.manucurist.com/" target="_blank">Manucurist</a>’s AR feature enables users to virtually “try on'' different colours, helping customers make more informed decisions about their purchase.</em></p>
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<br data-mce-fragment="1"><strong>7. Clear and comprehensive product information</strong>
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<p>Similarly, along with a more accurate visual representation of products, detailed product descriptions help remove hesitancy by allowing customers to gain a complete understanding of what they are purchasing. This clarity in product information leads to a more confident and satisfying shopping experience - and a steep increase in conversions.<br data-mce-fragment="1"><br data-mce-fragment="1">A whopping <a href="https://baymard.com/research" target="_blank">87% of consumers</a> are unlikely to make a repeat purchase if they don’t like your product descriptions. Clear and comprehensive product information matters.</p>
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<br data-mce-fragment="1"><strong>8. Ensuring website accessibility</strong>
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<p>According to <a href="https://www.worldbank.org/en/topic/disability" target="_blank">The World Bank</a>, 15% of people have some form of disability. In the US alone, working-age people with disabilities have a disposable income of around <a href="https://www.air.org/resource/report/hidden-market-purchasing-power-working-age-adults-disabilities" target="_blank">$490 billion</a>. This is a market that ecommerce brands need to take notice of.</p>
<p>Maintaining website accessibility is an essential ecommerce UX best practice that opens up markets and ensures <em>all</em> customers can navigate, understand, and interact with your site. <br data-mce-fragment="1"><br data-mce-fragment="1">Key elements of an accessible website include alternative text for images, keyboard navigation, screen reader compatibility, sufficient colour contrasts, and captions for videos. Implementing these features not only expands your customer base but also demonstrates a commitment to equality and diversity in your business practices.<br data-mce-fragment="1"><br data-mce-fragment="1">The European Accessibility Act (<a href="https://ec.europa.eu/social/main.jsp?catId=1202" target="_blank">EAA</a>) will introduce new accessibility regulations from June 2025, meaning ecommerce brands need to ensure their sites comply with accessibility standards ASAP.</p>
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<br data-mce-fragment="1"><strong>The top ecommerce UX best practices for 2024</strong>
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<p>Embracing these UX design best practices is crucial for ecommerce sites to thrive in 2024 and beyond. By focusing on these strategies, brands can create engaging, efficient, and user-friendly online shopping environments that drive conversions and foster customer loyalty.</p>
<h2><strong>Increase conversions with industry-leading ecommerce UX</strong></h2>
<p>Looking to integrate these best practices onto your ecommerce site? Our team specialises in <a href="https://www.underwaterpistol.com/shopify-plus-agency/ux-design-and-research" target="_blank">optimising UX</a> to meet modern consumer demands and maximise your conversion potential.</p>
<p><a href="https://www.underwaterpistol.com/contact" target="_blank"><strong>Talk to us</strong></a> for expert advice on how to supercharge the user experience on your site.</p>

8 top ecommerce UX best practices for 2024