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UX in Ecommerce – 5 things to avoid.

April 25, 2022 / Reading Time: 3 minutes /
Joe Marshall

In the Conversion department here at Clicky, we spend our days analysing and optimising a wide range of websites. While every one of them has individual issues to overcome, there are clear patterns that emerge and common pitfalls we see time and time again when we consider the UX of an ecommerce website.

In this blog post, I wanted to shine a light on the 5 most common issues – those that create unnecessary barriers to purchase – and what you can do to avoid them!

Heat map example in meeting

Here’s what you should be avoiding when considering the UX of your ecommerce website.

Hiding Delivery Costs In The Checkout. 

It is much more effective to present users with the “full” price early on and allow them to rationalise their purchase than have them go through the whole checkout before surprising them with an additional cost.

If delivery is free, shout about it on the product page. If it’s a set price, make that clear at the start of checkout, don’t make users go through the whole flow just to put them off by adding on a £6 delivery charge at the end.

Forgetting Mobile Optimisation.Good UX on checkout page

I would hope at a minimum, in this day and age, that you’re building a mobile-responsive website, but also consider how your product and checkout pages work on mobile – is it still easy to find all relevant product information?

Are your buttons large enough to be tapped easily on different screen sizes?

Same with form fields in the checkout, can they easily be selected and filled in?

It’s not enough to just have your pages resize to fit a different screen size – you need to consider the experience of every user, especially since mobile users now account for over 72% of online sales.

Slow Page Speed. 

In an ideal world, every product page would be designed beautifully, with very high-resolution images showcasing the product from every angle.

Unfortunately, this would slow pages down to a crawl and mean that your customers bounce from the site and go to a competitor. Research by Portent shows that for every additional second a page takes to load, conversion rates drop by approximately 4.5%.

It’s important to ensure that product imagery is crisp and well shot, but also under 100kb wherever possible.

Complex Navigation.

A navigation is meant to help users get around your site – the clue is in the name! But too often, we see websites try to link to every single product or page within the nav, resulting in something that is bloated and unusable.

Good UX example in website navigation


Rather than including everything and the kitchen sink, your navigation should be streamlined to allow users to quickly identify the product category they are interested in, and then search further within a category page.

If you find that customers are often looking for specific products, consider making your internal search function more prominent before you add individual product links to the navigation!


Complicated Checkouts.

We talk at length about the importance of optimising your checkout flow here at Clicky (see here and here), so of course, I couldn’t round out this list with anything else!

A poor checkout flow is often the biggest culprit causing users to abandon their purchases.

Always ensure your checkout flow is streamlined, specific, and accessible – stop requiring users to sign up before they can checkout – and you’ll see conversion rate and your revenue increase dramatically.

Hopefully, these top tips give you a headstart in optimising the UX of your eCommerce website. But if you’re ready to go even further, then get in touch with our UX and CRO experts to find out how we can help you start making more money from your existing customers through a program of conversion rate optimisation.


Get in touch with us to see how we can help you optimise the UX of your ecommerce website.

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