poor user experience

5 Ways Poor User Experience Can Be Harming Your Online Sales

Melinda Carter | December 27, 2018

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A good user experience is critical in today’s e-commerce world–and quite frankly, what consumers expect now from the brands they come in contact with.


What does it mean to have a good “user experience,” you ask?


In short, a good user experience means a consumer has a pleasurable interaction and experience with your brand, typically in regards to using a website or app. Ease of use is generally how user experience is determined.


It’s important to make sure that your site is user-friendly, otherwise, your business could be hurting. If you’re curious how poor user experience can actually be harming your online sales, we’ve come up a few mistakes companies make that are often looked past.


The checkout process has too many steps


poor user experience

Let’s face it. Consumers can be lazy and easily distracted. If they’re clicking past two or three pages just to type in a credit card, you may lose them along the way. Same goes with having your potential buyers sign up for an account before they can proceed. Most people want to make a purchase and move on without looking back.  


Consumers are getting used to quick and smooth checkout experiences, and if your process is anything less than what’s expected, your sales will plummet.


Your Website Isn’t Easy to Use on Mobile


poor user experience

If your website isn’t easy to navigate on a mobile device, drop everything and start working on this right now. Recent
e-commerce mobile stats show that over half of all smartphone users have made a purchase online using their mobile device in the past 6 months.


A website that isn’t optimized for mobile is missing out on sales.


Take a minute to pull up your website on your smartphone. Are the buttons easy to tap with your thumb? Is the font legible? Can you read the content without zooming in? If you answered yes to those questions, you’re on the right track.


It Takes Too Long to Load


poor user experience

Did you know that
53% of people will actually abandon a website if it takes longer than 3 seconds to load? Talk about pressure.


However, we’re not suggesting you go in and delete all your images and web pages to free up space just yet. Take a look at some ways you can increase your website’s speed so that your customers will stick around.


The Look and Feel of your Website Design is Uninviting and Boring


poor user experience

When a potential customer lands on your website, how do you want them to perceive your brand? No matter if you sell athletic wear or personalized jewelry, it’s important to create a website that reflects your style and personality. Stock photos and unengaging copy throughout your site will seem cold and boring, so spice it up with a fun tone of voice and bright photos.


It Doesn’t Provide Enough Useful or Intriguing Information


poor user experience

Having an “About Us” section on your website is only the beginning of your customer’s journey. Now more than ever, consumers are researching and comparing products based on the information they find online.


Let’s say you own a small business that sells homemade baked goods. On your website, you only list out the products and their prices. However, your competitor just launched their site and it has every detail you could imagine. They’ve included real reviews, gift basket options, videos, nutritional values, allergy concerns, and how they plan on matching every dollar made on Saturday to donate to charity.


Because of your competitor’s willingness to share loads of information, the customer was able to connect with them and feel confident in their purchase.


Unsure if your website fulfills your consumers wants and needs? Our team can help. Send us a message today, we’d love to hear from you.


Commit Agency is a full-service advertising agency located in the Phoenix, Ariz., metro area that believes thoughtfully designed consumer interactions informed by a well-defined brand create moments worth remembering and sharing.