Ever wondered how Amazon seems to have a never-ending list of customers? Heard of a drop in customer base from Amazon? Well, even if that happens, it is negligible. Why? Does Amazon have access to Harry Porter’s magic wand? No. What they do have is a conversion-driven e-commerce website. Explore further, and you will see all popular eCommerce websites invest time and money in conversion-driven website development.
You can have it too. The key is to improve your UI/UX. The more user-friendly your website, the more Google favors it and the more visitors you get. The question is, how do you improve your website design? Let us explore some critical UI/UX strategies you must customize and integrate into your web development.
Best Practices For Conversion-Focussed eCommerce Web Development
What is common among all e-commerce websites? Abandoned carts. At some point, everyone has struggled with converting carts to sales. Ever wondered what makes people add products to carts and abandon them at the very end?
Some important reasons for cart abandonment include:
- Lack of cost transparency.
- Saving for a later-day purchase.
- The costs involved might be an issue.
- Preferred payment option not available.
- Complicated checkout process.
- Website crashes.
If you analyze carefully, you will find that most issues are UI/UX related. Logically, once you address them, your cart abandonment rates should drop. But how do you achieve this?
To understand which of the above issues is increasing your cart abandonment rate, you must contact a good website development agency and ask them for a full website audit. Insights gathered from this will help you analyze your website loopholes. Once you address them, you should see a tangible improvement in your sales.
You can also find your solution from the list of features below. Understand their importance and utility to integrate them and maximize your sales.
eCommerce Navigation Features
Simple navigation and an intuitive layout–these are two very powerful eCommerce features that you must integrate. The rule of thumb says your users must find the information they need within three clicks. For eCommerce, the user must checkout within three clicks. To achieve this, you need to update your navigation using features like:
1. Breadcrumbs
This shows the user’s location on the website. It is a very important website navigation element and plays a critical role in websites with a huge number of listed product categories listed hierarchically. Breadcrumbs indicate the user’s location using a list of links. Breadcrumbs play a vital role as a visual aid for eCommerce customers, making it easy for them to navigate between the homepage, product category, and product catalog. Additionally, they also help Google understand your website structure.
2. User-friendly Menu
Usually, menus can either be horizontal or vertical. But an innovative eCommerce website development company will customize the menu to increase its user-friendliness using:
- The mega menu simplifies navigation through an expandable menu with a 2-dimensional dropdown layout.
- A dynamic menu that builds menu trees that draw data from the database to expand when selected.
- A drop-down menu that allows users to quickly reach their preferred product category while giving you the flexibility to promote products or offers.
Most successful eCommerce websites usually prefer a combination of menus to simplify their website navigation and increase user-friendliness.
3. Advanced Search Function And CTA
Search and filter account for two essential features of eCommerce websites. They guide users towards their preferred products and services. A good search and filter function helps make navigation easy and seamless. Further, integrating AI in web development will help you predict user behavior and query from the search and filter data collected.
Additionally, a customized, well-crafted CTA encourages your users to take action on the website. Place it strategically and use it to help your customers navigate the sales funnel and increase your website conversion rate.
4. About Us Page
Usually, you create the About Us page and forget about it. This is a colossal waste because you can use it to build loyalty and trust in your brand. Leverage storytelling to introduce your team, talk about your mission, and showcase your products to potential visitors. Make it interesting and easy to read. Combine this with strategically placed CTAs to encourage users to purchase or contact.
eCommerce Product Showcasing
Nothing puts off a customer more than a cluttered eCommerce product page. Display your products logically so your customers can browse product categories easily and discover items of interest quickly. Let us discuss some conversion-centric initiatives your eCommerce web development company should integrate when designing product pages.
1. High-Quality Pictures and Color Swatch
Pictures attract and how. You may have some top-selling brands in your eCommerce kitty. But if you do not use high-resolution and aesthetically done pictures to showcase your products, they won’t sell. So integrating high-quality product pictures and placing them strategically is a must-have for a conversion-centric eCommerce website.
Subtle but powerful color swatches are thumbnail images that display color, shape, and pattern product variants. Unlike drop-down menus, swatches help customers instantly visualize the product. Maximize their utility to improve your conversions.
2. Product Page
Ask any web development agency what the most obvious conversion-centric e-commerce feature is, and they will say the products page. And this answer is backed by reason. The products page helps you convey the product value. It also allows customers to understand whether they want the product.
Here, you can mold a customer and convert potential may-haves into must-haves. Capitalize this opportunity to increase your conversions by:
- Building different sections for features products, exclusive items and best sellers, top-savers and related products, etc., to encourage your customers to keep exploring.
- Showing product bundles together to upsell.
- Employing CRO techniques by adding product recommendations, reviews, pop-ups, etc.
Using micro-animations can spruce up your user engagement. You can use them to highlight specific sections of your website and direct customer attention there. Micro-animation techniques like confirmation messages, scrolling visuals, transition and hover animations, sound effects, error messages, etc, are also part of the latest eCommerce trends for 2025. So leverage them shamelessly to improve your website conversion rate.
eCommerce Marketing Features
Good marketing techniques help generate leads. To materialize such a marketing strategy, you must integrate special offers, discounts, coupons, custom pricing, etc., within your eCommerce website. Here are some essential features that help you sell, upsell, and cross-sell.
1. Product Reviews
These drive social proof and help improve customer loyalty. Statistically, about 88% of customers regularly frequent eCommerce stores base their purchasing decisions on product reviews and client testimonials. So integrate them within your eCommerce website to boost its credibility, show that customers pay for your products, and improve your website SEO.
2. Special Offers and Discounts
These are well-known marketing gimmicks that work because customizing offers and discounts and offering freebies pique customer interest. It appeals to their psyche to think they are saving more.
Integrate limited-time or never offers to drive customers towards checkout and ensure they complete the purchase. Further, you can also offer customized discounts like buy-one-get-one, etc, to registered customers. These will act as a magnet to lure customers and convert them.
eCommerce Website Functionalities
Did you notice how easy it is to complete the buying process in a brick-and-mortar store? You can implement the same during the development of your e-commerce website. Ask your web development services provider to implement the following functionalities.
1. Well-Designed Shopping Cart
Why is the shopping cart design so important? Because it helps store your customer purchases till they checkout after paying. Here, your customers can review purchased products, add or delete products, change product quantity, enter promo codes, select delivery and shipping options, or continue shopping.
Ideally, your shopping cart must have a minimalistic visual design with prominently displayed company branding and checkout buttons. You can also use the shopping cart to engage with your customers and encourage conversions by initiating personalized emails alerting them about the products in their cart. Leverage these emails to convey price discounts and other benefits so it piques customer interest.
2. Easy-To-Use Checkout
Cart abandonment damages online retail business. Statistics show the average eCommerce cart abandonment rate is 70.19%. This is highly concerning considering the effort you put into your web development to convert visitors into customers. A complex checkout process increases cart abandonment.
Simplifying and optimizing the checkout process will make it easy to use. You will see a reduction in your cart abandonment rates and an increase in your repeat customer visits. Some ways by which you can simplify your checkout process include:
- Implement a one-page checkout. Ask your customers to fill out only those details that are required to complete the purchase, like credit/debit card number, mailing and billing address, and shipping options.
- Offer multiple shipping options. Allow customers to choose the most convenient one. The system will automatically calculate the delivery time and shipping fees, and offer fast delivery choices when required.
- Integrate only secure payment options. Only opt for trusted payment gateways and pay wallets. Offer multiple choices so that customers can choose basis their preferences.
Integrating the above features will improve app quality and allow you to customize and implement marketing campaigns. This will enhance customer engagement and help increase conversions immensely.
Final Thoughts
Implement the features mentioned above to build an unforgettable CX, and you will see the occasional users convert into loyal customers. But before you commit to eCommerce web development, partner with a professional web development company. Get a website audit done and plug all loopholes by integrating the above features.
