In 1929, Hungarian playwright Frigyes Karinthy famously postulated that there are no more than six degrees of separation between any two people on the planet.

Since then, the world only become closer. According to a recent Facebook study, an average of 3.57 people now separate us from anyone else on the social media platform. And the obvious reason is that as of 2015, 3 billion people have access to the Internet.

Because of the Internet’s mammoth reach, businesses are rushing to tap into its mammoth potential. The biggest challenge for online retailers lies in creating the best possible user experience (UX) for potential buyers in order to ensure potential customers are satisfied, make purchases, and become loyal customers in the future.

With that in mind, let’s look at seven creative ways online retailers can improve user experience.

improve user experience

1. Amazon: product reviews and 1-Click buying

Two things set American e-commerce and cloud computing giant Amazon’s website apart: product reviews and 1-Click buying.

Sortable product reviews:

Amazon asks its customers to rate others’ reviews as helpful or unhelpful, allowing the company to easily rank product reviews in order of usefulness.


This puts the most helpful reviews at the top and gives customers the power to make informed purchases.

1-Click ordering button:

Amazon’s 1-Click button gives customers the opportunity to make purchases with a single click, making shopping incredibly easy.


This makes customers’ lives easier and cuts the distance to the checkout page, so customers are less likely to abandon their shopping carts.

2. Apple: 360 degree product views

Apple is known for the care that it puts into the design of  its products. But what defines its website are its innovative 360-degree product views.


Unlike on other sites, customers don’t have to drag images to rotate product views. All they have to do is press play and watch the product spin.

Although Apple’s 360-degree product views are essentially a series of still pictures taken from different angles, the user experience is a vast improvement over clicking on a bunch of individual images.

3. Farmdrop: eye-catching homepage

Farmdrop is an online service that connects local farmers with London shoppers and sells grocery and other food items.

Its eye-catching, yet simple, homepage only contains two options: explore the shop or find out more. This provides customers with a straightforward journey and guides them toward the purchasing stage.


After clicking the “find out more” button, customers see an illustrated explanation of what Farmdrop does. It then provides two options: go to the shop or find out more.

This not only helps current customers who just want to get in and buy something, it also offers information for newcomers.

4. Bellroy: homepage videos and intuitive navigation

Bellroy is an online retailer that sells slim wallets. Its website stands out for two reasons: the videos on its homepage and its intuitive navigation.

Homepage videos:

Each section of the homepage includes a group of images and a short video explaining the category. This appealing approach gives consumers an in-depth look at the company’s products and makes purchasing decisions easier.



Bellroy’s website includes a navigation bar where customers can choose between lifestyle categories such as “for everyday” or “for travel” to get product types.


This helps customers quickly get to what they want without needing to know about Bellroy’s products beforehand.

5. Venables Bell & Partners: fun and graphics effects

Founded in 2001, Venables Bell & Partners is an internationally recognized advertisement firm. Its interactive website is full of hover effects, scrolling effects, and graphics that make it a pleasure to look at.


6. AO: abundant product information and a unique review system

AO’s UX can be characterized by the abundant information on its product pages, including images from every angle. Its helpful video guides make it easy for buyers to know what they’re getting.


This site’s review system also stands out. It is incredibly detailed and customers can list pros and cons in their reviews.

All of this gives customers the confidence they need to make large online purchases.

7. Vertty: colorful UX

Vertty only sells one product: beach towels. But its website’s UX is fantastic. Shoppers can flip through all available color options, as well as see key information when they hover their mouse over products.

When customer click on a certain towel, the site shows what that towel would look like on a beach. Additionally, the site’s background color changes depending on the product selected.


A great website user experience ensures visitors will enjoy their time on your site where they will ultimately make more purchases. And higher sales means happier retailers, proving that a better experience for users is a better experience for retailers, too!

Inbound Marketing Tips