Switas Consulting Company analyzed the web and mobile platforms of over 100 e-commerce brands, with a combined revenue exceeding billions of dollards, using a UX Audit consisting of more than 200 questions.

The analysis revealed that six critical user experience mistakes lead to an estimated revenue loss of approximately 600 million TL. However, the solution is clear: Conversion Rate Optimization (CRO). By implementing CRO strategies, e-commerce sites can enhance their visitor-to-customer conversion rates and prevent potential revenue losses.

Key issues negatively impacting digital performance include the lack of personalized product recommendations, inadequate filtering and sorting functions, and more.

The study included brands operating in various e-commerce sectors, such as fashion, sports equipment, home textiles, home decor, kitchenware, cosmetics, and technology products. The categories suffering the highest revenue losses due to UX-related mistakes were identified as fashion and kitchenware.

By addressing these UX mistakes with CRO strategies, e-commerce sites can significantly improve their conversion rates. These optimizations not only increase sales but also boost customer satisfaction and loyalty.

İnci Dindar: "User Experience Plays a Critical Role in E-Commerce Success"

Switas Co-Founder İnci Dindar shared insights from the UX Audit study:

"User experience plays a critical role in the success of e-commerce brands. One of the biggest challenges for brands is maximizing sales conversion from existing visitor traffic. We conducted a comprehensive UX Audit on over 100 e-commerce brands’ web and mobile platforms, allowing us to identify major pain points in the shopping experience.

Problems such as lack of personalized product recommendations and inadequate filtering and sorting functions are among the key factors negatively affecting digital performance.

Based on our A/B tests, we estimate how much these overlooked aspects impact conversion rates. We make calculations based on sector-specific and brand-specific basket values. With this data, we can identify which elements harm conversion rates and estimate potential revenue losses.

By utilizing powerful digital tools and data-driven analysis, brands can optimize the user journey, improve conversion rates, and elevate customer satisfaction to the highest level."

Serkan Koç: "Accuracy of Filtering Values Increases Sales Success by 40%"

Arabunu CEO Serkan Koç emphasized the importance of filtering structures for sales success (CR):

"To improve sales success (CR), filtering structures should be designed based on search volume, and all filtering values should be accurately filled in. If a product lacks filtering values, users relying on filters won’t find it, which means a missed sale opportunity.

We have observed that fully filled filtering values can increase sales success by 30-40%.

Product titles (title tags) are another critical element. If titles don’t contain high-volume keywords, the product’s visibility in both on-site and Google searches decreases, negatively impacting sales.

Additionally, incorrect category listings on marketplaces and brand websites also reduce sales success, as users searching for products in categories won’t find what they’re looking for.

A study conducted in the U.S. found that 99% of users read reviews, and 96% focus only on negative reviews.

Lastly, detailed product descriptions that answer users' most common questions help undecided customers make purchasing decisions, thereby increasing sales success."

6 Critical UX Mistakes & Improvement Recommendations

1. Lack of Personalized Product Recommendations
Failing to provide personalized product suggestions to returning visitors weakens the user experience. To improve this:

Use customer purchase history, search behavior, and on-site interactions to generate tailored recommendations.
Display recommendations prominently on homepage and category pages.

2. Inaccessible Filtering/Sorting Options While Scrolling
Filtering and sorting users convert up to 5x better than others. However, many brands suffer from:

Filters and sorting disappearing when users scroll down.
Users being unable to modify their selections easily.
Solution: Keep filtering/sorting sections fixed on listing pages for easy access.

3. Lack of Category-Specific Quick Filters
Users who know what they want may struggle if key filters aren’t easily available. This can lead to:

Increased time spent finding relevant products.
Higher drop-off rates from listing pages.
Solution: Introduce category-specific quick filters to speed up product discovery and decision-making.

4. Missing Campaign & Discount Filtering/Sorting Options
More than 80% of visitors abandon category pages after scrolling through just three pages. Missing filtering options for campaigns and discounts:

Limits how quickly users can find the best deals.
Reduces conversion rates.
Solution: Ensure campaigns and discounts have dedicated filtering/sorting options.

5. Insufficient Display of Total Price & Order Summary in the Cart
Before proceeding to checkout, users want to review their total cost. However, in many cases:

Total price isn’t emphasized, leading to confusion.
Additional costs like shipping and discounts aren’t clearly visible.
Solution: Make total price more prominent than other price elements.
Display breakdowns (total product cost, shipping, discounts) near the total price.

6. No Easy Access to Previously Removed Cart Items
While keeping a cart clean is helpful, users may later want to repurchase previously removed items. However, many platforms:

Do not remind users of removed products.
Lack a "Recently Removed" or "Previously Added" section.
Solution: Add a reminder widget so users can revisit their previously considered products.