To increase conversions on your e-commerce site, you must consider the user experience. Driving website visitors to the checkout page is challenging enough, but additional complications can cause customers to give up.

Simplicity is crucial. The easier it is for users to navigate your content, the higher your conversions will be. Consider the following tips for improving your website’s design:

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Justin Christopher, e-commerce and marketing manager for Klatch Coffee, said providing an accelerated checkout experience through digital payment methods can streamline the buying process.

Accepting a wide variety of e-commerce payment options can help eliminate the friction customers face when their chosen payment method isn’t supported. Customers don’t want to research a purchase, spend time shopping, and then realize they can’t pay with the card or digital payment method they prefer.

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According to Deloitte, even a 0.1-second increase in page-load speed can increase conversions by 8 to 10 percent. A professional, fast-loading site creates a positive first impression with users and helps ensure they’ll spend time with your content.

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A well-executed and thoughtful website design can minimize friction and lead to a better customer experience, increased sales and more prospects in your sales funnel. Use these website design tips to reduce friction on your website.

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Improving customers’ experience on your site is vital to achieving your e-commerce business goals. Without an optimized website, it’s frustrating for consumers to browse, learn and purchase. By reducing friction and creating a pleasant experience for online shoppers, you can increase sales and generate leads.

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Friction in e-commerce refers to any element that confuses, frustrates, distracts, discourages or annoys customers when they’re trying to complete an action on your website. Friction can occur at various points, including while visitors are purchasing, filling out a web form, or navigating your site.

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Slow page loading is a common source of e-commerce friction and shopping-cart abandonment. Visitors can’t browse your products, learn about your brand or finalize a purchase if your website lags. Many users have experienced slow-loading checkout pages that cause frustration, leading them to abandon the purchase.

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While most e-commerce businesses accept credit card payments, you can stand out by also accepting these payment options:

Streamlining the sales process will help reduce “decision fatigue” — what users experience when they feel overwhelmed by options. Here are some tips for eliminating design fatigue and simplifying the sales process:

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Evaluate your currently accepted payment options. Can you add more to the mix? Consider customers’ requests for specific payment types, and determine which methods you can offer to make more customers happy.

Emily Mack, co-founder and chief operating officer of Vinat, stressed the importance of simplifying the visitor experience. “Customers know what they want,” Mack said. “If they came to your website, they did so for a reason. Help them accomplish their goal as quickly as possible.”

As more consumers use smartphones to shop and make purchases, it’s crucial to have a mobile-friendly e-commerce website. Improving the user experience for mobile users is essential to grow your brand and attract more customers.

Points of friction — anything that disrupts or complicates the shopping experience — can interrupt a customer’s buying decision and prompt them to leave your site without purchasing. Issues such as slow page loading, complex navigation and unclear calls to action create unnecessary hurdles. Eliminating these issues on your e-commerce website is essential to reducing shopping-cart abandonment, streamlining and increasing sales, and generating more sales leads.

Your website’s design should be seamless. Customers should be able to easily browse your pages, find the content or products they’re seeking, and complete their purchases. If visitors have difficulty finding answers to their questions or don’t know how to navigate your site, you’ll see an increase in your bounce rate and a decrease in conversions.

“At Klatch Coffee, we see wide adoption of both Apple Pay and PayPal,” Christopher noted. “Customers love not having to reenter their billing and shipping address (especially on mobile devices), and it’s very convenient to skip the step of digging a credit card out of a purse or wallet to complete payment.”

Customers typically give up when they encounter friction, meaning they often abandon their shopping carts. In fact, according to a Baymard Institute analysis, e-commerce stores experience a 70 percent or higher shopping-cart-abandonment rate. Even if customers work through friction and complete a sale, they may leave with a negative perception of the retailer and brand and thus be discouraged from future visits.