Your Ecommerce Site and User Experience“70% of our decision to buy is based on how we are treated as people.” ~John McKean, the Centre for Information Based Competition

Hmmm. If you’re like me, the statistic above is simultaneously surprising and, at the same time, a bit of predictable common sense.

On one hand, it surprises me that such a large percentage of the human decision to buy is based on how we are treated, and on the other, the common sense side of my brain yells, “Duh! Of course how we are treated greatly impacts our decision to buy!”

When was the last time you were compelled to spend money with a company where you were disregarded or were frustrated by the shopping experience?


Like the rest of us, you’ll go out of your way to avoid spending money with companies that treat you poorly, unless there is no other way around it.

While most readers will immediately think of this statistic in regard to a bricks-and-mortar shopping experience, I challenge you to consider how your ecommerce website is treating your customers.

Are you losing sales because the customer feels disregarded or unimportant?

Is your shopping experience frustrating for the customer?

What can you do to make sure that the your ecommerce shopper feels valued?

Whether your audience is B2B or B2C, simple changes to your ecommerce site can make it much more user-friendly. For example, adding the opportunity for users to create product reviews and the ability to compare two or more products side-by-side allows your customers to get a better understanding of which product they might prefer. Unique customer logins that store recurring product orders and track order history is another way to make your online customers feel more connected to your site. Strategic cross-selling or up-selling can also enhance your ecommerce site’s user experience by suggesting additional or different products that might appeal to the customer, using a consultative selling approach.

Making sure that your shopping and check out experiences are smooth and hassle-free is another way to make sure customers buy from you and come back. Sounds pretty basic, but how many times have you put an item in your online shopping cart only to be redirected back the homepage to continue shopping? Making sure that your customer gets redirected back to where they were shopping when they added the item to their cart is a no-brainer way to make sure they have a good shopping experience.

Likewise, how many times have you tried to buy something online only to struggle through the checkout procedure or have the shopping cart function crash mid-checkout? The final part of the sale, the check-out process, is often the most cumbersome and should be as simple as possible to avoid having the shopping cart, and its contents, abandoned.

So, now I want to hear from you. What are you doing to improve your ecommerce website’s user experience?

To learn more about how ecommerce design affects user experience, download the whitepaper Sell More With Stunning Design–Increase Ecommerce Conversions and Reduce Cart Abandonment.