Baymard Institute has published a report outlining eight key ways to optimize e-commerce websites for better user experience in 2023. The report, which is based on 110,000 hours of large-scale usability testing, offers recommendations for highlighting core products and brand features on the homepage, offering supplementary pages about the brand and product attributes, and having a “Best Sellers” category. The report also suggests improving the on-site search, using high-quality product images, providing enough product information, and offering a guest checkout option.
To achieve a high level of UX performance, the report recommends holistically assessing the entire user experience and addressing all major UX obstacles across all site areas based solely on UX impact rather than seeking perfection within a specific area. The report contains over 650 individual guidelines that should be reviewed to ensure users are well-supported when interacting with any website.
To learn more, download the full report.