Top 9 Annoying Factors That Influence Web Store Success

Technology M&A in 2019


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Every single year, online shoppers are getting more and more demanding expecting ultimate satisfaction when making purchases online. Today they tend to abandon their virtual shopping carts and leave any particular web store with no desire to come back any more, if they find something annoying and confusing there. Missed customers and prospects inevitably lead to dramatically decreased revenues. That’s why, I’m going to overview some of the most annoying factors as well as to provide useful tips on how to avoid them to ensure your absolute customer satisfaction.

1. Slow Website Performance

In accordance with the research made by, slowing down your website loading time by 100 ms only may lead to the loss of about 1% of the whole sales volume.

You can easily check the load speed of your online store while using some of page speed testing and checking tools available in a large variety on the Internet today (many of them are absolutely free of charge). Such tools will analyze your ecommerce website and generate detailed reports along with recommendations on how to improve your project speed.

2. Pop-Up Ad Windows

As many online shoppers around the Globe confess, one of the most irritating things are pop-up advertising windows that constantly appear on a website over the required information covering it completely. Of course, those pop-ups may help you attract more subscribers, but you should also realize that a significant part of your visitors would just leave your online marketplace even after the second attempt to close a pop-up window. Now you should better decide yourself what is more important for your business – either several subscribers or hundreds of prospective buyers.

Actually, this is not an appeal fot you to stop your marketing and subscription campaigns at all – just think about the ways to make them unintrusive and soft, so that not to annoy your precious visitors.

3. Automatically Started Multimedia Content

The automatic start of videos, speeches, music or any sounds while website loading irritates greatly not only online shoppers, but most of Internet users in general. For example, imagine that late at night you take your laptop, surf an online store to make necessary purchases and when you click to go to the next page, a very loud music or speech is played that may scare you and wake up everyone around. Although there is always a button to stop a video or sound, people tend to close the whole website with no desire to come back again.

Here comes one of the most important rules for online retailers – you shouldn’t crowd your customers and visitors by no means. They need to have freedom to choose what and when to watch and listen to.

4. Browser and Applications Updating

“You need to install the latest version of your browser in order to view this website correctly”, “You need to update your browser, Flash player, etc.”, “This website is best viewed in …” – such messages tend to annoy online shoppers substantially and many of your prospects will leave your online marketplace.

5. No On-Site Search

When it comes to any ecommerce projects – from small web stores to large virtual shopping malls, it is essential to provide your visitors with the comprehensive and convenient on-site search. Try to offer your shoppers as much search options as possible: by the product name, category, model, popularity and pricing, to name a few.

6. Never-Ending and Complicated Checkout Process

Unfortunately, some web stores still have checkouts that seem to be longer than the Amazon river. As you will certainly agree, there is no sense to ask people, who come to your marketplace to purchase your products, go through numerous steps before they can finally place their order. The advice to follow  here is to make your checkout system as easy and convenient as possible, ensuring it doesn’t go beyond a single page is recommended.

7. Incorrect On-Site Information

There are very few things that can be more frustrating than getting an email saying that items you placed an order for are currently out of stock or no longer available. When receiving such emails shoppers won’t wait ’till you have those items in stock again as hundreds of your competitors are just a click away. What’s worse, there is a very little chance that they would want to deal with you in future in order to avoid feeling the same frustration again.

This means it’s really important that you always find time to update all the necessary information related to the product availability, pricing changes, discounts, shipping terms and so on.

8. Feedback Form Instead of Contacts

Your feedback form is a useful for your customers to communicate with you, but only as one option in addition to general contact information. Actually, your ‘Contacts’ page should have as many options as possible: online contact form, phone numbers (sales department, client relations department, etc.), email addresses, links to your corporate accounts in Twitter, Facebook, Google+, etc., postal address and, if necessary, the location map.

9. Scarce Data on the ‘About Us’ Page

It’s quite natural that consumers want to learn more about the business where they are going to make a purchase. With a couple of sentences on your ‘About Us’ page you will hardly inspire your visitors’ confidence and trust, but rather look suspicious. Try to make it as informative as you can by including a short company’s history, writing about your main business goals, services, etc.

Are you ready to share some other factors that may annoy you as a shopper? Feel free to share them in comments below.

Author’s Bio: Nicolas Fincher is a marketing manager at, a developer of cutting-edge ecommerce tools for online businesses of any size with free online demo versions available.

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