user experience & design

User Experience Starts with Seamless Operations

January 22nd, 2017

According to a survey by Experienced Dynamics, around 95% of the respondents agreed that “good user experience just makes sense.” With this figure in mind, it is important to note that user experience is one of the key factors to increase your traffic conversionand ultimately having successful e-commerce business.

One of the common issues that most shopping websites face is that their visitors do not make it even past through the initial step of the checkout process. One of the reasons for such issue is simply because of lack of great user experience. In order to address such problem, e-commerce businesses need to provide their customers seamless operations and cohesive experience with regards to the whole buying process. Let us discuss some of the most effective ways to keep user experience in mind when planning for your customers shopping experience.

What Constitutes Seamless Operations?

First off, we have to understand what constitutes seamless operations. One of the most important things to understand would be that when your customer is buying a product from your store, you will be leading your customer through the whole process until they complete the purchase. The typical buying cycle is outlined below: 1. Login/Registration 2. Adding Products to Basket 3. Checkout 4. Filling of Information for Billing and Shipping 5. Tracking of the Order These five steps make up the whole process of online shopping. A seamless operation requires that each step contributes towards an overall satisfactory shopping experience for the customers.

Tips on Preparing Your eCommerce Business for a Seamless Process

Make Sure Your Site is Working 100% of the Time

The whole experience starts with the website. A website that is always down or loads slowly creates a bad first impression for the consumers. In fact, slow-loading websites cost retailers £1.73bn in lost sales each year, according to Econsultancy.So, first things first – make sure that your website is working 100% of the time to ensure your customers have a satisfactory shopping experience.

Make it Easy for Shoppers to Login and Retrieve Shopping History

In most e-commerce websites, existing customers have an option to login during checkout once he or she has filled a basket. If it’s a requirement, it could make things inconvenient and cause cart abandonment. If it isn’t done well, it’ll also be poorly received. The best way to address this is to narrow down and simplify the required information during the signup process.

Instead of requiring unnecessary details, simplify the required information and narrow them down to the basics such as first name, email address, shipping address and payment details. Consider allowing the shoppers to login using social profiles to minimize the time spent on this process and streamline their passwords.

Make Your Website Mobile Friendly

Since most people are already using their mobile phones to shop, your e-commerce website has to be mobile friendly. If you’re not familiar with how to optimize your website for mobile devices, you may check out the Codal user experience servicesand resources.

Put Shipping Before Billing

When your customers are filling up their details, always put shipping details before billing details so that customers won’t feel that your website prioritizes getting money versus delivering goods.

Enable Progress Tracker

Most people get lost in the whole buying process, which is why it helps to have a progress tracker. A shipping progress tracker also allows your customers to see where their goods are and how long they’ll take to reach them.

Make Shipping Easy and Fast

Although shipping can understandably take time, fast shipping plays a key role in user experience. Explore your options, such as outsourcing your warehouse to a 3PL company that can get goods to your customers more quickly. You should also aim to under-promise and over-deliver; add some cushion to your expected delivery date to manage and exceed expectations.

Guarantee Good Security

Last, you have to guarantee that all of your customers’ confidential financial is safe; your website must ensure 100% information security. For customer protection, it will also be good to have a dispute option wherein if a customer is not satisfied with the product, a refund is available.

Examples of eCommerce Stores With Thoughtful Operations


Zipbuds makes use of a progress tracker so the customers know what the steps are.

User Experience Starts with Seamless Operations

AliExpress shows you where your products are with the shipping tracker to manage shipping expectations.

User Experience Starts with Seamless Operations

Threadless makes the login process for existing customers easy.

User Experience Starts with Seamless Operations
Warby Parker

Warby Parker always lets customers fill in shipping information before billing information, to avoid the impression that the store prioritizes money.

User Experience Starts with Seamless Operations


These are just some examples of how other eCommerce stores are prioritizing user experience, and how you can improve the overall shopping experience of your own customers too. By identifying the key issues that prevent them from completing their purchases, you may then plan accordingly to avoid repeating those problems.

Putting your customers best interests and priorities in mind will allow you to tailor a cohesive and pleasant shopping experience for them and, in turn, develop advocates and long-term satisfied customers in the process. Working with a UX design agency on your website will help ensure seamless operations throughout your eCommerce website.

This is a guest post by Chad Rubin. Chad grew his Commerce business to an 8-figure business in 7 years. He is a Top 250 Amazon Seller, and co-founded Skubanaas an all-in-one ERP system and operations platform designed for high volume sellers to run and automate their business. It integrates with most e-commerce marketplaces, 3PLs, and warehouses, provides profitability and multi-channel inventory management, and compiles all of your marketplaces on a single convenient dashboard. Learn more at or sign up for a 14-day trial.

Jenna Erickson


Jenna is the Marketing Manager at Codal, blogger, and technology + startup enthusiast. With a responsibility of Codal's marketing programs and brand management, she is always strategizing new ways to reach clients through content and inbound marketing tactics. In her free time, Jenna enjoys traveling, cooking and reading.


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