{"id":3103,"date":"2016-10-28T16:56:53","date_gmt":"2016-10-28T08:56:53","guid":{"rendered":"https:\/\/blog.kesato.com\/?p=3103"},"modified":"2026-11-10T10:52:58","modified_gmt":"2026-11-10T02:52:58","slug":"4-mistakes-to-avoid-with-ux-on-your-e-commerce-website","status":"publish","type":"post","link":"https:\/\/www.kesato.com\/blog\/graphic\/4-mistakes-to-avoid-with-ux-on-your-e-commerce-website\/","title":{"rendered":"4 E-Commerce UX Mistakes That Make Buying Harder (And How to Fix Them)"},"content":{"rendered":"<p>Your online store may look professional, offer great products, and attract potential customers. But what happens when someone actually tries to buy something?<\/p>\n<p>A shopper might struggle to find the right product, feel uncertain about its details, discover unexpected delivery costs, or get stuck during checkout. Each of these experiences can make completing a purchase more difficult.<\/p>\n<p>These are examples of <strong>e-commerce UX mistakes<\/strong> worth investigating. They do not explain every sales problem, but they can create unnecessary friction for customers who are already interested in buying.<\/p>\n<p>Before considering a complete redesign, here are four problems to check and the first improvements you can make.<\/p>\n<p><strong>Key Takeaways<\/strong><\/p>\n<ul>\n<li>Good e-commerce UX helps customers find, evaluate, and buy products without unnecessary confusion.<\/li>\n<li>Navigation, product information, purchase conditions, and checkout are four important areas to examine.<\/li>\n<li>Test your store as a customer before deciding which UX improvements deserve priority.<\/li>\n<\/ul>\n<p><strong>Table of Contents<\/strong><\/p>\n<ol>\n<li><a href=\"#products-hard-to-find\">Customers Can&#8217;t Find the Products They Want<\/a><\/li>\n<li><a href=\"#unclear-product-information\">Product Pages Leave Important Buying Questions Unanswered<\/a><\/li>\n<li><a href=\"#unclear-purchase-conditions\">Shipping Costs and Return Conditions Are Unclear<\/a><\/li>\n<li><a href=\"#checkout-friction\">Checkout Makes Completing a Purchase Too Difficult<\/a><\/li>\n<li><a href=\"#test-shopping-experience\">How to Test Your Online Store&#8217;s Buying Experience<\/a><\/li>\n<li><a href=\"#prioritize-ux-fixes\">What Should You Fix Before Redesigning Your Store?<\/a><\/li>\n<\/ol>\n<p><!-- Suggested alt: Four stages of an online shopping journey showing UX problems in product discovery, product information, purchase conditions, and checkout. --><\/p>\n<figure id=\"attachment_3775\" aria-describedby=\"caption-attachment-3775\" style=\"width: 1024px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-3775\" src=\"https:\/\/www.kesato.com\/blog\/wp-content\/uploads\/2016\/10\/V02_Four-E-Commerce-UX-Friction-Points-1024x576.webp\" alt=\"Four stages of an e-commerce shopping journey showing UX problems in product navigation, product information, shipping conditions, and checkout.\" width=\"1024\" height=\"576\" srcset=\"https:\/\/www.kesato.com\/blog\/wp-content\/uploads\/2016\/10\/V02_Four-E-Commerce-UX-Friction-Points-1024x576.webp 1024w, https:\/\/www.kesato.com\/blog\/wp-content\/uploads\/2016\/10\/V02_Four-E-Commerce-UX-Friction-Points-300x169.webp 300w, https:\/\/www.kesato.com\/blog\/wp-content\/uploads\/2016\/10\/V02_Four-E-Commerce-UX-Friction-Points-768x432.webp 768w, https:\/\/www.kesato.com\/blog\/wp-content\/uploads\/2016\/10\/V02_Four-E-Commerce-UX-Friction-Points-1536x864.webp 1536w, https:\/\/www.kesato.com\/blog\/wp-content\/uploads\/2016\/10\/V02_Four-E-Commerce-UX-Friction-Points.webp 1672w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-3775\" class=\"wp-caption-text\">Four common points of friction in an online shopping journey, from finding a product to completing checkout.<\/figcaption><\/figure>\n<h2 id=\"products-hard-to-find\">1. Customers Can&#8217;t Find the Products They Want<\/h2>\n<p>Imagine a customer visiting your online store to buy a specific product. They open the navigation menu, browse several categories, and try the search function. Yet they still cannot find what they need.<\/p>\n<p>Unclear category names, poorly organized products, and unhelpful filters can turn a simple shopping task into a frustrating experience.<\/p>\n<p><a href=\"https:\/\/baymard.com\/research-articles\/ecommerce-navigation-best-practice\">Baymard Institute&#8217;s 2026 research on e-commerce navigation<\/a> highlights substantial usability problems with homepage and category navigation across leading online stores.<\/p>\n<p><strong>What to check:<\/strong> Ask someone unfamiliar with your website to find a specific product using their smartphone. Watch whether they understand the categories, search results, and available filters without assistance.<\/p>\n<p><strong>First improvement:<\/strong> Use clear category labels, descriptive product names, and filters that match how customers actually search for products. Start with the areas where your test shopper becomes confused.<\/p>\n<h2 id=\"unclear-product-information\">2. Product Pages Leave Important Buying Questions Unanswered<\/h2>\n<p>Finding a product is only the beginning. Before buying it, customers need enough information to understand what they are getting.<\/p>\n<p>Consider an online clothing store where a product page shows an attractive photograph but offers little information about sizing, material, or available colors. Customers may hesitate because they cannot confidently choose the right item.<\/p>\n<p>These details matter beyond clothing. Depending on the product, shoppers may need dimensions, specifications, compatibility information, stock availability, or clear photographs from different angles.<\/p>\n<p><a href=\"https:\/\/baymard.com\/research-articles\/current-state-ecommerce-product-page-ux\">Baymard&#8217;s research on product page usability<\/a> demonstrates how missing or difficult-to-find product information can interfere with purchasing decisions.<\/p>\n<p><strong>What to check:<\/strong> Open one of your important product pages as a first-time shopper. Can you identify the correct product variant, understand its essential specifications, and decide whether it meets your needs?<\/p>\n<p><strong>First improvement:<\/strong> Make essential product details easy to find. Present relevant images, clear variant options, and practical information before customers have to search elsewhere or contact support.<\/p>\n<h2 id=\"unclear-purchase-conditions\">3. Shipping Costs and Return Conditions Are Unclear<\/h2>\n<p>A customer may like your product but hesitate when they cannot understand the total cost or the conditions of buying it.<\/p>\n<p>For example, someone adds an item to their cart only to discover a substantial delivery fee near the final payment step. Another shopper may want to know whether an item can be returned but cannot find a clear policy.<\/p>\n<p>This uncertainty can make the buying experience less predictable. Research from <a href=\"https:\/\/baymard.com\/research-articles\/current-state-ecommerce-product-page-ux\">Baymard on product page UX<\/a> supports making shipping and returns information accessible while shoppers evaluate products.<\/p>\n<p><strong>What to check:<\/strong> Follow the purchase journey from product page to cart. Look for shipping charges or estimates, expected delivery information, return conditions, and other costs customers need to understand.<\/p>\n<p><strong>First improvement:<\/strong> Show relevant charges and conditions as early and clearly as practical. If delivery costs depend on the customer&#8217;s location, explain how they are calculated rather than creating an impression that shipping is always free.<\/p>\n<p>Transparency helps customers understand their purchase before they commit.<\/p>\n<h2 id=\"checkout-friction\">4. Checkout Makes Completing a Purchase Too Difficult<\/h2>\n<p>Even when customers have found the right product and accepted the purchase conditions, a confusing checkout can interrupt the transaction.<\/p>\n<p>Common sources of friction include mandatory account creation, unnecessary form fields, unclear error messages, and buttons that are difficult to use on a mobile device.<\/p>\n<p>In its <a href=\"https:\/\/baymard.com\/research-articles\/current-state-of-checkout-ux\">2026 checkout UX benchmark<\/a>, Baymard found that 59% of the leading US and European desktop and mobile e-commerce sites evaluated had checkout experiences rated mediocre or worse.<\/p>\n<p>This does not mean your checkout has the same problems. It shows why the experience deserves practical testing rather than being assumed to work because the payment system is connected.<\/p>\n<p><strong>What to check:<\/strong> Add a product to your cart and move through checkout using a smartphone. Review the account requirements, form fields, order summary, and error handling.<\/p>\n<p><strong>First improvement:<\/strong> Remove avoidable steps where possible, support guest checkout when appropriate, make required fields clear, and explain errors in language customers understand.<\/p>\n<p>Every necessary step should help the shopper complete the order rather than create another obstacle.<\/p>\n<h2 id=\"test-shopping-experience\">How to Test Your Online Store&#8217;s Buying Experience<\/h2>\n<p>You do not need to redesign your website before checking whether shoppers can complete basic tasks. Start with a short, structured walkthrough.<\/p>\n<p>Ask someone who is not familiar with your store to complete these five steps:<\/p>\n<ol>\n<li><strong>Choose a product.<\/strong> Give the person a specific item to look for without directing them to its page.<\/li>\n<li><strong>Find the product.<\/strong> Let them use the menu, categories, search, or filters.<\/li>\n<li><strong>Review its details.<\/strong> Ask them to identify the correct variant and the information needed to make a decision.<\/li>\n<li><strong>Check purchase conditions.<\/strong> Have them find delivery costs, timing, and return information.<\/li>\n<li><strong>Try checkout.<\/strong> Let them move through cart and checkout in a safe test environment, without placing a real paid order.<\/li>\n<\/ol>\n<figure id=\"attachment_3774\" aria-describedby=\"caption-attachment-3774\" style=\"width: 1024px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-3774\" src=\"https:\/\/www.kesato.com\/blog\/wp-content\/uploads\/2016\/10\/V03_Test-Your-Online-Store-Journey-1024x576.webp\" alt=\"Five-step e-commerce usability test showing how to find a product, check details and purchase conditions, and safely test checkout.\" width=\"1024\" height=\"576\" srcset=\"https:\/\/www.kesato.com\/blog\/wp-content\/uploads\/2016\/10\/V03_Test-Your-Online-Store-Journey-1024x576.webp 1024w, https:\/\/www.kesato.com\/blog\/wp-content\/uploads\/2016\/10\/V03_Test-Your-Online-Store-Journey-300x169.webp 300w, https:\/\/www.kesato.com\/blog\/wp-content\/uploads\/2016\/10\/V03_Test-Your-Online-Store-Journey-768x432.webp 768w, https:\/\/www.kesato.com\/blog\/wp-content\/uploads\/2016\/10\/V03_Test-Your-Online-Store-Journey-1536x864.webp 1536w, https:\/\/www.kesato.com\/blog\/wp-content\/uploads\/2016\/10\/V03_Test-Your-Online-Store-Journey.webp 1672w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-3774\" class=\"wp-caption-text\">A simple five-step shopping test helps store owners identify where customers encounter confusion before completing a purchase.<\/figcaption><\/figure>\n<p>For each step, record three things: <strong>what the shopper expected, what actually happened, and what made the task difficult.<\/strong> Repeat the test on desktop if your customers commonly use both devices.<\/p>\n<p>This is an initial usability check, not proof of why customers abandon purchases. However, it can reveal concrete issues worth investigating.<\/p>\n<h2 id=\"prioritize-ux-fixes\">What Should You Fix Before Redesigning Your Store?<\/h2>\n<p>Finding several UX problems does not automatically mean your online store needs a complete redesign.<\/p>\n<p>Start with issues that prevent customers from progressing, such as a broken product selection, unusable checkout field, or unclear order total. Next, address navigation and information gaps that repeatedly cause confusion.<\/p>\n<p>Visual refinements can follow when they are not responsible for a more serious obstacle.<\/p>\n<p>If you need a wider assessment beyond the shopping journey, our guide to <a href=\"https:\/\/www.kesato.com\/blog\/design\/how-to-evaluate-a-website-design\/\">evaluating a website design<\/a> covers broader website review criteria.<\/p>\n<p>For persistent usability problems, a structured review by an experienced team can help distinguish isolated interface issues from changes that require more extensive design work. Kesato&#8217;s <a href=\"https:\/\/www.kesato.com\/services\/ui-ux-design\">UI\/UX design services<\/a> can be a starting point for discussing those needs.<\/p>\n<p><strong>The goal is not to make every part of your online store look different. It is to make the buying experience easier for the customers you want to serve.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A confusing online store can make it harder for customers to complete a purchase. Discover four common e-commerce UX mistakes, how to identify them, and what to fix before investing in a redesign.<\/p>\n","protected":false},"author":7,"featured_media":3776,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,160,4],"tags":[386,403,400],"class_list":["post-3103","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-graphic","category-social-media","category-web","tag-386","tag-e-commerce","tag-october"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>4 E-Commerce UX Mistakes That Reduce Your Sales | Kesato<\/title>\n<meta name=\"description\" content=\"Are shoppers struggling to buy from your online store? 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