16 mistakes in e-commerce website design that destroy conversions
Some UX mistakes are minor stumbling blocks, while others effectively block sales. We've divided them into 5 critical ones that need immediate improvement, and 11 equally important ones that may not be so obvious, but still have a real impact on conversion. Together, they form a set of mistakes that can make your store run like a well-oiled machine – or, on the contrary, lose customers at every turn.
1. This sin no one will forgive you – slow page loading
Slow page = quick escape of customers. If your store loads longer than the user can stand (which is really short), even the best offer won't save the situation. People don't have patience, and competition is a click away.
What does market research say? Increasing the page load time from 1 to 3 seconds increases the probability of rejection by 32%. At 6 seconds of loading time, the probability of leaving the store without making a purchase doubles. 70% of consumers admit that the speed of a store influences their purchasing decisions. (Source: Google's 2024 tip report).
Slow page = quick escape of customers.
2. Complicated navigation – the customer should not feel like in a maze
You enter the site, want to find a specific product, but instead you end up in chaos? Overly complex menus, incomprehensible categories and a poorly functioning search engine are a ready recipe for losing customers. Store navigation must be intuitive - if a user doesn't find what he's looking for in a few seconds, he'll go to the competition.
How to improve it?
- Take care of a clear menu – it should have no more than 2-3 levels, and categories must be logically sorted.
- Use breadcrumbs – the navigation path should clearly show the user where he is and allow him to return quickly (e.g. Home > Shoes > Sneakers).
- Improve the search engine – it should support autocomplete, tolerate typos and suggest results.
- Test navigation – check click maps and analyze user paths to eliminate problem areas.
Magento tip: In Magento 2, you can optimize navigation with modules such as Layered Navigation (enhanced filtered navigation) and ElasticSearch, which significantly improves search results. You can also add smart tooltips in the search bar so users can find products of interest faster.
3. Poor product descriptions – customers won't buy if they don't know what they're getting
A picture isn't enough – a user needs to be clear about what exactly he or she is buying. The description should dispel doubts, not multiply them. If key information is missing, the text is too general or as dry as a bank's rules and regulations, the customer will go looking for details elsewhere - and will often find them in the competition. For best practices, see our article: How to Design Product Pages That Increase Sales
4. No clear CTAs – if the user doesn't know what to do, they won't buy
“Add to cart” button tucked somewhere at the bottom of the page, blends with the background or is smaller than the ‘Share on Facebook’ icon? Key calls to action must be visible, intuitive and unambiguous. If the customer has to wonder what to do next, it means the UX design has failed.
5. Lack of modern payment methods - customers won't look for the wallet
At a time when it takes seconds to pay with BLIK, forcing a customer to enter full credit card details can effectively block a sale. If you don't offer Google Pay, Apple Pay or quick transfers, you run the risk that the user will simply leave the site and find a store where they can pay with one click.
11 less obvious mistakes that still matter
1. Lack of dark mode – more and more users expect it
Dark mode improves the user experience, especially in the evening. Many users also prefer it for aesthetic reasons, and its absence makes the store seem outdated.
2. Too many pop-ups – pushy messages are discouraged
Newsletter, discount, chat, feedback - all at once? Instead of focusing on shopping, the user closes the windows. Pop-ups should be used in moderation - how? You can find out in our article: Pop-up advertising in e-commerce – how to do it right?
3. Too small buttons on mobile
If the user has to aim at the button with apothecary precision, something is wrong. The most important elements must be convenient to click with the thumb.
4. Lack of ability to save for later
Not every customer is ready to buy immediately. Lack of an option to save a product for later or add it to a wish list can make a user simply forget about your offer. Being able to easily return to saved products increases the chances of completing the transaction, especially for more expensive purchases that require thought.
Magento tip: Magento 2 offers a built-in Wish List feature that allows users to save products for later. To activate it, go to Stores → Configuration → Customers → Wish List and enable the wish list option. You can also extend the functionality by adding modules that allow you to save products without registration.
5. Unfriendly UX writing – messages should be simple and understandable
Overly formal or technical language can be a deterrent. The customer doesn't want to “finalize the order process,” but simply buy the product.
Intrusive upselling – suggestions should be natural
If a user is buying shoes, offer him waterproofing, not a TV. Ads should be relevant, not random.
7. Outdated promotions – “discount until December 31, 2023” scares away customers
If a promotion is no longer valid, remove it immediately. Old offers make the store look neglected, and thus you lose trust.
8. No browsing history – a customer should not start from scratch
A user found an interesting product, but comes back later and... has to look for it again? This is a simple way to lose sales. A list of recently viewed products allows the customer to quickly go back to what interested him - without frustration and wasted time.
Magento Tip: Magento 2 offers a “Recently Viewed Products” feature, which can be enabled in Stores → Configuration → Catalog → Catalog → Recently Viewed/Compared Products. For better UX, it's also a good idea to add a “Recently Viewed” widget on the homepage or shopping cart so customers can easily return to previously viewed offers.
No “continue shopping” option – customers should return to the abandoned shopping cart
Being forced to start shopping all over again can effectively discourage them from completing the transaction.
Magento tip: Magento 2 stores products in the shopping cart by default even after leaving the site. However, you can improve this feature by using modules for “Persistent Cart” or “Abandoned Cart Recovery,” which remind the customer of the products left behind and allow them to quickly add them to the order.
10. Too long forms – the more fields, the less registration
Entering an email address and password is enough. The more unnecessary fields, the greater the chance that the customer will opt out.
11. Lack of live chat support
Have a question, but no one answers? Customers won't look for a contact in the tabs or wait for an email – they'll just go to a competitor. Quick, off-the-shelf chat support can be the difference between a sale and losing a customer.
E-commerce is a marathon, but the user behaves like a sprinter. If anything slows it down – a page loading too slowly, unintuitive navigation or a convoluted shopping process – to simply change route and choose a store where nothing stands in his way.
We check where your store is losing speed and help you speed up every step - from the first click to the completion of the transaction. Make an appointment for a free consultation.
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