9 eCommerce Website Issues Impacting User Experience

Bugs and errors come with the territory of building a website, but don't sweat it. In this post, we're diving into the usual suspects of website glitches and how to spot and squash them quickly.

9 eCommerce Website Issues Impacting User Experience

Keeping your eCommerce site humming along smoothly means staying on top of the little things and fixing problems fast. Bugs and errors come with the territory of building a website, but don't sweat it. In this post, we're diving into the usual suspects of website glitches and how to spot and squash them quickly.

Nothing throws a wrench in a smooth online shopping experience like hitting a dead end. Picture this: a customer clicks a link, eager to see what's on the other side, only to bump into the dreaded "404 Not Found" message. It's like being told the treasure's gone! These pesky broken links usually happen when URLs are mistyped, pages move or vanish without a heads-up, among other reasons. Keeping your links in check is key to ensuring everyone's journey through your site is as smooth as butter.

2. Slow Page Load Times

Page speed is king. Visitors have zero patience for slow-loading pages, and a snail-paced site can send them bouncing faster than you can say "wait!".

Slow Page Load Times Drive Customers and Visitors Away, source: Marketing Charts

The usual culprits are typically bulky files, clunky code, server issues or caching and CDN hiccups. But fear not, a little TLC goes a long way. Shrinking images, tidying up code, and tuning up your server can work wonders.

3. Payment Gateway Issues

Nailing payment gateway integration is a must for any eCommerce site, as it's the heart of securing online purchases. But let's face it, glitches happen – from failed transactions and billing mix-ups to the dreaded double charge.

source: SmarterQueue

To keep transactions smooth, it's smart to regularly check your payment setup. A pro tip is to use unique error messages for different issues. This way, with tools like Insightech, you can track down exactly who hit a snag by searching for those who encountered the specific error message during their visit. This lets you measure both the scale of the issue and its impact on sales! Plus, setting up Slack or Microsoft Teams alerts means you're always in the know, ready to fix things on the fly. Our team can help you set this up. Please enquire here for a demo.

4. Shopping Cart Problems

The shopping cart is the backbone of the eCommerce experience, and when it hiccups, shoppers bail. Imagine adding an item to your cart, only to find the quantity off, the price wrong, or the cart simply not updating. Frustrating, right? That's why keeping a close eye on your cart's performance is crucial. Regular checks and balances through thorough testing and vigilant monitoring help catch and fix these glitches before they drive your customers away.

JC Penny's page design may impact user experience and conversion rates.

In this example, an error alert appears when clicking add to cart. Quantifying the revenue impact of the way this process works is key to conversion rate optimisation. Possible solutions might be reworking the visibility of sizing, making changes to the way sizing data is captured, when and where in the journey it's captured or repositioning where on the page this feature is displayed (perhaps moving it closer to the add to cart button).

5. Form Validation Errors

Forms are the gatekeepers of a smooth checkout process. Get it wrong, and you're in for a world of user frustration and lost data. When form validation feels more like a puzzle than a process—cue the vague error messages or missed catches on wrong info—the experience tanks. The fix? Dial in your form validation. Make sure it's tight enough to catch errors but clear enough to guide users through with ease. Clear, concise instructions for any slip-ups can turn a potential bounce into a successful transaction.

Visual Form Analysis with Insightech

Visual Form Analysis with Insightech is your secret weapon for keeping forms in tip-top shape. It automatically spots where users click but then bail, speeding up your ability to catch glitches and report errors. It's like having a detective on the case, making sure every form submission is smooth sailing. Here's a tutorial on how to set this up.

6. Compatibility Issues

Ensuring your eCommerce site plays nice with all browsers, devices, and operating systems is crucial. Sometimes, what works on one platform might hiccup on another, leading to compatibility headaches. The antidote might be regular cross-browser and cross-device testing. This way, you can catch and fix any quirks before they turn into problems, guaranteeing everyone gets the same top-notch experience, no matter where they're shopping from.

While we have you, are you thinking of replatforming? Try our step-by-step guide (with free templates)

  • Identifying Limitations of the Current Platform
  • Aligning Re-platforming Goals with Business Strategy
  • Conducting a Comprehensive UX, Marketing and Tech Audit
  • Questions to consider when analysing your site’s digital experience

7. Cross-Site Scripting (XSS) and Security Vulnerabilities

Security is the bedrock of trust on any eCommerce site. With attackers always on the prowl, vulnerabilities can lead to unauthorized access or worse, compromised user data. Take Cross-Site Scripting (XSS) attacks, where bad actors slip malicious code into web pages, endangering both users and their precious info. The best defense? Beef up your security game. Cleanse any input, ensure output is safely encoded, and don't let a season pass without a thorough security check-up. These steps are your digital armor, keeping your site and its visitors safe and sound.

Here's an explainer from Cybr:

8. Mobile Responsiveness Problems

With more folks shopping on their phones than ever, making sure your website is mobile-friendly isn't just nice—it's necessary. If your site's a hassle to navigate on a smaller screen, you're telling potential customers to take their business elsewhere.

Responsive websites are websites that adapt to all screen sizes and resolutions, source: Toptal

Embracing a mobile-first mindset from the get-go means your site will look and work great on any device, keeping those conversions and sales ticking up. Remember, in the world of online shopping, a smooth experience on mobile can make all the difference.

9. Inventory and Stock Management Errors

For eCommerce sites with physical goods, keeping your inventory straight is non-negotiable. Slip-ups in tracking can mean selling what you don't have, leading to overselling or disappointing backorders. The solution? A solid inventory management system that talks smoothly with your website, keeping everything in sync.

How to Optimise Your Inventory Management, source: Shopify

Further reading you may be interested in:

Next steps to learn more about Insightech for Experience Analytics