A successful ecommerce store needs to have great user engagement with compelling message that entices your customers to purchase your products. There are major brands that try to push the boundaries to deliver the best customer experience by providing them better navigation facilities and other site features to make them more interesting.
On the other hand, there are ecommerce stores which never convert into sales due to high bounce rate as most visitors abandon their website. It’s important to know the key reasons as to what could be distracting customers away from the website to ensure success of your overall business.
Here we’ve discussed some of the top reasons why users might not wish to purchase from your ecommerce store:
– Poor market research and lack of pricing
According to studies by Statistica, 36% of the shoppers abandon the website in favour of another as they tend to find same products at lesser prices.
Most ecommerce companies do not have a competitive pricing strategy which has an impact on their sales as customers may get better deals elsewhere or they find the prices too expensive. Online shoppers tend to compare the products across websites to get the best deals. Hence, it pays to do proper research and know about your competitors’ pricing strategies to boost your sales.
– Complex navigation and checkout process
Often, online stores can make the process of buying very cumbersome for their visitors. There could be lengthy registration process and order forms which might take lot of time to complete which might put off your customers. In addition, lack of automatic entry of repetitive information might add to their woes and they might prefer to go to more user-friendly sites.
At the same time, checkout must be easy using secure payment mechanisms and most sites with SSL certifications are considered as safe and trusted by the customers. It’s recommended to purchase SSL certificate from well-known providers for your online store as there are many cheapest SSL certificate provider out there in the market.
– No transparency in pricing
Customers expect realistic prices for your online products and setting high prices can trigger them to leave your website. It can even harm the reputation of your website as people may tend to stay away from your website. This can lead to a steep decline in both website traffic and sales. At the same time, there should not be any hidden charges and they need to be mentioned clearly on your products.
Most websites face threats of cyber attacks which applies to ecommerce sites as well. Hence, it’s important to take care for protecting critical personal information including credit card or debit card details. It’s essential that your website is safe against any attempts of data breach and identity theft.
-Lack of contact information
If your ecommerce site has vital details missing such as physical address, contact information including email address and telephone numbers, it may be misleading to your customers. In Ecommerce websites, the most popular pages are the Home page, About Us and next is the Contact us page. Thus, your website must contain all the required information so that visitors will find it interesting and are able to easily buy your products.
-Incomplete product details
It can be really disappointing not finding enough information about your products for your online shoppers. Besides, it makes it easy for them to decide about purchasing your products. This is because customers tend to spend maximum time in checking out your product details pages along with information which can greatly improve their shopping experience.
-Lack of social media presence
Social media has been used extensively by online shoppers for gathering information about the products. Online stores that do not have effective social media presence can lose out the opportunity to connecting with their vital customers. If you want to improve the credibility and reputation of your business, it pays to have constant communication with your customers across social media platforms.
-Lack of SSL certificate
Security is the biggest concern when it comes to your eCommerce website and you need to ensure that you have an SSL certificate which is updated and is active for all the pages. It will secure online transactions between the server and the browser. At the same time if you have excessive security measures, then they may act as roadblocks and result in unnecessary payment security checks which may be repetitive and distract the users.
-Lack of user engagement
It is essential that your website contains all vital information about the products, but it needs to have a convincing copy as well. Sales copy can have a significant impact on your shopper’s behaviour, and they need to be engaging, persuasive and have effective call to action (CTA).
At the same time, it’s good to have a reward system to encourage your website visitors to come to your store.
–Slow loading speed
People want quick information when they are browsing your online store as they want to explore the products and search them randomly as well. Online shoppers tend to abandon websites that take longer time to load and ideally it must not take more than 3 seconds. Hence, it’s important to ensure that your website is designed with easy navigation features for quick and easy browsing of products.
The goal of ecommerce sites is to keep your users engaged for a longer time as far as possible. Thus, the longer the visit, the more time they get to explore your products on the website and make a purchase decision. By making your online store user friendly and responsive, you can attract greater number of visitors and convert them into leads.
In addition, today most online shoppers are constantly looking out for information on their mobile phone and smart phone devices. You can get higher conversion rates by making your mobile website more responsive to give them a positive experience.
Offering the right products to your customers can sometimes help in improving your sales. You can get feedback from them and see how you can implement the right advertising strategies about your products.