Returns due to poor UX: how poor website design reduces online store profits

INVISIBLE SELLER AND THE PRICE OF A BAD EXPERIENCE
In today's world of online shopping, the problem of returning goods is becoming increasingly urgent. Owners of online stores often face a situation where a significant part of purchases are returned, and the reasons for this do not always lie in the quality of the product itself. As studies show, often the decisive factor is how convenient and understandable the client was able to choose this product on the site. Statistics show that more than 20–30% of online orders are returned, which is a significant indicator that directly affects the profitability of the business.

USER EXPERIENCE AS THE KEY TO SUCCESS
E-commerce experts are increasingly emphasizing that user experience (UX) plays a key role in the success of online sales. UX can be compared to the "invisible salesperson" who either facilitates the purchase or repels potential customers. If this "salesperson" works ineffectively, if the site interface is inconvenient and confusing, this will inevitably lead to a decrease in sales and an increase in the number of returns. That is why UX analysis and optimization are critically important for any online store that strives for stable growth and high profits.

HOW BAD UX CAUSES RETURNS
Poor user experience can manifest itself in many aspects of website design, each of which can lead to returns.

LOW-QUALITY PHOTOGRAPHS
One of the most common problems is poor-quality product photos. If a website only presents one photo without the ability to zoom in or view the product from different angles, the customer cannot fully appreciate its details. High-quality photos, according to statistics, increase the conversion rate by 94% compared to low-quality photos. About 26% of consumers abandon their cart if the product photos on the website are missing or inaccurate. In addition, low-quality images can undermine trust in the brand as a whole, because 90% of online shoppers consider the quality of photos to be the most important factor when making a purchase.

INCOMPLETE AND UNCOMFORTABLE DESCRIPTIONS
Another significant problem is incomplete or unclear product descriptions. If the description lacks important information about the size, materials, features or features of the product’s use, this inevitably leads to erroneous purchases. Statistics show that 64% of buyers have returned online purchases precisely because of inaccurate product descriptions, and 31% of all returns are due to the fact that the product did not match its description. As a result, customers return products because their expectations about the product are not met. It is important to note that 87% of online buyers consider product descriptions to be decisive when making a purchase decision.

CONFUSED NAVIGATION
Unintuitive site navigation is also a serious obstacle for users. If the site structure is confusing and the movement between pages is illogical, users spend a lot of time and effort searching for the right products. About 40% of online shoppers abandon websites precisely because of confusing navigation. Such navigation causes irritation and often leads to abandonment of the purchase. Customers are simply not ready to waste their time on fruitless searches and leave the site if they cannot quickly find the information they need. As a result, poor navigation directly affects the conversion rate. Studies show that more than half of consumers who are ready to make a purchase cannot complete it precisely because of problems with navigation, and 25% of buyers abandon the cart due to the complexity of navigation.

COMPLEX SELECTION OPTIONS
Problems with confusing product selection options (size, color, quantity) are also a significant cause of returns. If the selection process is complex, non-obvious, or uses awkward controls (e.g., non-intuitive drop-down lists), this often leads to ordering errors. This is especially true for size selection, as incorrect size selection is one of the most common reasons for returns, especially for clothing and footwear.

BAD FILTERS
The absence or incorrect operation of filters also negatively affects the user experience. Filters are an important tool that helps users quickly find the right products among a large assortment. If filters are missing on the site or they do not work correctly, this significantly complicates the search process. Without effective filters, users may simply miss products that might interest them.

COMPLICATED RETURNS PROCESS
Finally, a complicated returns process can also lead to a negative experience and, as a result, a refusal to repeat purchases. If the return policy is opaque or the return process is confusing and requires significant effort on the part of the customer (for example, there is no obvious “return” button or unclear instructions), this causes negative emotions. Statistics show that 80% of online shoppers in the US say that a bad return experience reduces the likelihood of their future purchases from that seller. Opaque return policies simply scare away potential buyers, and a complicated return process leads to a loss of customer loyalty. Today's customers expect a simple and understandable return process, as 92% of consumers consider ease of returns an important factor when choosing an online store.

SOLUTIONS FROM GLIANETS
The company Glianets is your reliable partner in the field of UX/UI website design and online store development. With a 16-year history of successful work in the web development market, we offer comprehensive solutions that will help you avoid problems associated with poor UX and significantly reduce the number of product returns.

Our team of experts develops UX/UI-design of the website with a special focus on the needs of your buyer. We create convenient and adaptive interfaces, where every element is thought out to the smallest detail. We pay special attention to the structure of the product card, ensuring the presence of high-quality photos (gallery, video, zoom), detailed and comprehensive descriptions, as well as intuitive selection options.

We also offer a usability audit service for your existing websites. Our experts will conduct a deep UX analysis, identify problem areas, and provide clear recommendations for improving the site interface. One of the important aspects is navigation optimization, including the implementation of convenient and relevant filters with the ability to select multiple items. High-quality filters are the key to convenient product search.

For those planning to launch a new online store or looking to radically update an existing one, we offer online store development services. We conduct in-depth UX analysis, redesign the structure, and create a website that works for results.