August 10, 2021 ・10 min read
This article explains how delightful UX/UI design help maximize the impact of your eCommerce & online stores. Prominent online merchants in Hong Kong are used as examples. Learn how UX design become the game-changer for your online sales.
Nowadays, if you’re selling anything – whether that’s sports shoes, cookies, or something in between – you need to have a good digital selling solution. A UX friendly and mobile-responsive eCommerce site gives you the chance to build your brand, connect with more customers, and sell more products – but only if you’ve got the right UX/UI design for your online store.
eCommerce UX design is critical for any merchant. Good eCommerce web design is all about using the right colors, fonts, images, words and graphics to convince visitors to make a purchase. Your eCommerce website’s UX/UI design should attract potential customers, provide great user experience and present your shop in the best light.
eCommerce UX Design Tip 1:
When it comes to designing an eCommerce website, simple is always better. The more elements you have on a page, the more destruction it brings to the customer, taking them away from the entire point of the website—closing a sale.
Everything should have a clear purpose, with nothing to distract the customers from the content. It’s extremely important to avoid overloading with information as the websites offer a wide range of products. The best eCommerce UX design is light and spacious. Keep your online store design clear, clean, and simple—and keep the focus on the sale.
Most of the Hong Kong eCommerce web design has an extremely crowded storefront with a lot of ad banners that make the visitors feel lost when they first land on the homepage. Take YOHO for example, when a consumer land on the page, instead of relevant electronics they are presented with various payment promotions and as many as 13 ad banners. It is overwhelming and impossible to navigate.
eCommerce UX Design Tip 2:
Trust is important to close a sale online, when you’re designing your ecommerce site, look for ways to show your potential customers the positive feedback you’ve gotten from your existing customers. You can add a ratings section where people can rate your products (and then get as many 5 star reviews as you can), or a testimonials section where you feature customer photos with a quote about what a great experience they had working with you. After the order is delivered, you can ask customers to review your products – and what they like about them – and then add them to your blog.
The more your website visitors see that other people are having a positive experience shopping on your site (whether that’s through reviews or testimonials) the more trustworthy you’ll appear – and the more your conversions will go up as a result.
Having no opportunity to appreciate the products IRL, their photo and video representations are everything a shopper has to rely on. This is a point where the offline-stores have an undeniable advantage. At least, for now. That is why for modern e-commerce website design it’s vital that photos and videos are of good quality.
The better this representation is, the more users will like the particular online store. This includes high-resolution photos, 360-degree views, 3D-models, and videos.
A recent article by the Baymard Institute states that three quarters of e-commerce websites still don’t have product images of sufficient quality. This leads to people drop-off from your eCommerce site:
🙅🏻♀️ Firstly, people are not comfortable to scrutinize over pixelated photos as it is not an experience they are used to from the other shopping sites and products;
🔎 Secondly, low-quality photos spoil the impression made by the products. However fine the products are, bad photos will make them look equally bad.
Another thing that’s becoming the new norm is the ability to zoom photos. The main idea is to have a satisfactory level of zoom to let users get all the necessary information.
Zolora, a popular fashion eCommerce website in Hong Kong, is a good example of high content quality. The photos are all taken well with a lot of white space around the model, so it does not overwhelm the shoppers.
When it comes to shopping online, people want to buy from well established brands – not faceless eCommerce sites that look like a phishing site for trying to steal your credit card details. Your brand is the DNA of your business; it’s who you are as a company, what you’re about, and how you’re unique to your competitors – and it plays a huge part in building a connection with your audience and driving sales.
To get the most from your eCommerce UX design, you may want to take the time to define your brand and then infuse that branding into your design. A website design should correspond with the products, reflect them, complement the brand, create a unique feeling for the products. An e-commerce website is a major part of a brand’s identity and it’s a designer’s job to convey the attributes and values they want the products to embody.
Users remember the branded design. To stand out from the crowd, a unique identity is a prerequisite. The concept of corporate identity includes a logo, slogan, corporate fonts, and colors. So make sure to use the same fonts, colors and general design patterns throughout the website to make users recognize and remember the brand. Presenting a brand consistently across all platforms can increase revenue by up to 23%.
Early 2021, we helped Alchemistt to design their B2B refurbish device trade-in solution. Through our research we understood lack of trust is a main reason why consumers do not purchase second-hand products. To create the trust needed for the purchase, we placed the DEKRA branding standard throughout the website, from the landing page, to the checkout and all the way to the post-purchase communication, creating a holistic experience, read our case study here
Mobile users are responsible for around 50% of all eCommerce spend with expectations of the eCommerce market to continue growing within eCommerce by around 2% each year on the Hong Kong market. Thus, having a good responsive UX design for your online store is essential to any brand and merchant in Hong Kong.
If an eCommerce website is not optimized for mobile devices, then when visiting such a store using a smartphone, all the interface elements and texts will look too small. It would be inconvenient for a person to use the website.
The necessity of having a mobile version of a website in 2020 is not for discussion. If a website doesn’t have a responsive version, users won’t be able to properly view or interact with it, which will cause them to abandon a store in favor of another.
To keep this short – if you want to capture the customers who want to shop on their mobile phones or tablets, you need to make sure your online store design is fully responsive and optimized. Otherwise you might not convince those valuable mobile visitors that your site is where they want to make a purchase.
Yessstyle, a local fashion retailer, has launched its responsive website and one of the few local merchants that have its own sales channel (v.s. selling on Facebook marketplace, HKTV mall etc).
The aim of every online store is to sell, and a good e-commerce website design helps it with that. Find inspiration in real life, so any modification should be based on the functional requirements. Most often they are aimed at extracting the maximum possible profit.
Designing an eCommerce website can be tricky—but now that you know the top web design tips for eCommerce, you have everything you need to design a site that not only looks amazing but converts like crazy.