UX Isn't Just Design—It's Revenue: How Poor Messaging Cost BÉIS a Loyal Customer

Ecommerce brands put serious money into acquisition—but too often forget that retention, trust, and conversion depend on one critical thing: user experience.

One customer reported: "I recently ordered a BÉIS bag for my wife’s birthday. The product looked great. The site? Slick. But the experience after hitting “Buy” was a masterclass in how not to treat a paying customer."

Let’s break down what went wrong—and what it costs.

The SMS Experience That Missed the Mark

Here’s what happened after this person placed the order:

1. Three texts from an unbranded short code.
   No brand name, no context—just a number spamming my phone.

2. No path back to the product page.
   They clicked a link expecting to revisit the item. Instead, they got dumped on the homepage. Confusing.

3. Couldn’t copy just the discount code.
   Ever tried to use a code that’s wrapped in other text? Not fun. They had to manually type it out. Friction = frustration.

4. Got a reminder to use their discount code, day after the custusomer already did.
   Why are they being reminded to do something they just finished doing? Makes them doubt your systems.

5. Then came three more SMS nudges… for the same code.
   At this point, they felt spammed, not supported.

And because of this disjointed communication…

They Had to Backtrack on Their Own:

• Check their email to confirm that their order even went through

• Open a support ticket because they weren't sure

• Question why they paid $15 for shipping on a 1lb item

None of these actions should’ve been necessary. This is how trust erodes—not from the product, but from the process.

Why This Matters for Your Brand

All of this boils down to one issue: poor user experience.
And poor UX isn't just annoying, it’s expensive.

📉 Clunky post-purchase flows reduce retention
📉 Confusing messages increase support costs
📉 Broken discount journeys kill conversions
📉 Mismatched data (like reminders post-purchase) erodes trust

This wasn’t a tech failure. It was a strategy failure. Someone failed to map the real customer journey—and as a result, BÉIS probably lost repeat purchases, referrals, and brand advocates.

UX Is the New CRO

If you’re running a Shopify store doing $2M-$10M in annual revenue, experiences like this are costing you more than you think. You can’t patch this with another app. You need:

• Thoughtful customer journeys

• Clean, connected backend systems

• Smarter automation logic

• Clear, branded messaging from click to delivery

What To Do Next

At QOLOS, we build systems that scale with your business, not break it. We help ecommerce teams:

• Audit your flows, from site to inbox

• Fix logic gaps and UX leaks

• Rebuild backend systems for speed and scale

• Connect your CRM, WMS, ERP, and SMS tools into a cohesive experience

If your customers are double-checking emails or wondering if their order went through, you’re bleeding revenue. Let’s stop that.

👉 Let’s talk. No pressure. Just a real plan to level up your experience and your numbers.