6 Things Consumers Hate

Armando Roggio recently posted an article on Practical Ecommerce that is titled “6 Things Consumers Hate About Ecommerce Sites.”  Here is the list and main idea of the 6 Things Consumers Hate.


  • Poor Graphic Design 
    “Site aesthetics – how good your web store looks – may be the single most important factor contributing to how shoppers judge your company’s professionalism and trustworthiness. Many consumers will not buy from websites they do not trust.
  • Unreachable Customer Service
    “A 2009 comScore study found that 22 percent of shopping cart abandonments were due to unreachable customer service, where shoppers wanted to ask questions about checking out and couldn’t.”
  • No Way to Sort or Filter Results
    “…layered and filtered navigation is a must have for every site, since it makes it a lot easier to find just the products I want.”
  • No Search Options
    “Don’t make your visitors click through your site’s product hierarchy, when they could have gone directly to what they wanted via a search.”
  • Required Login to Order
    “…eConsultancy, the publishing and consulting firm, reported in 2010 that as many as 20 percent of shopping cart abandonments were due to forced registration.”
  • Typos
    “Don’t make any consumer check your spelling or grammer”


When this article was posted many readers posted comments either agreeing or disagreeing with what Mr. Riggio had to say.  I agree with what Mr. Riggio posted; however, in my opinion I would rank the “things” in a different order:

  1. Poor Website Design – I know you shouldn’t judge a book by its cover, but pretty books catch my eye… just like pretty websites.  If I wander upon a poorly designed website I quickly hit the back button.  Keeping your website up-to-date will help you stay out of this category.
  2. Required Login to Order – This is one of the most annoying things that a website can do in my book. When you shop at a brick and mortar store you have the option to bypass giving them your information, so make sure you have this option on your website. (YouTube Cart32: User Registration)
  3. Unreachable Customer Service – When shopping online, there are usually questions. I know I want to be able to ask my questions and receive a response in a timely fashion. Develop a customer service plan that can be posted on your website. That way, customers will know when to expect a response from you.
  4. Typos – Spell check doesn’t catch everything, so make sure you have someone else to read your site before you publish.
  5. No Way to Sort/Filter Results – Offer your customer a quick way to search through your site. I know I use this when I am looking for something very specific, like a price range when buying a gift.
  6. No Search Options – This feature is nice to have, but I usually only use it when I know the store has what I am looking for.


We would love to hear your opinions on this topic.  How would you rank the 6 Things?  Would you add or take away any of the items listed?


Source: Practical E-Commerce

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