Top 5 eCommerce UI Best Practices That Boost Conversions

eCommerce Development
Top 5 eCommerce UI Best Practices That Boost Conversions
Article by Maria Martin
Last Updated: February 29, 2024

By 2025, there will be 285 million digital buyers in the US alone. To stand out from the crowd and survive the competition, brands are bound to invest in compelling online stores.

But what makes for successful eCommerce development? It takes more than just developing a website — you have to make the most of it by following certain practices, and the best eCommerce UI practices are crucial.

What Is An eCommerce UI?

User interface (UI) is the visual aspect of a product, in this case, an eCommerce website, that leads the user's interaction with the application. It is the element of web design that deals with visual aesthetics, interaction design, and the layout of a website or app.

UI and user experience (UX) design are terms that are correlated, but they are two separate components of software design and development.

UX designers work on improving users' experience with an app or website by enhancing the usability, accessibility, and performance of the software. UI designers, on the other hand, work with the look and feel of the digital product. That said, for eCommerce, UI design is invaluable.

For your online store to succeed in the digital marketplace and make the users stick around long enough to make a purchase, you need to make your interface seamless and straightforward.

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eCommerce UI: Key Elements To Consider

In eCommerce, an effective UI design will determine your conversions and sales.

And to create an efficient UI design, you should incorporate elements that maximize task efficiency and completion, as well as ensure user satisfaction.

Here are some key elements that every business owner should focus on for a successful eCommerce UI:

  • Navigational features: menu, breadcrumbs, search options, image carousels, sliders, and pagination
  • Informational components: push notifications, pop-up message boxes, modal windows, and progress bars
  • Input controls: radio buttons, toggle, dropdown buttons, text fields, and checkboxes

If your customers can easily navigate around your store to find what they need, then they are likely to return for future purchases.

It will ultimately increase your acquisition, conversion and retention rates while lowering your bounce rates.

Top 5 eCommerce UI Best Practices

When it comes to eCommerce development, there are a few web design and web development factors that can make or break your selling strategy. However, if your audience isn’t very much pleased with your web design, then no matter the quality of your products or services, you won't find success in your business venture.

Here are a few eCommerce UI best practices that you should incorporate to increase your conversions:

1. Invest In Mobile-Responsive Design

With smartphones being more convenient and accessible, many people prefer to use their mobile phones for online browsing and shopping. In fact, by 2027, 62% of eCommerce sales will have been made via mobile phones.

This is why investing in responsive design should be a top priority. Your online store should adjust to different screens and sizes so that you can provide your visitors with a satisfactory experience.

A key factor to consider is designing individual product pages in a way that they require minimal zooming or panning out. That way, your users can easily find what they are looking for without bouncing.

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2. Make Your Navigation Simple

Navigation is an essential element of eCommerce web design. If your users find it hard to understand how to move around your website, then it is very likely that they will bounce.

This element is also essential for your eCommerce SEO.

Pro tip: visitors should be able to find what they’re looking for within three clicks after opening a page for optimal conversion rates.

3. Add Call-To-Action Buttons

Speaking of, for an increased conversion rate, you also need to include call-to-action (CTAs) buttons and make them visible and easy to find. Your visitors should feel confident about any action they take, and the CTAs shouldn’t be misleading.

However, you should also ensure that they don’t compete with any social buttons or pop-up ads that might drag the visitors' attention away.

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4. Incorporate Breadcrumbs

Breadcrumbs are navigational aids that guide users through a website’s hierarchy. They let users see where they are on the site, ensuring easy navigation between different webpages. They also help with your website SEO as well since they allow search engines to find and understand all the pages that need to be crawled and ranked.

5. Have Search Filters

Adding search filters will improve your website navigation and make your eCommerce UI more user-friendly. Search filters allow visitors to directly search, select and add items to their virtual shopping cart before moving on to checkout.

The eCommerce UI Design Process

The best way to ensure your eCommerce interface will fit work for your prospective customers is to do your research. Understanding your audience and your business goals will help you align your web design with your requirements and users' needs.

So, when thinking about eCommerce UI design, factor in these steps into your process:

1. Business Goals

Understanding your business goals will help you list down essential features for your website. With a clear vision of how your e-store will function, you will have a better sense of direction with your web design and development process.

2. User Analysis

An essential stage of eCommerce development is understanding the needs of the target audience. By researching your consumer base to learn their shopping habits, preferences, and needs, you can easily structure your site layout and ensure the interface meets their expectations.

3. Information Architecture

No one has the time to look for something that will be conveniently available elsewhere. Defining a clear information architecture will ensure your visitors find what they need effortlessly without having to bounce and head over your competition.

4. Wireframe Design

Wireframe design is a visual guide that represents the framework of a website. It depicts the layout of a page, including interface elements and their arrangement.

Wireframes are quite significant when it comes to eCommerce UI design, as they can help you visualize how different website elements will appear in the final layout. They will filter out friction points in the user's shopping journey from the time they land on the homepage until they hit checkout.

5. Prototyping

Prototyping refers to the creation of a model of a website or web application to test its functionality, design, and user experience before launching the final product.

Prototypes help test out the interface. They are immensely useful in understanding how a user interacts with the pages. Prototyping for eCommerce UI design helps in testing its usability early in the development process, avoiding costly changes later on.

6. Testing

Development doesn't end with the launch of the website or app. Post-launch testing is essential to ensure your eCommerce platform works efficiently. It will allow you to tweak and enhance the user experience gradually.

5 Benefits Of Responsive eCommerce Web Design

Responsiveness is a significant feature to include when thinking of eCommerce UI and web design. Mobile-responsive websites are convenient for users and help you drive more mobile traffic to your site.

Here are some benefits of responsive eCommerce web design:

1. Excellent User Experience

Responsive design allows your website to automatically adjust to fit different devices and screen sizes.

It significantly improves the browsing user experience of your website on mobile or tablet. Users can easily search, select, and buy what they need on the go, regardless of the device they use.

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2. Faster Development And Lower Maintenance Needs

For developers and designers, as well as businesses, designing a mobile-optimized website is more convenient than developing lone mobile apps and desktop websites. Responsive web design takes less time to develop and requires less maintenance than a separate mobile site.

3. Cost-Effectiveness

The initial cost of designing a responsive website is more than a standard desktop site, but it offers more advantages in the long run. With lower maintenance and configuration costs, the overall cost ends up less than designing two separate sites for mobile and desktop.

4. Improved Brand Image

Nowadays, the average user demands convenience. If a brand doesn't have a website they can access on any device, regardless of the product or service quality, it will spoil the brand's reputation with potential prospects.

A mobile-optimized website will help you provide a great user experience and improve your brand image.

5. Higher Conversion Rates

Responsive web design also helps you boost your conversion rates. When making purchasing decisions or choosing to subscribe to newsletters, being redirected to device-specific pages is inconvenient and may push visitors away.

Designing a single platform that supports all the functions of an eCommerce website improves user experience and lowers bounce rates.

Takeaways On eCommerce UI

I hope this article helped you understand the importance of UI in eCommerce web design and the key elements to focus on when designing your website.

The next step is to hire an eCommerce developer and take your business online.

With technology advancing each day, eCommerce will continue to grow and expand.

So, find a development firm that fits your needs and join the ever-changing, complex digital marketplace to compete with retail giants on an equal playing field.


What is the purpose of a UI?

The purpose of a user interface (UI) in eCommerce is to provide a simple, intuitive, and engaging platform for customers to navigate and conduct transactions seamlessly. It facilitates interaction between the user and the digital environment, ensuring smooth operations.

A well-designed UI can dramatically enhance the user experience, retaining customers and driving conversions by making the buying process enjoyable and efficient.

Is UI More important than UX in eCommerce?

While both UI and UX are critical elements in eCommerce, neither is definitively more important than the other. They serve different but complementary roles.

UI focuses on the aesthetics and interactivity of a site, providing a visually appealing and intuitive platform for customers to interact with. On the other hand, UX considers the entire customer journey, aiming to ensure a satisfying and seamless experience from start to finish.

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