Walk throughs

Top 10 Must Have UX Features For Every Sales Driven E-Commerce – Part 2

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In the previous article, we opened up the topic on the general UX features of a good converting website; this time we’ll focus on processes and nice and non-disruptive customer journey. From landing on the website to making the payment – the user should be treated as a guest in your kingdom, offered the best treatment of their life and have only memorable experience to share with friends and family. Just like when you return home from an exotic vacation you’ve been on, you only remember the times you were happy, and as you tell your friends about it, you want to go back.

  1. Short and relevant checkout process

Have you ever had to fill in a looong checkout form? I know it wasn’t pleasant and you were sighing while doing this. This is the exact feeling your user is experiencing if you decided to use a long checkout form with your business. Keep it as short as possible and relevant. Don’t ask for personal details that you don’t really need.

Example: Checkout flow 


Tip: An increase of traffic, from 45K to 50K can mean actually a significant growth in orders and revenue. Don’t give them reasons to leave the cart in the middle of the process.

  1.  Advanced filtering is a user’s bliss

Filtering is an awesome UX feature you must take advantage of.. for at least two big reasons;

  1. For the skilled visitors, who know what they want and they will use up all the filtering possible to refine products matching their intent.
  2. For search engines who can index and rank your filters pages as sub categories, thus your organic traffic will increase and the visitors will land on a relevant landing page.

Example: Asos



Nothing is more annoying than searching for a product that you really want and you know is there, but not being able to find it fast. It’s important that your user do not associate your brand with the feeling of frustration.

  1. Get your user to share their email address or to create an account

OK – your main focus is to sell from the start. If this doesn’t happen, don’t worry, you might still have a chance to turn your visitor around if you have their contact details or if you get them to create an account.  A user account is a personal space, a home within your website where you can easily send him status updates, messages, even vouchers or invites. Give your visitors a valid reasons to create a free account on your website, treat them well, and they might bring you a lot of revenue down the road.




Make sure you choose good reasons for them to make an account – go with the idea of exclusivity and make them feel that they are part of something special, your tribe.

  1. Reviews, comments and ratings – how to deal with them?

Yep – you know it; it’s user generated content. The good type of it. It’s almost as good as a unique product description written by you. You have no reasons to stop the users from commenting and rating your products. Even bad ratings can help. And remember, it’s all part of the user experience, because it’s human nature to seek out reviews about a product before the purchase is made. If they cannot see a review while their in their buying process, they might go elsewhere to find the information they’re looking for.

Example: Amazon



Use a warm tone of voice, explain every tiny details, use even tooltips if necessary. Be always present if someone wants to ask a question or chat. Personalise their experience as much as possible and you will gain from it. This is an important UX feature for your E-commerce website.

  1. Seamless category pages – focus on products

Once you succeed in driving the user to your targeted category page, your website UX can play a game-changing role. If it is compelling enough, it can convert a user into a potential customer. Category pages should be decently designed, and major focus should be on the products instead of various deals and sale offers.

Example: Sophie & Trey


Tip: Don’t overwhelm the category page with elements (colours, fonts, copy, animations, etc.) that would distract the user from their journey (unless it’s very relevant to have it there). In Sophie & Trey’s example, the products are the sole focus on this page.

  1. Social proof or how to make your website more trustworthy

What makes the difference between a shady website, scammy like appearance and a good, trustworthy one (where brand reputation is minimal or non-existent)?

Small sign and details, visual or text that tell your brain it’s safe to buy from this place. Here is a checklist:

– Usage of secure payment icons like PayPal, VeriSign, Visa, etc.

– Cash back guarantee option

– Buying advice and return policy

– Customer testimonials

– Display brands you are dealing in.

– Toll-free number and live chat option

– Places you have been featured

– Social engagement on the website

How many of them do you have on your website?

  1. Ca-ching! The user bought your product. What now?

Even if your main goal was reached – making that sale – it’s important to remain in your user’s sight even after the sale. You can do that by: 1. Taking their email address (see point Account) and send them relevant emails about your activity. Not always has to be about them buying from you. It’s your time to give now. Make your emails as useful and entertaining as possible. It’s not about your brand, it’s about them and how to make them happy.

Tip: You can try out a marketing automation tool (see marketing automation article) which you can design relevant email dripping programs for ready to buy leads/users and not so ready to buy contacts.

Example: eBay


Tip: Remember to send post transaction emails about products related to the initial transaction. Here is a good deal from ebay after buying a product from the same category.

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