High bounce rate means low profits. That’s definitely not what you expect from your ecommerce business, right? You have created an online shopping store. You obviously spent a lot of time on filling it with products and certainly invested money in its promotion. After doing everything that’s necessary, if your visitors are abandoning the website or going away without purchasing, maybe it’s time to find out why and rethink your strategy. Here are 5 such reasons why your visitors might not buy from your online store.
Even though your website attracts enough visitors, quite surprisingly, it generates next to zero sales. This indicates that you have a low conversion rate – people find you online and visit your store but go away without making a purchase. Why would they do that? There could be lots of reasons, to understand the deeper problems let’s look at the process from a customer perspective. That’s how you will be able to understand the most common mistakes that hurt your conversion rates – and learn how to fix them! Then start testing the issues we have identified here. You may surprise yourself with how quickly your sales would increase and the number of visitors who leave without buying decrease.
- Your website is slow: One of the biggest reasons any visitor loses interest is when your website takes too long to load and even longer to load the products. The loading time of your online store means a lot for your sales. Imagine you click a link and you have to wait a whole minute until the page loads. That’s just ridiculous, and no one will actually WASTE their time on this. Even if you sell high quality products and your ecommerce portal is vividly designed, your one-of-the kind items that can’t be found anywhere else fail to attract the attention of the visitors. People are not prepared to make such a sacrifice. Time is a precious asset, so if they can’t browse your store quickly and conveniently, they will decide to save their nerves and leave. A research by Hubspot shows that if a page’s speed lowers by only 1 second, it could cost Amazon $1.6 billion in sales each year. Time is money. No arguments at all.
REMEDY: first, check your web store – there are lots of online tools helping you estimate the website’s loading speed. If it is too slow, don’t worry – there are a number of ways to increase the loading speed; for beginners, you can start with optimizing size and format of all the images.
- The design is unprofessional: There are a lot of ecommerce stores encumbered with low quality banners, images, links, etc. Browsing through such portals, looking at shiny animation and tricky design elements, the user can’t even understand what’s the purpose he came for and what the seller wants from him/her. Poorly chosen colors affect readability and usability negatively. In addition to these, multiple heavy design elements make it hard for a store visitor to focus. You surely won’t buy anything from a website that makes you feel lost and confused, right? REMEDY: Keep your website design clean and simple. It is found that an ample white space around texts (especially titles) can increase the user attention by 20%. Keep in mind that the design elements leading to make a purchase are made in the same style and are different from the rest of the page.
- There is no competitive advantage mentioned: How precisely are you different from your competitors? What makes you better than any other online store? What are your USPs? What makes buying from your website THE BEST IDEA that has EVER occurred to your store visitors? If your landing page of the online store doesn’t answer these questions, you are likely to lose a lot of potential customers. REMEDY: Think about the questions carefully, and make sure that the answers to these questions can be immediately seen and understood by your store visitor.
- No business contacts or support numbers: It is important for your potential customers to be able to get in touch with you. Plus, contact information such as physical address, phone number, etc., is a proof that you ACTUALLY exist. And why would anyone buy stuff from you if they doubt you’re real? REMEDY: Ensure that the contacts are listed on Homepage AND they are clearly visible.
- Product categories are a mess: Imagine a store with all the items mixed together – will it be convenient for a visitor to look for something specific? Or, think of a store with 50 slightly different product categories containing only 1-2 items each – does it make any sense? On top of that if there’s no search or filter through which the visitors can find the product they are looking for. It is obvious that they would not like to invest their time and efforts browsing and rather choose buying from someone else. REMEDY: Plan the categories of the products at the very initial stages of the ecommerce portal development. This way, you will be sure that the store structure is logical, and it is easy for a potential customer to navigate the site. Plus No mess guaranteed!
Remember, shoppers will make a decision whether or not to stay on your website within the first 5-10 seconds of visiting. Ensure your website analytics are setup and that you understand where and when your customers are leaving. For more insights to what elements appeal to a visitor to an ecommerce portal development read this article