4 Tips on How to Avoid the Consequences of a Poor eCommerce User Experience

Ghouls and goblins aren’t the only things spooking businesses this Halloween; a bad eCommerce customer experience can be just as scary. Some 57 percent of consumers will abandon a site that takes more than three seconds to load and, subsequently, take their business to a competitor, according to a study from Mobify. Eighty percent will never return, and half of those customers will share the bad experience with friends and family.

With statistics like these, and the holiday season fast approaching, businesses need to optimize their websites in preparation for one of the busiest times of the year.

Here are four ways you can enhance the user experience of your eCommerce shop:

Make site performance a high priority when updating your website

Poor performance can negatively affect consumer opinion of your company’s website and brand. As mentioned above, a slow loading site will not only cost you customers but will potentially damage your reputation as well. Studies show that, for every one second of improvement made to page speed, the business will experience a 2 percent increase in conversion rate.

One easy way to increase the user experience and avoid a slow loading website is to ensure all of your images are correctly compressed as they tend to take up the majority of your site’s bandwidth. And not to worry, image compression is “lossless” which means the user won’t notice any difference in the image quality.

Take advantage of the surge in mobile commerce by adopting a mobile-first mentality

More people than ever before are turning to smartphones and tablets to not only research products and compare prices, but to actually make a purchase as well. Per the aforementioned study, 30 percent of shoppers will abandon a shopping cart if the website isn’t optimized for their mobile device.

Not only is mobile commerce booming, but Google is also looking at the “mobile quality” of websites and using those signals to determine rank. In other words, businesses that aren’t well optimized for mobile will have an increasingly difficult time staying competitive in the search engines.

Mobile users are also coming to expect an experience optimized for their individual devices. Nearly half of consumers say they won’t return to a website if it doesn’t load properly on their smartphones and tablets, for example. To achieve optimal user engagement, design your mobile site’s touchscreen with swiping, scrolling or tapping in mind and to ensure that call-to-action buttons (such as buy and call the company) are easy to activate.

Check out our “Mobile Commerce is Exploding” article for five more characteristics (and fairly easy updates to make) of a quality mobile website.

Organize and optimize your website’s navigation

Your website’s navigation should help your customers find products quickly and easily. For example, general category labels that describe a broad range of products (e.g., brand name, product type, department, etc.) allow those shoppers who are unsure of what they’re looking for, a chance to browse effectively and efficiently.

By contrast, a search bar at the top of each page for simple access allows those who have a better idea of what they need a chance to cut through the clutter.

Not only does an organized navigation system improve the online shopping experience for the consumer, but it helps merchants increase sales and profits as well.

Track and analyze your website visitors’ behavior

To maximize ROI and increase website performance, you should analyze your visitor’s behavior in order to glean insight into where they’re coming from, how many are actually converting into customers, the features they’re interacting with most and perhaps most important, when and where they’re making an exit from your website.

In order to implement a conversion rate optimization (CRO) process, you should leverage behavior-monitoring tools (like Google Analytics) to identify customer pain points and on-page successes.

Constantly studying user behavior in this way enables your company to continually make revisions to the website that drive positive results in terms of revenue, leads and engagement.


Let the goblins do all of the spooking this Halloween; follow these four useful tips to provide your customers with a scare-free user experience, while also increasing your bottom line.