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Adding UX to Your E-Commerce Cart

According to research from RetailMeNot, it is predicted that Brits will spend a whopping £60bn online in 2016. In part, this hike is due to the rise of mobile and tablet use; contributing an additional £8.9bn to online sales. In addition to this, as consumer confidence in the economy continues to improve, we Brits are more inclined to splash our hard earned cash. But when it comes to online shopping, the battle is on for retailers to draw in the crowds to their virtual stores.

More than ever, retailers are having to pull out all the stops to encourage shoppers to part with their hard earned cash. Online shopping is without doubt a buyers’ market. The key differentiator between “adding to cart” and a mere browse is user experience.

User experience (UX) is essentially how a person feels when engaging with a range of a brands touchpoints. So that anger you feel when you can’t figure out if that ASOS dress is out of stock; yep, that’s negative user experience.

Guiding customers to make it all the way to checkout can be a tricky business, but there are some great e-commerce sites that have customers living the user experience dream…

Hello Fresh

As soon as you land on the Hello Fresh site, your eyes are welcomed by a very aesthetically pleasing site. Good product visuals and clear calls to action provides visitors with just the right amount of information to enable them to make an informed decision about their next click.


As visitors cruise closer to placing their items in the holy grail of the bagging area, their decision to proceed to checkout is reinforced by timely placed customer reviews; key to instilling confidence in the eyes of the consumer.


Following a quick and easy 3 step check-out process, your Hello Fresh box is sitting waiting on your doorstep before you know it.

As an agency who pride themselves on personalisation, we wouldn’t be very good if we didn’t think the Hello Fresh site could be slightly improved if customers could pick and choose the contents of their boxes. However, sometimes less is more, especially when it comes to e-commerce. Too much choice and customers can get frustrated or confused and you can wave goodbye to that sale.


I promise there is a valid reason why I have included Mulberry as an example apart from my personal obsession with the brand! The pure visual beauty of the site can’t be ignored; large, classic product images, coupled with clear call to actions once again make this site a UX dream.


Away from the website, the Mulberry app also boasts a wealth of great UX features. The app allows users to find their nearest store, browse seasonal collection and view exclusive content such as runway shows and launch parties… all of which draw my finger to the illusive “Basket” button.


With stats such as ‘88% of online consumers are less likely to return to a site after a bad experience’, it is clear that UX is a critical success factor in both acquiring and retaining customers. UX is a fundamental element to building relationships with your customers; a positive UX fosters a positive relationship.

Furthermore, good design dictates behaviour and guides people around your site as YOU want. In an increasingly consumer-centric market, the ability for retailers to regain some control over their customers is an opportunity not to be missed.

In short, good user experience is the difference between making a sale and not making a sale. If you think your e-commerce site is missing out on the ‘Buy Now’ click, then why not get in touch.

Want to learn more about design and UX? Then be sure to sign up to attend Dan’s free 30 minute webinar on Wednesday 22nd June at 12.30pm on ‘Increase Visitor Engagement Through Personalised UX’ . Click here to sign up now