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12 Oct 21

Interactive eCommerce Websites Designs That Convert Visitors to Customers

Alice Khau | Web Design

The last 2 years of ecommerce website design melbourne and in other cities have truly been a revolutionary one. The impact of COVID-19 catalysed user behaviour changes that would have taken place over a decade, to just under a year.

With many users now spending more time online and planning to continue these newly-developed habits, this constant access to the internet has diminished attention spans and patience even more. To survive as a small business, it is imperative for more businesses to take control of their digital presence, especially the eCommerce stores.

Most people have spent many hours familiar with streamlined shopping experiences from the big apps such as Facebook Marketplace, Instagram Shops, Amazon and eBay. However when it comes to search, Google still commands 92% of internet search. But when a visitor does reach your website, they will expect a similar ease and convenience that Google, Marketplace, Insta Shops etc have provided from their past experiences, when searching on an ecommerce website.

If people have a negative experience on mobile, they’re 62% less likely to purchase from you in the future. It is incredibly hard to reshape a bad first impression, no matter how creative or beautiful your marketing campaigns might later become.

The average shopping cart abandonment rate is 69.8%, with consistently high abandonment rates every year. It may be disheartening, but it can be expected when many visitors are typically window-shopping, comparing prices or have just come from a Google search result to your page for the first time.

But there is still a lot you can do on your website, to improve how your visitors connect and interact with your website. Let’s look at data taken from the study of thousands of other eCommerce website, to give you a better understanding of modern user behaviours. This data can shape your website optimisation and CRO strategies so you will have an interactive eCommerce website that convert your visitors to customers, at a higher rate.



What Influences eCommerce?

Let’s take a quick look at the current state of the eCommerce industry in 2021. Tracking ecommerce statistics can help businesses understand trends in customer buying behaviour. This knowledge will be the key in humanising your website customer experience to ultimately increase revenue.

A rise in online purchases is a result of many factors, such as

  • Increased use of smartphones and mobile shopping,
  • Social media and social commerce,
  • Transformative technology,
  • Online marketplaces, and
  • The way shopping behaviors have changed from generation to generation

General eCommerce Website Design Statistics

  • In 2021, ecommerce sales are expected to account for 18.1 percent of retail sales worldwide. (Source)
  • E-retail sales are projected to grow to $5.4 trillion in 2022. (Source)
  • About 1/4 of brick-and-mortar stores launched ecommerce stores as a result of COVID-19, one survey of nearly 200 retailers found. (Source)
  • 81 percent of consumers conduct online research before making a purchase online. (Source)
  • On average, only 1.94 percent of ecommerce website visits convert into a purchase. (Source)
  • The #1 reason people shop online is that they’re able to shop at all hours of the day. (Source)
  • People who have a negative experience in your mobile store are 62% less likely to purchase from you in the future. (Source)
  • Many retailers are also expanding transactions in which consumers buy online and pick up in store (BOPIS), combining the advantages of having a physical as well as an online presence. Adoption rates for BOPIS have been steadily growing over the past five years, clocking in around 40% in 2016. But they’re expected to grow to 90% by 2024. (Source)
  • 70% of commerce journeys begin with consumers scanning online search engine results pages (SERP). (Source)



eCcommerce Statistics From Optimisation Testing

When A/B testing and design optimisation are done in line with data tracking, you get numbers that can’t lie. Analysing this data unearths these nuggets of gold which you can apply to your eCommerce strategy to be a step above your competitors.

  • The number one reason people shop online is free delivery. (Source)
  • Globally, credit cards are the preferred method of payment, being used in 53% of transactions, followed by digital payment systems (43%), and debit cards (38%). (Source)
  • If you require account creation during the checkout process, 23% of people will abandon carts immediately. Instead, offer a guest checkout pathway. (Source)
  • A total of 57% of customers will abandon your site if they have to wait 3 seconds or longer for a page to load. Keep reading below for speed optimisation tips. (Source)
  • If a potential customer can watch a video explaining a product or service beforehand, 73% of them are more likely to make a purchase. Include explainer videos in your product gallery (Source)
  • Shoppers value in-stock availability and fast delivery most, so be sure to include iconography on your product pages showing this (Source)
  • 3D product images increase conversions by 250 percent (Source)



Interactive eCommerce Websites & Apps Case Studies

The world of successful eCommerce actually relies on keeping your website user experience straightforward and familiar. You wouldn’t make your customer jump through hoops to find your cashier in your physical store. It’s the same thinking.

There is no need to reinvent the wheel, when you can learn from what works. Here are some brand case studies that show some of the best eCommerce website design thinking.



Aware of the fact that small devices can lead to spelling errors on mobile, Asos.com anticipated misspellings and implemented auto-correct to decrease user frustrations. (Source)

“With the vast proportion of our visits coming from mobile devices, ASOS is a well and truly mobile first business. Over the last 12 months we have really been focusing on improving our customer experience by improving the site design and improving performance. We have made some great headway and this in now embedded as part of everything we do. “

Quote from Andy Mills – Web Platform Lead, ASOS



Kayak.co.uk is a travel website that improved their mobile search functionality, with autofill and filtering options. This makes it easier to search through an extensive product range, improving the conversions in their mobile users. (Source)



Signing up for financial services can involve inputting a lot of information, and uSwitch.com does an excellent job of explaining why each piece of information is required. They show clear error indicators when the user responds incorrectly. Moreover, the uSwitch site retains user inputs, enabling visitors to navigate back to the previous step without losing pre-filled data. (Source)

Lengthy forms have always been a deterrent, especially when the fields are required and not optional. Guiding a user through with hints of what’s required in a form field reduces the difficulty in completing each field, and helps with completion rate.


Topo Athletic

Topo Athletic is another example of the results that come when you prioritise interactive ecommerce experiences. After the company migrated to a modern ecommerce platform, the retailer increased its mobile conversion rates by 133%, making mobile its no. 1 source of web traffic and purchases.

Paired with modern web design and engaging content, time on site also increased by 86%, conversion rates rose by 50% and average order value was up 12%. By truly understanding its customers and providing an efficient and engaging shopping experience, Topo Athletic is set for long-term online sales success. (Source)



eCommerce Website Conversion Pro Tips

Brands with strong online presences have heavily invested to deliver. However, most small and midsize retailers have lagged behind and under-invested in building captivating ecommerce capabilities. Now, with ecommerce sales up double-digits year-over-year, focusing on technologies that build online brand awareness and provide engaging customer experiences is no longer optional for companies that want to compete.

These will improve the customer experience and connection between your website and your potential customer.

  • Connect your socials to your eCommerce store – one way you can do this is to set up a Facebook Shop
  • Avoid springing high fees on customers during the checkout process
  • Incentivise high-value orders with a free fast delivery option
  • Resize your product images to improve your website’s load speed
  • Keyword matching should be attached to all item names in your ecommerce website to help customers get exact and related results for popular search terms

  • Seek out and request customer feedback with feedback tools directly on your website (in fact 77% of consumers view brands more favourably)



Need Help With Ecommerce Web Design?

It is important to keep an eye on emerging website trends and changes in user behaviour and expectations. This is especially important with an eCommerce store where the lifeline of your business relies on your business sales. 

You can improve the interactivity of your eCommerce website with guidance of A/B testing, user-experience video analytics and on-site feedback surveys.

As a team of web design specialists, we would love to help if you have any questions in optimising your eCommerce web design melbourne store or you would like to add this functionality to your current website. Simply call our team on 03 9912 6403 for a quick chat.

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