To have a successful e-commerce website, your user experience (UX) must be top priority. UX is how a customer feels about an interaction on your website, whether it’s your customer service, their checkout experience, or browsing through products. 

Obviously, you just want to provide a good experience. New UX strategies and methods are being developed every day, and it’s up to you to make sure your brand follows the latest trends in UX and web design. Make sure you also know and use the best web design tools and techniques for your business, and you will ensure that your site has a great UX. 

With that in mind, here are 7 user experience and web design trends we see. 

Dark mode 

By any standard of measure, everyone has seen an increase in “screen time”, and with that came the desire and need to reduce problems with the user’s eyes. Therefore, it is not surprising that dark mode (or night mode) is becoming more and more popular. Dark mode is a display setting that uses light colored text, icons and GUI elements on a dark background. Users often value aesthetics and experience whether they use their devices day or night. 

It is worth mentioning that the dark mode consumes up to 90% less power on the user’s phone than the light mode, which also makes the battery work better. This makes dark mode a great way to meet your customers’ needs and promote your brand. 

The plotters 

Unlike live chat, which requires a human from customer service to answer questions, chatbots are technology tools to keep your business communication lines open. Today, they are popular as they prove to be very helpful in meeting certain customer needs. 

From a business perspective, chatbots are great for taking care of simple tasks or answering questions during hours. From a consumer point of view, chats are great for emergencies, as many people use them to get a quick response or resolve a complaint or question. They are especially popular with young users: 40% of millennials say they use them every day, and 69% say they would rather talk to a chatbot than a human. If possible, it’s a good idea to use both chatbots and live chat to make sure all your bases are covered. 

Voice search 

It’s been touted as the next big thing for a few years now, but over the holidays we’ve noticed that voice search is really on the rise. In the past year, at least 35% of all US households have at least one speaker, and they are used to make all kinds of purchases, from food to popular appliances.

 The main appeal of voice search, as with chatbots, is quality, and if you can increase that, you will surely improve the user experience of your site. Gartner estimates that, by 2021, “brands that optimize their websites to support visual and voice searches will increase digital marketing revenue by 30%. Ultimately, the more opportunities you provide for people to buy your product, the more likely you will be to increase your conversion rate. 

3D model 

Visuals are very important in ensuring a strong user experience, so naturally, e-commerce stores are looking for ways to improve this aspect of their business. For a beautiful and attractive way to present your products, 3D models are a great option to try. 

Advanced 3D visualization allows users to zoom, rotate and explore products from all angles. This allows your customers to take a closer look at your product and ease their decision making process. 3D visualization can also add dimension to the overall look of your website, especially if it has a layout. If you use Shopify, you can find an expert who can help you with 3D modeling by visiting the 3D Model section of the Shopify Experts Market. If you use BigCommerce, the Zakeke Product Customizer app lets you provide live 3D product previews like the one below, for a more immersive customer experience.

Augmented reality 

If you really want to take it a step further, you can let mobile users view your 3D model in the world around them through augmented reality (AR). This allows consumers to see your products in their physical environment, without interacting with them. This can have a powerful impact – AR has been found to increase customer engagement by 66%.

 In recent years, AR has gone from innovative to increasingly powerful as brands and websites of all sizes seek to engage users on a more meaningful level. Jeep is using AR for its “Make & Build Jeep” page, and fashion and accessory brands like Warby Parker are also offering a taste of the power of AR in their accessories. For more

Shopify offers a full range of augmented reality solutions on its platform, and BigCommerce supports powerful AR technology provider Threekit for e-commerce on its platform. That said, all of these things can be overwhelming to the uninitiated. If you are short on time, contact our team at InteractOne for expertise and guidance, and we will help you find the right solution for your business.

Media content 

The rapid growth of the Internet has increased online shopping in the form of websites with multiple ads. These days, the best online stores combine text, images, audio and video for a fun and engaging user experience. 

 However, you don’t want to overwhelm your visitors, so choose carefully what and where you implement. Keep things simple and combine things wherever possible so they don’t compete for your users’ attention and inadvertently make your UX worse! 

It is possible to combine multiple ads at the same time without overloading your visitors. Redbull achieves this through its clean website design. On the other hand, the example on the right shows you exactly what not to do. 

You’ll also want to make sure your website is still ADA compliant. The key to ADA compliance is to keep your ad by including alt text and images, having captions and videos, and avoiding using autoplay on videos or moving content.

Visual CTA is powerful 

Online stores must have calls to action (CTAs) that encourage people to at least “subscribe”, “add to cart” and “pay”. But you can do a lot more with CTAs than you first thought. As we all know, a compelling CTA is the key to converting customers, but to do that, you need something strong both verbally and visually.

 Like many other e-commerce websites, CTA becomes more powerful and visual. Slider CTAs are growing in popularity as a way to drive traffic and keep consumers engaged, and it’s just one way to bring these important parts of your website to life. To know what’s best for your website, you’ll need to A/B test your CTAs to determine exactly how big and bold the copy and design should be.


If you need advice on choosing and using any of these or other UX elements in the design process on your e-commerce website, contact us. Our team of experts will be happy to help you.

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