Just a little post on my vision on website(s) and their usability; and their ability to generate conversions.
In my humble though strong opinion a lot of websites are missing the point on what a website visitor really wants to do. It’s just like walking into a real (brick&mortar) store and not being able to find what you are looking for and nobody is there to help you..then you feel lost…and leave the store empty. But this is just one of these things; haven’t we all experienced frustration when trying to buy something on a website?
Frustrations in e-commerce
Does one of these experiences online shopping frustrations sound familiar?
- Overly complex checkout process with way too many steps (haven’t we all seen these?).
- No clear validation rules (example; you fill in a form and when trying to send the form it goes red)
- Encountering the shipping costs deep in the checkout process (transparency anyone?).
- (Lack of) payment options (haven’t we all seen and experienced this?).
- Mobile-friendly version not available (or worse; available but not usable; large pop-ups that can’t be moved, buy buttons that can’t be clicked etc.).
But there’s more; think about what you are promising your visitor. If a visitor get’s into a brick and mortar shop they expect something in a way (because of the physical location (neighborhood), the appearance, and more clues. In case of a website a user use a search engine (anyone of them); or social media (paid or organic) but they miss all the brick and mortar clues. So all websites should try to get into the mind and figure out the intent of their website visitors in order to cater them best.
How to fix e-commerce frustrations?
Get to work and start figuring out what can be done to give your users the optimal user experience. You could do this by:
- Looking at you Google analytics sales funnel and figure out where they are leaving the site (in what step and where).
- Ask persons (random persons for instance and don’t tell them you are affiliated with the site ) what they think of the website (first impressions; would you buy?; are you missing anything?; etc.), this feedback will provide great insights!
- Use tools for visitor playbacks like the one I really love. Again; this will take time but it sure is worth it!
- Call a few customers and ask them how you can improve.
- Set-up a gmail email address and get bcc’s of all customer service emails (why Gmail? > because it’s really easy to search all mails).
- Loads more; trust me ;-).
You can do all of this yourself; but if you don’t know where to start then call me on +31646755022 or contact Arnout Hellemans.
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Great analogy with the brick-and-mortar store—it really drives home how poor website navigation kills conversions. I’ve definitely been that frustrated shopper who abandons a site because I can’t find what I’m looking for, and it’s wild how many businesses still haven’t figured out that making things easy to find is literally their job. Looking forward to seeing what specific usability issues you dive into next, because this is such a common problem that deserves more attention.
There is nothing more annoying than spending ten minutes filling out a checkout form only to be hit with unexpected shipping fees at the very last step. I’ve definitely abandoned my cart more than once because a site lacked convenient payment options. Digging into Google Analytics is a smart starting point to pinpoint exactly where users are getting frustrated and dropping off.
Nothing ruins an online shopping experience faster than getting to the final page only to be blindsided by unexpected shipping costs. I also agree that streamlining the checkout steps and offering diverse payment options are crucial for keeping customers from abandoning their carts. Digging into Google Analytics is definitely a smart way to pinpoint exactly where people are getting frustrated and dropping off.
There is nothing worse than getting to the very end of a purchase only to be surprised by hidden shipping costs. I’ve abandoned so many carts just because the checkout process had way too many steps or lacked basic payment options. Hopefully, more store owners start looking at their Google Analytics to pinpoint exactly where they are losing frustrated customers in the funnel.
There is nothing worse than getting to the very end of a purchase only to be hit with unexpected shipping costs that were hidden until the last step. That, combined with a complicated checkout process, usually makes me close the tab and shop elsewhere. It’s a smart move to look at Google Analytics to see exactly where customers are dropping off so these friction points can be fixed.
There is nothing worse than going through a long checkout process only to get hit with unexpected shipping costs right at the very end. I’ve abandoned so many carts for that exact reason, or because a store lacked basic payment options. Hopefully, more e-commerce sites start digging into their Google Analytics to actually pinpoint and fix these exact friction points.
Really interesting approach. Letting an AI predict future visual states before choosing an action seems like a big step toward more flexible robotic navigation. The ability to learn from unlabeled video data was especially impressive. I also work around gaming data tools like MM2 Calculator, so the data-driven side of this research caught my attention. Thanks for the overview!