How Design and UX Lead to the Greater Conversion Rate in E-commerce

Palina Trokhautsava's Picture
Palina Trokhautsava

Webstore design and UX can be your game-changer in e-commerce. Discover the tips a successful e-tailer should apply to improve conversion rates.

An increase in conversion rates seems to be the most desired objective for any e-commerce business. High conversions mean high sales all the online brands struggle for. The competition is fierce, but don’t worry because we’ve found a game-changer for you. It’s called design and user experience of your website or app.

By embodying the principles of effective web store design, you’ll highlight the products, make them look within customers’ grasp, and provide a pleasant and unimpeded customer journey. The right UX will sweep away all the obstacles and noises on the way to purchases from your online resource.

Before we start considering the tips for web design and development, let’s consider the main troubles of the online shopping experience so that you could see how these two are interrelated.

Reasons for Cart Abandonment

According to the Baymard Institute study, a high proportion of shopping abandonments is caused due to difficulties in using a website. Shoppers stumble through complicated account creation and checkout flow. Another serious issue is the zero option to see overall order costs in advance.

Source: Baymard Institute

If we cross out the problems with the price and delivery policy as well as the category of window shoppers who are just browsing, we’ll see that conversion rates can be improved by optimizing (sometimes just simplifying) user experience. What exactly can a design team do?

Tip # 1. Make a Simple Checkout Page

First of all, a standard checkout process usually contains the following stages:

page view>shopping cart>shipping & billing details>order preview>payment>confirmation

Digital products and services don’t need shipping details since users just download them and the checkout flow becomes shorter. However, there are other ideas for improving the process.

To begin with, do not overload item pages with promotional add-ons. Things like that may work during Black Fridays to enhance the buzz and general excitement. In everyday life, excessive discounts, coupons, promotions can confuse and make people stay on the item page longer.

Source: Asos

Another important issue of the checkout process involves forms. When developing an e-commerce store, think about asking the users for less information which means make the forms shorter. Focus on getting a name, an email, shipping & payment details. Excessive fields annoy and frustrate.

Tip # 2. Bury Compulsory Registration in Oblivion

Apart from checkout abandonment, there’s cart abandonment that can have a different nature. Take away unsuitable price & delivery policy, and you’ll get compulsory registration as the most effective way to bring cart abandonment closer. Nearly 30% of consumers admit that they abandon a cart if the last thing separating them from a purchase is mandatory registration.

Registration is usually an inconvenient thing, especially for mobile users. If you still want to keep one when designing an e-commerce store, make it optional when payment has already been done.

Source: Econsultancy

Tip # 3. Tell a Good Story

Your goods or services are the resulting product of your passion, experience, talents. Let customers know how the products you offer will solve their problems and why exactly you offer them. All this means that you should try storytelling principles in your website design.

Speak directly to your customers. Write a background to each product or tell your company’s story but make it personal and readable. Add videos where appropriate. Share personal photos. Do it all within the framework of general website aesthetics.

A personal narrative is the foundation of emotions around a brand. Emotions, in their turn, are important because the customers’ emotional responses enhance their intent to purchase. Moreover, all of us can remember cases when emotions outweigh such factors as a bargain price or trust.

Source: Harry's

Final Words

The UX principles for better conversion rates presented here may turn out to be not that clear and straightforward. Simplicity is the most difficult thing to secure, remember? Implementing new design elements should be thought out and followed by further split testing.

We’re convinced that your online project deserves the best. If our opinions coincide, you must be looking for an experienced e-commerce development company to delegate the whole process. And that’s where Fively is at your service. Let’s talk!

Software Solutions for Custom eCommerce Development | Fively
Get a custom solution to boost your retail business.

Need Help With A Project?

Drop us a line, let’s arrange a discussion

Palina Trokhautsava's Picture

Hello! I'm Palina, a content specialist at Fively. In my well-penned articles, you can find many exciting things about modern web development and IT business.

Read more

Success Stories

Our engineers had formed a solid tech foundation for dozens of startups that reached smashing success. Check out some of the most remarkable projects!

Social Networking App Development: KnowApp

Social Networking App Development: KnowApp

We implemented a social networking app development project to create a video-based event and content calendar enabling 100% direct celebrities-fans interaction.

B2B Insurance Claims Automation

B2B Insurance Claims Automation

We have developed an insurance claims automation solution, which robotically validates 80% of all insurance claims with no human involvement.

Identity-Access Management Automation: Uniqkey

Identity-Access Management Automation: Uniqkey

We have created an identity and access management automation system that is recommended for use even by the association of Danish Auditors.

A Chrome Extension for Invoice Workflow Processing: Garmentier

A Chrome Extension for Invoice Workflow Processing: Garmentier

Fively created a chrome extension for invoice workflow processing that provided customers with a personalized experience and allowed to increase sales up to 77%.

Medical Resource Management Application: AviMedical

Medical Resource Management Application: AviMedical

Fively has developed a cutting-edge custom medical resource management app for a chain of modern practices caring about numerous patients across Germany.

CRM Customization and Configuration: Volt

CRM Customization and Configuration: Volt

We have provided our CRM customization services to the company, that electrifies dozens of widely-known music festivals all across Europe.

Patient Management Platform: SNAP

Patient Management Platform: SNAP

Our engineers have developed a patient management platform that makes well-considered decisions based on artificial intelligence algorithms.

Insurance Workflow Automation Solution

Insurance Workflow Automation Solution

Fively developed an insurance workflow automation solution that combines all steps from purchasing a policy to filing a claim and makes it a 5-minute procedure.

Web Platform Customization: WebinarNinja

Web Platform Customization: WebinarNinja

Fively has provided web platform customization for #1 rated webinar platform by HubSpot, which makes it real to start your very first webinar in less than 10 seconds.

Privacy Policy

Thank You

Thank You!

Excited to hear from you! We normally respond within 1 business day.



Sorry, there was a problem. Please try again.


Thank You!

Now you are the first to know valuable industry insights and software development trends.

Your Privacy

We use cookies to improve your experience on our site. To find out more, read our Cookie Policy and Privacy Policy.

Privacy Settings

We would like your permission to use your data for the following purposes:


These cookies are required for good functionality of our website and can’t be switched off in our system.


We use these cookies to provide statistical information about our website - they are used for performance measurement and improvement.


We use these cookies to enhance functionality and allow for personalisation, such as live chats, videos and the use of social media.


These cookies are set through our site by our advertising partners.

© 2024. All rights reserved