There are many possible reasons why people might not be buying from your eCommerce store.
They can’t afford your products or are not ready to buy them yet.
If this is the case, there’s nothing you can do. But in other cases, there are actions you can take to prevent this from happening.
Every time you ask someone for money, you create anxiety and resistance.
However, sometimes you do that more than you really need to, and that stops customers from actually buying from you.
Now, let’s a look at the most common price issues that you might face:
Unexpected costs – unexpected costs are the number one reason online shoppers leave a website without buying, according to a study by Statista.
Ask yourself this:
Do your customers know in advance how much you charge for shipping?
Do you charge them VAT on the top of the price displayed on your site?
Unexpected costs include everything that is added onto the base price of your products, and they can really kill your eCommerce sales.
For example, when customers realize that you actually charge for shipping, they are more likely to leave. In fact, this is the second biggest reason for shopping cart abandonment.
To combat this problem, you have two choices:
Include your shipping costs in the final product price. That way, customers will know how much they are going to pay in advance and you can offer them free shipping.
Zappos offers free shipping to all its customers.
You can display your shipping policy on every page of your site. That way, people will know far in advance that they need to order over $99 to get free shipping.
This is the case with Macy’s.
Found a better price elsewhere – Nowadays, customers are constantly searching for the best deals.
Services such as Google Shopping allow shoppers to very quickly find out who is selling a certain product at the lowest price so that they can buy from there.
If your goal is to position yourself as the lowest price retailer, you will need to pay extra attention to your competitors’ prices.
You can also implement a price match policy like Walmart.
If customers find a cheaper competitor, offer to match that price for your identical product. That way, they’ll be more likely to buy from you.
Additionally, instead of competing purely based on price, your best bet is to provide additional benefits such as free and same–day shipping, returns, and outstanding customer support.
In order to choose a product and buy from you, customers need to interact with your website.
Most often, users end up leaving without buying because your website is too complex. Let’s take a look at why that happens:
Website navigation is too complicated – you need to have a user-friendly website to make it as easy as possible for your customers to buy from you.
A user-friendly website layout is one that customers expect.
This means a left-side navigation bar with product categories, a search bar in the upper middle, and a shopping cart on the upper right.
Remember to include links to hot deal and top selling items on your homepage.
Contact details should be easy to find. Preferably, you should display them at the top of your homepage.
Lack of mobile-friendly design – Google recently announced that mobile search traffic has surpassed desktop searches in over 10 countries.
Even more, last holiday season, around 30% of all eCommerce sales were performed on mobile devices.
Studies show that 4 out of 5 consumers use smartphones to buy products online.
This trend shows that mobile is the new king of eCommerce. So, if you’re not prepared for this trend, you’re going to miss out on a lot of sales.
Here’s what you need to do to ensure a mobile-friendly eCommerce site:
- Create a separate mobile website (choose between responsive design and a mobile site)
- Design your mobile site for smartphone screens (sizes range from 320 px to 400 px across)
- Optimize your mobile site for speed (keep in mind that most smartphones use 3G to load pages)
- Use mobile navigation designed for touch (large desktop menus don’t really work for mobile)
- Simplify product pages (use a thinner header, put the call-to-action above the fold)
- Simplify checkout (it’s hard to fill out so much information using your smartphone)
The process takes too long – this is a huge reason why people abandon shopping carts.
The truth is, you need to optimize your checkout page in order to improve conversions.
Compare these two versions.
Which do you think is easier to complete? Which one do you think has a higher conversion rate?
Generally, you want to ask for the least amount of information possible to complete the order. Less is better.
Don’t ask questions such as: “How did you hear about us?” or “Would you recommend us to a friend?”
Remember to include the user’s previously submitted personal information and offer different payment options.
Distractions – best practices for conversion rates say that removing distractions will help you increase conversion rates and sales.
The Scandinavian eCommerce store nameOn reduced shopping cart abandonments just by removing distractions from the page.
They ran a test with VWO which showed an 11.40% increase in people visiting the checkout page after they reduced the number of CTA buttons from 9 to 3.
Another way to remove distractions is to test the timing and placement of your pop-ups.
Don’t schedule your pop-ups to appear immediately after the visitor arrives on the page, because this will distract people and cause them to leave.
Instead, use exit intent pop-ups that are triggered only when the user is about to leave your website.
The conversion killers in this section fall into the following categories:
Your customers don’t trust you yet – if you want to convince people to give you their money, they need to trust you. Your customers need to know that you’re going to deliver the value that you promise.
What is the easiest way to win someone’s trust? Show that others trust you, as well.
Industry experts are convinced that customer reviews and ratings can help you sell more products. Encourage people to leave one right after purchasing.
Send them an email with a call-to-action to do so. You can even offer them a reward such as a small discount on their next purchase to encourage more people to leave reviews.
Get more testimonials from past customers. Then, display them on your homepage, product page or even make an entire page dedicated to this topic.
Additionally, you should feature any press attention you’ve gotten.
And, last but not least, include an about page where people can learn more about your company.
Concerns about payment security – your customers are entrusting you with their sensitive information, so you need to take all the necessary steps to ensure it will be kept safe.
To do this, you can:
Include a visible ‘safety logo’ on your website.
This chart shows the most trusted security logos, according to a survey carried out among 2,520 US shoppers.
You should also buy a SSL certificate and incorporate secure browsing.
That way, customers will know that their browsing data is encrypted and won’t be openly shared with others.
Last but not least, be sure to list the payment methods that you support – PayPal, Visa, Maestro Card, etc.
Delivery date issues – what if your customer needs the product delivered the next day?
While this may be the case, they may not want to pay for expensive shipping just because you plan on delivering to all clients the next day.
To deal with this, you can simply offer free standard shipping and next–day premium shipping options.
That way, you’ll be able to make everyone happy, including:
- the patient customer who want to buy the product without extra costs.
- those customers willing to pay a premium price for next–day shipping.
No refund or return policy – having a refund or return policy gets rid of the risk for the customer.
This kind of policy lets the customer know that, if he’s simply not satisfied with the product, he can return it for free.
Lack of customer support – customers often have questions about your products that are not answered on your website. They might also have technical issues, like their card not being accepted by your site or something else.
The truth is, there will be times when they will need to contact you to be able to make a purchase. And if you don’t make it easy for them, they might not buy from you.
So, make it easy for them to find your contact details by putting them at the top of your page. Then, back that up with a customer support team that actually picks up the phone.
Zappos takes this one step further by offering 24/7 customer phone and chat support to its customers.
The objective of marketing is to attract new customers, but it can sometimes distract us from our final goal.
Let’s take a look at the most common marketing mistakes that are killing your sales.
Sending the wrong traffic to your website – not all traffic is created equal.
Some sources convert better than others, and it’s your job to figure out which ones are worth it.
Go to Google Analytics, click on Acquisition → All Traffic → Source/Medium.
Then, you’ll see the conversion rates for all your different traffic sources.
You might be surprised to find that YouTube converts much better than organic search.
To get traffic that converts into sales, you need to:
- Focus on increasing traffic from sources with higher conversion rates.
- Figure out which keywords convert best for your site
- Figure out which pages and products convert best
Customers can’t see how your product meets their needs – there is an old saying in advertising that goes something like this: Customers don’t buy drills, they buy holes in wood.
In other words, people are only interested in the end result that you can offer them, not in the product itself.
So, if you want to sell to them, you need to clearly state how your products are going to help them get what they want.
Check out how Lemon Stand is selling this bag – by telling a story to convey the benefits. It also awakens your imagination and lets you see how the bag can be used in practice.
Your customers don’t know which product to choose – imagine that you have similar products in the same category. How would you know which one to choose?
This happens when you have:
- too many product options
- bad filters and poor site search that make it hard to find the right products
- customers that are not experts in the products and don’t know how to choose one
In his book The Paradox of Choice: Why More Is Less, Barry Schwartz states that limiting consumer choices reduces anxiety for shoppers.
So, if you offer your customers between one and six options, you will make it far easier for them to make a buying decision.
Additionally, you can make product recommendations based on which products people bought before.
No sense of urgency – why would a customer buy now if your product is going to be available on the site in the future, as well?
If they are in no hurry to buy, you will need to create a sense of urgency to increase sales.
There are several ways to do this:
Show how many products are left on your product page. If your customer knows that there are only a few left, they’re more likely to take action now.
The other option is to create promotions that expire on a certain date. That way, your visitors will know when to act if they don’t want to miss out on a great deal.
Don’t make it hard for people to buy from you; make it easy.
Work hard to improve your user and customer experience. In the end, you will see an increase in revenue.
It won’t happen overnight, but, if you’re committed, you will reach your goal.
What do you think are the biggest reasons for people not buying from your eCommerce store? Let us know in the comments below.