As Amazon continues to rule the e-commerce world, smaller online retailers have to
do more to keep up with the competition. Web design, for instance, is a great way for
your e-commerce business to be in the front line of the consumers’ eyes while making
a worthwhile investment in your marketing strategy. As a matter of fact, a recent
consumer survey revealed that there are three main user experience features people
consider extremely important when they browse online: 1) effective navigation, 2)
updated website design and 3) authoritative content.

Ensuring that your website includes these three key features will greatly benefit your
business in many ways apart from enhancing your site’s user experience. Investing in
good navigation, site design and quality content also have significant impacts on
branding and SEO. This article tackles on how each feature plays a role in achieving
high-quality and effective UX.

1. Effective navigation opens up a way for a smooth web experience
A survey has revealed that 94% of the respondents think that simple and effective
website navigation is the number one site feature that is important to them. The easier
your site is to navigate, the simpler and more efficient they can access your content
the way they want to. Modern consumers have short patience when it comes to
websites, hence, as an e-commerce brand, you have to create a linear navigation menu
to guide your visitors in your site.

Take for example Amazon’s navigation bar, it has a clean-cut menu structure that
makes it easy for consumers to move from one page to another. The UX of Amazon
focuses on the search bar that allows any user direct access to its wide selection of
products. Its search function offers a variety of great features allowing users to search,
filter, and view search results using Amazon’s auto-complete filtering and guidance
functionality. So if you use Amazon as your inspiration for your site’s UX, you have
to ensure that your navigation is constant and intuitive so shoppers can easily find
what they need.

2. Up-to-date site design invokes customer trust
Most people are attracted to a trendy website provided that it won’t disrupt with their
content consumption or any objective they had in visiting that website. A pleasant
website UX indicates that your website and company are worthy of the visitor’s trust.
Visual appearance is crucial in convincing people that your site content is not only
relevant but also authoritative. Moreover, this also signals that your e-commerce
business is successful, and thus, can be trusted. Trendy website designs entice visitors
and generates trust, whereas good website UX focuses more on providing
functionality and ease of use. As an owner of an e-commerce business, you should
consider designing your website that will come out beautifully and combine it with
the right functionality for optimal user experience.

3. Authoritative and relevant content keeps your customers
In order to retain customers and drive more sales, you must offer valuable content.
The best content is one that is authoritative and valuable that provides answers to your
visitors’ problems and pain points. By creating content that will educate and resolve
the issues of users, you can gain the trust and sales of the widest audience possible.

People visit your site for different reasons including to gain information, learn from
you or complete a sales transaction. You can make use of user intent mapping
software to know the reasons why visitors go to your site. By tracking how people
navigate your site, you can gain insights why people visit you, which part(s) of your
site they frequent on, and how you can optimize your site design and content that will
resonate with these behavior patterns.