UDS Blog

Digital Deal Breakers – a few do’s and don’ts of a well-crafted user experience

I’m an old fashioned​ girl, I like to do my online shopping the way Nordstrom intended, with a glass of wine in front of a big computer screen. Don’t get me wrong, I love my phone. W​e have a great relationship. But when it’s time to roll up my sleeves, pull out my credit card, and get to work, the small screen just doesn’t cut it.

For most businesses, I am considered an ideal target audience. Female, 30+, mom, homeowner, with some disposable income. I am a willing, active, and diligent online shopper. These days I purchase everything from toilet paper to my latest automobile online. If there were awards for this kind of thing, I would win them.

But we all have our digital deal breakers. Little quarks that can assist, or prohibit, from us from moving forward with a digital purchase.  Some refuse to click PPC ads while others don’t notice, or care, so long as they get to where they want to go. Some consider retargeting ‘stalking ads’ while others openly embrace the customization and not-​so-​subtle reminders of what we were recently viewing.

I understand that not everyone speaks fluent digital, but we all know how important customer experience is. Don’t let the experience you deliver be the reason people don’t buy from you.
Here are a few suggestions for hosting a great user experience and how to turn a browser into a loyal customer.


  • Engage me! Tell me about your reviews. Answer questions I haven’t even thought of yet.
  • Cookie me, pixel me, and for heaven’s sake, retarget me! Dynamically if possible. I like my ads tailored to my interests.
  • And while you’re at it, if you could cross device retarget me via IP address, even better! What better way to let me know you really want my business, especially for time sensitive purchases.
  • Is there an option for me to email you in the middle of the night, when I have time to do my research? Your website is your virtual store front that you don’t have to pay overtime for. Are you effectively utilizing it?
  • Encourage and reward for reviews. That matters more than you know!


  • If I can’t look you up in Maps, sorry, you’re not real.
  • Don’t steal the items in my cart just because I take a lunch break from shopping. That perfect pair of shoes took me hours to find. If you have to, at least leave me a note!
  • Don’t send me to an isolated, lonely island of a landing page just so you can track. If you assume you know what I’m looking for, you might end up with nothing. Give me options!

Most businesses strive to demonstrate superior customer service. If you have not taken the time to evaluate your online user experience you may be missing the boat on gaining new customers and loyal returning customers. Because really, what good is customer service if you don’t have any customers?​