{"id":3051,"date":"2025-05-16T07:38:28","date_gmt":"2025-05-16T07:38:28","guid":{"rendered":"https:\/\/www.optimized.ro\/?p=3051"},"modified":"2025-05-16T07:38:30","modified_gmt":"2025-05-16T07:38:30","slug":"importanta-ux-in-e-commerce","status":"publish","type":"post","link":"https:\/\/www.optimized.ro\/en\/importanta-ux-in-e-commerce\/","title":{"rendered":"UX importance in e-Commerce"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_43 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\">Content<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" area-label=\"ez-toc-toggle-icon-1\"><label for=\"item-6a1ba488661fa\" aria-label=\"Table of Content\"><span style=\"display: flex;align-items: center;width: 35px;height: 30px;justify-content: center;direction:ltr;\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/label><input  type=\"checkbox\" id=\"item-6a1ba488661fa\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.optimized.ro\/en\/importanta-ux-in-e-commerce\/#Ce_reprezinta_UX\" title=\"What is UX?\">What is UX?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.optimized.ro\/en\/importanta-ux-in-e-commerce\/#Cum_ne_dam_seama_ca_un_site_are_un_UX_bun\" title=\"How do we know if a site has good UX?\">How do we know if a site has good UX?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.optimized.ro\/en\/importanta-ux-in-e-commerce\/#Dupa_ce_criterii_ne_ghidam\" title=\"Which criteria do we follow?\">Which criteria do we follow?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.optimized.ro\/en\/importanta-ux-in-e-commerce\/#Pagina_de_produs\" title=\"Product Page\">Product Page<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.optimized.ro\/en\/importanta-ux-in-e-commerce\/#Bara_de_search\" title=\"Search Bar\">Search Bar<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.optimized.ro\/en\/importanta-ux-in-e-commerce\/#Viteza_si_optimizarea_pentru_mobil\" title=\"Speed and Mobile Optimization\">Speed and Mobile Optimization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.optimized.ro\/en\/importanta-ux-in-e-commerce\/#Error_404_-_ce_e_de_facut\" title=\"Error 404 &#8211; ce e de f\u0103cut?\">Error 404 - what to do?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.optimized.ro\/en\/importanta-ux-in-e-commerce\/#Procesul_de_checkout\" title=\"The Checkout Process\">The Checkout Process<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.optimized.ro\/en\/importanta-ux-in-e-commerce\/#Au_inceput_sa_vina_comenzile_-_now_what\" title=\"Au \u00eenceput s\u0103 vin\u0103 comenzile &#8211; now what?\">Orders have started to come in - now what?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.optimized.ro\/en\/importanta-ux-in-e-commerce\/#Despre_Optimized\" title=\"About Optimized\">About Optimized<\/a><\/li><\/ul><\/nav><\/div>\n\n<div class=\"wp-block-group post-content-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<p><strong>Article overview<\/strong><\/p>\n\n\n\n<p>We live in an era where 77% of internet users in Romania have ordered or purchased goods or services online, according to the National Institute of Statistics. In such a vast and competitive ocean, where consumer attention is a finite and precious resource, what makes the difference between a simple e-commerce website and a platform that not only sells but also captivates, builds loyalty, and turns visitors into brand-loyal customers? I have tried to answer all these questions as concisely as possible in this article.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-13b378b2a75dbc4429fe6d9b21e52c26\"><span class=\"ez-toc-section\" id=\"Ce_reprezinta_UX\"><\/span><strong>What is UX?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>User Experience, or UX for short, represents the entirety of reactions and perceptions a user has when interacting with a site. It's not limited to just the visual aspect or technical functionality but extends to the entire user journey: from the first contact with the site, perhaps through a Google search or a social media ad, to navigating categories, discovering products, the process of adding to cart, completing the order, and even post-purchase interactions (tracking delivery, requesting support, the return process). The impact of well-thought-out UX is massive. Studies show that UX can increase conversion rates by up to 400% (Forrester Research), and every dollar invested in UX can generate a return of up to $100 (Forrester Research). An eloquent example is Staples, which increased its revenue by 500% after UX optimization (Staples Case study).<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-fa5568e06e64f288d800332785eef56e\"><span class=\"ez-toc-section\" id=\"Cum_ne_dam_seama_ca_un_site_are_un_UX_bun\"><\/span><strong>How do we know if a site has good UX?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Well-designed UX is, essentially, invisible. The user shouldn't have to think about how the site works; everything should feel easy to use, natural, and fluid. When a potential customer lands on your site, they should immediately feel oriented, not overwhelmed or confused.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-eac11bb98a75aed126e30512a189f557\"><span class=\"ez-toc-section\" id=\"Dupa_ce_criterii_ne_ghidam\"><\/span><strong>Which criteria do we follow?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>This starts with a well-thought-out structure where product categories are logical, names are clear and intuitive, and the path to the desired product is as direct as possible. Usually, when we check a website for UX, we analyze the following in turn: homepage, search bar, category page, product page, shopping cart, and finally, the checkout page. Here we check criteria such as: how quickly the site loads, whether the search bar has autocomplete and autosuggest functions, if product images are high quality, etc. Navigation menus must be easily accessible, regardless of the page the user is on. This clarity is essential because, according to Think With Google, 61% of users leave a site if they don't quickly find the information they are looking for. Once the user reaches a product page, it's not enough for the product to be good; the customer needs to understand why it's good and if it meets their specific needs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-6d06f10139fa8071e5e29eb85e987516\"><span class=\"ez-toc-section\" id=\"Pagina_de_produs\"><\/span><strong>Product Page<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>This is where detailed and well-written descriptions, complete technical specifications, high-quality images from multiple angles, and ideally, demonstrative videos come into play. Moreover, easy access to reviews from other buyers, Q&amp;A sections, or accurate size guides significantly contributes to reducing reluctance and building the trust needed to add the product to the cart. Effective UX organizes all this information in a readable and easy-to-scan manner, without cluttering the page.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"442\" src=\"https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/unnamed-1024x442.png\" alt=\"\" class=\"wp-image-3052\" srcset=\"https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/unnamed-1024x442.png 1024w, https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/unnamed-300x130.png 300w, https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/unnamed-768x332.png 768w, https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/unnamed-1536x664.png 1536w, https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/unnamed-18x8.png 18w, https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/unnamed.png 1803w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"has-background-color has-text-color has-link-color wp-elements-a911c1e84d24e6faf78292314ec0274f\"><\/p>\n\n\n\n<p>(As we can see, this product page ticks several best practice criteria, including: an add-to-cart button in a different color from the rest of the site's colors, high-quality product images, display of stock availability and delivery time, display of ratings, display of similar product recommendations, cross-sell and up-sell areas, etc.)<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-f08886521cc58dacd95cc826284552a9\"><span class=\"ez-toc-section\" id=\"Bara_de_search\"><\/span><strong>Search Bar<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Furthermore, the search function plays a crucial role. According to a study by Nosto, 69% of consumers go directly to the search bar when visiting an online store. A high-performance search bar that offers relevant suggestions as the user types, understands synonyms or minor typos, and allows advanced filtering of results by specific criteria (price, size, brand, popularity) can make the difference between converting a customer or not.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"905\" height=\"265\" src=\"https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/unnamed-1.png\" alt=\"\" class=\"wp-image-3053\" srcset=\"https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/unnamed-1.png 905w, https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/unnamed-1-300x88.png 300w, https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/unnamed-1-768x225.png 768w, https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/unnamed-1-18x5.png 18w\" sizes=\"auto, (max-width: 905px) 100vw, 905px\" \/><\/figure>\n\n\n\n<p class=\"has-background-color has-text-color has-link-color wp-elements-a911c1e84d24e6faf78292314ec0274f\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-780809b5fdefde9db7be4a9d8fcecf01\"><span class=\"ez-toc-section\" id=\"Viteza_si_optimizarea_pentru_mobil\"><\/span><strong>Speed and Mobile Optimization<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Another fundamental aspect of modern UX is performance, especially on mobile devices. Loading speed is critical: 53% of users abandon a mobile site if the page doesn't load in 3 seconds (Google \/ Think With Google). Moreover, 74% of users are more likely to return to a mobile-optimized site, and 67% are more willing to buy from mobile-friendly sites (Google \/ Mobile UX Research, cited in Think With Google). Therefore, a fluid and fast mobile experience is no longer a luxury but a necessity.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-eb55e6ca74522abd5073a37a0e4bf83d\"><span class=\"ez-toc-section\" id=\"Error_404_-_ce_e_de_facut\"><\/span><strong>Error 404 - what to do?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Also, how errors are managed is very important \u2013 for example, when a search yields no results. Stores should encourage dialogue with the user, offering helpful tools to keep them on the site (contact information, products similar to what the user searched for, best sellers, recommendations on how to search better, a link to the homepage, a sitemap, etc.).<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-d8b4c5a83eb52e96c93d52d03c1bb292\"><span class=\"ez-toc-section\" id=\"Procesul_de_checkout\"><\/span><strong>The Checkout Process<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The most important moment in any online transaction is, undoubtedly, the checkout process. This is the point where many potential customers abandon, not due to lack of interest in the product, but because of an overly complicated and frustrating journey. The statistics are telling: according to the Baymard Institute, the average shopping cart abandonment rate is approximately 70%. The main reasons cited for this abandonment include unexpected costs (48%), the need to create an account (24%), and a checkout process that is too long or complicated (22%) (Baymard Institute). The good news is that an optimized checkout can increase conversions by approximately 35% (Baymard Institute). Optimizing UX at this stage is extremely important. This involves:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>simplifying the process to the minimum necessary steps, requesting only absolutely necessary information<\/li>\n\n\n\n<li>offering a \"guest checkout\" option for those who do not wish to create an account.\u00a0<\/li>\n\n\n\n<li>transparency of costs is another crucial aspect; delivery fees and any other additional costs must be displayed clearly and early, not as an unpleasant surprise at the end.\u00a0<\/li>\n\n\n\n<li>visual progress indicators, which show the user what stage they are at and how much further they have to go, contribute to a sense of control.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"795\" height=\"586\" src=\"https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/uncartus.png\" alt=\"\" class=\"wp-image-3054\" srcset=\"https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/uncartus.png 795w, https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/uncartus-300x221.png 300w, https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/uncartus-768x566.png 768w, https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/uncartus-16x12.png 16w\" sizes=\"auto, (max-width: 795px) 100vw, 795px\" \/><\/figure>\n\n\n\n<p>(an example of what NOT to do! The checkout process should not be interrupted by intrusive pop-ups as these can annoy the user and lead to lost conversions)<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-0966a75a64a00ded50d5a7a19841985e\"><span class=\"ez-toc-section\" id=\"Au_inceput_sa_vina_comenzile_-_now_what\"><\/span><strong>Orders have started to come in - now what?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>However, we must not forget that the user experience doesn't end with placing the order. Post-purchase interactions are just as important for consolidating a positive relationship and encouraging loyalty. Neglecting this stage can have serious consequences: a PwC study shows that 32% of users abandon a brand after a single negative experience. Moreover, 88% of users do not return to a site with poor UX (UXCam.com, summary from multiple studies). On the other hand, a positive experience is rewarded: 80% of customers are willing to pay more for a better experience (PwC). UX that is attentive to this phase ensures prompt and clear communication regarding the order status, from confirmation to dispatch and delivery. The ability to track the parcel in real-time, a simple and transparent return process without hassle, and accessible and empathetic customer support contribute enormously to the overall perception of the brand. These details, though they may seem insignificant, demonstrate respect for the customer and reinforce the confidence that they made the right choice.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"907\" height=\"497\" src=\"https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/comanda-emag.png\" alt=\"\" class=\"wp-image-3055\" srcset=\"https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/comanda-emag.png 907w, https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/comanda-emag-300x164.png 300w, https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/comanda-emag-768x421.png 768w, https:\/\/www.optimized.ro\/wp-content\/uploads\/2025\/05\/comanda-emag-18x10.png 18w\" sizes=\"auto, (max-width: 907px) 100vw, 907px\" \/><\/figure>\n\n\n\n<p>(example of clear and detailed communication of order status)<\/p>\n\n\n\n<p>Now that you have successfully gone through this article, we hope you have a better understanding of why well-built UX is crucial for the success of an e-commerce site. If you still have more questions, don't hesitate to contact us! Good luck with conversions!<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-2e691bbd78ab01c3da662eafd576cba5\"><span class=\"ez-toc-section\" id=\"Despre_Optimized\"><\/span><strong>About Optimized<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Our team consists of experts in Performance Marketing, especially in eCommerce. Every day, we gather information and strive to learn more about our clients and their needs. We operate on the principle of anticipating results and the growth of a business, for their success and ours. Together.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-4b78f54b3f8809b9d060005b4bb34a9c\"><\/h2>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Abstract Tr\u0103im \u00een era \u00een care 77% din utilizatorii de internet din Rom\u00e2nia au comandat sau au cump\u0103rat bunuri sau servicii online, conform Institutului Na\u021bional de Statistic\u0103. \u00centr-un ocean at\u00e2t de vast \u0219i competitiv, unde aten\u021bia consumatorului este o resurs\u0103 finit\u0103 \u0219i pre\u021bioas\u0103, ce anume face diferen\u021ba dintre un simplu website de e-commerce \u0219i o [&hellip;]<\/p>","protected":false},"author":4,"featured_media":3056,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[13],"tags":[],"class_list":["post-3051","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategie-digitala"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.14 - 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