How Ecommerce Websites Boost Customer Experience with Smart Design Choices

Most people don’t leave ecommerce sites because of the prices but rather because using these sites feels like a chore. Cluttered layouts, unclear buttons, long forms, weird menus – none of it feels worth the effort.

That’s why nearly 60% of shoppers walk away before buying. Not because they changed their mind independently but because the experience pushed them out.

Good design is less about making things “look nice” and more about removing friction. It’s about helping people find what they want faster, understand what they’re getting, and feel confident hitting the checkout button. 

You may already know this but haven’t decided to take that step because you fear it might cost you an arm and a leg. Well, you’re wrong. Smart web design improvements can be quite inexpensive.

If your site is live and selling, a few smart design changes can make a real difference. We’ll go through what those look like, how they help, and how to spot the gaps in your own store.

Aligning Inventory with the Shopper’s Goals or Pain Points

When shoppers land on your site, they’re looking for solutions to problems they already have. Whether it’s improving sleep, finding low-sugar snacks, or smart gadgets, most people shop with a goal or a specific frustration in mind.

When your inventory is organized around those goals or pain points, it’s easier for shoppers to connect what you offer with what they need. That clarity increases the chance they’ll move forward with a purchase.

To do this well:

1. Start by understanding your customer’s mindset. What are they trying to solve? What outcome are they after?
2. Use that information to group and label your products in a way that speaks to those goals.
3. This could mean adding filters based on intended results, creating categories that focus on customer priorities, or even rethinking your homepage layout to guide people toward goal-based sections.
4. Avoid vague labels like “weekly spotlight” or “staff picks.” They don’t help someone who’s trying to solve a problem.
5. Instead, use direct language like “boost energy,” “fix gut health,” or “track sleep patterns,” so shoppers know exactly where to click.

One brand that follows this principle is Transparent Labs, a company in the natural sports nutrition space. On their protein powder supplements category page, they let shoppers filter products based on specific fitness goals.

Unlike brands that put out lists of flavors or ingredients, Transparent Labs provides a way to shop by need.

Source: transparentlabs.com

On their homepage, they take it a step further with a “shop by goal” section that sorts their products into clear, goal-focused paths.

Source: transparentlabs.com

This approach is simple but highly effective. It shortens the path to purchase, reduces decision fatigue, and meets the customer where they already are – looking for a result.

Providing a Visible Avenue to High-Profile Product Pages

Most ecommerce stores have products that pull more weight than others – best sellers, high-margin items, or entry points that drive new customer interest. But if those products aren’t easy to find, they’re not doing much for you.

Creating a visible, direct path to these high-profile product pages helps guide visitors faster to what matters most. It removes guesswork, grabs attention early, and improves the chance of conversion.

This works best when it’s done above the fold, meaning it’s one of the first things people see without scrolling. Think of it as a fast lane to the parts of your store that already convert well. If a customer sees a link to something they’re likely to want right away, they’re far more likely to click through and explore.

To do this well:

1. Identify the products or categories that bring in consistent traffic or perform well in sales.
2. Build eye-catching, clickable blocks or banners for each of these.
3. Place them in a prominent area of your homepage or landing pages.
4. Use clean design, short labels, and distinct visuals so each block stands out.
5. Keep it limited to just a few. Too many options can have the opposite effect.

Sewing Parts Online, a retailer focused on sewing machine parts and accessories, does this masterfully. Their homepage features clearly defined blocks just below the main header. Each one points to a specific, high-interest product category.

They’re visually distinct and clearly labeled, making it easy for shoppers to find what they’re likely looking for.

Source: sewingpartsonline.com

This layout highlights key products while helping people take the next step without getting lost in menus or endless scrolls. It’s quick, direct, and effective.

Standardizing All Inventory Photography

Inconsistent product photos make shopping harder than it needs to be. When each item is shot from a different angle, with different lighting or backgrounds, it’s tough for shoppers to compare. It creates confusion, slows decision-making, and makes a store look less trustworthy.

For younger shoppers especially, images matter a lot. In fact, around 42% of Gen Z say they won’t buy from a site if the product visuals aren’t up to par.

That’s where standardized inventory photography comes in. When every product is shown in the same format (same background, angle, and lighting), it gives customers a clean, reliable way to scan and compare. It also helps your store look more polished and organized, which builds trust.

To do this well:

1. Stick to a consistent photo style across your catalog.
2. Use the same camera angle and lighting setup for all product photos.
3. Choose a neutral background and avoid clutter.
4. For lifestyle or in-use shots, you can still keep things aligned by setting clear visual guidelines, even for user-generated content.
5. Most importantly, review your existing images. If they don’t match the new standard, plan a refresh.

Pergola Kits USA, a company that designs and sells ready-to-assemble outdoor structures like pavilions and pergolas, gets this right. On every page where products are listed, they show consistent, high-quality images.

They blend professional photography with user-generated content, but every photo is presented in a way that makes comparisons easy. This uniformity allows potential buyers to quickly scan options and evaluate features without being distracted by inconsistent visuals.

Source: pergolakitsusa.com

For big-ticket, visually driven items like outdoor structures, this clarity goes a long way in making shoppers feel confident and more likely to follow through with a purchase.

Simplifying Complex Product Customization Processes

When a product has a lot of customization options, the last thing you want is to make the process feel overwhelming. Forcing users to dig through dropdowns or hidden menus creates friction, especially when they’re trying to understand all their choices before making a decision.

A complicated interface slows things down and creates doubt. Shoppers start wondering if they’re missing something or if they’re making the wrong choice.

Simplifying the customization process doesn’t mean removing options. It means presenting them in a way that’s clear and easy to interact with. When shoppers can see everything at once, they feel confident navigating through the options and are more likely to complete the purchase.

To do this well:

1. Avoid hiding choices behind expanding menus or nested UI elements.
2. Instead, display all the customization fields in a clean, well-structured layout.
3. Use visual cues like labels, spacing, and consistent styling to guide the eye.
4. If you’re dealing with many options, break them into logical sections, but make sure to keep everything visible.
5. Consider including helpful tooltips or short descriptions next to more technical selections so users don’t need to leave the page to understand what something means.

EXT Cabinets, a brand focused on outdoor, weatherproof kitchen cabinetry, demonstrates the approach on this product page. There, they include a full customization form with multiple options such as door styles, hardware types, colors, materials, and more.

Every option is shown upfront. Nothing is hidden behind a dropdown or tucked away in a secondary menu. This always-visible layout gives customers a complete view of the customization process right away. It reduces unnecessary clicks, eliminates confusion, and helps buyers visualize their build without extra effort.

Source: extcabinets.com

This ease of use makes a complex buying decision feel simple. That’s what keeps people moving forward.

Combining Brand and Product Social Proof Throughout the Site

Most shoppers don’t trust a product or the brand behind it until they’ve seen what others have to say. Nearly 96% of people check reviews and ratings before deciding to buy. If your social proof is hidden away on product pages or buried in a testimonials section, you’re asking customers to work harder than they should.

Making reviews and ratings visible throughout your site builds trust early and often. It reassures visitors before they even start reading product details.

When done right, this approach shortens the path to purchase. Rather than needing to stop and search for validation, shoppers can build confidence as they browse. It also gives a balanced view: product-level reviews show if the item meets expectations, while brand-level reviews reflect overall reliability (things like customer service, shipping experience, and product quality).

To do this well:

1. Display star ratings anywhere a product is shown (category pages, homepage blocks, bundles, or featured sections).
2. Keep them clear and consistent.
3. For brand-level reviews, use a floating tab or a fixed section on key pages to display rotating feedback.
4. Choose reviews that touch on delivery, responsiveness, and overall experience.
5. Don’t limit them to a testimonial page that few people visit.

Mannequin Mall, a store that sells fashion mannequins to retailers and creatives, uses this approach effectively. Wherever a product appears, you’ll see its star rating. That’s helpful for quickly gauging popularity and quality.

At the same time, a fixed “reviews” tab follows users around the site, offering easy access to general company reviews. These often mention shipping times, customer service, and setup experience.

Source: mannequinmall.com

The result is a store that feels active, trusted, and transparent without asking visitors to go digging for proof.

Implementing Product Preview Interactivity

Static product images only tell part of the story. When shoppers are deciding between similar items, they often want more detail before committing (what it looks like in a different color, how it functions, or what’s inside).

Product preview interactivity solves that by letting users engage with images in real time. It’s a faster, more intuitive way to learn about a product without clicking into multiple pages. This makes the experience smoother and helps customers feel more confident about what they’re buying.

Done well, interactive previews reduce bounce rates and boost conversions. They also make your store feel more modern and responsive to customer needs.

To do this well:

1. Start with color or style selection that updates product thumbnails instantly. This prevents users from needing to navigate away just to see a simple variation.
2. You can also enable hover effects that reveal secondary images like open views, usage examples, or size comparisons.
3. The key is to keep the interaction lightweight and fast, without lag or too much animation.
4. Make sure it works equally well on mobile and desktop.

Maytag, a trusted brand in kitchen and bathroom appliances, sets a strong example with their side-by-side refrigerators category page. Customers can click through different color options and instantly see the updated product images.

On top of that, hovering over a thumbnail reveals the inside of the refrigerator, showcasing shelves, compartments, and overall space. This gives shoppers a better feel for the product without needing to dig for specs.

Source: maytag.com

By layering these small but smart interactive elements, Maytag improves both the utility and appeal of the browsing experience. This helps shoppers get the information they need faster and makes it easier to move toward a purchase.

Shortening the Path to Customer Support Options

When a shopper hits a snag (whether it’s a billing question, product concern, or need for guidance), they expect answers fast. If support options are buried in footer links or take several clicks to access, that delay can cost you the sale.

Shortening the path to customer support removes friction at key moments. It helps visitors feel supported, not stuck.

And it works. Recent customer service data shows that most customers now rate chatbots as effective, especially for handling straightforward questions that would otherwise derail a purchase.

To do this well:

1. Place support access in a highly visible, persistent spot like a fixed chat button or help tab that’s available on every page.
2. Use automation to handle common tasks like order status, cancellations, or shipping questions.
3. Make sure human support is easy to reach when questions become more specific or personal.
4. Don’t make users repeat themselves or switch channels mid-conversation.
5. If your chatbot can’t help, it should pass the inquiry (with context) to a human agent smoothly. That kind of continuity keeps the experience intact.

HUM Nutrition, a brand offering subscription-based vitamins and supplements, has built a support system that does exactly this. Their live chat is always available and handles a range of tasks, from managing subscriptions to offering advice on supplement choices.

Their chatbot resolves routine requests quickly, while human agents step in for more personalized conversations.

Source: humnutrition.com

This hybrid model works especially well in the health and wellness space, where shoppers often need reassurance before committing.

Final Thoughts

Improving customer experience through smart design is a measurable growth lever.

Ecommerce businesses that prioritize better UX often see nearly twice the revenue growth of those that don’t. That’s not a small win. It’s a sign that design choices directly shape how people buy.

If you’re serious about growing, look at your site through your customer’s eyes. Where do they hesitate? Where do they get lost? Fix those areas first. Small shifts can lead to big returns.