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Annie Everill

Marketing Executive

Jamie Gentile-Clarke

Managing Director

Matt Cooke

Website Manager

Nathan McEvoy-Swann

Head of Digital and CRM

Charita Chutoorgoon

When a customer visits a website or interacts with a product for the first time, every design choice shapes their journey and can impact whether or not they convert. 

Small details that seem insignificant during the design phase can end up having a measurable impact on conversions, customer confidence, and overall buying behaviour, and on the flipside, some could have a detrimental impact. 

Understanding how these subtle design choices work helps brands create smoother, more intuitive purchasing paths that support sales rather than hinder them.

How do UX design choices affect customer buying behaviour?

Design affects the emotional state of a customer long before they evaluate a product. 

A page that loads cleanly, feels organised, and presents information in a calm, structured way sets the tone for the entire shopping experience and ensures customers don't get distracted or frustrated with steps along the way. 

A clean, organised page reduces cognitive load and ensures customers feel more at ease when the design gives them room to breathe instead of overwhelming them with competing elements.

A clear visual path helps guide the eye from the moment customers land on the website to when they make their purchase. When a page leads customers naturally from one section to another, decision-making feels easier and more intuitive, and it reduces any tensions that could arise during the journey.

A tidy, professional design helps customers trust the brand, as this makes it clearer that they care about their audience and how their brand is perceived. Friction appears when pages feel messy or poorly structured, even if the product itself is excellent.

Typography affects readability, mood, and how customers absorb information. If reading feels tiring or confusing, customers will not stay long enough to understand the value of what they are buying.

Comfortable font size and spacing make information easier to digest and less overwhelming if there's a lot of it. When text feels effortless to read, customers absorb details more confidently.

Typography contributes to how a brand is perceived, as this can often be part of their brand identity and style. Softer, more approachable styles create warm tones, while cleaner or sharper designs feel more premium and luxury.

Clear heading structure and short paragraphs allow customers to skim quickly, whilst making it obvious what the content is about. A page that supports scanning moves people towards decisions faster and ensures they are reaching the important parts efficiently.

Colour holds the power to influence mood, highlight important actions, and improve clarity. While bold colours might appear attention-grabbing, it’s usually the quieter, more balanced choices that help customers feel comfortable and in control of the journey.

Colours carry strong associations with softer palettes that create a sense of calm and reassurance, while brighter or more saturated tones can energise the page. The emotional tone set by colour decisions subtly influences how customers perceive the brand and the experience as a whole.

Call-to-action buttons depend heavily on colour to stand out, as when the primary action blends too closely with other elements, customers hesitate or overlook it altogether. A clearly differentiated colour helps guide them gently but firmly towards the next step and ensures that the action is clear. 

Strong colour contrast improves legibility and ensures that the site works well for as many users as possible. Accessible colour choices reduce mental strain and help customers progress without interruption.

The checkout stage is where customer hesitation becomes most noticeable. Even small interruptions in flow or clarity can cause someone to abandon their basket. By refining the details within this step, brands can create a checkout experience that feels smooth, transparent, and reliable.

Forms that ask only for essential information reduce the sense of effort required to complete a purchase. Customers are more likely to commit when the process feels straightforward rather than demanding a load of information.

Customers want to understand costs, delivery options, and timings before they commit as this may impact their final decision or the final price of their purchase. Making this information visible early removes uncertainty and prevents unwelcome surprises that often lead to abandonment.

A simple indicator showing where the customer is within the process, and how much remains, makes the checkout feel manageable, especially if they come to a stage of frustration or uncertainty. This sense of structure and progress encourages users to complete what they’ve started, as they can clearly see how much more they need to do.

Small design choices have a powerful influence on how customers think, feel, and behave as they move through a website. Our expert designers and developers create designs which are crafted for your customers, creating a space where your products can be presented effectively but also create an enjoyable experience for the customer from the moment they land on your website.

To find out more about our ecommerce web design services, visit our main 

Wattbike

the human-led tech-enabled ecommerce agency

Small design choices which can impact the buying process