UX audit for e-commerce is a comprehensive site assessment that identifies weak points in navigation, structure, page loading speed, and conversion elements. Without such an evaluation, businesses often fail to notice obvious website usability issues that prevent customers from completing a purchase.

It is important to remember that optimizing the UX of an online store is not a one-time task but a continuous process. It includes analyzing user behavior, testing different design options, and implementing solutions that improve convenience and purchasing speed. This approach directly answers the key question for any online business — how to increase a store’s conversion rate without excessive spending on advertising and attracting new visitors.

Understanding and promptly eliminating UX mistakes is an investment that quickly pays off through increased sales, higher customer loyalty, and stable profit growth.

What Are UX Mistakes in an Online Store

UX mistakes in an online store are any issues in a user’s interaction with the website that hinder or complicate the path to making a purchase. They may relate both to the technical side of the platform and to its usability. The main danger of such mistakes is that they are rarely noticeable at first glance to the business owner but are immediately felt by the potential customer. One extra click, a slow-loading page, or unclear wording on a button can make a shopper abandon their cart and move on to a competitor.

As part of a UX audit for e-commerce, specialists usually divide these mistakes into two main categories:

Functional

• Slow page loading, especially on the mobile version.

• Buttons or forms not working correctly — clicks do not lead to the intended action.

• Checkout process failures (items disappearing from the cart, payment errors).

• Lack of responsive design for smartphones and tablets.

Logical and Behavioral

• Confusing navigation: complex menus, no clear categorization of products.

• No quick search or filters, making product selection harder.

• Unclear or poorly visible CTA buttons (“Buy”, “Checkout”).

• Too many steps to complete a purchase.

A common problem is website usability issues that arise due to a lack of systematic testing. Businesses that have operated their online store for years often become “blind” to problems that are obvious to new users.

Optimizing the UX of an online store starts with analyzing user behavior: click heatmaps, tracking the path from entering the site to completing checkout, and A/B testing interface elements. The goal is to remove all barriers so the buyer’s journey is as simple and quick as possible.

Ultimately, fixing such mistakes is the direct answer to the question of how to increase a store’s conversion rate. Experience from Ukrainian e-commerce projects shows that even a single targeted improvement — for example, reducing the checkout process from 5 steps to 2 — can increase the number of successful purchases by 15–30%.

The Most Common UX Mistakes That Affect Profit

A well-structured user experience is the foundation of steady income in e-commerce. Yet even successful online stores often lose customers due to common UX mistakes in an online store that could have been avoided. Conducting a UX audit for e-commerce helps systematically identify such shortcomings and fix them before they start “eating into” profits.

Below are the mistakes most often seen in the Ukrainian market and how they impact conversion.

Complex Navigation

A confusing menu, too many subcategories, or the absence of a logical product catalog structure are classic website usability issues. A user should not have to make more than 2–3 clicks to reach the desired product. The more time and effort required to find it, the higher the risk they will go to a competitor’s site.

Optimizing the UX of an online store in this case means implementing a clear category hierarchy, visible menu items, and breadcrumbs for fast navigation.

Slow Page Loading

Speed is a critical factor for both mobile and desktop versions. Studies show that a 3-second delay can reduce conversion by 50%. This is one of the most common UX mistakes in an online store, yet it is often ignored.

As part of a UX audit for e-commerce, loading time is tested on different devices, and solutions are proposed: image optimization, caching, and removal of unnecessary scripts.

Unoptimized Mobile Interface

In Ukraine, most online purchases are now made via smartphones. If the mobile version of the site is not adapted — buttons too small, text hard to read, elements “shifting” — these are clear website usability issues.

Optimizing the UX of an online store involves creating a responsive design, adding mobile shortcuts, and simplifying the checkout form for smaller screens.

Lack of a Clear CTA Button

A Call to Action (“Buy”, “Add to Cart”, “Checkout”) should be visible and clear. A faded color, vague wording, or placing the button below the main content is a direct hit to conversion.

During a UX audit for e-commerce, it is checked whether the CTA is visible within the first seconds of page load and whether it matches the user’s expectations.

Confusing Checkout Page

A complicated, overly long form with many unnecessary fields is one of the main reasons users abandon their cart. This is a classic example of UX mistakes in an online store that directly affect profit.

The solution: reduce the number of steps to purchase, enable autofill for fields, and clearly display progress with a progress bar.

No Quick Search or Filters

For large catalogs, this is a critical problem. If a user cannot quickly find the desired product by parameters, they will simply leave the site.

Optimizing the UX of an online store in this case means implementing intelligent search, filters by key characteristics, and autocomplete suggestions.

Annoying Pop-ups or Banners

Too many windows covering the content or aggressive ads are a direct path to losing customer trust. Instead of encouraging sales, such elements can reduce engagement.

As part of a UX audit for e-commerce, the frequency and context of pop-ups are assessed, along with their relevance and usefulness for the user.

Why It Matters

Each of these mistakes directly or indirectly affects how to increase a store’s conversion rate. By eliminating them, you not only make the site more convenient but also increase sales, reduce the bounce rate, and improve customer loyalty.

How UX Mistakes Reduce Conversion and Profit

UX mistakes in an online store are not just about user inconvenience — they lead to direct financial losses. Every issue in the interface, navigation, or purchasing process impacts how to increase a store’s conversion rate in the long term. Conducting a UX audit for e-commerce helps translate these problems into measurable data and understand exactly why they are draining profit.

Impact on Brand Trust

When a site is unstable, slow, or contains obvious website usability issues, users start doubting the brand’s professionalism. For example, a complicated checkout process or a malfunctioning “Buy” button creates an impression of poor business management.

In the Ukrainian market, where the choice of online stores is vast, trust can be lost after just one negative experience. Here, optimizing the UX of an online store becomes not only a tool for convenience but also for building the image of a reliable seller.

Increase in Bounce Rate

Poor navigation, slow page loading, and the absence of a clear catalog structure often lead users to leave without taking any action. This is one of the most visible consequences of UX mistakes in an online store.

A UX audit for e-commerce can identify the pages with the highest bounce rates and determine what is driving users away — whether it’s design, site speed, or missing functionality. Fixing these problems increases visitor retention, making customer acquisition costs pay off more effectively.

Loss of Repeat Customers

The first sale is only the beginning of the customer relationship. If after a purchase the user recalls that it was difficult to find the product, complete the checkout, or make payment, they are unlikely to return. In this way, website usability issues harm both new and returning customers, reducing their lifetime value (LTV).

Optimizing the UX of an online store to maintain loyalty includes simplifying repeat purchases, offering personalized recommendations, and providing quick access to order history. This not only improves the overall user experience but directly influences how to increase a store’s conversion rate in repeat sales.

In conclusion, UX is an investment that directly impacts profit. Fixing even a few critical issues after a UX audit for e-commerce can boost brand trust, lower bounce rates, and encourage customers to return — ultimately leading to a noticeable increase in revenue.

Methods for Identifying and Fixing UX Mistakes

To improve e-commerce performance and understand how to increase a store’s conversion rate, it’s not enough to guess the problems — they need to be clearly identified and systematically addressed. Common UX mistakes in an online store can be detected through a comprehensive approach that includes studying user behavior, testing hypotheses, and analyzing collected data.

UX Audit

A UX audit for e-commerce is an in-depth analysis of an online store covering technical checks, interface evaluation, and an assessment of the user journey. It helps identify website usability issues that may go unnoticed by the owner but are critical for the customer.

Key stages of a UX audit:

• Checking page load speed.

• Evaluating navigation logic and catalog structure.

• Analyzing the mobile version of the site.

• Reviewing order forms and CTA elements.

After the audit, a detailed report is prepared with recommendations for optimizing the UX of an online store to maximize profit impact.

A/B Testing

This method allows you to measure how changes in design or functionality affect user behavior. For example, you can test different colors for the “Buy” button or simplify the checkout form to see the impact on conversion.

A/B testing is especially effective after a UX audit for e-commerce, as it allows you to verify proposed changes before rolling them out widely. This minimizes risks and shows which solutions truly work for how to increase a store’s conversion rate.

Analysis of Heatmaps and Click Maps

Heatmaps and click maps reveal where users spend the most time, what elements they click on, and which they ignore.

These tools can uncover UX mistakes in an online store, such as:

• Buttons or links that remain unnoticed.

• Areas where users click expecting interaction but none exists.

• Content blocks users quickly scroll past without reading.

The data helps with optimizing the UX of an online store — placing key elements in high-attention zones, simplifying pages, and improving CTAs.

User Surveys

No analytics can replace direct feedback from customers. Surveys help you understand the emotional perception of the site, uncover hidden website usability issues, and learn exactly what prevents a purchase.

It’s important to run both short surveys after purchase and in-depth interviews with regular customers. This helps create a prioritized list of changes for optimizing the UX of an online store and improving loyalty.

Combining UX audits, testing, analytics, and feedback creates a complete picture of the user’s interaction with an online store. This approach makes it possible to quickly identify and fix UX mistakes in an online store, making the site more convenient, attractive, and profitable. It’s a direct investment in how to increase a store’s conversion rate and ensure sustainable sales growth.

UX as a Competitive Advantage

In today’s e-commerce, where a shopper can switch sellers with just a few clicks, the quality of the user experience becomes a decisive factor. UX mistakes in an online store not only reduce sales effectiveness but also open the door for competitors who offer a more convenient and intuitive interface. Conducting a UX audit for e-commerce helps identify and eliminate such issues, turning UX into a true business strategy.

How an Intuitive Website Helps Win Back Customers

When a user quickly finds the desired product, easily completes a purchase, and receives clear updates at every stage, they are far less likely to look for alternatives. On the other hand, if a competitor’s site has a more complicated or slower process, the customer will prefer to return to where it’s easier.

Optimizing the UX of an online store in this context is not just about fixing website usability issues, but about creating a competitive edge that directly influences the consumer’s choice.

Why Convenience Is Often More Important Than Price

Studies of online shopping behavior show that users are willing to pay a bit more if the site is fast, clear, and free of technical glitches. Poor UX can erase any price advantage, as customers will choose comfort and time savings over minimal cost.

This is especially evident in highly competitive niches: the winner is not always the cheapest but the one who offers a frictionless buying process. Here, a UX audit for e-commerce helps find and remove barriers to convenience, ensuring steady sales growth.

The Link Between Quality UX and How to Increase a Store’s Conversion Rate in the Long Term

Quality UX is an investment with a long-term payoff. Eliminating UX mistakes in an online store increases customer satisfaction, reduces bounce rates, and encourages repeat purchases. Over time, this builds a loyal base of returning customers — a stable source of revenue.

In addition, systematic optimization of the UX of an online store boosts the effectiveness of all marketing tools: advertising, SEO, and email campaigns all perform better because users are more willing to complete their purchases.

Mobile UX — A Separate Priority

The mobile segment of e-commerce in Ukraine has long surpassed desktop traffic. Over the past few years, the share of mobile purchases has been steadily growing, and for many online stores, the smartphone has become the main sales channel. This means that any UX mistakes in an online store within its mobile version directly reduce profits.

Conducting a UX audit for e-commerce with a focus on the mobile version helps reveal specific issues that are not always visible in the desktop adaptation.

Why Mobile Traffic Already Dominates Over Desktop in Ukraine

• The growing popularity of mobile banking apps and contactless payments.

• Active use of social media, which accounts for a significant share of e-commerce traffic.

• The convenience of shopping “on the go” — from browsing a product to instant payment.

In such a market, businesses that ignore mobile optimization of the UX of an online store lose not only conversions but also customer trust.

How to Avoid Critical Website Usability Issues in the Mobile Version

The most common website usability issues on mobile include:

• Small or overly close-together control elements.

• Slow loading of images and pages.

• Complex or excessively long checkout forms.

• Pop-ups that completely cover the screen.

Ways to avoid these issues:

• Use responsive layouts and mobile-first design.

• Reduce the steps required to complete a purchase.

• Optimize the weight of images and scripts.

Specifics of Mobile Optimization for the UX of an Online Store

Optimizing the UX of an online store for mobile users should account for:

• Speed — pages should load in under 3 seconds.

• Clear CTAs — “Buy” or “Checkout” buttons should be large, high-contrast, and thumb-friendly.

• Simplicity of process — minimal input fields, integration with mobile payment services.

• Clear navigation — logical menus and icons that are understandable without text.

By investing in the mobile experience, a business owner not only fixes UX mistakes in an online store but also gains a strategic advantage. The result is increased engagement, improved trust, and consistent growth in how to increase a store’s conversion rate within the mobile segment.

Mobile UX — A Separate Priority

The mobile segment of e-commerce in Ukraine has long surpassed desktop traffic. Over the past few years, the share of mobile purchases has been steadily growing, and for many online stores, the smartphone has become the main sales channel. This means that any UX mistakes in an online store within its mobile version directly reduce profits.

Conducting a UX audit for e-commerce with a focus on the mobile version helps reveal specific issues that are not always visible in the desktop adaptation.

Why Mobile Traffic Already Dominates Over Desktop in Ukraine

• The growing popularity of mobile banking apps and contactless payments.

• Active use of social media, which accounts for a significant share of e-commerce traffic.

• The convenience of shopping “on the go” — from browsing a product to instant payment.

In such a market, businesses that ignore mobile optimization of the UX of an online store lose not only conversions but also customer trust.

How to Avoid Critical Website Usability Issues in the Mobile Version

The most common website usability issues on mobile include:

• Small or overly close-together control elements.

• Slow loading of images and pages.

• Complex or excessively long checkout forms.

• Pop-ups that completely cover the screen.

Ways to avoid these issues:

• Use responsive layouts and mobile-first design.

• Reduce the steps required to complete a purchase.

• Optimize the weight of images and scripts.

Specifics of Mobile Optimization for the UX of an Online Store

Optimizing the UX of an online store for mobile users should account for:

• Speed — pages should load in under 3 seconds.

• Clear CTAs — “Buy” or “Checkout” buttons should be large, high-contrast, and thumb-friendly.

• Simplicity of process — minimal input fields, integration with mobile payment services.

• Clear navigation — logical menus and icons that are understandable without text.

By investing in the mobile experience, a business owner not only fixes UX mistakes in an online store but also gains a strategic advantage. The result is increased engagement, improved trust, and consistent growth in how to increase a store’s conversion rate within the mobile segment.

Checklist for Store Owners

To avoid losing profit due to UX mistakes in an online store, a store owner should periodically conduct a self-check of their site. While a full UX audit for e-commerce delivers deeper insights, a basic checklist can help quickly identify the most common website usability issues and decide on the next steps for optimizing the UX of an online store.

Navigation and Structure

• Can the desired product be found in 2–3 clicks?

• Is the menu and category structure clear?

• Are there breadcrumbs for quick navigation back to previous sections?

Loading Speed

• Does the homepage load in under 3 seconds?

• Are images optimized without losing quality?

• Are there no unnecessary scripts slowing down performance?

Mobile Version

• Is the site adapted for smartphones and tablets?

• Are buttons easy to tap with a thumb?

• Do pop-ups avoid covering the main content?

Conversion Elements

• Is the “Buy” or “Checkout” button visible without scrolling?

• Is the text on CTA buttons clear?

• Do all buttons and links work without errors?

Checkout Process

• Can a purchase be completed in no more than 2–3 steps?

• Is autofill available for returning customers?

• Are there no unnecessary required fields in the form?

Search and Filters

• Does the quick search work with relevant keywords?

• Are there filters for key product characteristics?

• Does the search return relevant results?

Store owners should go through this checklist at least once every quarter. If critical UX mistakes in an online store are detected during the process, it’s wise to order a professional UX audit for e-commerce. This will help fix issues and provide clear answers to the question of how to increase a store’s conversion rate without significantly increasing the advertising budget.

UX and SEO: A Double Effect

In modern e-commerce, UX mistakes in an online store affect not only conversions and sales but also the site’s visibility in search engines. Google and other search platforms take behavioral factors into account, meaning the quality of the user experience directly impacts search rankings. Conducting a UX audit for e-commerce allows you to improve both site usability and SEO performance at the same time.

How an Optimized UX Lowers Bounce Rate and Increases Average Time on Site

When a user easily finds the desired product, pages load quickly, and the checkout process is smooth, they stay longer on the site and view more pages. This reduces the bounce rate and increases the average session duration.

Optimizing the UX of an online store by improving navigation, simplifying checkout forms, and speeding up the mobile version significantly decreases the chances of users leaving for a competitor.

Why These Factors Matter for SEO

Search engines view a low bounce rate and high time-on-site as signals of a page’s relevance and usefulness. If a site has many website usability issues, users leave it more quickly, which lowers its search rankings.

An optimized UX creates a “behavioral advantage” — pages rank higher, attract more organic traffic, and ensure a steady flow of new customers.

How Combined SEO and UX Work Helps Increase a Store’s Conversion Rate

SEO brings visitors, and UX turns them into buyers. When both strategies work together, the effect multiplies:

• SEO attracts the target audience from search.

• UX retains these users and guides them to purchase without obstacles.

By conducting a UX audit for e-commerce and fixing critical UX mistakes in an online store, a business achieves a dual result: improved search rankings and higher sales. In the long term, this synergy delivers steady growth and a clear answer to the question of how to increase a store’s conversion rate without constantly increasing the advertising budget.

From Analysis to Results: Time to Act

UX mistakes in an online store can cost a business significant losses — from reduced conversion rates to the loss of loyal customers. Timely detection and elimination of such problems is an investment that quickly pays for itself. A UX audit for e-commerce provides a complete picture of your site’s usability, shows how users interact with it, and identifies exactly what prevents them from completing a purchase.

Prompt action on website usability issues offers several key advantages:

• Increased customer satisfaction and brand loyalty.

• Reduced bounce rate and increased time spent on the site.

• Improved search engine rankings thanks to positive behavioral signals.

• Greater effectiveness of advertising and SEO, as each visitor is more likely to become a buyer.

Optimizing the UX of an online store is not a one-time task but an ongoing process that keeps your business relevant and competitive. As a result, you get the answer to the most important question — how to increase a store’s conversion rate without constantly increasing the cost of attracting new customers.

COI.UA — The Team That Turns UX Into Profit

By choosing COI.UA, you get not just a fix for UX mistakes in an online store, but a comprehensive solution for growing your business. Our team conducts an in-depth UX audit for e-commerce, identifies all website usability issues, and provides a clear plan for optimizing the UX of an online store tailored to your niche and target audience.

Why Work With Us:

• Expertise and Experience — we have implemented dozens of e-commerce projects, and we know how to increase a store’s conversion rate and retain customers.

• Comprehensive Approach — from analytics and UX audits to implementing changes and tracking results.

• Custom Solutions — no templates, every recommendation is adapted to your business model and goals.

• Transparency and Measurability — every proposal is backed by numbers and growth forecasts.

• Fast Response — we quickly fix critical issues so you don’t lose customers or profit.

Working with COI.UA means you get not just an improved interface but also a clear business strategy that integrates UX, marketing, and SEO into a single growth engine.

Ready to start? Contact us, and we’ll prepare a personalized action plan to make your online store more user-friendly, competitive, and profitable.