12 Metrics That Hurt Customer Satisfaction and Conversion


For e-commerce businesses, there are two most important goals that you should focus on customer satisfaction and conversion.

As a business, you would, of course, want to make sales, and this translates to how effective you are in converting your website visitors to purchasing customers. There are a number of factors at play that can affect the success of your site in conversion.

Meanwhile, customer satisfaction is taken into account whether or not you are able to meet the expectations of your customers. You will have varying types of customers with different expectations, and your site is bound to be set against these. If your site is well-crafted, chances are that you will be able to satisfy your customers, which could eventually result in higher conversions.

To increase customer satisfaction and improve the conversion rate, a lot of work should be done in improving customer experience on your site. You should start by doing a website UX audit, and then doing the necessary work to improve on it. If you don’t know how to do a UX site audit, the following are 12 of the most important thing to look into:

1. High Bounce Rate

High bounce rates can both be a cause and an effect. Having high bounce rates is an indication that there’s something in your site that is just pushing them away from it. You will already miss out a lot of potential conversions from people who choose to back away from your site.

What’s worse is that this could further hurt your future conversions. High bounce rates are treated by search engines as a negative signal about your site, pushing it down the search rankings. And sites that are deeper into the search results are less likely to convert as compared to those who are able to command the top spots. It is best to address your bounce rate to improve conversion rate. There are more factors about bounce rates so it’s best to know them all to know how to get them to a lower percentage

2. Slow Web Speed

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One of the biggest hits against customer experience is having a sluggish website. A site that loads slowly is shunned away from, causing high bounce rates and dissatisfied customers who end up not converting.

It is important that you take website speed seriously. Check out various online resources like this one from Propelrr that help improve page speed optimization to 2 seconds loading time. Once you are able to improve your site speed, you will see a huge difference. Remember, the goal is to reduce web speed loading time.

3. Poor Content Quality

Content is a huge factor for customer experience. The absence of quality content can negatively affect the satisfaction of your customers on your site, which can then lead to poor conversion rate.

It is important that you regularly come up with quality content in order to improve customer satisfaction which can then help improve conversion rate.

4. Poor SEO Performance

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Search engine optimization is an important component in increasing customer satisfaction, as well as to increase conversion rate. SEO involves a holistic approach to improving user or customer experience. Sites that are well-optimized are able to command strategic positions in search results, and as previously mentioned, those who are in the first couple results are able to achieve more conversions. Adopting the best practices of SEO also put your site in the best position to satisfy your customers.

5. Failure to Optimize Images

When optimization is brought about, some think solely of content, failing to optimize images in the process. It is also important that you work with your images to put SEO forward. It is also a good idea that you know how to optimize images for page speed

6. Bad Web Design

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A messy site can cause your customers to avoid your website. But web design is not just about the visual aspect of your site, but how you set the individual components of your site. It is important that you design your site not only to be visually pleasing but it should also function properly. It is best to design with satisfaction and conversion in mind.

7. Complicated Navigation Scheme

Navigation is another important factor that can influence customer satisfaction and conversion. If it’s confusing to get around your site, then expect that your customers would not enjoy your site, nor would they buy your products. Implementing a minimal and straightforward navigation scheme can increase your conversion rate by making your products easier to find on your site.

  1. Failure to Provide an Option for Search

A lot of sites already provide for search functionality to easily find products that they are looking for, dramatically improving a site’s navigability. But some just do not see its importance. Sites that do not make use of search end up with low conversion, and unsatisfied customers.

  1. Complex Checkout Process

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One very overlooked process that can lower your rate of conversion is having a complicated checkout process. Websites with a complex purchasing scheme can cause customers to purchase their products on other sites. Increase conversion rate by simplifying your checkout process.

10. Absence of Customer Support

Customers appreciate e-commerce business that have a strong customer support in place. Meanwhile, those who do not offer customer support end up with dissatisfied customers, especially those with questions and concerns that are needed to be addressed but were not resolved.

11. Not Optimizing for Mobile

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At this point in time, a huge chunk of Internet traffic for e-commerce sites are coming from mobile users. That is why optimizing for mobile is vital. Search engines are making it even clearer by prioritizing mobile sites in page ranking. Those who fail will not only face penalties from search engines but will also face the ill effect against conversion and customer satisfaction. To ensure that you improve conversion rate and increase customer satisfaction, take mobile optimization seriously.

12. Not Using Landing Pages

Finally, some sites just fail to understand that your landing page is your visitors first contact. Having a good and optimized landing page can help drive traffic and increase conversion altogether. It also opens opportunities to understand your customers better through web analytics analysis.

Work on Customer Experience to Boost Conversion and Customer Satisfaction

It is very important for you to work on your customer experience. The CX metrics enumerated above can influence your conversion and the overall satisfaction of your customers. Work on these 12 in order for you to improve conversion rates and increase your customer satisfaction starting today.