A Comprehensive Insight Into Improving the E-commerce Customer Experience!

Navneet Singh, Founder

Ecommerce SEO

Owning an online store is a great responsibility. The most important thing is giving your customers a great experience while they are on your website. E-commerce shopping has led to a change in the retail landscape.

Consumers want convenience, competitive pricing, and experience. It is estimated that e-commerce sales are going to hit up to $ 4.5 trillion in this year (2021). So, you can expect to see the massive shift in traditional retail in this year and the coming few years.

Your online store is the virtual version of your physical store. Just like you have to offer the best experience to your customers in the physical store, similarly, you also must offer them the best experience as they visit your store.

Table of Content

  1. What is the E-Commerce Customer Experience?
  2. How is E-Commerce Customer Experience Different From the User Experience?
  3. Managing the E-commerce Customer Experience
  4. Benefits of Offering a Top-Notch User Experience
  5. The Role of E-commerce Customer Experience
  6. How to Give Your Customers a Great User Experience?
  7. How To Create the Product Page-Including Photography and Videos?
  8. What Your Website Must Highlight?
  9. Which Are the Best Tools for E-Commerce Website Analysis?
  10. What Metrics are Important for Analyzing an E-Commerce Website?
  11. E-Commerce Testing Checklist
  12. Challenges Automating the E-commerce Website
  13. How Can You Improve Your eCommerce Customer Experience?


What is the E-Commerce Customer Experience?

It is necessary to understand the difference between the brand and the customer.

Ecommerce customer experience refers to everything which occurs between the brand and the customer.

The user experience refers to only the functional structures alongside the various aspects of the whole experience.

User experience is related to the user’s ability to carry out all the tasks they want to perform in the most meaningful and efficient way.

A good user experience means that the customer should be able to:

  • Find the product they want with relative ease.

  • Access the required content.

  • Easily make purchases and transactions.

The customer must be able to carry out these tasks smoothly. Only then can they get a complete experience of your brand. Even the most minor hurdle can distract them from getting a good experience. Your website must not have a good website design, no broken links, and a fast loading time.

Only a streamlined and well-optimized user experience can help your customers get an immersive experience. Use a website behaviour analytics tool to get an overall better e-commerce user experience. It will help to account for session replay, funnel and form analytics, and customer-triggered surveys. It is necessary to track and enhance your site’s overall E-commerce user experience and make the essential piques for improving effectiveness.

The First Thing is Improving the User Experience

In an e-commerce store, what matters is the e-commerce user experience. It comprises how your customer perceives and how your business affects their loyalty and behaviour. Imagine if you give an excellent experience to a customer, they would like to return to you again and again. Not only this, but they will also want to recommend you to others. The way your company treats them will matter. An e-commerce store owner must provide the best experience. No one wants to return to a place that treats them shabbily.

user experience

Offering a good customer experience is undoubtedly a necessity. As more and more consumers are turning online, one cannot understate that their expectations from the e-commerce shopping experience will continue to rise.

Importance of Customer Experience

As you give your customers a great experience, they’re likely to return and become loyal to your brand. No wonder they would want to share their experience with others.

What to Expect?

A good e-commerce user experience will give the following outcomes.

  • Customer loyalty
  • Customer retention
  • Customer lifetime value
  • Referrals
  • Brand equity
  • Revenue and growth

How is E-Commerce Customer Experience Different From the User Experience?

It is essential to understand the difference between the eCommerce customer experience and the website’s user experience. At the same time, the e-commerce customer experience refers to collective experiences occurring between the brand and the customer. On the other hand, the user experience refers to the different functional structures and aspects of the overall experience.

UX or User Experience

It is related to the customer’s ability to perform all the tasks they intended to do on the site highly efficiently, such as having the ability to find the key product easily, accessing and branding the digested content, making more purchases, and different transactions.

E-Commerce Experience

Optimization of an E-commerce website allows you to get an immersive experience of their brand. One can gauge this based on the data obtained from the website analytics tool.

Managing the E-commerce Customer Experience

E-commerce customer experience management will help you get complete control over the experiences you give to the customers associated with your brand. The central idea is to address the customer’s needs at that moment, even if they do not recognize the same.

It is important to approach the management by going much beyond what your customers require regardless of what it may involve.

E-commerce user experience management is all about creating the right fail-safes and structures in place so that your customer gets all the required support as they move towards their goals. Moreover, it also provides for delivering added value or re-engaging your customers to be in the line of your path to success.

It is necessary to craft a great customer experience for your online store.

Making your E-commerce website user-friendly does not mean that you have to spend loads on its development and applications. There will be much simpler fixes you will need to do. But, before we begin on the actual process of rendering a better E-commerce user experience, read further to understand what benefits you will get if you provide your site visitors with a great experience.

Benefits of Offering a Top-Notch User Experience

Building Audience Trust and Customer Loyalty: Having a valuable customer experience is the most crucial consideration.


It Helps Build Trust and Customer Loyalty: Creating a valuable customer experience is highly important and is required to keep the customer engaged. There are few considerations that modern consumers have when it comes to building trust.

Here are a few statistics highlighted in Edelman’s 2019 Trust Barometer Special report.

1 1

Trust is the most important parameter for the customers. When you can provide an address for all their needs, they don’t hesitate to hand you their money. And they need to feel sure that they are getting value back for their money while dealing with your brand.

If this reflects at every touchpoint where the customers deal with your site and brand, they will have every reason to engage with your brand. Rather, they will continue to engage with your brand regularly.

Also, when customers find your brand credible, they trust your brand for themselves and recommend your brand to others. 

And what’s more? If the customers get a remarkable online experience, they will also defend you against the negative comments or brand mentions. And this happens when they are sure that they will get the same experience they wanted whenever they engage with your brand. 

The customer experience covers everything right from the time the individual heard about your brand to the moment they decide to do or not to do business with your brand.

But, technically, the customer experience will go much beyond this, and it will involve all your efforts to bring them back the next time they want to do a similar business.

And due to its vast scope, there is no single way to define or generate a high-quality customer experience.

The customer experience would vary depending on the different industries or the different brands. Basically, the customer experience is based on how much they can cater to their needs as they interact with your brand.

The customer experience is based on various important parameters.

Pre-Purchase Experience: In reality, the customer’s e-commerce experience begins much before they visit your website for an actual purchase. The fact is that the  ECX of your customers begins the moment they notice your brand. So, whatever proves helpful or does not prove helpful to them in this time counts as ECX.

pre and post purchase

In this time, you can make your brand’s value clear to even the slightly interested customers you have secured to convert them in the future.

If you have passer-by customers, you can do a  couple of things to make them interested in your brand, for example.

  • Tell them what your brand offers?

  • What does your brand have in store for them?

  • What are the options you’re offering them

The answer should be readily available to them whether they are on your landing page, your site, or other sources. If not on the same page, then with a few clicks.

If you provide a welcoming pre-purchase experience to your customers, you will be offering them the following:

  • Value, even before they ask for it. This means that you will readily warm their trust.

  • You will help them make the right purchase they want to go for, saving their time and effort offering them a good choice.

  • This will help you build the foundation for success and more engagement in the coming future with your old customers.

Customer’s Shopping and Purchasing Experience: What happens with the customer while they are purchasing or shopping at your brand also impacts your E-commerce customer experience. You must keep your customers well-informed even though they may be on the verge of conversion. At such times, the customers will need only small pieces of information, which will decimate the whole thing in your favour.

This can be information including:

  • Product detail such as product specifications, pricing, and availability.

  • Transactional policies were covering returns, exchanges, shipping fees.

  • Company and brand policies.

Offering attractive upsell and cross-sell offers gain the maximum value for their purchase, helping the customer to make a purchase decision in your favour.

If you do not provide the information to your customer or are not easily accessible, it will negatively affect the customer’s purchase.

So, you have to ensure that your customers can easily know about your high-value products and offers. Otherwise, they will tend to stick to the basic offer. This means they may not get the experience they were hoping for. That means even if they can get what they wanted, they will miss out on what your brand can offer them and get an actual quality experience of dealing with your brand.

You have to ensure that the customer can make their purchase as smoothly as possible, without encountering any significant problems. 

Post-Purchase Experience: If a customer has made a purchase decision in your favour, you deserve a pat on the back. However, that is not all. You cannot simply rest and now leave the things as they are as the customer has already made a purchase decision in your favour.  Actually, one part of the ECX has ended, but now you need to focus on keeping your customers engaged with your brand. Only with consistent work can you ensure that they keep returning to buy again and again. This means that you have to keep in touch with your customer more often now.

What You Should be Doing?

You must have them subscribe to you. Now, make sure that you’re offering and proactively offering them updates, promotional offers, discounts, and information through the right channels ( Email, SMS, and more); the higher the number of channels you choose, the better it is.

Keep coming up with events, programs, and other kinds of initiatives to offer value-added service to your audience.

Make sure that you collect feedback from both your satisfied and dissatisfied customers. It will help you decide how you can make your services and products better and meet or exceed customers’ expectations.

When they spend money on your website, you can consider them as customers for life unless they make it clear otherwise, through appropriate means. Thus, regularly updating them with your new offerings and purchase discounts will be important.

ECX is about continuing to grow the value you offer your customers with time and offer them numerous reasons to return to your site.

The Role of E-commerce Customer Experience

A customer experience is what can destroy or improve your sales. Creating a compelling user experience will foster trust for increasing engagement. As already described, customer experience involves everything right from the time the customers engage with your brand. Having a proactive approach will transform non-performing e-commerce sites into performing ones.

It is found that brands with positive reviews can attract 31% of customers, while brands with negative reviews are likely to lose 22% of their customers.

A high percentage of customers trust online reviews alongside personal recommendations. The human mind tends to remember the bad experiences much more strongly than the good ones. Thus, dissatisfied customers are quite likely to share their bad experiences with others than good customers. This means while your happy customers may tell a few people about their good experience to a few people, the unhappy ones are more likely to spread negative reviews. Your brand needs to be on the go with anti-referrals.

The digital era has taken your competition to places out of the street. You need to take your brand out of the usual cocoon. The weaker brands will end up losing their customers to stronger brands. The fact is that a strong brand provides for stronger marketing. It is found that marketing campaigns will be revealing the weak spots in your brand. Matching brand values with good marketing will bring a lot of great outcomes. Alongside, you also require carrying out SEO with the help of reliable eCommerce SEO Services.

SEO Optimization of Your E-Commerce Website

Google is like an usher which decides the right websites that will appear in the top ranking SERPs. It may be hard to keep up with the algorithm updates. The sites which are the most affected are the ones created solely for generating revenue. If you have all these points on your site, you require that you do not mess up with your current rankings or lose your higher rankings.

ecommerce seo

Always review Google’s Search Quality guidelines regularly and do not post too much content solely for generating ad revenue. It is important to ensure that you run the ads and affiliate content on relevant sites. With randomly scattered ads, you will risk your rankings highly.

Moreover, you require thorough keyword research to help you earn a higher position for your content on the top. You can use tools like Google Adwords Keyword Planner to find the related keywords you want to target. The first thing to understand is that your brand is always the keyword. SEO is something you need to take care of; otherwise, you risk being penalized for the same. Getting your SEO right will lead you to the next step of making your website equipped to give a great user experience.

How to Give Your Customers a Great User Experience?

It’s important to direct the traffic to give the desired outcomes like making a purchase. Optimizing the user experience is going to help you with this. Frankly, if a customer does not like what they find on your website, they will leave quickly. It is important to take care of what your landing page offers as a brand.

Things you need to take care of:

  • Embedding interactive content in your website as required.

  • Including animated videos or games.

Make sure that you use A/B testing to find out which is the best design to follow. Using tools like Unbounce can help you get a deeper insight into what an effective page design will look like. It is best to pick up the swimming design version. And the most important thing to understand is that you have to optimize for the mobile version of your website.

You require having a large print with a load time of up to 3 seconds. Keep in mind that the mobile version of your website should not look exactly the same as the desktop version. The most important thing is to be transparent in front of your customers and win their trust.

How To Create the Product Page-Including Photography and Videos?

Though you have an online store, all your products must be presented well and most pristinely; the way they are present in a brick and mortar store.

Giving all product details is vital because your E-commerce website shoppers will not touch the items before buying them.

A great way to describe the things for sale was using well-photographed images present in a large format and equipped with a zoom function to help you see all the details.

Your customers can get the best visual e-commerce experience following these tips:

  • Showing multiple product angles.

  • Displaying the context of the product.

  • Showing essential product details.

Pro Tip: Including a video proves greatly helpful. 

This is because a video helps the customer better understand how a product is made and how it can prove useful to promote the right item to suit any customer’s lifestyle.

You require top-quality photos for the right e-commerce website design to project a product’s real value. It is an important factor determining the conversion. A great photographer will help you get the desired outcomes and help you get a good return on investment.

How to Showcase Product Imagery 

Plan for the following with your product images:

  • Large product photos

  • Close detail shots

  • Product video

  • 360° views

  • Variant images

Variant images are showing the same product in its different colors, textures, or fabrics.

What Your Website Must Highlight?

Focus on Transparency to Build Trust

When you make the vital information available to your users, it makes you a transparent site. The visitors should be able to find out your phone number and email address at the top of the website. A great website also has a well-designed Contact Us page. It helps the customers to understand how they can get in touch with you. Moreover, you need to be upfront when it comes to charges as hidden fees. These are things that no one likes. If you are charging extra for shipping and handling, tell your clients before they reach the checkout page.

And you also have to offer your prospects comprehensive product information. This means that your products’ value should translate better. Giving high-quality product information is valuable for solving your customer’s problems. The attached images and the information of the given products can lead to a great or terrible impact on the user experience. While giving complete details on product pages, make sure that you highlight their essential benefits.

Other Practical Aspects to Consider

Always Price Your Product Competitively: Do not mistake highly pricing a product that does not offer the right amount of value back to the customer. Make sure that you do not make your customer pay more than what they should. Also, an underpriced product will be seen to be spurious or less valuable than other similar products on other websites. Always share testimonials and reviews about your website to help your customers understand the worth of your products.

Improving the Overall Engagement: Using social media is the best way to promote your brand in real-time. You need to understand clearly and chalk out a plan on how you can boost your engagement on social media platforms, including Instagram, Linked In, Pinterest, Facebook, and others. 

Keep in mind B2C marketing will involve very highly committed content marketing. It’s crucial to build a blog for your product lines and industry. You can help your customers greatly if you share useful information or if you earn new prospects. 

You can write blog posts about product development updates. This will be helpful for a new product launch on the calendar. Spending a part of your ad budget on social media advertising and direct mail advertising makes a difference. Social media is the least expensive when it comes to direct advertising. And it is vital to choose the perfect option for you among the two. It is worthwhile to spend nearly $57 per person for every 1000 persons when it comes to paid advertising. On the other hand, social media requires you to spend just $ 2.50 per 1000 persons. Use a few Facebook or Instagram sponsored ads to promote things you want to sell. In the case of online-only stores, you would like to host an event in the public space.

Always encourage your users to tag or post their own real images on social media. Your event should revolve around the brand. If a website is present online, that does not mean that it cannot boost the overall brand engagement.

Features You Must Include in Your E-Commerce Site for a Better User Experience

ecommerce website design elements

The E-Commerce business industry is growing by leaps and bounds. It is quite surprising that few E-commerce websites are just maintaining their places in the market while others are growing by leaps and bounds. So, what makes the difference?

You will be surprised to learn that there is no great difference in what they do; the only difference lies in how they do these things. The best part is that the site focuses on the fundamentals like user experience, security, fast and reliable hosting, and much more. The site must include eth features making it quick, straightforward, and visually appealing. Here are the features that you need to take into account to improve e-commerce website sales.

Domain Name: Your site’s domain name is the first step to the customer’s entry into your business. The right domain name will help you get the relevant and right audience on your website. A wrong domain name can be responsible for making your land customers land on your competitor’s site in place of yours. Thus, you need to carry out thorough research to choose the right domain name that is relevant to your business and an easy-to-remember one.

Logo: It counts a lot to emphasize creating a suitable business logo, which will enhance your brand’s visual part. The company’s logo should be catchy, unique, and connectable to the audience. You require choosing the right color combination, font, and design so that your customers can readily recognize the same.

Tagline: This is just a huge business name representing the mission and the vision of your business. It is vital to create an apt tagline covering the image o the business and the product summary of the products and services.

Use Trust Badges: Websites having a visible trust badge will be important in giving more significant trustworthiness to your customers. It also ensures that your site follows the best practices for the e-commerce user experience.

Where should you add the trust badges?

  • Product detail pages

  • Shopping cart

  • Checkout.

This will strengthen the trust of the customer in the buyer.

To increase the trustworthiness of your website, you require the following:

  • Using trust badges. 

  • Getting your SSL encrypted.

SSL encryption and certification show that your site is tight on security. It also allows Google to boost your search engine ranking.

Call to Action: The CTA helps you to acquire the direct attention of your customers. It helps them to avoid decision fatigue and ambiguity of the vital content based on their needs as you put in a clear call-to-action. It is vital to have a CTA at the best website position while using the right fill color which stands out.

A Large and Visible Add to Cart Button: The ‘Add to Cart’ button must have been readable, have a good size, and present above the fold, in distinct colors standing out from the remaining part of the page.

The  “Add to Cart” or “Buy Now” is the CTA button on your page. You must tell the customer what you want them to do exactly!

Navigation: Smooth navigation holds the key to success to a website’s success. It ensures that your customers can easily access all the information they‘re looking for as they search through your website.

Some Things Worth Doing

Help Your Customers Add and Read Reviews: You may be averse to providing public access or revealing product information. It is seen that 70% of shoppers want to refer to reviews to make a purchase decision. It is especially useful if you have a fantastic product, then allow people to review it!

Allow your customers to rate the products. It helps your potential customers to get an insight into the product’s value. Additionally, it helps you with offering (free) feedback. Studies show that customer reviews can create a 74% increase in conversion.

There are so many benefits of offering testimonials and reviews options. They help in building trust and also offer you a lot of attention from the visitors leading to an improvement of SEO rankings.

Testimonials and reviews are a way to build your trustworthiness and credibility.

Content Designing: Designing the right content is one of the main challenges for building an e-commerce website. Make sure that you: 

  • Add fresh and unique content to your website

  • Avoid duplicate meta descriptions, blog posts, or product descriptions.

  • Add the appropriate and relevant keywords to your website’s pages.

  • Content should have optimal keyword density, site quality and should not have any plagiarism.

Mobile-Friendly or Responsive Website: You must have a responsive or mobile-friendly website that resizes on all browsers. A great part of the online traffic comes from mobile devices such as tablets and smartphones. Having a mobile-friendly website is mandatory.

Site Interlinking: Your website’s visitors must be able to access the internal or higher depth pages. The fact is that interlinking helps customers reach your website’s internal pages. Interlinking increases the time that an average visitor spends on your site. It lowers the bounce rate and also increases the number of website visits.

Live Chat Feature: It makes a difference to offer the live chat option for your visitors, and it acts as a great tool in providing the site’s visitors quick communication at any time they face an issue. Your customers should not have to wait to get answers to their questions or good quality services. Live chat support can give your customers a great reason to trust your service.

live chat

Social Media: Having the social media icons present at the bottom of your page will help your site’s visitors to get unambiguous information about your business.

Businesses need to leverage the power of the different social media channels to be able to connect readily with their customers.

Having the Right Contact Information: Your site should offer accurate contact information on its top.  This is vital to improve the authenticity of the websites’ information. It also allows the customers to share the information whenever they want.

It is equally important to give us information. It is necessary to use a compelling formation to present the right information about your brand to your audience. Your page should give information that helps you to introduce the information.

Page Speed: Having a fast page loading speed is critical. You require using the right tools to analyze and optimize your websites’ speed to implement the needed website performance practices. A better website speed means higher retention, user engagement, and conversion. Websites with lower conversion rates will have higher bounce rates.

Privacy Policy: Having a well-framed privacy policy will help your customers to build trust. Having the right e-commerce privacy policy statement will help in making your business trustworthy and transparent.

Share Feature: Having a share feature on the website is another thing to do. Your customers must have the ability to share products and services on the top of the website. It will help to establish the website’s credibility and also enhance user engagement. Having shareable content will play an important role in getting higher traffic to your website. It will improve the credibility, visibility, and user engagement of the website. Have a button on the page allowing you to share the content on email and social media platforms.

Have a FAQs Page: Being an industry expert, you can understand all the functionalities your products can render. This means that if your customers have specific questions about the right products and the operations of your business. Also, you need to understand what questions your customers may have in relation to your business researching on different platforms. You must design an FAQ section or page to answer all their queries in place of calling or emailing them.

Typical FAQs you may include on such page:

  • What if my order gets damaged or lost?

  • How can I track my order?

  • How do I cancel my order?

  • What is your replacement or returns policy?

  • What are the different payment methods?

  • What kind of customer services do you offer?

Search Bar: Your website must have a search bar that will help your visitors find the information they are looking for easily.  The search bar on the website should be clearly and distinctly visible and easily usable on the website.

Blog Comment Section: This is a crucial feature in your page content that allows you to get user feedback, increase engagement, and establish the site’s credibility.

Flat Design = Clean & Focused Design: The web design trends are shifting towards flat designs, reigning supreme in the user interfaces in the previous years.

The Big brands such as Apple, Google, and Microsoft are working for a minimally-designed look and feel of OS to provide a straightforward and essential experience.

So, what does the flat design style mean in any web design?

It means you must do away with decorations: 

  • Farewell to bevels

  • Glows to shadows

  • Textures

This allows you to get a focused and clean eCommerce user-experience design.


A clean design page offers breathing space and provides for a compelling call-to-action for engagement.

Focused design helps you showcase the right product, including large and detailed imagery that the customers need for making the right decisions.

Monitoring: Monitoring the following parameters can help you gauge customer experience on your website.

You need to check several traditional metrics for gauging the site’s performance for important metrics. They will help you measure your site’s performance and get a general understanding of how your website is functioning. The three traditional metrics or parameters you must regularly check for this are 

Bounce rate

Exit rate

Average order value

Bounce Rate: Your website’s bounce rate is dependent on the percentage of sessions leading to a bounce. It is related to how a user lands on your site and the amount of meaningful interaction they make. It gives an insight into how much a user wants to click on your CTA or get more information from your website’s other pages.

bouce rates

Your site’s success is based on if the users want to visit more than one page. They may want to go through a sales funnel for the home page>product page >shopping cart and more.

A high bounce rate indicates that your site is not offering a valuable experience to the customers. It is naturally lowering your conversions. You must fix the underlying problems without making any delays.

Never analyze the bounce metrics out of context. Remember that the metric is only the beginning of the measure of the site’s performance.

Exit Rates: The exit rate of your site reveals how often do the user’s exit your site as they visit certain pages.

Having a higher exit rate helps you to understand the performance of certain pages. Specific pages with high exit rates indicate that they have potential usability issues. For example, a high exit rate on the website’s checkout page indicates that most issues arise on that page preventing the user from converting.

The exit rate is only the starting point of investigating what prevents conversion in any context Because it won’t tell why visitors are leaving your site. You have to find that out.

Average Order Value: This value, also known as AOV, is related to the average total of all orders placed in an online shop during a specified period.

In an e-commerce site, the AOV helps measure, monitor, and drive business decisions for different topics like pricing, ad spend, and campaign building (such as upselling, cross-selling, offering deals, and discounts). You need an in-depth understanding of the average order value of your e-commerce site for questions leading to conversion rate optimization, which can bring about user experience improvements such as updating the online shop layout or site design.

The traditional website analysis will help you to answer several questions, including how many and how often. Based on the tools you are using, you can track the different types of data for analyzing performance for parameters like:

  • Traffic sources

  • Conversion rates, average order value, checkout flow, and session duration (to name a few).

The right kind of analysis will offer you an insight into what you require for handling particular things and it will help you to develop a hypothesis for identifying or improving the weak points and identifying the right problems. You will not only keep guessing the work of your users or your influencers. You can go for a traditional Google Analytics analysis.

The better a site is, the better will be the unique metrics you can find for them. You can go for a real data-based approach; looking at the different data, you can get various opportunities in the varied journeys, only from the data perspective.

You need to find the right data about the best things, but you may be unclear about several things. When you have found data about things that are happening on your site, you will be able to offer a greater context and insights about the things you have already collected. They will allow you to focus on user experience, and you can address it as a user-driven analysis for answering questions about your visitors. 

First of all, you need to understand why the visitors are coming to your website. At such times, you will need a complementary E-commerce analysis giving you a greater context into different things you have collected over the years. You will get a user-driven analysis of the needs and expectations of your visitors. 

Secondly, you must check why they want to take a specific action or not. You can also find what they are looking for. The fact is that user-driven analysis is based on the various techniques and tools you are looking for.

Let us now look into the different user-driven analysis tools for understanding user behaviour. These tools include:

Heatmaps: The traditional data analysis will help you to measure a site’s performance in several ways. In the end, you will reach the right place for measuring the site’s performance quantitatively. There will be a point where it wouldn’t be enough to have charts and data with you. You must understand what people are looking for when they visit your site.

In the same context, the heatmaps will help you interpret the factors that lead to particular customer behavior. One can interpret the heatmap to come up with traditional data, which you can interpret the way the customers are moving around. Not only this, but they also know the things they are clicking on a page. They will not blandly tell you why clicks are happening on a particular page.

Heatmaps can improve page conversion by up to 63%. At one time, e-commerce companies used heatmaps to understand their interaction with potential customers and product pages. 

Using the scroll map will help you gradually change the color, showing that people are demonstrating why they are actively scrolling at the bottom. It is seen that customers were finding something, and they could not find the same making them think that it is futile action. With this insight from the heatmap, changes were made to the site’s page, which led to a 63% increase in conversions.

Session Recordings: This is a parameter that helps you get an insight into the customer journey. While a traditional website analysis will only help you know what pages people like to visit on your site, the buttons they like to click. However, they do not tell you how people moved from one point of the site to another. If we look at the customer’s journey, we can understand if a user experienced any website bugs or other blockers on their way.

It is necessary to gain more actionable insights for session recordings, also known as visitor recording or session replays. It helps you to understand how an anonymous user will interact with the various pages or the page elements. 

They will show you all the data about mouse movements, taps, clicks, and other things to learn how different users interact with the various elements of your page. It also reveals their journey from one page to another.

On-Site Surveys: Such surveys will help you to learn more about what your customers require. You need to get real-time quantitative insights with a traditional website analysis to learn about where a person moves out in the sales funnel. Certain data or numbers may signal where a shopping cart has been abandoned or if it went away from your diet from a product page. You need to understand where the potential customers want and how you can help them stay for long—knowing what made time drop off from your website and where they can help you make the necessary changes to the website and get greater conversions.

It will also help you to get feedback from your website’s visitors as they help you visit the specific pages of your website or carry out certain specific actions. Ask them specific questions like what is the one thing you are looking for on this page, or straightforward questions like whether you find what you are looking for (Yes/Right).

You can track and analyze customer experiences by setting up surveys with numerical elements. You will require a Net promoter Survey (NPS) to track the customer’s likelihood to recommend your product or brand, especially based on word of mouth.

Use a Customer Effort Score Survey: It lest you evaluate the effort you need to exert for goal completion, such as making a purchase and reaching out to customer support to resolve issues.

Customer Satisfaction Survey: It lets you evaluate the customer’s satisfaction level with experience on your site. 

Feedback Widget: It helps you to understand a common scenario and use data that lets you know that the shopping cart has been abandoned. It’s also possible that someone has dropped off a product page on your site, not adding anything to their cart. Getting clear feedback from your user will help you to get the right input about your website. Moreover, the customers can also point out specific features and website elements that require fixing or improving to create the right experience.

The Various User-Driven Ways for Analyzing an E-Commerce Site: With a user-driven analysis, you will get better insight into the behaviour of the website’s visitors, and you can find out what is most important for you in your journey. This will help people to visit your online store to shop in the future.

Website analysis is about the tools we are going to use, how we will use them, and why we should use them. There are so many ways to analyze your e-commerce site. What you need is a user-driven approach for your e-commerce business. It is vital to go for specific instructions and have the know-how of how you will apply each technique on your website.

Psychographics: It is important to study your customers and website visitors depending on the different characteristics such as goals, desires, values, lifestyle choices, and interests. You have to tell them about what will be the journey of your brand.

Usability Testing: It is necessary to observe the web users’ behavior to test your site’s design and functionality. It helps your users understand how they want to navigate your site and how they want to carry out the various tasks on your site. You can find out how they are going to deal with the pain points on their customer journey.

Customer and User Feedback: Collecting feedback from your customers is essential, and it helps the customers directly from their words. You can show a call from your customers or read about the customer call notes or support tickets to improve your sales funnel, products or services. That means that you can get a better overall customer experience.

User Behavior Analytics: Combining qualitative and quantitative data will help you understand how and why the customers interact with the different page elements. Using the different visitors’ experiences, you can determine what changes you need to carry out on the website. It also indicates the changes you need to make to your website and how you can improve it.

Ecommerce Website Analysis FAQs

While analyzing an e-commerce website, use the combination of traditional and user-driven methods and tools to learn about user experience with the help of both quantitative and qualitative data.

You can use various tools and methods to analyze and test the e-commerce website’s performance. In the end, it is the responsibility of the business (and website) owner to set specific goals for their e-commerce site—which will then use the right tools and methods which prove greatly useful for measuring and tracking the vital e-commerce metrics.

How is traditional website analysis different from e-commerce website analysis?

Traditional Website Analysis involves analyzing and testing a website’s performance concerning its 

  • Usability 

  • Search Engine Optimization (SEO)

  • Speed

  • Competition and Traffic

Ecommerce Website Analysis is associated with different kinds of traditional website analysis testing methods. However, it requires focusing on-site analysis based on how you want to increase conversions and revenue.

Which Are the Best Tools for E-Commerce Website Analysis?

Google Analytics has various tools to track and measure an eCommerce site for traditional metrics, including traffic, top content, time on page, session duration, bounce rates, and exits. Several tools will help you in traditional analysis. It provides you with the data and numbers associated with the things happening on your site. Moreover, you won’t be able to find out why things are happening the way they are—You need user-driven e-commerce analysis tools to comprehend what must be done.

Make sure that you go for user-driven analytics tools


Session recordings

On-site surveys

Feedback widgets

It helps you to understand how users are experiencing your site. The right insight helps you make the best site changes to improve the user experience to increase conversions and revenue.

What Metrics are Important for Analyzing an E-Commerce Website?

Several metrics can offer you an insight into valuable data about how a website gets used and how you can improve it for your customers. Learn about a few key metrics used for analyzing the right e-commerce site. They include:

  • Bounces and bounce rates

  • Checkout or sales funnel flow

  • Click-through rates (CTR)

  • Goal conversion rate (including tracking micro-conversions)

  • Average order value (AOV)

  • Exits and exit rates

Now, it is a complete list of all the important metrics for analyzing the right e-commerce website. A lot of data from the metrics leads to a lot of questions about user behaviour, such as:

  • Why are visitors reaching my site? What are the things that brought them here?

  • Do they click the CTA on the product page?

  • What are the things they are looking for? You can also find them.

  • The number of people that will abandon their shopping carts.

It is important to find the right answers to various queries. A user-driven approach will help you with e-commerce web analysis. It will help you use the right tools and methods present in the place.

E-Commerce Testing – Testing an eCommerce Website Application

In today’s world, you won’t find anyone that hasn’t shopped online. E-commerce/Retail thrives on its online customers. Shopping in person offers you significant advantages, which online shopping may not. Time-saving and convenience will help you access products across the globe.

Having a good E-commerce or retail site is a worthy counterpart for your storefront. If you have a tremendous physical store, a customer may commit to revisit you and give your brand a chance. 

Moreover, there are so many online choices. Therefore, if you do not get any engagement from the beginning, the user may just leave. The better a site indeed offers a great business.

Various things rely on e-commerce applications, so it will be necessary to carry out a thorough testing website.

E-commerce sites for customers can also be in the form of web applications or mobile applications. Therefore, they go through varied test types such as:

  • Functional Testing

  • Performance Testing

  • Mobile Application Testing

  • Database Testing

  • Usability Testing

  • Security Testing

  • A/B testing.

Glancing at some of the commonly performed tests on a typical web application gives you so many insights. You can check them here:

=> 180+ Sample Test Cases for Testing Web and Desktop Applications

Several retail sites are highly dynamic. There are new offers, new products, new bestsellers, sales, and more. It means the site is not going to stay the same for a long time. Therefore, things can be overwhelming for various people.

E-Commerce Testing Checklist

Here is a list of the best segments having suitable test cases for eCommerce website testing.

1) Homepage – Hero Image

You can reach out to homepages of retail sites. These places have a lot going on with them. But they do not have the right Hero Image:

It offers you a clickable image that occupies a large part of the page.

There are a few things you need to test

  • Does it allow auto-scroll?

  • At what interval do the images get refreshed?

  • If a user hovers over the image, will it scroll to the next one?

  • Can you hover on it?

  • Can you click on it?

  • If yes, does it take you to the right page and the right deal?

  • Does it load alongside the rest of the page, or does it load at last compared to the other page elements?

  • Does it restrict the view of the rest of your content?

  • Does it render in the same way on various browsers with different screen resolutions?

2) Search

The use of search algorithms is significant for a retail site’s success. This is because you cannot always place what users want to see right in front of them.

Common Tests Are:

  • You can search based on the product name or brand name or other broader inquiries related to the category—for example, Camera, Canon EOS 700D, electronics, etc.

  • Are the search results relevant?

  • You will have varied kinds of options that are used based on brand, reviews/ratings, price, and other things.

  • What are the different results you can display per page?

  • You have to go through multi-page results to utilize the suitable options. 

  • Search generally happens in several places. You need to take care of search, digging into the several levels you want to consider for validating your functionality.

3) Product Details Page

When a user discovers a product due to searching or browsing it by clicking on it from locations such as the homepage, it will take the user to the product information page.

Things you must check:

  • Product image or images. 

  • Product price.

  • Product specs.

  • Product reviews.

  • Check out options.

  • In-stock/out of stock.

  • Shipping information.

  • Delivery options.

  • Multiple color options.

  • Breadcrumb navigation for various categories highlighted in Red color. The navigation is displayed and ensures that every element is functional.

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4) Shopping Cart


This is the last stage before a user wants to purchase.

Test the Following:

  • Can you add items to the cart to continue shopping?

  • Does it function properly? As the user uses the same, it helps to add the same to the cart, and as you continue to shop, the item count in the shopping cart increases.

  • The different items and their total value gets displayed in the shopping cart.

  • Taxes get applied as per the location.

  • The user can add a higher number of items to the cart. And the total should reflect the same.

  • Update the content as you add it to the cart, and the total should reflect it.

  • Make sure that you remove the items from the cart.

  • Proceed to checkout

  • Make sure that you calculate shipping costs alongside different shipping options.

  • Apply the right coupons.

  • If you don’t check out and close the site to come back later. The site must retain the same number of items in the cart.

 5) Payments

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  • Check the various payment options.

  • Do you like to check out as a Guest? Just finish the purchase and give the right option for registration at the end?

  • What you need is returning customers, and you will need to log in to check out.

  • Allow for user sign up.

  • In your store, with your customer’s credit card, or other kinds of financial information, you must perform security testing and ensure its payment portal is secure (having PCI compliance is a must).

  • When the user is signed up for a long time, ensure that the session gets timed out or not. All sites have a distinct threshold. It can be 10 minutes for some. it might be another quantity for others.

  • You can get email or text confirmation for your order’s number generation in few cases.

6) Optimizing Categories/Featured Products, Related or Recommended Products

A frequent FAQ from E-commerce Testers

Is it necessary to test every category/every product?

The straightforward answer to this is no. For returning customers, you will suggest recommended products on your home page and in your shopping cart.

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Also, featured products will shuffle every day.

You can test the different parts of the application with the help of dynamic element parameters to test the algorithm based on the way the sections get populated.

You also need to check for BI systems or Data Mining. Check the several backend queries being populated in the different sections.

7) After-Order Tests

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Do Several Checks for These Functions:

  • Change the Order

  • Cancel the Order

  • Track the Order

  • Returns

8) More Tests

  • Login

  • FAQs

  • Contact Us page

  • Customer Service page etc.

Challenges Automating the E-commerce Website

It is essential to stay on the safer side and deliver the best results to the clients. You should focus on the quality and performance of your site, and it will help you lower the timeline as much as you like.

Automation Testing begins with selecting the proper test automation framework that directly impacts the project’s outcomes and automation test. The framework must include the different scenarios and scripts of the various automated processes.

Based on the automation testing framework, the testers can execute the tests to obtain relevant results for generating test reports. The right choice of automation tool for your eCommerce Website’s automation is based on several important parameters. Make sure that you compare the available tools for parameters including: 

  • Features

  • Performance

  • Extensibility

  • Licensing cost

  • Maintenance cost 

  • And training and support.

Leverage the different open-source test automation tools for automation of your testing efforts in the minimum possible investment.

#1) E-commerce websites are highly entangled, and you can automate all actions because it is impossible as you have to understand a customer’s nature.

#2) You require making continuous changes to meet the website’s e-commerce demands. It helps if you run a regression test suit every day and keep track of the effects of change.

#3) You require Automating Integration type scenarios, and they will help you select from a home page link for your page’s checkout and payment gateway. You must cover the full user experience for your E-commerce Website, allowing optimum testing by automating the regression cycle.

#4) Do not waste your time automating an unstable application. You require a simple change that will impact the whole test suite as you recreate it.

#5) Keep in mind that an E-commerce Website’s homepage is significant. The homepage contents have a great deal of information and may have numerous links associated with its products. These links increase every day in the form of new offers or new products to the pages. Before regression testing, it is helpful to verify that every page link is secured and uses an HTTP status code.

#6) If you are executing test scripts on various browsers simultaneously, make sure to add the product to a shopping cart and remove the information, which should reflect in the other browsers.

#7) If you’re running a parallel test, it will fail your script in such a scenario you have to refresh your page to retain cart information periodically. In real-time, you may come across this scenario, such as a user may sometimes use a mobile e-commerce app and a mobile e-commerce web application.

#8) Make sure that you do not ignore the product details and pricing details. The number of products can be as per the seller’s requirements. You need to choose a phrase that allows you to make or break due to a customer’s small mistakes leading to significant losses.

#9) You require so many interrupted scenarios where users will help you design a strong script and whether it can run and pass the script.

For example, if you store the right card information to click on submit, it may get stuck due to a low charge or a network issue. A user gets a transaction status notification with an email or message on your phone. You must validate an email or message using a test script.

#10) E-commerce website elements keep fluctuating. Therefore, create a manual path whereby you can use some web elements attributes that will be the same. There are so many unique ways to distinguish such scenarios using the contains () method of paths or scroll to view.

#11) Make sure that you automate Accessibility Testing using keyboard actions sans the mouse action. You will surely come across a few problems that you must fix. It plays a significant role in user-interface testing.

#12) The tester should carefully design a scenario with an ad to initiate a checkpoint and insert a login script wherever needed.

#13) You must maintain the various scripts for the different modes of payment, avoiding confusion. Find out what happens in case of order cancellation after payment.

#14) Performance testing, on the other hand, plays a very crucial role. The factors you need to test include:

  • Request per second

  • Transaction Per minute

  • Execution per click,

  • Response time of page load

  • Task Duration

  • Time taken between click and page display and DNS lookup.

#15) You need to take care of security testing to gain customer trust on an e-commerce website that is built. It allows you to spend a great deal of time testing: 


  • User Account security

  • Data confidentiality

  • Content security

  • Credit card security

  • Disable non-essential service

  • SSL Certificate Validation.

#16) Automating: When it comes to localization testing, it is highly challenging in e-commerce as it is vital to comply with accessibility standards for supporting multilingual markets in the various business regions.

How Can You Improve Your eCommerce Customer Experience?

1. First, Set Your Employee Experience Right

Several companies are leaders in offering excellent customer experience. They have employees who are 60% more engaged than the others. You need to go for a good employee experience for creating happy customers. Always survey people well to choose the right employee experience program, which helps you to have the complete feedback to let you have the action plan in real-time.

2. Check your e-business for the following parameters

  • Do your customers find your website appealing?

  • How easily can you find the specific products?

  • Check if all the pages and content load properly?

  • Also, check if the website content is readable and informative?

  • Also, find out if the shopping cart is easy to view and can modify the different content?

  • Determine if the customer experience is enjoyable.

3. Make Your Website User-Friendly

Customers want easy-to-navigate pages allowing them to browse your products and find exactly the things they need. An online store must be organized using categories like in the case of a physical store. You require a search button that is easy to find. Everything must be tagged and categorized at the back end. In the e-commerce category, customers  fall into three categories:

  • Those knowing what they want

  • Those who are browsing

  • Those needing help filtering your website’s products

An appropriately designed search feature provides to meet the needs of all types of customers.

For example, we have Zara’s website, which lists several categories for a carousel. A search bar is a large one and is visible at the top. It is straightforward and does not give too many options to a consumer.

4. Having a Smooth Checkout Process

You need to create an easy checkout process that can lower the total number of abandoned carts that you see. Moreover, the checkout process must be simple, and the shopping cart must be visible for different pages. Payments must be secure. You must also check the different types of checkout options like Paypal. It will ensure that your customer does not reach the checkout and finds that you do not use the preferred payment method. If you have a high abandoned cart rate, it will help you deploy the proper feedback intercept on your website to find out the issue.

A customer who wants to roll out an important checkout process on an e-commerce site finds that they give away thousands of dollars a minute to their competitors. If you deploy a quick survey, you will find a simple form field formatting issue requiring dates that must get formatted in the right way. However, an error message doesn’t tell users about what is going wrong.

5. Personalize Your Customers’ Experiences

It is vital to personalize email messages with a customer’s name, age, or title. You require using the content, products, and ads essential and relevant for users, or they may get frustrated. Always use real-time information like the location or the product-browsing history to give the users offers and make recommendations for purchases by customers and their survey feedback.

Evergage’s 2020 Trends in Personalization says that an overwhelming number of marketers (97%) will have a measurable lift due to their personalization efforts and percentage points higher than they had last year. Personalization also drives impulse purchases, leading to a lesser number of returns creating loyalty. It means that Amazon provides a complete personalization job. Your homepage gives you highly personalized recommendations depending on all the various shopping trends and recent purchases.

6. Provide Product Support

Several consumers purchase your products online who also look for online customer support. You can choose from among several customer support channels like product support pages, live chats, forums, and more. You can also get a greater chance of customers who want to get answers to their questions if you are offering just one or two kinds of support options while customers are not getting solutions to their questions quickly. It’s quite likely that they search for competitors having easily understandable sites. People asking a clerk for help for a bricks-and-mortar retail store would find it much easier to talk to a live person about the different product questions. Consumers like to do this with the help of a real-time chat.

7. Make a Point to Show Compelling Product Pages

What comprises a compelling product page? A good product page should have a descriptive copy alongside captivating visuals and clear navigation. Make sure that you communicate your business’ value proposition immediately. You need to include 

  • Pricing

  • Product description

  • And product photos. 

Consumers must understand exactly how your products or services can help them. The product page content should help to visualize how they use the product.

You need to cover every website detail for your on-brand efforts and have a copy on all the product pages. You will find enough social proof in today’s world. It allows you to have user-generated content such as reviews for increasing the validity. 

8. Mobile Optimization 

It is estimated that mobile e-commerce sales will be 54% of total e-commerce sales by 2021. Therefore, you require an effortless mobile experience. You require enabling all your forms to be autofill-enabled on Chrome and Android. It makes it easier for the user who has to do type less. 

Also, if the user has to type, make sure that your fields are well formatted so that the possible number of keypads pops up in place using the QWERTY keyboard. Google research shows that 53% of people leave a mobile page taking more than 3 seconds of load time. It means allowing the page to be laid fast and excluding some fields will ease out the process.

9. Use Compelling Website Content

Content is used as a customer acquisition tool. It will help to attract and build your audience. But, the website content will also be a resource that offers your customers expert advice on any advice. If you create content that consumers want to read, it should add value to their lives and build brand trust. The customers must have a reason to come back to your website. Content must get published consistently and frequently. 

It should integrate into the website. The best content will include infographics and video tutorials which makes things interesting. Check the content by Beauty Brand Goop featuring on the top of the category navigation list. The products get listed first, followed by a lot of content that is unrelated to the product. However, it provides the correct value to the consumers.

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10. Have a Clear Returns Policy

Having a clear returns policy helps you to counter the challenge of online shopping, whereby it is believed that customers aren’t able to try out your products before buying them. Customers can feel confident if they send their purchases back and offer a clear, easy-to-find, clear returns policy.

11. Follow Up

Make sure that you follow up with your customers to check that everything goes on smoothly. You can use the right customer contact details to capture some parts of the order process. You will also be offering a discount on all your future purchases. It helps keep customers informed about the special offers, new services, and products to grow your business in the same way.

12. Add Customer Reviews

Customer reviews form an authentic way to help customers as they require your advice. Make sure that your prospective purchasers will be able to find out if a product meets their needs. Does it have the right quality, and does it make others happy with it? Ensure that you provide an appropriate review space on your website allowing customers to comment and rate their purchases.

13. Hire An Adequate Number of Seasonal Staff

The eCommerce calendar will have many special occasions and holidays such as Thanksgiving, Mother’s Day, Black Friday, etc. It’s necessary to have the number of staff members on hand for dealing with sales at such times. Also, afterward, there may be a need for exchanges and returns. Therefore, you need to have the suitable staff capacity to handle such periods and ensure that you do not miss the sales or lose customer loyalty.

14. Apply the New Internet of Things (IoT) Technology 

Research data indicates that 65% of 25-49-year-olds use their voice-enabled devices once per day. 61% want to use their voice devices more than this in the future. Always keep an eye on smart devices, which will help you to learn more about this technology. Taking your business to the mainstream will boost it more.

15. Measuring Loyalty and Customer Satisfaction 

And if you want to improve things, you must measure it first and determine the pain points. Customer satisfaction surveys (CSAT) will help you measure the sentiment about your services and products. The Net Promoter Score (NPS) tells you why your customers would want to recommend your business to others.

Expert-designed survey templates can help you to measure your customer churn and loyalty. It will determine the level of success of your customer experience program.


As per a study by Oracle, consumer and brand relationships show that 86 per cent of consumers are ready to pay more for an excellent customer experience. Also, 89 per cent of consumers will prefer doing business with a competitor if they get a bad customer experience. Creating a memorable customer experience is essential, and you should not overlook it as it has a significant impact on customer retention.