Web Design for E-commerce

🚨The greatest drop-off is from Product Details Page To Cart Page, so we must improve our Product Details Page! Not so fast ✋ In today's age of data obsession, almost every company has an analytics infrastructure that pumps out a tonne of numbers. But rarely do teams invest time, discipline & curiosity to interpret numbers meaningfully. I will illustrate with an example. Let's take a simple e-commerce funnel. Home Page ~ 100 users List Page ~ 90 users Product Display Page ~ 70 users Cart Page ~ 20 users Address Page ~ 15 users Payments Page ~12 users Order Confirmation Page ~ 9 users A team that just "looks" at data will immediately conclude that the drop-off is most steep between Product Details Page & Cart Page. As a consequence they will start putting in a lot of fire power into solving user problems on Product Display Page. But if the team were data "curious", would frame hypothesis such as "do certain types of users reach cart page more effectively than others?" and go on to look at users by purchase buckets, geography, category etc and look at the entire funnel end to end to observe patterns. In the above scenario, it's likely that the 20 cart users were power users whilst new & early purchasers don't make it to this stage. The reason could be poor recommendations on the list page or customers are only visiting the product display page to see a larger close up of the product. So how should one go about looking at data ? Do ✅ Start with an open & curious mind ✅ Start with hypothesis ✅ Identify metrics & counter metrics that will help prove/disprove hypothesis ✅ Identify the various dimensions that could influence behaviours - user type, geography, category, device type, gender, price point, day, time etc. The dimensions will be specific to your line of business. ✅ Check for data quality and consistency ✅ Look at upstream and downstream behaviour to see how the behaviour is influenced upstream and what happens to the behaviour downstream. ✅ Check for historical evidence of causality Dont ❌ Look at data to satisfy your bias ❌ Rush to conclude your interpretation ❌ Look at data in isolation - - - TLDR - Be curious. Not confirmed. #metrics #analytics #productmanagement #productmanager #productcraft #deepdiveswithdsk

⏱️ How To Measure UX (https://lnkd.in/e5ueDtZY), a practical guide on how to use UX benchmarking, SUS, SUPR-Q, UMUX-LITE, CES, UEQ to eliminate bias and gather statistically reliable results — with useful templates and resources. By Roman Videnov. Measuring UX is mostly about showing cause and effect. Of course, management wants to do more of what has already worked — and it typically wants to see ROI > 5%. But the return is more than just increased revenue. It’s also reduced costs, expenses and mitigated risk. And UX is an incredibly affordable yet impactful way to achieve it. Good design decisions are intentional. They aren’t guesses or personal preferences. They are deliberate and measurable. Over the last years, I’ve been setting ups design KPIs in teams to inform and guide design decisions. Here are some examples: 1. Top tasks success > 80% (for critical tasks) 2. Time to complete top tasks < 60s (for critical tasks) 3. Time to first success < 90s (for onboarding) 4. Time to candidates < 120s (nav + filtering in eCommerce) 5. Time to top candidate < 120s (for feature comparison) 6. Time to hit the limit of free tier < 7d (for upgrades) 7. Presets/templates usage > 80% per user (to boost efficiency) 8. Filters used per session > 5 per user (quality of filtering) 9. Feature adoption rate > 80% (usage of a new feature per user) 10. Time to pricing quote < 2 weeks (for B2B systems) 11. Application processing time < 2 weeks (online banking) 12. Default settings correction < 10% (quality of defaults) 13. Search results quality > 80% (for top 100 most popular queries) 14. Service desk inquiries < 35/week (poor design → more inquiries) 15. Form input accuracy ≈ 100% (user input in forms) 16. Time to final price < 45s (for eCommerce) 17. Password recovery frequency < 5% per user (for auth) 18. Fake email frequency < 2% (for email newsletters) 19. First contact resolution < 85% (quality of service desk replies) 20. “Turn-around” score < 1 week (frustrated users → happy users) 21. Environmental impact < 0.3g/page request (sustainability) 22. Frustration score < 5% (AUS + SUS/SUPR-Q + Lighthouse) 23. System Usability Scale > 75 (overall usability) 24. Accessible Usability Scale (AUS) > 75 (accessibility) 25. Core Web Vitals ≈ 100% (performance) Each team works with 3–4 local design KPIs that reflects the impact of their work, and 3–4 global design KPIs mapped against touchpoints in a customer journey. Search team works with search quality score, onboarding team works with time to success, authentication team works with password recovery rate. What gets measured, gets better. And it gives you the data you need to monitor and visualize the impact of your design work. Once it becomes a second nature of your process, not only will you have an easier time for getting buy-in, but also build enough trust to boost UX in a company with low UX maturity. [more in the comments ↓] #ux #metrics

Every year, design trends and how brands communicate changes. As a graphic designer, I can see five big trends that will shape the way things look in 2025 (I know, I'm late to the party but oh well 👀 ): 1. Characters in Branding (not mascots): Brands are using illustrated or stylized characters to create an ✨ emotional connection ✨ with their customers. Unlike mascots, these characters feel more like part of a brand's world rather than being used as a promotional tool. You see them in campaigns, packaging and so on, making the brand seem more personal and relatable. I'm really into this trend at the moment. 2. Customized Typography: Standard fonts are so last century! These days, brands are putting money into typefaces that reflect their identity. This shift is helping them to create a strong brand voice that stands out in a sea of sameness. 3. Editorial Style in Branding: You know how magazines and newspapers have those layouts that always catch your eye? 👁️ Well, now they're making their way into branding. We're talking about structured grids, layered text, textures and a cool mix of typography and imagery. This trend adds a touch of sophistication and depth, making brands feel like premium publications rather than just products. 4. Aurora Effects & Shapes: This trend has been around for a while, and it's only going to get BIGGER. Soft, gradient-based visuals that look like the northern lights or liquid metal. These dreamy, ethereal aesthetics make designs look futuristic, giving them a vibe that's both digital-forward and organic. Pair them with a modern-looking colour palette, some grain texture and shapes and your brand will really stand out. 5. Bold Colors: Minimalism is going through a bit of a makeover 🎨. Think high-energy hues, unexpected colour pairings and powerful contrast that grabs attention instantly. Brands are moving away from muted tones and going for bold and eclectic colour palettes. What do you think of these trends? Are there any you'd like to explore? Let's share our thoughts! Vlada

Nostalgia-driven design, leading GenZ luxury. Over 73% of Gen Z consumers say they find comfort in content and design that echo the past. This trend is surging, especially within lifestyle and fashion brands eager to capture Gen Z’s attention. But it’s more than just a vibe → it’s a calculated strategy backed by cultural data, behavioral insights, and shifting consumer expectations. Brands are using these nostalgic illustration styles across packaging, social channels, and product design. This isn’t about living in the past → it’s about creating emotional stability in an overstimulated digital world. +120% YoY growth in searches for “vintage cartoon art” and “retro aesthetic outfit.” +58% of Gen Z shoppers prefer brands with “a strong aesthetic identity built on storytelling and nostalgia.” >> Nostalgia-driven design is here to stay << Reports forecast that “neo-nostalgia” will shape aesthetic strategies through 2026, fueled by Gen Alpha entering the market while Gen Z influence peaks. AI and generative tools now make vintage illustration scalable, letting brands customize retro looks for seasonal launches or limited drops, while staying cost-efficient. Drivers of this shift: +Digital Burnout → Analog, tactile-inspired visuals stand out in screen-heavy lives. +Sustainability → Vintage aesthetics align naturally with thrift and upcycling culture. +Anti-Overdesign → Consumers crave imperfect, hand-drawn, human art after years of hyper-polished branding. >> Illustration styles to explore << +Rococo Fashion Plates +Toile de Jouy Patterns +Chinoiserie +Scientific & Botanical Illustration +Neoclassical Engravings Bottom line: Vintage illustration isn’t retro-for-retro’s sake, it’s a future-proof strategy to connect with Gen Z’s blend of irony, emotion, and aesthetic intelligence. It signals authenticity in a crowded market. Explore my curated set of luxury illustrations for inspiration and growth. Featured brands: Aerthen Be.a.man Byredo Chanel Christian Dior Dr. Cory Fiore Gucci Loewe Poes #beautybusiness #beautyprofessionals #luxurybusiness #luxuryprofessionals

Late entrants in ecommerce have scaled massively by being 10x better than incumbents either on assortment (think – FirstCry, Lenskart, Myntra) or pricing (think – FK in 2015, Meesho, Temu) or experience (delivery time for Zepto/ Blinkit). Feel that the next lever of disruption will again be on experience – but not post purchase (i.e delivery time) but rather pre-purchase. The problem statement is how to accelerate purchase decision making for a customer – either through better discovery or reduction of effort during order placement.   This need has just accentuated due to overdose of excessive choices everywhere. I call it “analysis paralysis” days of e-commerce. There are 2m ecom sellers in india. Even a simple “red dress” has 11k options and 1.3k brands on Myntra, a utility like power bank has 500+ SKUs. Ratio of products browsed to actual conversion has never been lower.   For the sake of simplicity, there are two types of shopping decisions – -  Inspiration led – very subjective. More discovery vs search. Applies for design oriented catg like apparel, home décor, jewelry, experiences -  Intent led – some degree of objectivity and standardization. There is science behind selection (e.g., rating/ review, lowest price) as attributes are measurable. Applies to flight tickets, electronics, food/ grocery   The good news is that there is a strong ‘why now’ for a new platform to exist across both – Gen AI!   Inspiration led:  With the advent of AI, search is now intelligent. It can move away from keyword/ tag-based search to context / semantic meaning based (which is exactly how humans think). It no longer just matches words but understands intent, meaning and can be used across all form factors (text, image, video) interchangeably. What this means is – searching “outfits for a trek”, “minimalistic themed white dining room” “dresses for a sunny day” can generate precise, curated results and inspiration visuals (vs thousands of loosely relevant options earlier). It can then scan through all brands and marketplaces to find the closest match.   All of this leads to a conversational and discovery led version of Myntra where need to scan 200 options before a purchase, can be skipped.   The cherry on top is personalization (which hasn’t been done well in typical ecommerce) driving curated products based on your history/ taste.   Intent led: Possibility of AI agents to execute end to end purchase. Any decision that can be broken into logic and micro steps should no longer require a human for execution (e.g., book cheapest flight from DEL to MUM on XX date closer to noon; buy spinach from Blinkit and best reviewed yet priced in bottom 10%ile power bank from a trusted seller on AMZ).   We will enter an era of curation led commerce where anyone that can shorten the thinking process can build a large scale ecommerce platform. Maybe the next set of ecommerce would start as affiliate platform (layer on other ecom) before they finally make it big on their own.

Test your top product pages on mobile incognito to spot hidden UX blockers Most eCommerce customers will never see your site on desktop. They browse, compare and buy on mobile. Yet too many brands still optimise their sites with a desktop-first mindset. A simple 5-minute check can reveal costly UX issues: Open an incognito window on your phone. Search for your top product or category. Click through to your own site. Try to add the product to cart and move toward checkout. Note every point of friction, pop-ups, slow load times, buttons that don’t fit the screen, confusing navigation. Why this matters: Incognito removes cookies and saved logins, so you experience your site as a new customer would. Even small blockers, a broken filter, an oversized modal, a payment step that doesn’t load, can kill conversions. Google’s algorithms increasingly reward mobile UX, meaning these fixes help both SEO and revenue. You cannot optimise what you have not experienced yourself. Question: When was the last time you tested your own checkout on mobile, start to finish? #ecommerce #UX #SEO

In e-com, attention is currency. Every section is either creating desire, or killing it. Note that, your PDP isn’t just a place to drop specs and photos. It’s a narrative. It’s your silent salesperson. And it has one job: Guide the user to “Add to Cart”. With zero confusion or friction. But most pages aren’t built with that level of intention. To convert, you need structure: A flow that builds trust, stacks value, and removes hesitation. Here are 7 things every product page should include to do exactly that: 1. Product badges. Quick-hit benefits that set your product apart from alternatives. Instant differentiation. 2. Short description under the title. A simple line that connects emotionally while clearly stating the product’s value. 3. Badge on the product image. A visual trust-builder — signals confidence, popularity, or social proof at a glance. 4. Bullet-point benefits below the image. Short. Clear. Relatable. Show how the product fits into their life and improves it. 5. Upsell section. Encourage multi-buy with a clear value incentive. Especially powerful in food & beverage. 6. Accordions for deeper info. Some scan. Some dive deep. Accordions serve both. Use them to reduce overwhelm. 7. How-to-use video or visuals. Help them visualize usage and how the product fits into their life. When you get this right: → Users scroll with curiosity, not hesitation → The value builds as they move down the page → And when they see the CTA, it feels like a no-brainer Clean is good. Clean and strategic is better. Because the best product pages don’t just look good, they convert. Which one are you building for? Found this helpful? Let me know in the comments.

A hairdresser and a marketer came into the bar. Hold on… Haircuts and marketing? 🤔 Here's the reality: Consumers are more aware than ever of how their data is used. User privacy is no longer a checkbox – It is a trust-building cornerstone for any online business. 88% of consumers say they won’t share personal information unless they trust a brand. Think about it: Every time a user visits your website, they’re making an active choice to trust you or not. They want to feel heard and respected. If you're not prioritizing their privacy preferences, you're risking their data AND loyalty. We’ve all been there – Asked for a quick trim and got VERY short hair instead. Using consumers’ data without consent is just like cutting the hair you shouldn’t cut. That horrible bad haircut ruined our mood for weeks. And a poor data privacy experience can drive customers straight to your competitors, leaving your shopping carts empty. How do you avoid this pitfall? - Listen to your users. Use consent and preference management tools such as Usercentrics to allow customers full control of their data. - Be transparent. Clearly communicate how you use their information and respect their choices. - Build trust: When users feel secure about their data, they’re more likely to engage with your brand. Make sure your website isn’t alienating users with poor data practices. Start by evaluating your current approach to data privacy by scanning your website for trackers. Remember, respecting consumer choices isn’t just an ethical practice. It’s essential for long-term success in e-commerce. Focus on creating a digital environment where consumers feel valued and secure. Trust me, it will pay off! 💰

Inflation often forces businesses into a dilemma—raise prices and risk losing customers, or keep prices stable and shrink margins. But what if data could help strike the perfect balance? 🚀 Challenge: Flipkart, one of India’s largest e-commerce platforms, noticed fluctuating customer retention rates and declining repeat purchases, especially during inflationary periods. Traditional deep-discount campaigns led to short-term sales spikes but failed to build long-term customer loyalty. 🔎 Solution: Data-Driven Discounting Strategy Flipkart’s analytics team uncovered a key insight: Small, frequent discounts (e.g., 5-10% on repeat purchases) led to higher engagement. Personalized offers based on purchase history encouraged repeat buys. A/B testing revealed that customers preferred consistency over occasional deep discounts. 💡 Implementation: Using AI-driven dynamic pricing, Flipkart rolled out: ✅ Tiered discounts for loyal customers. ✅ AI-powered coupon recommendations. ✅ Targeted email campaigns promoting small, time-sensitive discounts. 📈 Results: After three months of testing, Flipkart saw: ✔️ 17% increase in repeat purchases ✔️ 12% uplift in customer retention ✔️ Higher profit margins vs. deep discounting 🎯 Key Takeaway: In an inflationary environment, data-driven pricing isn't just about maximizing revenue—it’s about customer psychology. Businesses that personalize their offers and optimize discounts intelligently can boost retention while protecting margins. 𝑾𝒉𝒂𝒕 𝒑𝒓𝒊𝒄𝒊𝒏𝒈 𝒔𝒕𝒓𝒂𝒕𝒆𝒈𝒊𝒆𝒔 𝒉𝒂𝒗𝒆 𝒘𝒐𝒓𝒌𝒆𝒅 𝒇𝒐𝒓 𝒚𝒐𝒖𝒓 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝒊𝒏 𝒄𝒉𝒂𝒍𝒍𝒆𝒏𝒈𝒊𝒏𝒈 𝒕𝒊𝒎𝒆𝒔? #datadrivendecisionmaking #DataAnalytics #DiscountStrategy #BusinessStrategies

A client came to us with an eCommerce site stuck at 384 monthly sessions. They had a good product but their content game was weak. 8 months later, they hit 1,136 sessions with 149% more engagement. All without a single new backlink. Here's the exact blueprint we used: (copy this for your site today) Step 1: Content Gap Analysis We ran a full site audit to identify every missing page that could explain their offering, expertise, and approach for different audiences. We prioritized content that answers the questions your audience is asking before they're ready to buy: - Top-of-funnel informational topics they weren't covering. - Educational content explaining the problem space, terminology, and decisions users face. This is where trust gets built. This is where Google starts seeing you as an authority. Step 2: Homepage + Core Page Restructuring Your homepage has 3 seconds to communicate value. Key information gets highlighted. Supporting content explains how they help. Everything is scannable. For core pages (products, services, programs), we moved essential information above the fold. People bounce when you make them work too hard. Reduce cognitive load. Make the value obvious fast. Added credibility signals throughout. Testimonials. Case studies. Data points. Third-party validation. Trust isn't assumed. You have to build it on every page. Step 3: Define One Primary CTA Per Page Multiple CTAs competing for attention kills conversions. We've tested this repeatedly. Each page got one primary action. Sign up. Get in touch. Start a trial. Whatever matters most for that specific page. Design the entire page around that single conversion goal. Secondary CTAs exist but they're less prominent. The user's path needs to be clear, not cluttered. Step 4: Build Topical Authority Through Content Clusters This is where most sites fail. They publish random blog posts with no strategic connection. We identified priority themes that align with their expertise and mission. Each theme got multiple interconnected pages. Foundational concepts. Common questions. Emerging topics. Step 5: Strengthen Internal Linking Structure Connected core pages to relevant supporting content, use cases, documentation, and insights. No orphan pages. Every piece of content links contextually to related topics. Internal linking creates a cohesive, easily navigable experience for users and makes your site architecture crystal clear to search engines. Step 6: Ongoing Performance Reviews We regularly reviewed performance and engagement signals to refine content depth, freshness, structure, and internal linking. User needs and search behavior change. Your content strategy needs to adapt. Pages that aren't performing get updated or pruned. High performers get more internal link equity and supporting content. The result? May 2025 → Jan 2026 (8 months): - Organic sessions: 384 → 1,136 (196% increase) - Engaged sessions: 253 → 630 (149% increase)