eCommerce UI & UX Design Services

Struggling to increase your eCommerce site’s conversion rate? You need to start accounting for the wants, needs, and expectations of your audience. To do so, you must provide a seamless user experience (UX) and an intuitive user interface (UI). The result will be a dramatic uplift in the number of visitors you turn into buying customers.

eCommerce UI & UX
Ecommerce Logos

Elevate Your Online Store

When it comes to eCommerce, all customer interactions are mediated through your website. This means that your customers’ perception of and experience on your site ultimately dictate whether they make a purchase or not. In turn, choosing to neglect UI/UX design – by simply relying on a “functional” site to convert your traffic – will directly impact your conversion rate, sales, and overall brand reputation.

UI & UX: The Dynamic Duo

UX Experts

UI and UX design are two distinct but interconnected practices. UX design focuses on creating a smooth user journey, whilst UI design focuses on the actual visual elements that the user will interact with. The goal is to strike a balance between aesthetics and usability; the look and the feel of your site. If you can do so, customers will reward you with purchases. This solution is often simplicity:

  • An unfussy homepage
  • Well-structured category pages
  • Straightforward product pages
  • A slick checkout flow

Many of the clients that come to us share similar problems without realising that investing in UI/UX is the answer. For every problem that your website encounters, there is typically a corresponding user experience problem that is causing it.

My site’s cart abandonment rate is high / There is no guest checkout option

Many sales are lost after an item has been added to your shopping cart; in fact, roughly 7 out of 10 customers will not complete their transaction. Whilst this is not always down to your UI or UX, it often is. For instance, Invesp found that 14% of online shoppers abandon their cart because there is no guest checkout option. This is what makes UI/UX such a crucial part of shopping cart optimisation.

Customers keep bouncing from my website / The page took too long to load

The longer it takes for your site to load, the higher its bounce rate will be. If your site takes 1-3 seconds to load, the bounce rate probability is only 32%. When you add just one more second to that, it soars up to 90%. Thus, keeping below this critical point in people’s attention spans is essential for user engagement. Not to mention that page speed is also an SEO ranking factor.

Ecommerce Pain Points

Why Is Your Site Not Performing Well?

Ecommerce Pain Points

My site’s conversion rate is low / I can’t find what I’m looking for

Every online customer interaction will not result in a purchase. However, if your SEO and/or PPC campaigns are bringing targeted traffic to your site, poor UI/UX is probably to blame for a low conversion rate. Faulty product filtering or an on-site search function that produces irrelevant results may be preventing your customers from finding the right item on your site.

My customer retention rate is poor / The site was frustrating to use, I won’t be returning

When your website offers an effortlessly enjoyable experience, the positive emotional response generated will help to build consumer trust and brand loyalty. This equals repeat business. Customer retention is key to the success of your eCommerce store, especially because, on average, return customers spend 300% more than first-time customers.

Understanding Your Users Through Data

UX Experts

Our UX audit service will help you understand exactly why your site is not performing well. Your audit report will highlight the usability problems that are stifling your conversion rate and, more importantly, provide you with actionable recommendations to remedy these issues. All of our design solutions will be informed by UX research. In turn, they will not simply look good, but they will directly solve customer pain points.

Sites are not static entities and online consumer behaviour is ever-evolving, so you need to constantly monitor performance for the best results. That’s why, following an initial audit, we also offer ongoing UI/UX design services to ensure that your site continues to delight and, therefore, convert. As well as flagging any new issues that appear, we will provide you with monthly performance reports and a continuous stream of suggested fixes.

A Breakdown of Our UI & UX Services


Screen recording is a form of user research that will allow us to gather qualitative data on the usability of your site. By analysing session recordings, we will identify common problems that users are encountering on your site. With this knowledge, we will provide actionable solutions.

  • Observation: users are clicking on a CTA button on the homepage but then using the back button function quickly after.
  • Hypothesis: the CTA button is not descriptive enough. It has not taken the user where they expected it to go.

Once the fixes from our initial audit have been implemented on your site, screen recordings will then help us monitor whether our hypotheses were correct. We will continue to use this methodology when suggesting further UX improvements. By constantly adapting your online store according to real-life user data, your site will continue to satisfy the needs, wants, and expectations of your audience.

We will set up further event and goal tracking to help us analyse website engagement (in addition to what we set up during the initial audit). The longer we have access to your web analytics, the more insight we get into your site’s usability and the effects of our UX improvements.

We will start to get a better idea of user engagement by collecting data surrounding site searches, menu navigation, and button clicks. As well as specific eCommerce events – like add-to-cart clicks – that may have not been tracked before. With these new insights, we will uncover further opportunities to improve performance. 

Monthly reporting will include KPIs and key metrics that take agreed-upon goals into account, such as eCommerce conversion rate and returning user rate. This allows us to keep you in the loop and highlight any areas that may need to be revisited.

This is another user research technique that we may look at to validate any hypothesis we formulate. By experimenting with multiple versions of a webpage, there is a chance for us to see which version is most effective. If we are trialling different checkout flows, for example, we can look at which version yielded the best conversion rate.

A/B testing takes any decision-making out of the designer’s hands and, instead, allows users to choose which interface they prefer best themselves. Given that the goal is to make your site as user-friendly as possible, the data that A/B tests can gather is extremely valuable.

We will also help you define and segment buyer personas (fictional representations of your ideal customer) and then identify their goals. This is a very helpful exercise because when you have a clear idea of who you are looking to attract, it is much easier to design a site that will accommodate them. Importantly, the personas we create will be informed by research and data, such as audience reports from Google Analytics, data from your CRM database, surveys, and questionnaires. 

A buyer persona for Holland & Barrett could be, for example:

  • Samantha, female, 25 years old.
  • Eco-warrior.
  • Works at an NPO and spends her free time selling sustainable eco gifts on Etsy.
  • Likely to shop online during her work breaks at the office – so on a desktop – and on her phone when she has downtime (not very often). 
  • She tries to live a carbon-neutral life, so buys from charity shops and limits materialistic and impulse purchases. 
  • She likes to browse online for eco-friendly and sustainable essentials, and then purchase in-store to save on delivery.

We would then map out her customer journey and pain points when shopping online, using this information to colour our design process.

In most cases, we have collaborated with our client’s in-house development team and passed on our suggested fixes to them with clearly laid out instructions. If required, however, we can provide development support and help implement our proposed UX improvements directly onto your site.

The Results Speak for Themselves…

2 months after the implementation of our suggested UX fixes, our clients have seen the following improvements:


Av. Decrease in
Bounce Rate


Av. Decrease in
Cart Abandonment Rate


Av. Increase in
Average Session Duration


Av. Increase in
Conversion Rate

Frequently Asked Questions About Our UI & UX Design Services


Well-executed SEO and PPC strategies will bring high-quality traffic to your eCommerce site, but investing in UI/UX will help you convert and retain that traffic.  That is why UI/UX is central to conversion rate optimisation and, thus, making your online store a profitable one. A report by Forrester revealed that every $1 invested in UX brings $100 in return (ROI = 9,900%). Despite this, many eCommerce brands continue to underestimate the business value of UI/UX. 

Google’s Search Algorithm is becoming increasingly user-centric. User experience factors, such as page speed and mobile-friendliness, now directly impact SEO performance. Therefore, a responsive, easy-to-use (desktop and mobile) site will both increase your conversion rate and improve your rankings. Given that Google continues to strive to provide the best user experience possible, this connection between UX and SEO looks like it will only strengthen.

First impressions matter. 38% of users will stop engaging with a website if the design or layout is unappealing. Conversely, an intuitive interface with an elegant presentation will immediately engage potential customers once they click on your site. UI/UX design aims to create a site that is easy and enjoyable to use. In turn, good UI/UX creates satisfied customers. Satisfied customers make purchases and do so repeatedly. Therein lies the causal link between UI/UX and conversion rate.

Your product page, shopping cart, and checkout flow must all work in harmony to create a distraction-free path to purchase and push customers through your conversion funnel. We can show you how. If required, we can also help you decide which eCommerce store is best for your business.

Good UX simply means that your customers are satisfied with what you are offering. The aim is to make their experience as easy and distraction-free as possible. Factors that contribute to a slick and enjoyable path to purchase include:

  • Simple website navigation
  • A shopping cart that is easy to edit
  • Personalised product recommendations
  • A simple, unfussy checkout flow
A site with good UI design is visually compelling and uses interactive elements that are easy for the user to access and understand. Factors that contribute to an engaging and easy-to-use interface include:

  • Straightforward input controls
  • Effective containers (accordion sections)
  • Simple navigational elements (buttons, switches, menus)
  • Helpful but non-disruptive informational components (notification pop-ups, progress bars, tooltips)
Statista found that mobile commerce accounts for 60% of all retail online sales. In order to tap into the growing number of users using their mobile devices for online shopping, you must improve your mobile UI/UX. If your website does not look and feel great on mobile, customers will simply click off and look elsewhere. Specific considerations include:

  • Finger-friendly design (are touch targets appropriately sized?)
  • Content formatting and length (is there too much content to scroll through on your product pages?)
  • Mobile loading speed

Only 55% of websites are currently conducting user testing. Our UX audit is your chance to STAND OUT from the crowd.

Schedule a UI/UX Consultation

Our Other Services

SEO Audits

Building a strong online presence will always matter. Following an in-depth analysis of your business and its competitive landscape, we will create SEO strategies specially designed to grow your brand. The results? Increased traffic, quality leads, and higher conversion rates. A website with high organic traffic is the gift that keeps on giving.

PPC Audits

We run paid media campaigns across all major platforms, including Google Ads, Amazon Ads, and Facebook Ads. Using creative insight and intelligent PPC strategies, our campaigns will drive targeted traffic directly to your eCommerce store. In other words, ready-to-buy customers will be brought straight to your doorstep.