First, why should you optimize the user experience of your eCommerce store?

It’s simple, a well-optimized eCommerce store converts visitors and brings in new traffic. It may be the difference between your customer adding to the cart or leaving your store.  

I’m Michael Culp and in this article, I’ll show you the best practices when it comes to improving the user experience of your online store.

1 – Make It Easy For Users To Navigate Your Site

First of all, you need to make your navigation easy to follow. People are not going to buy your products if they can’t find them on your website. 

You need to have a well-organized hierarchy of pages. Start with the main navigation by creating the main categories and narrowing them down to specific sections of products. 

It’s also good to add breadcrumbs to your site to help visitors go back and forth on pages. Breadcrumbs are little links that help people see where they are on the website. 

An easy-to-follow hierarchy of pages helps visitors find exactly what they are looking for and helps your SEO rankings.

2 – Take Advantage Of Seo To Bring More Traffic

A simple way to improve your SEO is to optimize your product pages with keywords. 

So, when writing a product description, make sure that it is optimized around a specific keyword. Two strategic places to put the keywords are in the product heading and at the beginning of the description.

A pro tip is also to choose long-tail keywords rather than short-tail keywords. For example, a short tail keyword would be “running shoes”, a long-term keyword would be “best running shoes for winter”. Long-tail keywords are much easier to rank for.

Also, because long-tail keywords are more specific, there is a good chance someone using them in their search is further down in the buying cycle.

If you want to learn more about SEO I recommend that you check this review of Jon Dykstra’s Fat Stacks Bundle course.

3 – Use Exit-intent Popups To Offer Deals

There are a lot of different tools that allow you to detect when visitors are about to leave your site. You can take advantage of exit-intent popups in several ways.

You can offer a discount on some products, you can offer a lead magnet in exchange for their email address, the options are many if you are creative.

You can improve your eCommerce user experience by showcasing a deal that will appeal to your audience’s interests.

4 – Make A Powerful CTA

Do you have a clear call to action?

On each product page, you have just one goal: that your customer hits buy. The add-to-cart button is one of the most important aspects of your page and should stand out from the surrounding content. Here are some examples:

When it comes to the words in the button you don’t need to get clever. Just make it simple, buy now and add to cart are great options. 

Leave the fun and advanced copywriting to the other parts. You don’t want to confuse your customers here.

5 – Pay Attention To Copywriting

Your copywriting should combine the information that your customer needs along with your brand’s unique tone of voice. 

You should do everything you can to communicate your quality and the value behind your product. It’s important to evaluate if you have enough information on your product page to answer all your customer questions. 

It’s also important to connect your product with your audience’s needs. Your target customer wants your product to do something for them, to solve a problem, or to make them better.

Your product page should make it easy for them to see how your product can do that. A good tip is to think about how your product can make your users’ life more fun, enjoyable, or efficient.


6 – Take Advantage Of Customer’s Reviews

Just a thought experiment…

When you are shopping online, did you read reviews before buying? If not, you are the exception. 

93% of consumers say that online reviews influenced their purchase decision.

Product reviews will help to create trust between your company and the potential customer. You can say as many positive things about your product you want but it’s easier to trust a product that has a rave review from someone who doesn’t profit from its sales. 

This also opens your business to negative reviews though, but you don’t need to worry if you sell good products and have a great customer service team to handle the negative reviews professionally. 

Bonus Tip – Advertising

As you start to make money with your business, you should reinvest part of that money to grow your business further. Advertising is a very effective way to increase your profits and grow your business.

You can do it through Facebook or Google ads, both work extremely well in eCommerce marketing. 

Facebook advertising is excellent when people don’t know what product they are after. For example, if you are in the beauty space, you can target everyone on Facebook that is interested in beauty and show them some cool products they are not familiar with.

On the other hand, Google is great to show ads for people who know what they are looking for. For example, if people are looking for body lotion, you can target this keyword and show body lotion to them.

If you want to learn more about Facebook and Google advertising I recommend that you check out this review of John Crestani’s Super Affiliate System course.


That was it! In this guide, we showed you the best practices to improve the user experience on your online store.

Author Bio

Michael Culp is a Business Master Student and on his site, he teaches the best ways to make money online.