On e-commerce websites:

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BlackTom AI · Accepted Answer

Examining the prompt, we see the question text is extremely brief: "On e-commerce websites:" with no answer options provided to compare against. This means we cannot evaluate multiple choices against each other, since the set of options is missing.

Given that the provided answer field contains the statement: "If a site doesn't let users easily achieve what they want, they leave the site.", we can analyze this claim on its own merits and in the context of user experience and usability principles.

First, the core idea here is that user goal achievement drives engagement and retention. If a user arrives on an e-commerce site with a goal (e.g., find a product, compare options, complete a purchase) and the site makes it difficult to accomplish that goal, frustration tends to rise. In UX terms, this is known as friction or task completion difficulty, which often increases drop-off or bounce rates and reduces conversion.

Second, this statement aligns with fundamental usability heuristics: efficiency of task completion, discoverability, and minimal required effort. When navigation is unclear, search is slow, filters are unhelpful, product information is sparse, or the checkout process demands unnecessary steps, users are more likely to abandon the session and seek alternatives.

Third, the implication touches on motivation in a practical sense. If achieving a goal requires excessive effort, users’ intrinsic motivation diminishes, and extrinsic prompts (discounts, reminders) may not be enough to overcome the barrier. Consequently, users may leave rather than invest time and cognitive energy.

Fourth, it’s important to acknowledge potential exceptions. Some users might abandon temporarily for reasons unrelated to site usability (e.g., mood, competing tasks, pricing concerns, or needing to consult others). Conversely, a site might still experience exits even when a goal is achievable if the perceived value is low or alternatives appear more attractive.

Fifth, from a design perspective, reducing exit propensity involves optimizing search accuracy, streamlining checkout, clarifying product information, and minimizing the number of steps to complete a desired action. Providing helpful feedback, progressive disclosure, and trust signals can also decrease abandonment.

In summary, the claim that users leave a site if they cannot easily achieve their goal is consistent with widely accepted user experience principles. It highlights the link between goal attainment, friction, and user retention. However, it’s worth noting that exits can occur for multiple reasons, and addressing usability alone may not always prevent them.

FIT2001_S1_2025 Applied Quiz Practice for Exam (Weeks 2-12) - Questions are by topics

On e-commerce websites:

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