You arrived on a website confident in your mission. You needed to buy a vacuum cleaner! But once you got to Target.com or Amazon.com or wherever you planned to make your purchase, you become enraged.
What category are vacuums in? Home? Electronics? Tools?
How do you get through the site?
Where do you click to see reviews?
Are there color options?
Is that a link in the corner?
What if you want to search by price?
Or by brand?
Bad usability kills otherwise pleasant website experiences and makes customers angry. Angry customers don't buy things.
User experience design is about creating the right path for your users and removing unnecessary roadblocks. Below are six common usability roadblocks killing your customers' experience and your bottom line.