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7 Trends in UX Design for eCommerce in 2020

UI/UX
Nathalie Nilsson E-commerce business analytic and author
| 6 min read
Working on UX design for eCommerce
Working on UX design for eCommerce

Providing your website visitor with a pleasant experience is essential for converting them into a customer. Your competition is only a quick search away, so you need to offer a better alternative. This means that you need to stay up to date and keep your eCommerce website design both easy to use and aesthetically appealing. In 2020, we can expect the following trends in UX design for eCommerce:

Mobile is king

By now it is well-established that your eCommerce website has to be mobile-friendly. The popularity of mobile shopping among eCommerce customers is undeniable: 54% of all eCommerce sales are expected to be done via mobile by 2021. What’s more, 73% of customers have an omnichannel approach to shopping.

Consequently, ensuring that your eCommerce website is optimized for mobile needs to be a top priority. In fact, we will see an increase in UX design for eCommerce which focuses on mobile-first and foremost. This means that mobile-friendly design elements, such as long scrolling pages, will become more common on desktop.

Offering dark mode

Though it has been around for some time, dark themes have seen an upswing in popularity recently. In 2019, Apple and Google introduced a dark mode in iOS 13 and Android 10 respectively. The rush to include dark UI alternatives in apps, social media websites, and, yes, eCommerce stores followed.

Offering your customers the option to activate a dark mode is not just about aesthetics, but accessibility. Dark themes reduce eye strain. This has the added benefit of making it easier for your visitor to explore your eCommerce website for longer. Additionally, dark mode reduces the power usage on mobile devices.

Expect this eCommerce UX design trend to grow even more popular during 2020.

Dark mode youtube

Embrace minimalism

Minimalism and simplicity are the keywords for UX design for eCommerce in 2020. Let your products be the star, while your UI takes on the supporting role. This means that your eCommerce website design should be functional and crisp. It will use a lot of white space, larger fonts, and simple navigation. This, too, feeds back into the UX design trend of designing for increased accessibility.

A minimalist design requires every element of the website to be in perfect harmony, which is no easy feat. Consider hiring a professional UI/UX designer to ensure that your eCommerce website is both functional and visually appealing.

Appealing animations

The human eye is attracted to movement, which is why using animations in your eCommerce UX design can really help guide your visitor’s attention. There are three kinds of animation that you will see more of:

  • Buttons
  • Hovers
  • Cinemagraphs

A button animation can be as simple as changing the colour of the button when someone clicks on it. More advanced alternatives include playing an animation of an item being placed in a cart when someone clicks the buy button.

Hovers are, unsurprisingly, effects that show up when your cursor hovers over a specific element on the website. These are intended to give your eCommerce customers an idea of what will happen if they click. They are not only helpful, but their interactive nature encourages visitors to stay longer and explore.

Images that have small and repeating animations are called cinemagraphs. They typically appear in banners or background images. Cinemagraphs are used to give your otherwise static eCommerce website a little extra spark.

While moving elements typically are a delight to visitors, don’t forget that to some they will be a hindrance. Offer an easily accessible option to turn off animations to ensure that everyone enjoys their visit to your eCommerce website.

Chatbots as the norm

Chatbots have grown increasingly popular as the artificial intelligence powering them has grown more advanced. We have previously mentioned that Magento has included a free chat agent in their 2.3.4 update. This is no coincidence.

According to a study, 51% of customers are more likely to purchase from an eCommerce store if there is a live chat. Additionally, 44% say that one of the most important features on an eCommerce website is answering questions in real-time. For a business that is open 24/7 and might be run by less than a handful of people, this is a herculean task. Luckily, chatbots are a great customer service alternative when a human is not available.

Chatbots are capable of quickly answering your eCommerce customers’ questions and assisting in product search. Furthermore, they can analyse the individual customer’s previous behaviour on the website to provide even better customer support. As such it is hardly surprising that it is one of this year’s most prominent trends in UX design for eCommerce.

Content-centric design

There are many advantages to providing content such as blog articles on your website, including:

  1. Attracting attention to your products 
  2. Explaining the advantages of your products
  3. Providing helpful tips and suggestions

When it comes to UX design for eCommerce, 2020 will see an emphasis on content as promotional material. This means optimizing the experience for your eCommerce customers.

What is better than reading an article about a product you are interested in than a link directly to that product? Being able to put the item in your cart without having to leave the blog article itself. Today, this can be done via images as well. This content-centric design provides your customer with a smooth and effortless shopping experience.

UX sketches drawing

Benefit from UX design for eCommerce

A great user experience is key to turning first-time customers into return customers. By staying on top of UX design trends you can turn your eCommerce website into a delightful experience for anyone interested in your product. If you need help polishing your eCommerce UX design, don’t hesitate to reach out. We are happy to help your website shine!

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