Unfortunately for all vendors, the practice of so-called “window-shopping” is very common, when people look at products without buying anything.
When it comes to e-commerce, we have browser windows instead — and it’s much easier to go window-shopping in them. People don’t even have to leave their comfortable chairs and they have many options to compare.
However, if you are an online shop owner, you may wonder what makes people leave your shop without making a purchase and what you could do to increase the number of people who buy from you.
10 reasons potential customers leave your online shop without buying
1. A lengthy or complicated buying procedure
If buying takes too much time or is too complicated, your customers may be annoyed and want to leave. Make sure all the steps of the process are simple and clear. The less clicks it takes to buy a product, the better. 2 or 3 steps, at most, is perfect.
2. Compulsory registration
In the 21st century rush, registration procedures are something people try to avoid. They don’t want to remember logins and passwords, get email verification messages, etc. So it’s a good idea to create an option of buying without registration. To get more registered users, you can attract them with special promotions. However, give a choice to not register for those who are in a hurry, and they will appreciate it.
3. Little information on the product
No one wants to “buy a pig in a poke.” Comprehensive descriptions of products help customers make up their minds on the purchase. Detailed characteristics and photos are very important. For a better effect, you could also include videos.
4. Better prices elsewhere
It’s very easy for people to track better prices on the Internet. And this is an important choice factor for many of them. It is one of the most obvious reasons for people to reject a purchase. Be sure to keep your prices competitive, and don’t forget about discounts and promotions.
5. High shipping costs
It seems a minor issue compared to a product’s price. However, it can be crucial in people’s choice if some other shop offers cheaper shipping. Moreover, it’s great to offer free delivery now and then — on various occasions like your company’s birthday, a public holiday or any other occasion you like. When you do it, don’t forget to advertise it so a wide audience can see it. Ads for free shipping work really well.
6. Doubts about the security
Online shopping is a convenient thing, but still many people consider it risky. It’s a good idea to lay a special emphasis on the security of the buying procedure on your website. You could also display the logos of trusted payment systems you use.
7. Doubts about the reputation
This issue is closely connected to the previous one. Your shop’s overall reputation matters a lot for the buying decisions. Your shop should inspire trust. So work on your brand promotion, and be sure to include trust-inspiring things like client’s feedback, certificates, clear information about the company, contact details and social media icons with a good amount of subscribers.
8. Hidden extra costs
Unexpected costs are something that customers consider unfair. This makes them want to leave right away. You should inform them about such costs in advance, not in the end of the checkout process.
9. Inconvenient payment options
It is awesome if your website has most popular payment methods. People should be free to choose which one they prefer or which one they are used to.
10. Long or unknown delivery time
Be sure to clearly specify the delivery time, and don’t make it too long. An especially convenient option is displaying the estimated delivery time for every product. Customers are more willing to buy a product if they know exactly when they can have it.
Think like your customers, make your website convenient for them in every way, and then sit back to enjoy tons of successful product orders!