How does usability (design and functionality) affect the effectiveness of an online store?

There is a steady increase across the globe in the number of online stores. So, the intuitive website navigation, correct information architecture and useful functionality become critical factors for attracting potential buyers. So, today we will talk about the impact usability on the effectiveness of your online store and consider some trends for 2019 in UI/UX design for e-commerce sphere.

How development and UI/UX design impact on online store traffic and conversion?

Every day, more and more commercial-oriented websites are being created, while the main criteria for choosing one or another resource for making a purchase remain the same:

  • Ease of search
  • Variety assortment
  • Competitive advantages
  • Products relevance to the needs of customers

The number of online stores in Europe had already exceeded 800,000 by the end of 2018. At the same time, the average rejection rate in the field of e-commerce reaches 40%, that is quite a few.

Thus, users get more options for comparison, among which only a part of the projects may be called really successful. Why does it happen? We have found some reasons for this:

  1. Insufficient research user’s psychology and needs
  2. Weak interaction design
  3. Lack of ability to scale pages and product images
  4. Mistakes in information architecture
  5. Insufficient website functionality


So, anyone owner of e-shop who succeeds in satisfying the basic desires of customers taking into account current trends can really jump off the page.

How to remedy the situation and stand out from the competitors?

Potential buyers want to see an intuitive online store in terms of navigation, which is correctly displayed on any screens with the ability to detailed view products. Therefore, an adaptation of the website for mobile devices is an important point.

According to global statistics, more than 30% of all online transactions are carried out through mobile devices as of the end of 2018 and the beginning of 2019. And this trend continues to increase.

Equally important is the ability to place an order with a minimum number of actions. The easier the selection and purchase mechanism, the higher conversion on your website.

Voice search of goods and cross-referencing the photos of similar products, as well as the possibility to confirm payment with a fingerprint can significantly increase the inflow of buyers to your online store and the subsequent conversion.

Which design trends should be taken into account?

In the design of a commercial website, there are 3 important elements: a fixed navigation bar, micro-interaction, as well as personalization and branding. Let’s look at each of them in more detail.

Fixed navigation bar

A fixed navigation bar helps a user navigate wherever he is in a section of the website. It follows him in the process of scrolling a page. The idea itself is not new – we saw examples of its use in 2018. The only difference is whether it is successfully implemented or not. In 2019, developers and designers will pay particular attention to this element of functionality. Therefore, if you haven’t implemented it on your resource yet, now is the time for this.


Microinteractions are attractive for users to trigger and stimulate them to interactive. Moreover, they help to create a style of interaction with the online resource. For example, a change in the color of an icon that signals the receiving of a new letter or notification motivates a user to open a chat and read the message. The effectiveness of this approach is most clearly seen in social networks and messengers.

If we talk about the online store, then there can be used other microinteractions. For example:

  • Offers to receive a reward for subscribing to the newsletter by email or via the Telegram channel
  • Proposal to receive a bonus for the purchase of a product
  • Animation of various sections of the website in the scrolling process to attract attention to them

The idea of providing customers with bonuses or discounts, as well as offering to subscribe to news is also not new. However, how it will be implemented is a matter of technology.

Personalization and branding

Pleasant online store design starts with branding development. How else, because you need to stand out from the competitors and ensure the recognition of your resource! Therefore, take care of creating a memorable logo, high-quality typography and competent color solutions in terms of the influence of colors on the perception of products.

Anything else? Oh yeah, speed matters!

The speed of loading pages is another factor that cannot be ignored. It directly affects the percentage of failures, as users most often close the website if it loads longer than 3 seconds. Even if they stayed on your resource and moved to the stage of comparing products, the slow response to the request and pulling in information from the database can scare away even the most patient.

You can check the current page loading speed using the Google Speed Tool, but if you are planning to order the development of a new website, we recommend discussing with the developer how to speed up response and download. Many problems can be avoided at the initial stage.

How to get the desired result?

Achieving this goal is ensured by the coordinated work of skilled developers and UI/UX designers. Here we have got 3 questions:

  1. How won’t make a mistake when choosing contractors?
  2. How to meet the minimum budget?
  3. How to monitor the performance of work?


The problem of choosing reliable performers always exists, but it acquires special significance when you start your own commercial project.

So, we recommend you consider your e-shop as a holistic solution and contact with a respectable software company that provides SDLC services for help. Then the risk of misunderstanding between developers, designers, and testers will be reduced to a minimum, and you get the fastest, clear-cut result. If you have any questions, follow the link to request a free consultation.