Usability Guide: Common Mistakes and Optimization Steps

The modern digital world is rapidly evolving. Today, users spend hours online, searching for interesting information, products, and services. Whether a visitor stays on your page or leaves for a competitor's site literally from the first second depends largely on the convenience and thoughtfulness of your website. This is where we come to the term usability. Experience shows that this is a truly important aspect of web design, measuring how easily and effectively users can interact with your website at every stage, from searching for information to making a purchase.

According to research, online platforms with high usability scores can increase conversion rates by up to 200%, while reducing bounce rates from 70% to 40%. And the reasoning is simple and well-founded: an intuitive interface minimizes frustration with interactions with the platform, speeds up the search for the desired product, and, as a result, the completion of the target action. And considering that we live in the era of mobile traffic, and that more than half of people immediately abandon a site if it loads slowly or navigation is difficult, the conclusion is simple: usability cannot be ignored. Otherwise, you lose visitors, and with them, Views, conversions, sales, revenue.

Put yourself in your potential customer's shoes. You're visiting an online store and want to buy the product you need as quickly as possible. What do you see: an overloaded menu, unreadable fonts, no search filters, broken links, and a non-responsive design. What will your reaction be? You'll likely simply leave the site and look for other options. This will not only result in a loss of sales for the site, but also worsen its SEO performance, and its search ranking will drop.

We'll discuss how to prevent such consequences in detail in today's review. Specifically, we'll discuss website usability in general and highlight aspects specific to online stores. We'll also take a closer look at the 10 most common usability mistakes. We'll detail a number of points that should be implemented in practice to ultimately create a truly high-quality and user-friendly website. One that is guaranteed to increase user loyalty, become an effective sales tool, and also contribute to increased revenue. So, let's take this step by step.

Website Usability: What Is It?

Website usability is the degree of convenience and intuitiveness of using an online store, allowing visitors to quickly find the products and services they need, make purchases, and have a positive experience without irritation or confusion. It has a direct impact on conversion, reducing bounce rates and increasing sales. Again, a poorly designed and user-friendly interface encourages users to defect to competitors.

Electronic store usability will consist of several key components, each of which is responsible for specific aspects of user interaction with your site. Specifically, this applies to the following aspects:

• Navigation and structure. This ensures logical and, one might even say, intuitive navigation through the site. This includes a clear menu, categories, filters, and a search option. These help quickly find products without unnecessary clicks. It's also recommended to use breadcrumbs, which show the path from the main page to the products themselves. It's important to understand that the fewer steps a visitor takes before making a purchase, the less likely they are to become confused, and the higher their SEO performance. Dividing the catalog into categories and subcategories is largely responsible for this.
• Design and visual appeal. The website's appearance shapes the first impression. Therefore, it's important to choose harmonious colors, legible fonts, and a consistent style across all pages. This will simplify perception and navigation. Design is responsible for the ergonomics of elements such as buttons and images, while avoiding visual overload. It's also important to remember the quality of product photos, ideally with a zoom option and the absence of bright, distracting animations. This builds trust with the audience and encourages purchases.
• Loading speed. Fast page loading, ideally in less than 3 seconds, is the unspoken norm today. If you can implement this on your website, you can reduce user churn on both mobile and desktop devices. Slow loading is a common problem for many modern online stores, leading to high bounce rates. This problem is especially acute when the user has a slow internet connection. This component ensures the smooth operation of the catalog and forms by optimizing images and code.
• Product catalog. Here, you can sort and filter products by price, popularity, or date, add detailed descriptions, photos from different angles, and "similar products" sections. The product catalog ensures easy browsing: availability, price, delivery, and reviews are all on one page, helping you make a purchasing decision. Filters and comparisons reduce search time and significantly increase the likelihood of adding products to cart.
• Cart and checkout. A cart that maintains its position while scrolling and the use of modal windows simplifies adding products, offering additional products alongside the main one, including sets. The checkout process can be sped up by using "autofill for registered users," "buy in 1 click," and error notifications. This will increase the likelihood that people will complete the transaction without frustration, and the number of abandoned carts will decrease.
• Monitoring and information. This will include up-to-date information on availability, delivery, payment, and contact information, visible on the first screen. This usability element is responsible for building trust with the audience, whether through reviews, social proof, or the absence of intrusive pop-ups. This will allow you to identify issues and quickly resolve them to retain user attention. A "Delivery and Payment" section will prevent abandonment due to confusion.
• Mobile responsiveness. Having a mobile version of a website is now the norm. Responsiveness ensures correct display on all devices, with touch-friendly elements and fast search. It accounts for the usability of 70% of mobile traffic, where non-adapted websites lose conversion. Testing on different screen sizes guarantees an excellent user experience.

It's important to understand that all these components are interconnected: improving one enhances the overall usability of the online store, increasing customer loyalty and, consequently, sales.

TOP 10 Mistakes When Working with Website Usability

Working with website usability, including that of an online store, is a rather complex process that requires a competent and consistent approach. Experience shows that even experienced specialists make mistakes at this stage of website development. Now let's look at 10 usability mistakes that are most often made in practice.

1. Noticeably slow loading speed.
2. No contact information.
3. No site search.
4. No "Delivery and Payment" section.
5. Incomplete product information.
6. Not able to place an order without registration.
7. Increased complexity of the order form.
8. Poor photo quality.
9. Not able to purchase a product in one click.
10. No error messages.

Let's look at all these points in more detail.

Noticeably slow loading speed.

Put yourself in the shoes of a typical customer who came Someone visits an online store with the desire to purchase a product. Instead of the expected product description, they encounter an endless loading bar: it spins and spins. First they wait 3 seconds, then 5, 10, but the page still doesn't open. What percentage of visitors do you think will patiently wait further? Probably not very many. But the majority will prefer to go to a competitor's website, where everything works instantly.

This leads to one clear conclusion: page loading delays are far from trivial and can be ignored. They can seriously damage revenue and a brand's overall image. According to numerous studies, every extra second of downtime reduces user satisfaction by 16% and increases the bounce rate by 7%. This means that more than half of visitors simply leave without seeing any results. Major players in the online retail industry have long recognized this threat. Amazon is a good example. Their analysts have found that just one second of slowdown can cost the company up to $1.6 billion in lost daily revenue. It's simple: customers lose interest and choose more responsive platforms.

So why is slow loading speed still a pressing issue for many websites? Most often, simple, but unfortunately ignored, factors are to blame:

• loading large images without pre-compression;
• redundant and unoptimized code;
• excessive JavaScript, which slows down rendering;
• a low-quality hosting provider with an outdated infrastructure.

However, all these shortcomings can be easily corrected without radical rework. So, let's start with the visual content. We recommend switching to more advanced formats, such as WebP. It allows you to significantly reduce file size without losing clarity. You can also implement lazy loading, which will display images only when you scroll to them. It's also useful to use compression tools to maintain high quality. Next, focus on the scripts and code— Minimize HTTP requests for non-essential elements, remove unused external libraries, and enable browser caching for repeat visits. Finally, reconsider your hosting: choose providers with SSD drives and CDN networks, which speed up data delivery from nearby servers.

No contact information

When we visit an unfamiliar store's website, we often initially pay attention to the contact information. In many ways, the presence of contact information indicates the company's credibility. But often, all we see instead is an email address and a standard contact form. The relevant section lacks location information, phone numbers, or links to the business's social media profiles. In such a situation, you can't help but wonder, "Does this company even exist?" or "Is this a fake website or a scam?" Now consider whether you would pay for your order before receiving it. And that's what most people think, ultimately staying away from such dubious sites. Don't want to lose potential customers? Add a comprehensive contact section to your website's usability, including:

• The current physical address of your head office or pickup locations, if your business has them, accompanied by an interactive map with directions. This visually proves that your business has a real presence and is not fictitious.
• Contact numbers for contacting consultants or customer support. You should understand that hearing a live voice instead of automated responses significantly strengthens confidence in the company.
• The operating hours of your office and pickup locations. This will immediately tell your potential buyer what time of day or day of the week they can contact you and receive an immediate response.
• The legal details of the company. This always includes the Taxpayer Identification Number (TIN), Primary State Registration Number (OGRN), and related information. Not only do they underscore the legitimacy of your business, but they also simplify the cashless payment process, making it more convenient for corporate clients.

A little tip: place your main hotline number and online chat icon in a prominent location on the page. This way, clients can initiate a conversation with a single click. It's a good idea to provide a separate contact section with more detailed information. Also, include links to your official social media profiles so users can check your activity and reviews there.

Lack of website search

Another common website usability mistake is the lack of a search option. Even if the navigation structure is well thought out, people would still want to be able to enter a keyword in the search bar to instantly get relevant answers to their questions without having to dig through the menu. Without this, navigating the complex directory hierarchy will be quite difficult.

But simply adding a search bar to the top of the page is only half the battle. For such a feature to truly work and benefit businesses, the search engine must be intelligent and flexible, capable of handling imprecise wording. Let's say a customer types the phrase "Xiaomi phone" to find a matching product, but gets nothing, even though the product range is full of suitable devices. Why is this happening? The system simply can't find Xiaomi smartphone models in the catalog because the user misspelled the name.

This means that it's important for your search to account for typos, synonyms, and different spellings, as well as offer real-time autocomplete suggestions to help refine your search and speed up product selection.

There's no "Delivery and Payment" section.

Let's assume a visitor has already selected products, added them to their cart, and proceeded to checkout, but suddenly discovers that you have no information at all about logistics and payment. And this raises many questions:

• Do they deliver to my city?
• How much will delivery cost me?
• How long will it take for my order to arrive?
• How can I pay for the order?
• And if it doesn't fit, can I return the purchase?

And if users don't find good answers, most people will prefer not to risk it and simply go to another resource where everything is transparent. And if, after the order has been shipped, it turns out that delivery is not available to their region, you, as a business representative, are highly likely to receive a negative review, which can reduce trust in the brand.

To prevent such a usability issue in your online store, create a new "Delivery and Payment" section on your website. With detailed information:

1. A list of all territories and cities you cover, including any restrictions. It's best to provide notice of any unavailable areas to avoid disappointment.
2. Indicate all shipping methods, including courier service, postal delivery, and pickup points, along with estimated delivery times, rates, and location-specific charges. This will allow buyers to estimate total costs in advance and choose the best option for them.
3. A list of supported payment methods, from cash on delivery to bank transfers, cards, and digital wallets. The more options, the more convenient it is for different categories of users.
4. Information about your company's warranty policy, exchange and return procedures, including terms and conditions. Clear rules will help dispel doubts among your audience and emphasize your responsibility as a seller.
5. A frequently asked questions (FAQ) section on the topic should outline typical scenarios, from cost calculations to defective product handling. This will save support time and increase satisfaction.

Also, be sure to integrate a link to this section in the header, main menu, or footer of the page, providing users with instant access from any screen. Keep the content simple: short paragraphs, subheadings, lists, and perhaps a calculator. This will make the information easy to digest and won't intimidate them with its complexity.

Incomplete Product Information

When considering how to improve website usability, it's important to remember high-quality product descriptions. Many online store owners neglect the role of detailed information in product descriptions, believing that vivid photos and glowing customer reviews are all that's needed for success. However, without detailed specifications, such a product page appears superficial and unconvincing, leaving customers with a number of additional questions. Therefore, when designing your product page, consider the following:

• Extended product information: exact dimensions, possible color variations, materials used, package contents, and place of manufacture. The more you provide, the fewer questions people will have.
• High-quality photos from various angles, and, if possible, short videos. Such materials provide the opportunity to virtually examine the product from all angles, enhancing the sense of reality and reducing uncertainty.
• Real user reviews, verified by photos or videos. These social signals increase awareness and help potential buyers make the most informed decisions.
• Information about stock availability, estimated lead times, and available shipping methods makes the process transparent and prevents disappointment during the checkout process.

A high-quality description also plays a role in search engine optimization. Include keywords that reflect the needs of your target audience. This approach will not only optimize your page for Google but also increase your store's visibility, attracting more organic traffic even in a competitive online environment.

No option to place an order without registration

The requirement to create an account before completing a purchase often acts as a barrier for many users, reducing their chances of a successful conversion. Many simply don't want to fill out forms and waste time and effort on unnecessary steps. And there are those who fear personal data leaking into the hands of online scammers.

Yes, collecting customer information is useful for streamlining processes, but you shouldn't impose these requirements on visitors or create unnecessary difficulties. Your priority is to encourage completion of the transaction, not to scare off potential buyers with bureaucracy. If the customer is ready to buy, don't impose barriers like multi-step registration.

This problem can be solved in several ways:

• Guest purchase option. Allow unregistered users to fully complete and pay for their order without creating a profile. After confirming the transaction, subtly prompt them to register for future conveniences, emphasizing benefits such as saving their shipping address.
• Minimize registration steps. If an account is required for certain functions, make the process as simple as possible. For example, limit the registration process to an email, password, and confirmation. You can also integrate social media or Google account login. It's important to keep clicks to a minimum.
• Showcase the benefits of creating an account. Explain what additional benefits they'll receive by registering: personalized discounts based on their purchase history, exclusive promotions, convenient access to their orders in their account, or perhaps personalized recommendations. This approach motivates voluntary participation, turning an obligation into a benefit.

Increased complexity of the checkout form

Are you looking to increase conversion rates in your online store? Then focus on simplifying the checkout process. The shorter and simpler the order process, the less likely it is that people will change their minds and leave the site halfway through. This means you don't need lengthy forms with dozens of required fields. This is a classic trap that scares off visitors and dramatically reduces the chances of a successful transaction. Eliminate all unnecessary information on the form, keeping only the key information for order processing:

• Full name;
• Mobile phone number;
• Email address;
• Delivery address.

Avoid requiring postal code, house number, or other secondary information at the initial stage. You can always request this information from the manager or courier later, or over the phone when confirming the details. This will not only speed up the process but also allow you to quickly confirm the parcel's arrival time, preventing misunderstandings. You can also enable autofill. In this case, the system will be able to suggest city and street names based on the first characters entered, using databases or geolocation. An interesting option is to integrate an interactive map into the usability system for selecting the nearest pickup location with just one click. This is guaranteed to increase the likelihood of placing an order.

Poor photo quality

Unlike offline stores, where customers have the opportunity to personally examine and touch the product, in the online environment, the entire responsibility for the first impression falls on visuals. This means that the clarity of photos and videos is crucial. Blurry, dull images with unnecessary objects or poor lighting are not only unattractive but also make you question the quality of the product: if the photos are bad, will the product be good? In 2025, when mobile viewing standards and VR elements have reached their peak, such visual flaws are taken extremely seriously, leading to a loss of up to 40% of potential conversions.

Here are some tips to help you create a complete photo complement to your products:

• Create a series of 5-7 high-resolution images (at least 1500x1500 pixels). The background itself should be minimalist, neutral, ideally white or gray. This will keep the focus solely on the subject. Take photos from different angles: straight-on, side views, top and bottom views, ensuring a full 3D display without zooming.
• Add detailed macro shots of critical elements, such as stitching, materials, mechanisms, or the display. This allows users to "see" small details, which will help build trust and reduce uncertainty, which often leads to purchase abandonment.
• Make short videos up to 1 minute long that illustrate the product in real-life use, whether it's a gadget in use, clothing on a model in motion, or appliances in everyday life. Dynamics help convey scale and usability, making the description more vivid and compelling.
• For complex categories, such as clothing, furniture, and electronics, use 3D renderings or 360° panoramic views that allow interactive model rotation. Such innovations not only increase engagement but also minimize returns by providing audiences with a complete picture of the product.
• Include real photos from your customer reviews, lightly moderating them for quality. This adds social proof by displaying the product in a casual environment, which significantly strengthens emotional connection and loyalty.

No option to purchase the product in one click

Some online store owners deliberately avoid implementing a quick purchase option for fear of reducing the average order value. The fact is that a longer user stay on the site theoretically increases the chance of additional sales through cross-selling or upselling. However, this idea is far from reality: a significant portion of the audience is unwilling to spend time browsing the catalog in detail, especially when they need a specific product urgently, without unnecessary distractions from recommendations or additional products.

Add a "Buy in 1 click" button to your website, at least for express orders. This will increase the likelihood of impulse purchases and will also appeal to busy shoppers. This feature allows you to complete a transaction in seconds, simply by entering your phone number for a manager to call you back, eliminating the need to fill out forms or go to the shopping cart. This feature is especially valuable for mobile users on the go or on breaks. Of course, the bulk of your traffic will still go through the standard checkout process, but neglecting this speed-focused segment is a clear missed opportunity.

No error messages

Imagine a situation where you spend several minutes carefully filling out an order form, entering all the details, but after clicking the "Checkout" button, the screen simply freezes and that's it: the data is simply deleted without explanation. Would you waste time and effort re-filling the form or investigating the cause? Most likely not. You'd simply become frustrated, perhaps irritated, and move on to an alternative store where everything works smoothly. As a result, the store loses not only sales but also customer loyalty. It's highly likely that such people will simply never visit the site again.

To avoid such scenarios and maintain trust, implement clear, user-friendly error messages. If a required field is left blank or the email is in an invalid format, the system should immediately notify you, providing a specific description of the problem. It's a good idea to highlight problematic elements in red, and add text like "Enter a valid email address for communication." This will allow users to see their errors and quickly make corrections, completing the checkout process without frustration.

How to Create High-Quality Website Usability

If you take into account all the points discussed above, you can minimize the risk of errors, achieving truly good usability. The following recommendations will help you bring your online store to perfection:

1. We're working on improving the design. An intuitive and aesthetically pleasing interface facilitates navigation, product searches, and checkout, reducing customer churn due to confusion. To optimize the visuals, we recommend using a light background (white or pastel gray) with ample white space. This will highlight products, create a clean look, and focus attention on details without tiring the eyes. It's also important to ensure consistency across all pages and product cards: consistent fonts, colors, buttons, and icons. This will help establish a recognizable brand, simplifying navigation and increasing trust. However, bright colors and excessive animation should be avoided. Take advantage of color psychology: green for success, red for warnings, and gray for secondary elements. This will prevent overloading the user's perception. It's also important to adapt the text, making it concise, with large fonts, short paragraphs, bullet points, and subheadings for ease of reading on mobile devices, reducing cognitive load. It's also important to prioritize headlines, images, and CTAs, placing them in the upper left corner, while secondary ones are positioned lower down. This increases engagement by approximately 20-30%. Add a clear call to action. A clear call to action (CTA) after the product description directs users to purchase, increasing conversions and reducing cart abandonment. Vague CTAs can hinder sales even on a perfect website. Therefore, it's important to keep such buttons concise and simple, such as "Buy Now" or "Add to Cart." However, avoid buttons like "Learn More" on product pages, as your goal here is a quick transaction. It's also helpful to visually highlight such buttons using contrasting colors, such as orange or green. Place them near the price and availability indicator, and duplicate them at the bottom of long cards for easy scrolling. On mobile devices, it's worth fixing the button in the bottom bar. It's a good idea to periodically run A/B testing of texts, forms, and items, adding an element of urgency, such as a "buy now with a 20% discount" option. This can increase sales by 15-30%, especially given the ever-increasing focus on personalization in 2025.
2. Put important information first. The first screen of a page is key for attracting attention and forming an impression. Statistics show that only 50% of users scroll further, while the other half leave the site if they don't immediately see what they want. This means placing all important product information at the top, without scrolling. This will make it accessible and compelling. Place the product name, price, availability, delivery and payment details at the top of the card, thereby answering basic questions immediately. A brief description covering the application, mechanism features, materials, and compatibility is also helpful. Parameters can be presented in a compact table format, without repeating visuals. This will help eliminate information noise and speed up comprehension. It's important to understand that users make decisions in seconds. Therefore, analyze your audience's needs and then focus on key data. Also, evaluate the user experience of your catalog. Add subheadings, lists, icons, color highlighting, etc.
3. Keep product availability up to date. Out-of-stock items at the checkout stage cause irritation, wasted time, and may lead to customers switching to competitors, reducing store sales. Minimize risks by dynamically updating inventory in real time via warehouse software or supplier APIs. This is especially important for items that run out quickly. If you're out of stock, clearly indicate this on the card. You can also offer pre-orders with a specified timeframe or offer alternatives with similar characteristics. It's also worth displaying the exact quantity, such as "Only 4 units left." However, this should be true: false scarcity destroys trust and leads to churn. For out-of-stock items, keep a card for SEO purposes. It can include personalized recommendations and alternatives, thereby turning negative feedback into customer retention.
4. Introduce a filter system in your catalog. This simplifies product selection by price, rating, availability, color, size, or brand, speeding up searches and improving usability. Collapse the toolbar for compactness; rank brands by popularity or profitability, and promote your own brands to boost sales. Synchronizing your wording with search queries for semantics is also helpful. This not only improves usability but also SEO, increasing organic traffic for relevant phrases. Don't forget to tailor your page to your audience: analyze people's preferences, monitor patterns, and adjust the structure to maintain relevance and increase conversions.
5. Enable the "Similar Products" module. It works perfectly with the "Also bought" block, stimulating upselling, expanding the cart, and increasing the average order value. It can increase engagement and maintain attention on the site. Recommend relevant options by theme, brand, and price; avoid incompatible solutions. This will maintain trust and highlight your professionalism. Use upselling and cross-selling algorithms to increase your sales. It's important to focus on leading products, limiting your recommended content to them. Subsequently, test your settings using metrics such as transactions, revenue, and conversion to ensure maximum ROI.
6. Add social proof to product descriptions. Integrating social proof elements into product descriptions is especially relevant for categories that require a high level of trust, such as baby products, food, or pharmaceuticals. In these cases, it's optimal to include authentic reviews (in text or video), Q&A sections, and popularity indicators. Alternatively, a favorites counter will highlight demand and help overcome buyer hesitations. According to marketing research, this can increase conversion by 20-30%. To encourage users to share their post-purchase experience, avoid intrusive email notifications that can be annoying. Instead, offer personalized discounts and bonus points for quality feedback. This approach not only generates valuable UGC content for the site but also strengthens loyalty, turning one-time buyers into brand advocates with a positive emotional impact.
7. Make the cart visible while scrolling. This relatively simple usability tweak can significantly improve conversion rates by ensuring constant access to the cart throughout the entire page. Users often lose purchase momentum if they have to scroll back to find the button, leading to interruption and churn. A sticky cart solves this problem, maintaining focus on completing the order. This approach is especially effective on long catalog pages or product pages, where visitors can add multiple items without being distracted by navigation.

These are all recommendations that will allow you to achieve truly high-quality online store usability.

Summing Up

We hope that all the information we've covered in today's review will allow you to fully understand website usability and create a truly high-quality online store that will attract and retain customers. To improve your efficiency, learn about the latest developments in your market niche, analyze competitors and their prices, and perform other related tasks, consider using mobile proxies from MobileProxy.Space. This will provide you with a solution that will provide maximum flexibility and functionality for your online experience, protection from hacker attacks, high privacy, the ability to use automated solutions, and the ability to bypass regional access restrictions.

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