Online stores spend a lot of resources on advertising, content creation, and logistics, but they often neglect one of the key factors for success — the quality of the user experience (UX). Problems in the interface that are invisible at first glance can lead to huge losses in sales. This article explains why timely detection of "cracks" in UX — that is, inconveniences that prevent customers from taking action — is a critical factor in scaling a business.
UX problems are hidden sources of profit
The “Buy” button doesn’t work on mobile, the filter doesn’t find the right products, the checkout process is confusing — these are all typical UX “cracks” that aren’t always noticeable to the site owner, but are critically important to the customer. These errors cause users to leave the site without making a purchase, even if they are interested in the product itself. On the scale of an online store, this translates into direct revenue losses.
Moreover, even minor omissions—like a slow page load or an unexpected change in visual context—can subconsciously create distrust. In a highly competitive environment, any inconvenience = lost sales.
Behavioral analytics: a tool that sees more
Eliminating such “cracks” begins with identifying them. And this is where behavioral analytics comes to the fore — tools that don’t just collect numbers, but clearly show how users behave on a site:
Heatmaps show where people click, scroll, or stop their gaze most often.
Session records allow you to see the user's screen - where they click, where they stop, when they close the site.
The analytics form records which fields are filled in, which are not, and where errors occur.
Tools like Hotjar, Clarity, FullStory, or Plerdy help you find "UX blind spots" that are not noticed in standard analytics (GA4).
Examples of losses and opportunities
For example, heat maps might show that 60% of users click on an image that has no function, expecting it to lead to a product page. Or session records might reveal that a mobile checkout form doesn’t scroll—and that’s why over 40% of customers don’t complete the purchase.
Such details are rarely discovered without observing real user actions. And the earlier these nuances are identified, the faster you can increase conversion without additional marketing costs.
Automation of UX and ROI analysis
There are platforms that not only capture issues, but also automatically prioritize them by importance: for example, identifying which errors have the greatest impact on conversion or showing users who keep returning to a certain page — but don’t buy. This paves the way for continuous, data-driven UX improvement.
Implementing A/B testing also makes it possible to detect UX cracks at the hypothesis level: changing the color of a button, reducing steps in the cart, or changing the order of blocks can increase sales by tens of percent.
How Glyanets helps eliminate UX cracks
Gloss offers comprehensive solutions for identifying and eliminating UX deficiencies:
Installs analytical tools such as Hotjar, Plerdy, Clarity.
Analyzes user sessions and generates a list of priority changes.
Implements UX improvements: changing page structure, optimizing forms, and adaptive elements.
Conducts A/B testing to test hypotheses.
Increases site speed by reducing bounce rates.
Each of these actions is not just a cosmetic change, but a business investment in profits and customer loyalty. Identifying and closing "cracks" in UX allows you to not only maintain sales, but also effectively scale your business.
Just one step to your perfect website
