How Bad UX/UI Could Be Costing You Online Sales: 7 Warning Signs for B2B eCommerce UX

Your B2B eCommerce site is getting decent traffic. You uploaded a robust product catalog, displayed tailored pricing, and invested in marketing. But instead of seeing online orders come through, you notice buyers leave your online store without making purchases.

The culprit could be your online shop's user experience (UX) and user interface (UI).

In B2B eCommerce, where transactions are complex and customer expectations are high, bad UX/UI can undermine sales. Here are 7 warning signs that your B2B eCommerce UX/UI is hurting your online business—and how you can fix them.

1. Your Online Store Design was Copied

If your online store's design was inspired by other online stores, there is a high chance the UX/UI is not optimized to your business needs. Every business has unique processes and buyer needs that should be reflected in an online store's user experience. A copy-paste job overlooks these unique needs and does not cater to your unique buyers.

Also, it's hard to make your online store stand out and showcase your brand's quality when replicating other store designs.

If your buyers report missing features or difficulty finding information on your online store, add a UX/UI strategy to your roadmap.

2. Negative Customer Feedback

If you receive negative feedback about your online store, it’s a clear sign that your UX/UI needs improvement. B2B buyers might complain about difficulty finding product pages, confusing checkout processes, or missing B2B eCommerce features.

Listen to customer feedback. Use it to uncover problems with your store's user experience.

3. Product Images are Missing or Repeating

eCommerce teams often underestimate the impact of low quality visual elements on an online store. Sure, uploading 1000's of pieces of product data into your PIM is a lot of work. Producing images for every SKU is expensive and time consuming, and often provides little to no extra information to B2B buyers.

But, missing product images with a "Image not available" placeholder or 100's of repeating product images communicates low quality to buyers. Decision makers looking to spend 6 figures in an online store are not going to be impressed with low effort product images.

There are other ways to design a product listings page without using product images, especially if many SKUs look the same. B2B eCommerce UX/UI best practices can help you design product listings that suit your business.

4. Your Online Sales Aren't Growing

You may be seeing the same transactions, month on month, but haven't seen a new customer or transaction on your online store. A lack of new transactions could indicate your online store's UX/UI is turning off buyers from exploring your B2B eCommerce platform.

Use user journey mapping to learn how easy it is to discover new products and complete purchases on your online store. Pinpoint buyer pain points that slow down or confuse their shopping journey.

5. Lack of Customer Referrals

When was the last time a customer recommended your online store to new buyers? A lack of referrals is a key indicator that buyers don't love your online store.

Reach out to your repeat buyers and ask them how they feel about the online shopping experience. You can understand buyer expectations and address them with updated UX/UI design.

6. eCommerce Experts are Reaching Out

If you're targeted by eCommerce experts with design or strategy services, it might be a sign that your online store needs improvement. Agencies target companies where they can add value, so if you're on the receiving end of eCommerce sales pitches, it's a good idea to hear them out. Even if you don't want to buy services, eCommerce consultants will share insights on why your online store could use their expertise.

7. Missing UX/UI Expertise on Your Team

If your online store has never been touched by a UX/UI expert, then there is almost a 100% chance it has poor UX/UI. Many B2B eCommerce teams believe they can "figure it out" and that UX/UI design requires creativity or good personal taste.

However, this is not true.

UX/UI design is based on science and psychology, not personal taste. UX/UI designers often complete college degrees on the subject and have deep subject knowledge.

Also, specialized UX designers keep updated on hundreds of UX best practices. The knowledge of these best practices are crucial for designing online shops.

If you haven't included an UX/UI expert in your eCommerce team, now is a great time.

Your online store's UX/UI design isn’t about aesthetics; it’s about creating a seamless shopping experience that drives sales. If any of these warning signs sound familiar, it’s time to take action.

By addressing UX/UI issues, you can turn visitors into loyal customers and watch your online sales grow. A well-designed website is your secret weapon for success. Don’t let bad UX/UI be the silent killer of your sales—invest in improving your design today.