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UI, UX, and CRO shape everything from first impressions to purchase decisions.
Let’s break down what they are and why they matter more than ever.
Content Manager, MageCloud
I already have my own ecommerce store!
Any expert advice to share?
I have some questions, and I’m looking for guidance
from an e-commerce expert.
When it comes to ecommerce, getting people to your site is no longer the biggest challenge – turning those visitors into loyal customers is. That’s where the power trio of UX (User Experience), UI (User Interface), and CRO (Conversion Rate Optimisation) comes into play.
These aren’t just industry buzzwords. They shape everything from first impressions to purchase decisions.
During our last Ecommerce Camp Birmingham 2025, our UX/UI expert, Adam Forshaw, led a roundtable discussion on UI/UX design. Here is the presentation for your review:
Let’s break down what they are and why they matter more than ever.
A small change can have a big impact. For example, every 1-second delay in page load can reduce conversions by up to 20% – yes, twenty percent! (Google)
Moreover, 88% of users say they’re less likely to return to a site after a bad experience. (Amazon Web Services)
But here’s the good news: Good UX design can increase conversion rates by up to 400%. (Forrester)
As acquiring traffic becomes more expensive, CRO becomes one of the smartest ways to maximise ROI from your existing visitors. Why keep spending on ads if your site isn’t converting well?
Also, keep in mind that first impressions are 94% design-related. So, if your UI and UX are off, users won’t trust your brand or stick around long enough to convert.
The average ecommerce site converts only 2-3% of its visitors. That means a massive 97% of people leave without buying. CRO helps unlock that remaining potential.
For instance, if your site receives 150,000 visits and converts at a 4.66% rate, you’ll generate approximately 7,000 orders. Increasing your conversion rate by just 0.4% could result in 500 extra orders. With an average basket value of £45, that’s £22,500 in additional turnover – from just a tiny change.
Let’s run a typical scenario:
You have 100,000 unique visitors per month.
Your current conversion rate is 3%, so you make 3,000 orders.
Now apply CRO:
+0.2% = 200 extra orders
+0.5% = 500 extra orders
+1% = 1,000 extra orders
+1.5% = 1,500 extra orders
Depending on your average basket value (£10, £20, £55), that uplift could translate to £2,000 to £82,500 per month in extra revenue.
Even the best products won’t sell if your site drives users away. Here are some of the most common mistakes that damage conversion rates – and what to do about them:
Over 53% of users abandon a site if it takes more than 3 seconds to load. That’s more than half your potential customers gone.
✅ How to fix:
Not all navigation is created equal. To truly support your shoppers, your e-commerce navigation must deliver the right information quickly – without overwhelming users with too many choices.
More choices lead to more indecision. If your navigation is chaotic, people get frustrated and leave.
✅ How to fix:
So, how should you structure your site’s top-level menu? Effective ecommerce navigation typically follows a few key principles. Let’s explore them through an example.
🛍️ Example: Tangle Teezer
In short, great ecommerce navigation blends usability, conversion strategy, and search visibility—all from the top menu.
🛍️ Example: OLIPOP
OLIPOP, the fastest-growing functional beverage brand in the US, utilizes clean and intuitive ecommerce navigation to help customers find what they need in just a few clicks. With clearly defined categories— Shop, Learn, and Subscribe – OLIPOP makes browsing effortless while still showcasing bestsellers and essential info.
Remember: users browse emotionally. In industries like paving, people search by style and colour, not technical specs like “paving slab size”.
Your CTA (Call-to-Action) should tell users exactly what to do. Text like “Learn More” doesn’t guide or inspire action.
✅ How to fix:
🛍️ Example: Patagonia
CTA: Take Action
Patagonia simplifies navigation by focusing on what matters most to its customers: Shop, Activism, Sports, and Stories – eliminating the clutter of overwhelming menus. This smart structure helps guide users directly to their areas of interest.
On its Activism page, Patagonia features a bold call to action: “Take action.”
This CTA cleverly serves a dual purpose – encouraging users to engage with the site and inviting them to participate in real-world environmental efforts through grassroots volunteer opportunities. It’s a compelling example of how a CTA can align with brand values while driving meaningful engagement.
Don’t overwhelm users with multiple CTAs. One should clearly stand out.
✅ How to fix:
Something as simple as changing the color of your ‘Add to Basket’ button can have a dramatic impact on conversions. There are cases, when switching from one color to another reduced cart abandonment by up to 50%.
Here’s the best color for your CTA buttons, according to research by Neil Patel.
While the best-performing color will vary by site, A/B testing is key. Generally, using a button color that contrasts with the rest of your design – often a secondary brand color – helps draw attention and encourages clicks.
Mobile is where most browsing happens. Poor UX here causes frustration and leads to rage clicks and high bounce rates. (Source: Hotjar)
✅ How to fix:
🛍️ Example: Pilgrim
Pilgrim uses a floating button that triggers a signup form, offering a 10% discount once the visitor clicks it, ensuring minimal disruption to the user’s journey.
Users judge credibility in milliseconds. If your site looks unprofessional, they won’t trust it.
✅ How to fix:
Sometimes, it’s not about fixing what’s broken but about adding what works. Here are five tried and tested CRO tactics that boost conversions:
1. Urgency & Scarcity
Use countdown timers or “Only 3 Left!” badges to create urgency and FOMO (fear of missing out).
2. Social Proof
Customer reviews, ratings, and UGC (user-generated content) build trust fast. Show what others are saying.
3. Anchoring
Display the original (higher) price next to the sale price to make the deal feel more valuable.
4. Loss Aversion
Offer free trials or hassle-free returns. People are more motivated to avoid loss than to gain something.
5. Cognitive Ease
Simplify checkout with Apple Pay, PayPal, or one-click solutions. The less they think, the more likely users will complete the purchase.
There’s no magic formula for conversion – but there is a proven approach:
1. Start Collecting Data
Install behavioural analytics tools like Microsoft Clarity (it’s FREE!) or Hotjar. Use heatmaps and session recordings to watch how users interact with your site.
2. Audit Your Site
Identify friction points and categorise them into:
Book a review session with our CRO or a UX experts to prioritise.
3. Speak to Your Customers
Conduct 30–40 minute interviews with customers who bought from you 1–3 months ago. Incentivise them with a voucher. Ask why they bought, what almost stopped them, and what could’ve made the experience better. These insights are gold.
UX, UI & CRO aren’t optional – they’re essential for ecommerce growth. While competitors spend more on traffic, you can spend smarter by converting better.
From site speed to CTA clarity to simplified checkouts, every detail matters.
The goal? Less friction, more flow – and a website that sells.
So, what’s the first thing you’ll fix?
Let’s talk!
