10 Elements of an Online Store That Can Deter Customers

1. Illegible and unintuitive navigation

Speed and ease of navigation through the online store are crucial for customers. If the navigation is illegible or unintuitive, there’s a higher likelihood that users will abandon their purchases and leave the page.

2. Slow page loading

Page loading time matters, as users are impatient and expect quick results. If your site loads too slowly, potential customers might leave it before they even see the offered products.

3. Too complicated purchase process

Customers want the purchase process to be simple and quick. Too many steps or a complicated process can deter users from finalizing the transaction.

4. Lack of clear information about prices and product availability

Customers want to be sure about the price and availability of products. Hiding this information or its absence can make customers feel deceived and make them abandon their purchases.

5. Insufficient product descriptions and photos

Good product descriptions and photos are key to sales in an online store. If descriptions are unclear, and photos are of low quality, customers might be unsure about the product quality and decide to shop elsewhere.

6. Lack of customer service contact options

In case of problems or customer questions, the ability to quickly contact customer service is essential. If your site does not offer clear contact information or lacks a live chat option, customers may feel discouraged and look for an alternative shopping source.

7. Lack of return policies and warranties

Customers want to be sure they can return a purchased product or use a warranty in case of problems. Lack of clear information on this topic can make customers abandon their purchases for fear of risk.

8. Lack of customer reviews and opinions

Reviews and opinions from other customers play a significant role in the purchasing decision-making process. Lack of reviews or opinions can raise doubts about the credibility of the store and the quality of the offered products.

9. Non-transparent shipping costs

Shipping costs can influence customers’ purchase decisions. Hiding shipping fees or lack of clear information about these costs can discourage customers from finalizing their order.

10. Poor performance on mobile devices

Nowadays, more and more people are using mobile devices such as smartphones and tablets to browse the internet and make online purchases. If your online store does not work correctly on mobile devices, you are losing a significant portion of potential customers.


To keep customers on your online store and encourage them to make a purchase, it’s worth paying attention to these 10 elements of an online store. Making changes and improvements in these areas can significantly affect customer satisfaction and increase your sales.


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Most Frequently Asked Questions and Answers - Common Mistakes in Online Stores

Why is navigation crucial in an online store?

Navigation affects the speed and ease of using the store. Unclear or unintuitive navigation can discourage customers, leading them to leave the site in search of better options.

Why is slow page loading a problem?

Page loading speed is vital for user satisfaction. A site that loads too slowly can cause frustration and discourage further browsing or purchasing.

Why is a complicated checkout process unfavorable?

A simple and fast checkout process is a priority for customers. Complicated steps or excessive stages can deter their intention to purchase.

What are the consequences of unclear pricing and product availability information?

Lack of clear pricing and product availability information can create mistrust and cause customers to abandon their purchases, fearing hidden costs.

Why are good product descriptions and images important?

Product descriptions and images influence how the offer is perceived. Unclear descriptions or low-quality images can reduce customer trust and impact purchasing decisions.