Why your visitors aren’t shopping on your website?
07/12/2018| 13/09/2017 | Last updated:
Are you an online seller with your e-commerce running on the web for several months and you see that your visitors are not buying on your website? If so, something’s going on. There are many factors that influence how you attract your potential customers and how you lead them to purchase, which is what interests you. And it’s possible that you as a seller are investing large amounts of money in online advertising, through platforms such as Google AdWords or Facebook Ads. You even have a “community manager” to help in the management and dynamization of your social networks. But none of these actions succeeds in turning visitors into customers. You invest a lot of money for no return. Are you thinking to throw the towel? Don’t do it! Let’s see the solution to your problems.
So, what’s going on? It is quite possible that your website may be not properly designed. Or what’s the same, your customers don’t enjoy a good user experience. The most common thing is that your website has faults, errors in the ordering process, broken links, few images of your products… and much more problems that lead users to abandon the purchase before becoming a customer.
If you feel identified with the points mentioned above, you must make a decision. Your online store can succeed, you only need to contact the right professionals.
Usability or user experience is the user’s ability to surf a webpage and accomplish the desired objectives or actions. If we have an online store, we can consider that we have a good usability when users run the main action: to buy online.
As an online marketer, your greatest concern and attention should be focused on increasing sales. And to do this, you must ensure that your prospective buyer has a pleasant experience within your website. For this reason, it is very important to have a good design of your online store to avoid the frustration of users. Above all, you must make things users-friendly, otherwise they will end up leaving without buying anything. A clear and simple design will make it easier for customers to navigate, will transmit security and will surely increase the probability that they will end up buying.
User experience’s experts define usability as “the simplicity and the layout of the content of an online store that makes it easy for the user to shop online”.
As in other aspects of life, first impression the visitors have about your online shop will be very important. An online store full of spelling mistakes, superficial or unnecessary content, annoying banners or misleading prices will cause a bad impression to visitors, who will not hesitate to leave your website. Nor do enervating loading times and overloaded or disordered websites help.
For this reason, the first action to perform is to review spelling, eliminate unnecessary content, discard all those annoying banners that overlap and let streamline the loading process of your website to make it faster.
One of the most important reason why buyers quit a purchase in an online store is “hidden” cost uncovered at the very last moment when they are paying. That “abandoned cart” is because buyer feels cheated of the last-minute increased prices because of VAT or the cost of delivery not originally included or specified.
Don’t deceive your buyer this way. Always show the final price of products, including taxes, and be transparent with delivery cost. On the contrary, you’ll encourage your buyer to abandon the cart.
Let’s not fool ourselves: the period of overloaded pages ended. Now, users are very familiar with minimalist websites. Flat, clear design with few distractions.
The main issue in your online store is not to force users to waste time trying to understand how to navigate your page. On the contrary, you must make very easy to reach the desired product. If you make it easy, customers will be ready to buy earlier, which is what interest you.
Eliminate distractions, unnecessary steps and you’ll sell more. Look at the competition. In online shops, minimalist design with clear or white background gives better results when try to sell.
And finally, be aware of consumers’ tastes and behaviours.
Your only digital showcase is located on the product sheets. You must take the utmost care of them. We do not recommend over-information, but neither should we neglect the essential points that every product sheet should contain:
But especially, images and/or videos. Without any good image or video, no visitor will end up shopping on your website. So, you should provide quality images in every product sheet of your online store and, where possible or appropriate, to include videos.
Any user willing to buy in your online store must visit the page known as “shopping cart”. This is where the most important process of your store will take place: the purchase. That’s why you must make sure that everything is in place, so that the purchase is completed. It’s on this page where most online shops, even the biggest brands, tend to fail.
It’s very common that faults occur during ordering process. This will provoke nervousness among your customers, moments of panic and, finally, the abandonment of the site.
a) It must be a clear, transparent and error-free ordering process
First, be honest with prices. Don’t deceive your customers and always show the final prices, with taxes, delivery costs… Make sure that the bank payment gateway (TPV) works correctly, which is essential for your customers’ purchases to be made properly. Let’s offer alternative payment methods such as bank transfer, PayPal or cash on delivery.
b) Shopping cart on a single page only
Make the entire ordering process run on a single page. Don’t force your customers to register on the web if they don’t want to. Don’t ask them for more personal information than is necessary for the purchase. Let’s offer several shipping options (urgent, normal or in-store delivery).
c) Don’t mislead with the stock
Always inform customers about the availability of the products. Show in the shopping cart the actual stock of items. If the customer would like to purchase a product without available stock, inform him/her of the approximate time for delivery.
d) Telephone or chat assistance
Offer information to customers about how to contact in case of doubts or problems during the ordering process. Telephone or chat support will provide extra security and customers confidence.
e) Offer free delivery
A good incentive to purchase is the option to offer free delivery above a certain amount. That’ll boost your sales.
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