15 Reasons Why You Shouldn't Ignore Gold Coast Website

Best Practices For E-Commerce UI Web Design


When you picture shoppers moving through the e-commerce websites you build, you more or less anticipate them to follow this journey:

• Step 1: Enter on the homepage or a classification page.

• Step 2: Use the navigational components to orient themselves to the store and no in on the particular things they're searching for.

• Step 3: Review the descriptions and other significant purchase details for the products that ignite their interest.

• Step 4: Customize the product requirements (if possible), and after that include the items they want to their cart.

• Step 5: Check out.

There are discrepancies they might take along the way (like exploring associated products, browsing various classifications, and conserving items to a wishlist for a rainy day). For the many part, this is the leading path you build out and it's the one that will be most heavily taken a trip.

That holding true, it's particularly crucial for designers to no in on the interface components that consumers come across along this journey. If there's any friction within the UI, you will not simply see a boost in unexpected deviations from the path, but more bounces from the site, too.

That's what the following post is going to focus on: How to ensure that the UI along the buyer's journey is appealing, instinctive, interesting, and friction-free.

Let's analyze 3 parts of the UI that buyers will come across from the point of entry to checkout. I'll be utilizing e-commerce sites constructed with Shopify to do this:

1. Develop A Multifaceted Navigation That Follows Shoppers Around #

There once was a time when e-commerce websites had custom web apps mega menus that consumers needed to arrange through to find their desired product classifications, sub-categories and sub-sub-categories. While you might still face them nowadays, the much better choice is a navigation that adapts to the shopper's journey.


The very first thing to do is to streamline the main menu so that it has only one level below the main classification headers. This is how United By Blue does it:

The item classifications under "Shop" are all neatly arranged below headers like "Womens" and "Mens".

The only exceptions are the categories for "New Arrivals" and "Masks & Face Coverings" that are accompanied by images. It's the exact same reason why "Gifts" is in a lighter blue font style and "Sale" is in a red font style in the main menu. These are incredibly timely and appropriate categories for United By Blue's buyers, so they are worthy of to be highlighted (without being too disruptive).

Returning to the site, let's take a look at how the designer was able to keep the mobile website organized:

Rather than diminish down the desktop menu to one that consumers would need to pinch-and-zoom in on here, we see a menu that's adapted to the mobile screen.

It needs a few more clicks than the desktop site, but buyers shouldn't have a problem with that considering that the menu does not go unfathomable (once again, this is why we can't use mega menus any longer).


If you're constructing an e-commerce website for a client with a complex stock (i.e. great deals of items and layers of classifications), the item results page is going to need its own navigation system.

To help consumers limit the number of products they see at a time, you can include these two aspects in the style of this page:

1. Filters to limit the results by item spec.

2. Sorting to purchase the products based on buyers' priorities.

I've highlighted them on this item results page on the Horne site:

While you might store your filters in a left sidebar, the horizontally-aligned design above the outcomes is a much better choice.

This space-saving style allows you to reveal more items simultaneously and is likewise a more mobile-friendly option:

Consistency in UI style is important to buyers, particularly as more of them take an omnichannel method to shopping. By presenting the filters/sorting options regularly from gadget to device, you'll develop a more foreseeable and comfy experience for them at the same time.


As buyers move deeper into an e-commerce site, they still may need navigational support. There are two UI navigation elements that will help them out.

The first is a breadcrumb trail in the top-left corner of the product pages, similar to how tentree does:

This is best utilized on websites with classifications that have sub-categories upon sub-categories. The more and further consumers move far from the product results page and the benefit of the filters and arranging, the more crucial breadcrumbs will be.

The search bar, on the other hand, is a navigation aspect that must constantly be readily available, despite which point in the journey consumers are at. This goes for shops of all sizes, too.

Now, a search bar will certainly assist buyers who are brief on time, can't find what they need or simply desire a shortcut to a product they currently understand exists. However, an AI-powered search bar that can actively predict what the buyer is searching for is a smarter option.

Here's how that deals with the Horne website:

Even if the buyer hasn't completed inputting their search expression, this search bar starts dishing out tips. On the left are matching keywords and on the right are leading matching products. The supreme goal is to speed up consumers' search and minimize any tension, pressure or aggravation they may otherwise be feeling.

2. Show The Most Pertinent Details At Once On Product Pages #

Vitaly Friedman just recently shared this suggestion on LinkedIn:

He's ideal. The more time visitors need to spend digging around for pertinent information about a product, the higher the opportunity they'll simply give up and attempt another store.

Delivering alone is a huge sticking point for numerous buyers and, regrettably, a lot of e-commerce websites wait until checkout to let them understand about shipping expenses and delays.

Due to the fact that of this, 63% of digital shoppers end up deserting their online carts because of shipping costs and 36% do so due to the fact that of how long it takes to receive their orders.

Those aren't the only information digital buyers would like to know about ahead of time. They also want to know about:

• The returns and refund policy,

• The regards to usage and privacy policy,

• The payment options available,

• Omnichannel purchase-and-pickup alternatives readily available,

• And so on.

How are you expected to fit this all in within the very first screenful?



This is what Vitaly was discussing. You don't have to squeeze every single detail about an item above the fold. The store needs to be able to sell the product with just what's in that space.

Bluebella, for instance, has a space-saving design that does not jeopardize on readability:

With the image gallery relegated to the left side of the page, the rest can be dedicated to the product summary. Because of the differing size of the header font styles along with the hierarchical structure of the page, it's simple to follow.

Based on how this is designed, you can inform that the most important details are:


• Product name;

• Product cost;

• Product size selector;

• Add-to-bag and wishlist buttons;

• Delivery and returns info (which nicely appears on one line).

The remainder of the product information are able to fit above the fold thanks to the accordions used to collapse and broaden them.

If there are other essential information shoppers may need to comprise their minds-- like item reviews or a sizing guide-- build links into the above-the-fold that move them to the appropriate sections lower on the page.

Quick Note: This design will not be possible on mobile for obvious reasons. So, the product images will get top billing while the 30-second pitch appears simply listed below the fold.


Even if you're able to concisely provide the item's description, additional sales and marketing components like pop-ups, chat widgets and more can end up being just as annoying as prolonged product pages.

Make sure you have them saved out of the way as Partake does:

The red symbol you see in the bottom left enables shoppers to control the availability functions of the website. The "Rewards" button in the bottom-right is in fact a pop-up that's styled like a chat widget. When opened, it invites buyers to join the loyalty program.

Both of these widgets open only when clicked.

Allbirds is another one that consists of additional aspects, but keeps them out of the method:

In this case, it consists of a self-service chat widget in the bottom-right that needs to be clicked in order to open. It likewise positions details about its existing returns policy in a sticky bar at the top, maximizing the item pages to strictly focus on product details.

3. Make Product Variants As Easy To Select As Possible #

For some items, there is no choice that consumers have to make besides: "Do I wish to add this item to my cart or not?"

For other products, shoppers have to define item variations before they can add an item to their cart. When that's the case, you wish to make this process as pain-free as possible. There are a couple of things you can do to guarantee this occurs.

Let's state the shop you design sells women's undergarments. In that case, you 'd need to provide variations like color and size.

But you wouldn't want to simply develop a drop-down selector for each. Think of how laborious that would get if you asked consumers to click "Color" and they needed to arrange through a dozen approximately choices. If it's a basic drop-down selector, color examples might not appear in the list. Rather, the shopper would need to choose a color name and await the item image to upgrade in order to see what it appears like.

This is why your variants need to dictate how you develop each.

Let's utilize this product page from Thinx as an example:

There are two versions available on this page:

• The color version shows a row of color swatches. When clicked, the name of the color appears and the item picture changes accordingly.

• The size alternative lists sizes from extra-extra-small to extra-extra-extra-large.

Notice how Size features a link to "size chart". That's because, unlike something like color which is pretty well-defined, sizing can alter from shop to shop as well as region to region. This chart provides clear guidance on how to pick a size.

Now, Thinx utilizes a square button for each of its variations. You can change it up, however, if you 'd like to produce a difference in between the choices consumers have to make (and it's most likely the better style choice, to be sincere).

Kirrin Finch, for instance, places its sizes inside empty boxes and its color examples inside filled circles:

It's a small distinction, however it must suffice to assist shoppers shift smoothly from decision to decision and not miss out on any of the needed fields.

Now, let's say that the store you're building does not offer clothes. Rather, it offers something like beds, which obviously won't consist of options like color or size. A minimum of, not in the same way just like clothing.

Unless you have well-known abbreviations, symbols or numbers you can use to represent each variation, you need to use another kind of selector.

For instance, this is an item page on the Leesa site. I've opened the "Pick your size" selector so you can see how these choices are displayed:

Why is this a drop-down list rather than boxes?

For starters, the size names aren't the very same length. So, box selectors would either be inconsistently sized or a few of them would have a lots of white space in them. It actually wouldn't look great.

Leesa wisely uses this small space to supply more details about each mattress size (i.e. the normal vs. sale price). So, not just is this the very best style for this particular alternative selector, however it's likewise a terrific way to be effective with how you present a great deal of details on the item page.


If you want to remove all friction from this part of the online shopping process, make certain you create a distinct style for out-of-stock versions.

Here's a better look at the Kirrin Finch example once again:

There's no mistaking which alternatives are available and which are not).

Some buyers might be frustrated when they recognize the t-shirt color they like is just available in a few sizes, think of how irritated they 'd be if they didn't learn this until after they chose all their versions?

If the product choice is the last action they take before clicking "add to cart", don't hide this details from them. All you'll do is get their hopes up for an item they made the effort to check out, look at, and fall for ... just to discover it's not offered in a size "16" till it's too late.

Concluding #

What is it they say? Great design is unnoticeable?

That's what we need to bear in mind when developing these essential user interfaces for e-commerce sites. Naturally, your customer's shop requires to be attractive and remarkable ... But the UI components that move consumers through the site should not give them stop briefly. Simpleness and ease of usage need to be your top concern when developing the main journey for your customer's consumers.

If you're interested in putting these UI style approaches to work for new customers, think about signing up with the Shopify Partner Program as a shop developer. There you'll have the ability to make recurring income by building new Shopify shops for clients or migrating stores from other commerce platforms to Shopify.