After auditing hundreds of ecommerce stores for Mint SEO, I’ve noticed the same pattern repeatedly: brilliant products hidden behind terrible interfaces. Store owners obsess over inventory, pricing, and marketing while their ecommerce UX quietly sabotages every effort.
The most painful part is how preventable these failures are. Simple fixes to checkout flows, navigation, and product pages can transform a struggling store into a conversion machine. This guide shares the exact framework we use at Mint SEO, starting with the most damaging issues first.
If rebuilding your store’s user experience (UX) feels overwhelming, you can use our web design and development service to let the experts do it for you. We’ve helped many ecommerce stores transform their conversion rates by fixing the exact UX problems killing your sales.
What Are The Most Common Ecommerce Store Problems?
The real conversion killers I encounter repeatedly when auditing underperforming stores:
- Cart abandonments
- No repeat purchases
- Low average order value (AOV)
- Not selling enough high ticket items
- Visitors not spending enough time browsing your store
Each problem signals a specific UX failure. Cart abandonment often points to checkout friction. Low browsing time suggests poor navigation or product discovery. Understanding these connections helps you prioritise fixes that deliver immediate revenue impact.
Preventing Cart Abandonments With Ecommerce UX
The final moments before purchase are where dreams die. Your customer has browsed, selected, and decided. Yet 70.22% globally still abandon at this crucial point. The reason is simple: every additional step, every surprise cost, every security concern creates another chance for doubt to creep in.
Add Shipping Calculators to Product Pages
Nothing destroys trust faster than surprise charges at checkout. Customers feel tricked when they discover shipping costs only after investing time in the purchase process.
A shipping calculator directly on your product page stops this problem before it starts. When customers can enter their postcode and immediately see delivery costs while looking at the product, the total price becomes part of their initial decision. This honesty actually increases conversions because customers who proceed to checkout have already accepted the full cost.
Make Guest Checkout Button Twice the Size of Account Login
First-time customers want to test the waters, not marry your brand immediately. The data backs this up: 26% abandon when forced to create accounts.
When customers reach checkout, they’ve already decided to buy. Forcing account creation introduces a new decision they weren’t prepared to make. They start wondering if you’ll spam them, whether their data is safe, or if they need another password to remember. These concerns pile up while the checkout button waits, and too often customers decide it’s easier to leave.
Making guest checkout the main option changes everything. The message becomes “we want to make this easy for you” rather than “we want to capture your data”. The guest checkout button should be visually bigger, positioned where eyes naturally go first. After they complete their purchase as a guest, that’s when you offer account creation using details they’ve already provided.
Make Phone Number Fields Optional at Checkout
The average checkout form asks for information that businesses want rather than what they actually need to complete the transaction. Phone numbers present a particularly thorny issue. While useful for delivery problems, making them mandatory triggers privacy concerns that weren’t there before.
Smart defaults eliminate entire fields by doing the thinking for customers. Pre-selecting the most common shipping option removes a decision. Matching billing to shipping address by default cuts out half the form. Geolocation can populate country and region fields instantly. Each removed field directly increases the probability that customers complete their purchase.
Optimise Checkout Forms for Mobile Keyboards
Your mobile experience probably frustrates more than it facilitates. Desktop-first thinking creates mobile-last results, with 2.85% mobile conversion rates lagging far behind desktop’s 3.85%.
The solution starts with understanding how mobile keyboards work. When a customer taps into a phone number field, they should see a numeric keypad, not a full keyboard. Email fields need keyboards with the @ symbol readily accessible. Credit card fields absolutely must show numeric keypads. Beyond keyboards, the entire form needs rethinking for thumb navigation. Your “Continue to Payment” button sitting at the top might as well be on the moon for single-handed users. Critical actions need to live in the natural thumb zone that extends from the bottom to about two-thirds up the screen.
Position Security Badges Next to Payment Fields
Customer fear peaks at the payment stage. 25% of abandonment comes from trust concerns. The placement of security elements matters as much as having them. Security badges positioned right next to payment fields calm fears at their highest point. Studies show security seals can increase conversions by 32% for lesser-known brands.
Display Step Numbers and Time Estimates in Checkout
The unknown creates worry. Progress indicators turn a confusing process into a clear journey. Display clear steps like “1. Shipping → 2. Payment → 3. Review” at the top of every checkout page. Include time estimates: “2 minutes to complete” sets realistic expectations.
Make Yourself Easy To Contact By The Customer
Hidden contact information breeds suspicion. When customers can’t find a way to reach you, they assume you’re running a scam or have something to hide.
Display your live chat prominently on product pages and during checkout. Position your phone number in the header where anxious buyers expect it. Include a clear “Contact Us” link in your main navigation, not buried in the footer. Add contextual help buttons near complex product options or shipping calculators.
Research shows implementing live chat can boost conversions by 20%, with some reporting revenue improvements up to 48% per chat hour. But the placement matters more than the presence. Strategic positioning at anxiety points delivers the impact.
Keeping Visitors Scrolling Your Store
Arriving on your store is just the beginning. The real challenge is keeping visitors engaged long enough to discover products they’ll love. Most stores treat browsing as an afterthought, forcing customers through confusing navigation and dead-end searches. When 38% of visitors bounce immediately, the problem isn’t your products; it’s how you’re presenting them.
Every second counts in ecommerce. The longer customers browse, the more likely they are to buy. Yet most stores create friction at every turn. Category pages that load 500 products without filtering. Search functions that return irrelevant results. Product discovery that feels like archaeology. These failures compound, turning excited shoppers into frustrated visitors who’ll find what they need elsewhere. The goal isn’t just keeping people on your site; it’s making their journey so smooth they don’t want to leave.
Pre-qualified traffic drives better results. Our ecommerce SEO services ensure the right customers find you first, making your UX improvements even more impactful by starting with visitors already interested in what you sell.
Feature Bestseller Badges on Homepage Products
Your homepage is mission control for product discovery. Bestseller badges create powerful social proof by showing visitors what other customers are actually buying. When someone lands on your homepage and sees “#1 in category” badges on specific products, uncertainty diminishes.
Position them consistently in the top corner of product images where eyes naturally scan. Use a colour that stands out from your regular branding but doesn’t clash with product photography. Update these badges weekly based on actual sales data so they remain accurate and relevant. Nothing undermines trust faster than a “bestseller” that’s been out of stock for months.
Show Product Count Next to Each Filter Option
Endless scrolling searching for relevant products frustrates shoppers into leaving. Smart filtering turns overwhelming catalogues into manageable selections.
The game-changer is showing product counts next to each filter option before customers apply them. When someone sees “Red (47)” and “Blue (3)” as colour options, they immediately understand what will happen. This prevents the frustration of filtering down to zero results, which often makes people leave the site.
As customers apply filters, the counts should update instantly to show how filters work together. If someone selects “Red” and then sees size options update to “Small (12), Medium (23), Large (12)”, they understand exactly how their choices interact. Let customers choose several colours or brands at once rather than forcing single selections that might exclude products they’d consider.
Add Product Images to Search Dropdown Results
Predictive search with autocomplete suggestions saves time, but text-only results force customers to guess which product matches their needs.
Product thumbnails in search dropdowns eliminate this guesswork. When someone types “blue dress”, seeing actual images of blue dresses in the dropdown lets them click directly to the right product without loading a results page first. This visual approach particularly helps when product names are technical or unfamiliar. The person searching for “wireless headphones” can immediately distinguish between over-ear and earbuds visually, even if they don’t know the model names.
Include pricing and availability in these dropdown results. Nothing frustrates more than clicking through to discover the perfect item is out of stock or beyond budget. Keep dropdown results limited to 5-8 items to prevent overwhelming the interface. Include a “View all results” link for broader searches. The implementation should be fast enough that results appear as users type, creating a responsive feeling that keeps them engaged rather than waiting for pages to load.
Place Related Items Below Product Descriptions
“You might also like” followed by completely random products. We’ve all seen it, rolled our eyes, and scrolled past.
The space immediately below your product description is prime space for smart suggestions. For a camera, showing compatible memory cards, carrying cases, and extra batteries makes logical sense. These aren’t random products pushed for inventory clearance. They’re items that genuinely improve or protect the main purchase. Track which combinations actually sell together in real transactions, then use that data to make suggestions that feel helpful.
Add “Recently Viewed” Sections Throughout
Recently viewed sections serve as a customer’s personal shopping assistant, remembering what caught their eye even when they don’t. These displays in sidebars or footer areas need to include product images, names, and current prices for quick recognition. By maintaining this history across sessions using cookies, you create consistency that makes customers feel remembered.
Add Side-by-Side Comparison Tables for Similar Products
Customers with six browser tabs open trying to remember which product had the better warranty aren’t shopping; they’re struggling to keep track of details. Product comparison tables fix this mess by presenting key specs, prices, availability, and ratings in a single view where differences become clear instantly.
Low AOV / Not Selling Enough High Ticket Items
Your average order value directly determines profitability. Selling ten £20 items costs more in fulfilment than one £200 purchase, yet most stores accidentally encourage smaller baskets. The psychology of pricing is complex. Customers need justification for spending more, reassurance about quality, and often, simply permission to treat themselves.
Premium products require premium presentation. Yet most stores display their £500 items with the same effort as £5 accessories. No detailed specifications, minimal photography, absent social proof. Then they wonder why customers choose cheaper alternatives. The issue isn’t price sensitivity; it’s value communication. When customers understand exactly what they’re getting and why it’s worth more, price becomes secondary to desire.
Create In-Depth Product Content For Your High-Ticket Items
High-ticket products need storytelling, not just specifications. Customers spending £500+ want to understand materials, craftsmanship, heritage, and what makes this product worth the investment.
Create dedicated sections on product pages that dive deep into construction details. For a luxury handbag, explain the tanning process of the leather, show close-ups of stitching quality, detail the hardware materials. Include origin stories: where materials are sourced, who makes them, how long production takes. This transparency justifies premium pricing.
Add comparison tables specifically for your high-ticket items versus competitors. Don’t just compare features; compare warranties, customer service levels, and total cost of ownership. When customers see your £800 product includes free lifetime repairs while the £600 alternative charges £50 per fix, the value proposition shifts. Include downloadable PDFs with complete specifications for customers who want to research thoroughly before committing.
Use lifestyle photography showing the product in aspirational but realistic settings. The £2,000 sofa shouldn’t just be in a white studio; show it in a real living room with natural lighting at different times of day. Include photos after six months, one year, two years of use to demonstrate durability and how the product ages gracefully.
Include 60-Second Product Videos in Image Galleries
Static images leave imagination gaps that doubt fills. Product videos in your image gallery answer questions photos can’t. Seeing a jacket from multiple angles, watching fabric move, or observing actual size on a real person drives purchase decisions. Keep videos under 90 seconds to maintain engagement.
Show Exact Stock Numbers When Below 10 Units
Genuine scarcity motivates action. When stock drops below ten units, displaying the exact number creates urgency without manipulation. “Only 3 left in stock” works because it’s specific and believable.
Display Monthly Payment Amounts Next to Product Prices
Large prices create sticker shock. Displaying “Or 4 payments of £50” directly next to a £200 price tag reframes the purchase from major expense to manageable commitment. Buy-now-pay-later options should be visible from the moment customers see the price, not hidden in checkout.
Display Verified Purchase Badges on Reviews
Social proof matters hugely for expensive purchases. The verified purchase badge adds real trust, while photos from real customers provide visual proof of quality. Sort reviews by helpfulness rather than date so useful feedback appears first.
Display “Frequently Bought Together” Sections Below Add to Cart
Bundling increases value while naturally boosting order sizes.
Position bundle suggestions directly below your add to cart button where customers are already in buying mode. Show the main product plus two or three related items with checkboxes pre-selected, making it easy to add everything with one click. Display the bundle price with crossed-out individual prices, making savings obvious.
Use real purchase data to create these bundles. If customers frequently buy a camera with a memory card and case, that’s your bundle. Show exact savings in pounds rather than percentages because “Save £47” feels more tangible than “Save 15%”. Label them as “Complete Your Purchase” rather than generic “Special Offer” text.
Place Size Charts Next to Size Selectors
Uncertainty prevents purchases. Size guides must appear right next to your size dropdown menus, not hidden in separate pages. Use a “Size Guide” button that opens a modal popup, keeping customers on the product page. Include visual measurement instructions showing exactly where to measure. Add a “Find My Size” calculator where customers input measurements and get a recommended size instantly.
Add Quantity Discount Tables to Product Pages
Volume incentives encourage larger purchases. Display quantity breaks as a simple table on the product page, showing exactly how much customers save at each level. “1 for £30, 2 for £54, 3 for £72” is clearer than percentages.
Calculate per-unit price at each tier so value becomes obvious. Use progress bars showing how close customers are to the next discount once they’ve added items to cart. “Add 1 more to save £6” creates encouragement without pressure. Apply discounts automatically so customers see savings immediately.
Add One-Click Upsell Pages After Checkout
The moment after purchase completion is golden for upsells. Customers have their wallets out, trust established, and buying momentum at its peak.
Instead of immediately showing the standard “Thank you” page, present a carefully chosen upsell that complements their purchase. Someone who just bought a camera sees: “Complete your photography kit – Add a memory card and protective case for 30% off. One click to add to your order.” The key is the single click; they don’t re-enter payment details, shipping information, or go through checkout again.
These post-purchase offers convert at amazing rates because the mental barriers are gone. The customer has already decided to buy from you, their payment is processed, and adding more feels like improving their purchase rather than making a new one. Keep offers relevant and genuinely valuable. Generic “You might also like” suggestions kill the momentum. The offer should feel like you’re doing them a favour by catching something they forgot.
Time these offers carefully. Show them immediately after purchase completion but before the standard confirmation page. Include a prominent “No thanks, continue to order confirmation” link so it doesn’t feel like you’re holding their order hostage. Test different discount levels; sometimes 20% off works better than 40% because it feels more believable.
How To Gain Repeat Customers
Acquiring customers costs five times more than retention. Yet most stores treat every purchase like a one-night stand instead of building relationships. The lifetime value of a repeat customer dwarfs single purchases.
Add Visual Order Cards Instead of Text Lists
Finding previous orders shouldn’t require detective skills. The problem with most order histories is they present walls of text when customers think visually.
A customer remembers “that blue dress I bought for the wedding” not “Order #4837291 from June 15th”. When they open their order history and see only order numbers and dates, finding that specific purchase becomes frustrating guesswork. They have to click into multiple orders, scanning through text descriptions trying to match their memory of a product with generic item names.
Visual order cards solve this friction by displaying each order as a rich preview with product thumbnails, order totals, and delivery dates all visible at once. Instead of forcing customers to decode order numbers, you’re showing them exactly what they bought in a format that matches how they remember it. The blue dress appears as an actual image they recognise instantly, alongside the shoes they ordered with it.
This visual approach works particularly well for repeat purchases of consumables where customers often can’t remember the exact product name but will instantly recognise the packaging of their favourite coffee or supplements. Each card becomes a complete story of a purchase rather than a cryptic database entry.
Add One-Click Reorder Buttons to Account Dashboards
Generic account areas offer nothing. One-click reorder buttons turn account dashboards from filing cabinets into shopping assistants.
When customers log in to check an old order or track a shipment, seeing “Reorder” buttons next to their favourite items creates easy repeat sales. This works especially well for things people buy regularly where customers have established preferences. The person checking when they last ordered vitamins can instantly reorder with a single click, skipping the entire shopping process.
Create Branded Order Tracking Pages With Delivery Updates
Most stores send customers to courier websites to track orders. This abandons them at the moment they’re most engaged with your brand.
Branded tracking pages keep customers on your site while they eagerly await their purchase. Instead of a generic courier page, they see your branding, your product recommendations, and your support options. Include real-time delivery updates pulled from carrier systems, but present them within your site’s design.
Add a visual timeline showing order processing, dispatch, transit, and delivery stages. Each stage should have clear times and explanations. When delays occur, send email updates to maintain trust. Include “Track My Order” buttons in all order emails that link directly to your branded tracking page, not the courier’s site.
The tracking page is perfect for suggesting related products. Someone waiting for running shoes might be interested in running socks or water bottles. These aren’t random suggestions but items specifically related to their pending delivery. Include estimated delivery windows that update based on real carrier data, reducing “where’s my order?” support tickets.
