Picture this: you’re a customer. You’ve just seen a business mentioned in a WhatsApp group. Someone says they sell exactly what you need. You Google them, click their website, and within ten seconds you’ve made up your mind; not about the product, but about whether you trust the business enough to give them your money.
That snap judgment happens on every Kenyan e-commerce site, every single day. The question is: when a customer lands on your website, what decision are they making?
Most business owners design their websites for themselves: for how it looks on their laptop, in good lighting, on a fast Wi-Fi connection. But your customer is probably on a 3G connection in Roysambu, Eldoret, or Kisumu, using a mid-range Android phone, with five other tabs open. Their patience? Only about four seconds.
So here’s a challenge: open your website right now, pretend you’re a stranger, and answer these questions honestly.
1. First Impressions (0–4 Seconds)
- Does your homepage load in under 4 seconds on mobile data?
- Can you tell within 5 seconds what the business sells?
- Is there a clear, visible call-to-action above the fold?
- Does the design look like it was built this decade?
Over 70% of Kenyans access the internet via mobile phone. If your site takes more than four seconds to load, research shows you’ve already lost more than half your visitors: before they’ve seen a single product.
2. Trust Signals
- Is there an SSL certificate (the padlock in the browser bar)?
- Are there real customer reviews or testimonials visible?
- Is there a clear contact page with a phone number, email, and physical address or location?
- Are your M-Pesa and payment options clearly displayed?
Kenyan online shoppers have been burned before: by fake stores, undelivered goods, and vanishing sellers. Trust isn’t given; it’s earned. A missing phone number is a red flag. No reviews? Another red flag. No SSL? Many browsers now actively warn users your site is unsafe. That warning alone will chase away a customer who was ready to buy.
3. The Buying Experience
- Can a customer find a product and add it to cart in under 3 clicks?
- Is M-Pesa integrated as a payment option?
- Is the checkout process simple enough for a first-time online shopper?
- Are product descriptions clear, with accurate prices in Kenyan Shillings?
A complicated checkout process is the single biggest killer of online sales in Kenya. Every extra step, every unnecessary form field, every confusing redirect; is a door you’re holding open for your customer to walk out of. If paying or making an order on your website is difficult, then you have a serious problem.
4. Mobile Experience
- Does your site look clean and professional on a phone screen?
- Are buttons large enough to tap without zooming in?
- Does text remain readable without horizontal scrolling?
- Do images load without breaking the layout?
A site that looks great on a MacBook but breaks on a Tecno Spark is a liability and not a good website. Design for your actual customer, not for your own screen.
5. Credibility & Content
- Is your ‘About Us’ page personal and specific: not generic copy?
- Are there real photos of your team, products, or premises?
- Is your return or refund policy clearly stated?
- Is your content free of spelling errors and broken links?
Blurry stock photos. A blank About page. A broken link on the contact form. These are small things that send a loud message: this business doesn’t take itself seriously. Why should the customer?
YOUR SCORE
16–20 checks: 🟢 Solid foundation. Focus on growth and optimisation.
10–15 checks: 🟡 Gaps exist. Fix trust and mobile experience first.
Below 10: 🔴 Your website may be losing you sales every single day.
The Bottom Line
A website is not a brochure. It is your hardest-working salesperson: available 24 hours a day, seven days a week, to every potential customer in Kenya and beyond. But only if it’s built right.
At Buzz Online Agency, we’ve helped businesses across Kenya turn underperforming websites into revenue-generating machines, without increasing ad spend. One Nairobi-based retailer saw a 110% increase in completed orders within 30 days of our e-commerce overhaul.
If your checklist had more empty boxes than ticks, let’s talk.
Book a free discovery call: https://www.buzzonline.co.ke/schedule-free-meeting/ or DM us on +254734669599 and let’s map out your website’s potential in a quick, no-pressure chat.
Here’s to building businesses that thrive, both online and off. 🐝
