Speaking from personal experience, if I head to a website and something is thwarting me over and over again, I will not return. Usually it takes one visit to make that decision, but if it's something I really wanted, I have been known to try twice. This year, for example, I'm trying to find a great deal on a Nintendo Switch for my son. This item is huge on his wish list, but this year I'm saving money for something, and spending isn't high on my list of 'want to do.'
In searching on a major gaming website, I kept getting thwarted with games coming up instead of the console itself. I was surprised, all things considered, because like I said, the site I visited was very popular and huge. You would think sorting would have been a priority for them. I tried once and went elsewhere. A few days later, still having not made the purchase (I'm really, really hoping something will pop up that doesn't take a chunk out of my savings), I tried again and ran into the same problem. I will not be back on that site. There are just too many other options and websites available, to worry about going to one that I know from experience now, is going to frustrate me.
I can only hope they have, or incorporate measures to let them see how customers are finding, or in my case, not finding what it is they are searching for when they visit. Such measures prove to be a win-win. They get a sale, I get an item I'd like to have. Seems like a no-brainer to me. :)
Customer success on a website can go a long way in propelling a business forward. Word of mouth travels fast, and if I'm very satisfied with a page I've visited, you can bet I'll be sharing that information with friends. It's highly likely too, that I'll be sharing on social media where it's oh so easy to give a big shout out or positive affirmation to a company who has made my day.
Finding measures to incorporate that will help you detect and monitor customer needs, as well as incorporate tools that engage makes good business sense...don't you think? :)