5 Ways Online Shoppers Mentally Grade Websites

4. Uncomplicated checkout process: People want to buy from you; don't make it difficult for them. If a shopper has to click through 10 different screens to finally submit payment, you need to rethink your user experience. Online retailers often forget that strong design shouldn't be dedicated to just the digital catalog. Think about every step a customer experiences and make it as seamless as possible. If your design aesthetics drop off during the final step, the experience changes and it may be just enough to drive them away.