Here are some examples of how precise, targeted UX/UI changes can turn usability mistakes into growth opportunities.
- Desktop version of the site that doesn’t fit well on mobile
The website opens on a phone, everything is compressed and seems to be responsive, but the main thing is missing — usability: banners are small and blurry, text is almost unreadable, and buttons are too small or there is not enough space around them, so the user cannot click where they want.
Responsive does not equal mobile UX.
Today, mobile commerce is the standard. 75% of eCommerce purchases worldwide are made from mobile devices. And if your website is inconvenient to use from a phone or tablet, you lose customers and profits.
A carefully designed mobile version is not a “nice bonus” but a direct investment in business performance. It helps not only to retain mobile traffic but also to convert it better, reducing bounce rates and making it easier for users to make a purchase.
- Confusing navigation that makes it difficult to find the right product
Navigation is not just about “menus” and “catalogues.” It’s about how quickly and easily users find what they need.
If the menu is hard to find, even Sherlock Holmes couldn’t figure out the catalogue, and the filters don’t work, then searching for a product becomes a quest, and that kills the desire to buy anything.
Effective navigation is when, from the first touch, it is intuitively clear to the user what is on the site, where to look for it, and how to quickly get to what they need.
It is on the product page that the user weighs all the pros and cons and makes a purchase decision. And if the visitor does not see answers to their questions, they will not buy. Not because the product is bad. But because there are not enough arguments: low-quality photos, lack of specifications, insufficient description, advantages are not obvious, price and conditions are not visible, etc.
- Cross-sell and up-sell without logic = lost opportunities for AOV growth
It is not the presence of a recommendation that is important, but its relevance. So, if the “People who bought this also bought” section contains the same products or products that are out of stock, and the “You may also like” section offers irrelevant products, then it does not work and is of no use.
However, properly configured cross-sell and up-sell not only add to the average check, but also improve the user experience.
After all, cross-sell doesn’t just show something “similar,” but suggests something that will complement the purchase right now, while upsell offers an alternative, perhaps a little more expensive, but one that is even better suited to the customer’s request.
- A complicated and lengthy checkout process = an unfinished purchase
When a user leaves the checkout, you lose not just a potential customer, but a person who was already ready to pay. And that is critical.
Very often, the reason is not the price, but usability issues such as an overly long form, a confusing process, a lack of prompts, distracting elements, etc. The rule here is: the simpler and shorter, the better.
