There’s nothing more vital for your store than a customer pulling out their credit card.
And nothing more detrimental than when they leave without making a purchase.
On average, 68% of customers abandon their shopping carts. 25% of them will never return to your site.
There are many reasons for that. Your site is one of them.
Here are 7 of the most common ecommerce mistakes hindering your conversion rates.
The Problem: 67% of consumers use web self-service knowledge to find answers to their questions. And 45% of them will abandon their purchase if they cannot find a quick answer.
Moreover, 51% of online shoppers prefer to solve their problems by themselves.
And yet many ecommerce sites still lack a good FAQ section.
The Solution: Create and maintain an up to date knowledge base. Include all the information your customers are looking for, like:
Also, answer your customers’ most common product related questions – best usage practices, troubleshooting advice, things to look out for when using a product and many others.
The Problem: Trust is a major issue in online retail.
In 2012, when researching online customer behaviour, two management professors found trust and trustworthiness to be what they called a “filtering element” in online purchases – a hurdle that could prevent customers from completing a purchase.
Facts back that theory up too. 70% of shoppers state they have terminated placing an order because they didn’t trust the transaction. According to the same source, 53% of them indicated that a presence of a trust mark would have likely prevented the termination.
The Solution: Display trust marks on every page of your site – logos of independent companies that have conducted of the site or its ownership.
But, don’t pick just any trust seal.
Econsultancy discovered that trust marks work only if customers recognise the logo. Before you apply for your SSL certificate, check what accreditation your competitors display on their site. It’s often the quickest way to discover what trust seals your customers are familiar with.
The Problem: Promotions boost sales. Many shoppers spend a good deal of time online in search for a good deal.
During last years holiday season, 39% of stores targeted their customers with free shipping, the most popular incentive to buy. 28% offered a deal of the day. But 28% offered no incentive to buy.
At the same time, a study published by Global Journal of Management and Business Studies revealed that, in spite of building strong brand loyalty, customers are willing to switch brand choices in a case of an irresistible offer.
The Solution: Develop an offer that will target your customers and offer them exactly what they are looking for. The most popular are:
The Problem: To 56% of shoppers being presented with unexpected fees and charges not listed on the product page detrimental to continue with a purchase.
The Solution: Simply, be transparent about your fees. If there are any additional fees, list them openly on the product page.
The Problem: Ecommerce is an international business. With the myriad of shipping options available, you can send products to almost every place on earth.
But you probably display prices only in your currency. As a result, your foreign audience might not be able to discern the true price of a product until the transaction appears on their credit card statements.
The Solution: Include a currency converter widget or add the ability for users to switch currencies to display prices in their local currency.
The Problem: There are many elements that can hinder the purchase going through, like:
The Problem: Before your customers make a purchase, they need information.
According to the Nielsen Norman Group, only 64% of users find the information they need via a well-designed navigation. Imagine how many users abandon your site when they can’t understand its structure!
The Solution: Revise your site’s structure, from pages to categories, subcategories and products. Then, revise your navigation. Minimize the number of clicks a user has to make to reach the information, introduce filters and advanced search options, utilize drop down menus, etc. Econsultancy featured a fantastic overview of various ways to improve ecommerce navigation.
As online shoppers yourselves, what other frustrations do you run into while shopping on others’ ecommerce sites? What could be done differently to ensure your purchase? Let me know in the comments!