This is a very common issue with eCommerce websites: you invest a lot of time to design it, a lot of time to drive traffic – and nobody buys anything. Modern design and good traffic are not enough – you need to sell!
So, here are some likely reasons why people don’t buy from your website. What are you possibly doing wrong?
1. Buying is not simple
When you enter a physical shop, the first thing you usually see is the cashier. Know why? Shop owners want to make it easy for you to buy and spend a lot of money.
In the online world, this translates into: please have the “view shopping cart” link on every page of the website, possibly in the right hand side of the header section.
Users will not only be aware they are on an eCommerce website, but they will also be able to easily reach the payment (checkout) page.
2. Copy is not sales led
Selling through a website is very complicated by default. Internet users behave differently from physical shoppers: more prepared, more anxious and more worried.
In fact, online buyers compare prices from different websites (yes, your competitors!), have very little time and get put off very, VERY easily. In some way, your eCommerce website has to drive that very difficult sale:
Use strong calls-to-action on every page: remind the user to “Buy Now”
Include powerful headlines: explain product benefits for the user
Show testimonials from satisfied customers
Create urgency: e.g. limited time offer or limited stock
Provide guarantee: e.g. “20 Days Money Back Guarantee”
Keep your contact information on every page
3. No trust signals
Physical shops pay rent, bills, salaries, have possibly good branding and very good customer service. All this is “not visible” on your eCommerce website – hence your goal is to enhance customer trust.
We already listed “10 Reasons Customers don’t Trust your Website” in a previous post. Also, your eCommerce website should have on every page:
“Pay securely” badges
Credit card logos
Link to Terms & Condition page
Link to Delivery & Return page
Link to Live Chat or Customer Service Phone
Company information and address
4. Checkout is not straight forward
Not only we want users to find the checkout page easily, but also to make sure checking out and paying is as quick as possible.
Go through your own checkout process, and take note of all the time wasting, long, boring and difficult functionalities. Get back to your web developer and get them corrected and improved, or you may never sell anything.
For example, never force users to register – allow “guest checkout” to speed the operations. Also, provide a “progress” indicator to show how easy and quick the process is e.g. “step 1 of 3”. Finally, always have the option to copy the shipping address from the billing address, as that’d save the user a lot of time.
5. Paying more than expected
When you pay for your goods in a physical shop, you definitely don’t want to end up paying more than expected. The major problem with eCommerce websites is that the customer has nobody to complain to. Direct consequence: no sale now, no sale ever.
Pay a lot of attention to your “transparent” shopping cart pricing. Always mention shipping costs, if VAT is included or not, if there will be additional charges or extra fees.
On the other hand, internet users love “Free Delivery” or other sort of discounts and offers. Offering something may cost you nothing – in this case we suggest to go ahead 🙂