E-commerce Website UI/UX Design Mistakes to Avoid
                     SAMARITAN INFOTECH
E-commerce  
Website UI/UX  
Design Mistakes to 
 Avoid
TRESSADE COOKIE JAR
These days there are multiple E-commerce websites sprouting  
around the web. The ease with which a driven entrepreneur 
can  realise his dream of selling his product has allowed the 
industry to  mushroom exponentially. Though there have been 
many pitfalls with  multiple start-ups falling to generate any 
revenue and subsequently  shutting shop.
Designing UI/UX is essentially a problem-solving approach 
specific to  design, which involves assessing known aspects of 
a problem and  identifying the more ambiguous or peripheral 
factors that contribute  to the conditions of a problem. Failing 
fast in a test group and  environment is the best way to 
achieve the required design for user  interface and user 
experience (UI) and (UX).
If for brick and mortar store it was location, location, location 
and  store, store and store for e commerce it is UI, UI and UI 
and UX, UX  and UX.
How to spot 
that  if your 
UI/UX  des ign is  
hurting  your e 
commerce  
business
Samaritan 
Infotech
Bounce rate means the percentage 
of  visitors to a particular website 
High who  navigate away from the site 
after viewing  only one page. A high 
Bounce  bounce rate  indicates that shoppers 
are not finding  what they want or 
Rate need when they visit  product pages 
on your site. According to  Conversion 
Voodoo, an average bounce  rate is 
about 33% for e-commerce sites.
They recommend adding highly 
detailed  product descriptions with 
lots of  information to keep 
customers engaged.
TRESSADE COOKIE JAR
Shopping  Cart 
Abandonment
Customers place an item in their  
shopping cart, but then they leave  
without completi ng the checkout  
process. This is a common, troubling  
problem for online retailers.
One of the major problems  
why  s ome E-commerce 
webs ites  are  not able to 
attract cus tomers  is   down to 
the UI  & UX offered. S o  here 
is  a lis t of common  mis takes  
to avoid :-
SAMARITAN INFOTECH
CREATING A COMPLEX NAVIGATION  
INTERFACE :
The navigation interface of any E-commerce  website should 
be  simple and intuitive for a user to understand and 
immediately  pick up. It should provide multiple filters and sort 
opti ons to let  the user drill down to the product he is looking 
for and also  include a comprehensive search option. A 
breadcrumb  navigation should be included to always let the 
user know  where they are located and to provide easy 
navigation route  out of the current page.
Poor quality images  and 
product  descriptions.
A bad quality product description would generally be suffering 
below  issues.
The product images are poor quality or take too long to 
load.  The descriptions are vague or incomplete (e.g., 
they lack clear  specifications).
There is no call to action encouraging the consumer to 
buy.
You are missing an opportunity to showcase related content that 
would  entice the viewer to stay on your site.
A good quality product description and image ensures that
Descriptions are accurate, complete and engaging.  
Product images are clear and show all important 
details.  Content includes enough information for 
consumers to  make an immediate decision.
Related/similar content is displayed on the page, 
giving  visitors additional options.
How to spot that if your poor  
quality images  and product  
descriptions  are hurting  your 
e  commerce bus ines s
SAMARITAN INFOTECH
N EG AT I V E  C U S TO M E R  R E V I E W S
it can be eye-opening to discover how many negati ve 
reviews  focus on inaccuracies in product descripti ons. They 
might look  something like this:“What I received wasn’t at all 
what I  expected. The descripti on for the shoes said scarlet 
but they  are basically maroon.”“The sizing on this shirt runs so 
small, I  had to return it and get one TWO SIZES UP! What’s the 
deal?”
SAMARITAN INFOTECH
R E F U N D S  AND R E T U R N S
one of the most common reasons  
customers ask for their money back is  
because the product image and  
descripti on didn’t match the reality. And  
that’s not just one sale you’re losing. It’s all 
 the future sales from that customer.
SAMARITAN INFOTECH
M I S S I N G  CONTACT I N FO R M AT I O N
In its second annual survey, the 2015 B2B Web Usability  
Report, 51 percent of respondents indicated that “thorough 
 contact information” was the key website element missing 
 from most websites. An astonishing 9 8  percent of  
respondents said that “No Contact Information / Phone  
Number” would cause them to leave the website (44  
percent) or be so annoyed that they might leave the  
website (54 percent).
SAMARITAN INFOTECH
M I S S I N G  CONTACT I N FO R M AT I O N
In its second annual survey, the 2015 B2B Web Usability  
Report, 51 percent of respondents indicated that “thorough 
 contact information” was the key website element missing 
 from most websites. An astonishing 9 8  percent of  
respondents said that “No Contact Information / Phone  
Number” would cause them to leave the website (44  
percent) or be so annoyed that they might leave the  
website (54 percent).
SAMARITAN INFOTECH
NOT I N C LU D I N G  FORUM  F O R  U S E R S  O R   
Q&A S E C T I O N
Q&A is user-generated content (UGC). And Google favors UGC (text format,  
not yet video format) in its search results. Many retailers and brands see a 2:1  
ratio of questi ons to reviews and for some merchants this ratio can be much  
higher. Since Q&A acts  as a living FAQ doc on your product page, it naturally  
generates an abundance of keywords. Make sure your content is visible to  
Google; indexed directly on your pages.
The Q&A content is evergreen on one’s site, giving visitors key information to  
drive conversion. In addition, when a consumer receives an email after the  
questi on she asks has been answered, conversion rates between 10 to 4 0   
percent from that answer notification email are typical
SAMARITAN INFOTECH
NOT FOCUSING ON THE PRODUCT DETAILS
A user tends to trust a website more when the product 
page  offers a full descripti on of the product. It also helps the 
user  make a decision when multiple images are included and 
 detailed reviews from other users are provided. Even if your  
store prices are lower, a user will be averse to make a  
purchase if the details of the products are not correct. 
When  related products are displayed and sharing opti ons 
are  provided there is a greater chance of diverting more 
traffi c to  other products and your site in general.
SAMARITAN INFOTECH
CONFUSING CONTENT WITH CALL TO  
ACTION L INKS
Every Call to Acti on link should be prominent and separated  BEN
from content using whitespaces, colours, and size this allows  
a user to see the next step to follow in a glance. Call to Acti on 
 links should not have ambiguous titles but instead 
accurately  describe the next step in short (ex-  pre-order). 
Primary and  secondary Call to Acti on links should be clearly 
differentiated  as for example ‘Checkout’ and ‘continue 
shopping’.
SAMARITAN INFOTECH
COMPLICATED CHECKOUT PROCESS
The checkout process for any E-commerce site should be  
streamlined. The user should be able to clearly see the  
shopping cart from every page of the site. The Cart should  
include all fees including shipping to remove any ambiguity  
and should allow customers to place an order without  
creati ng an account. The whole process  should be designed 
 to ensure fastest completi on time.
TRESSADE COOKIE JAR
TO IMPROVE  YOUR CHECKOUT PROCESS
Make checkout mobile-friendly  
Use a progress  ind ic atoSrA MA RIT A N 
INF O T E C H
Be generous with payment opti ons 
 Don’t require membership or login
SAMARITAN INFOTECH
HIDDEN FEES
Hidden fees especially when it is not an industry  
trend will result in trust issues by  customers and is 
 generally bad customer service. Like in financial  
industry fixed percentage of investments are  
marked as fees but generally not menti oned  
upfront. Someti mes on web sites taxes etc are not  
added to products but appear only when final  
payment is to be made.
SAMARITAN INFOTECH
BIG SCREEN, SMALL  SCREEN
It is always advisable to have a mobile apps for your  
website but for start up and small ecommerce businesses  
this could mean overhead costs  in maintaining apps as well 
 as websites for mobiles and desktops. Most of the 
websites  are created to be rendered on Desktops but with 
 proliferation of smart phones as well as smart phones  
becoming the primary source or device for surfing a start  
up needs to ensure that its websites are rendered  
effecti vely and effi ciently on both the mediums.
SAMARITAN INFOTECH
CUSTOMER DO NOT KNOW  
WHAT TO DO
According to the Nielsen Norman Group, most users sti ck 
 around less than 5 9  seconds. So, if you don’t capture a  
users attention in less than a minute, you’ve lost them.
Basically, if you haven’t generated interest or made a pitch 
 in 5 9  seconds, then customers would not know what to 
do  and will leave website for good.
TRESSADE COOKIE JAR
NO MENTION OF SHIPP ING &  
RETURN POLICY, AND CONTACT 
 INFORMATION :
Prominent d isp lay  of the Website’SsA MsA RhIT AiNpINpF OinT E CgH  & 
returns  policy Instils a sense of trust in the customer as 
there is no  ambiguity on any of the terms of the 
transaction. Also the  customer is emboldened that on 
encountering any problem  he can easily contact the 
company support to resolve the  issue when the contact 
information is displayed in an  accessible place.
Contact Us
303 Malwa Tower, Near Old Palasia  
Square, A B Road, Indore City, 
Madhya  Pradesh
INDIA
7000213226 / 9993671402
[email protected]  
https://
www.samaritaninfotech.com/