A good user experience on an intuitive, clear and personalized website is the basis for building a successful e-commerce business

The acceleration of the digital transition in recent years has forced many companies to develop technologically. Many businesses already have their own e-commerce. This has meant that e-commerce has become a very competitive channel. Faced with so much competition, the business aims to differentiate itself, but the user experience is the key factor to differentiate an e-commerce.

The main objective of a website is to encourage sales. User experience is one of the main parameters to work on if you want your e-commerce to grow. It can make the difference between an unhelpful site and a well-structured online store. The user experience in an e-commerce is much more than beautiful graphics. It is about encouraging, optimizing, facilitating and improving the entire customer experience, from choosing a product, to buying it, to shipping it, to returning it.

Building trust with transparency

The more transparent the website is, the more the customer’s trust will increase: information must be clear, all the answers to the customer’s questions must already be on the site, available in a few clicks. From purchasing policies, to detailed product sheets, to information about the company, to shipping costs, to return formulas, to guarantees. Everything should be at their fingertips, without requiring much effort.

Guide users with personalized navigation

The key word is personalization: we must try to adapt as much as possible to the user. The website should not be a static brochure, but a full-fledged salesperson guiding customers to purchase. Suggestions, pop-ups, personalized offers and displaying recommended products can be used to guide the user through the website. For example, you can show similar products to those they have already clicked on. Other useful sections are “best sellers” or “trends” for those products you want to highlight. Another key system to implement is up-selling and cross-selling. Once the customer has filled their basket, include the option to buy other products that go well with the one they have just chosen, or offer a premium version of the product: this is how it works on marketplaces, especially Amazon.

Intuitive website and store interface

You have to make sure that they find what they are looking for as quickly as possible or, better yet, what really suits them. Use filters, the site’s internal search engine, categories and sections to make the navigation process fast and fluid. Filters also help the user to orient themselves on a page and therefore to choose by: type of product, price, size, color, etc. Create new categories as needed to make it even more intuitive, e.g. “best sellers” or “new products” or “limited editions”.

We must also remember the importance of following the user’s journey through the website. We must know our user: what he/she is looking for, how he/she is looking for it and where he/she is looking for it. In this way we can offer them a service adapted and personalized to their needs that will keep them on our website.


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