The e-commerce sector is constantly evolving, pushing online retailers to constantly improve their user experience (UX) to stay competitive. According to Contentsquare, the average shopping session involves 22 page views, leaving room for potential errors in the customer journey. UX is therefore essential to the success of an e-commerce site, as it influences purchasing decisions. This article focuses on UX best practices for e-commerce sites, using the website of sports equipment retailer I-run as an example.
BEST PRACTICE STARTS WITH THE HOME PAGE!
I-run applies several UX best practices. Firstly, a promotional banner at the top of the home page with a carousel presents five different offers, capturing customers’ attention and encouraging them to browse. The promotional code is then highlighted, either below the banner or integrated directly into it. On the home page, the flagship categories (running, trail and hiking) are positioned before the waterline, for quick and easy access.
A CROSS-SELL STRATEGY RIGHT FROM THE FIRST PAGE!
The home page also features leading products, selected according to criteria such as trends, bestsellers or popularity. They are displayed as carousels, grids or lists, with quality images and clear information. I-run also showcases competitively priced products, such as complete outfits from €65.
Promotions are included in the drop-down menu at the top of the home page, providing easy access to current offers. Category pages clearly display information such as crossed-out prices, two-installment payment options and the number of stars on item thumbnails.
INFORMATION-PACKED LISTING PAGES!
Products are ranked by “customer satisfaction” rather than relevance or popularity, emphasizing user experience and satisfaction. No-click quick item preview is also used, allowing users to see the name, price, discount and an image by hovering over the item with the mouse.
Last but not least, the product sheets follow best e-commerce practices, with clear, precise and useful information, benefits such as free delivery and advice on choosing the right size.
In short, e-commerce sites specializing in retail have adopted UX best practices to enhance the customer experience and facilitate the transition to purchase. These practices include clear, intuitive navigation, consistent layout and typography, detailed product information display, and the provision of customer reviews, purchase recommendations and filtered search options.
