An e-commerce website’s main objective should be to facilitate online sales of your goods or services. The following items may assist you in figuring out why people aren’t making purchases from your e-commerce website if your website receives consistent traffic.
Finding Products Is Tough
The product categories should ideally be featured in the primary navigation menu of an e-commerce website so that they are prominently displayed. By the type of goods or by the way a consumer would utilize it, they should be organized into logical groups. For instance, the website of a clothing business might be separated into sections for men’s, women’s, and children’s apparel, and then further divided into categories for things like tops, pants, shoes, and more. The choices in a grocery shop could be arranged according to size, flavor, or occasion.
How are customers meant to know you sell stuff on your website if your products are not included in the main menu, under a “Product” or “Store” section?
Navigation Is Difficult to Understand
The phrases in your website’s navigation menu should be clear to all visitors. It shouldn’t use your corporate lingo or acronyms that a customer wouldn’t grasp. For instance, even though “create your own” and “custom” may fall into very different categories for your business, most users will use those terms interchangeably. A new user won’t likely know what your internal product or style name is, so it shouldn’t be in your menu unless it’s a widely known item like Air Jordan Sneakers.
Making Consumers Establish Accounts is Required
The number one conversion killer is making clients create accounts out of necessity. A customer may not be purchasing from your website if they have to register for an account in order to place an order. Look at how your main rivals manage the requirement for an account; many of them presumably provide guest checkout choices, therefore you should too.
Many people purchase gifts for events like baby showers and weddings on websites they don’t frequently visit themselves. It’s possible that the buyer who is buying a present won’t ever shop on your website again. It will be less probable for them to want to complete the purchase if you make them register for an account before they can order the gift.
Some people might be worried about the website storing their credit card number and personal information. Other clients might be worried that enrolling in your email newsletter by opening an account will clog their inbox with additional communications. When you do urge a customer to register an account, be careful to explain the advantages to them, such as the ability to track the progress of their transaction or to receive discounts on subsequent orders.
Problems with Product Pages
Customers should be swarming to your product pages if you have strong website traffic and intuitive navigation. Another factor in a customer’s decision not to make a purchase on your website may be a poor user experience once they visit those pages.
The following product page flaws may prevent customers from purchasing from your e-commerce website:
- No checkout button on product pages – It should be simple for customers to go to the checkout once they have added an item to their cart and are finished shopping.
- Product alternatives are not apparent – If your product is available in more than one size, color, or flavor, it should be simple for the consumer to choose from the available choices.
- No quantity field – Customers should be able to purchase multiple units of your product on the product page. Some websites are designed so that you can only buy one of an item at a time, which forces customers who wish to buy more than one to return to the product page again.
- A photograph of the product should be displayed if it is a tangible thing that you are selling. Customers won’t buy from you if you don’t have an image of items like clothing, housewares, or decorations where appearances count.
- Lack of breadcrumb navigation makes it difficult for customers to go back and return to the main category pages when they are browsing across categories. If this navigation is missing, the client may discover they have to go back to the main menu and re-click through all the subcategories to get to the section they want – hardly an ideal user experience.
Pop-ups
You can use pop-ups to introduce new products with customers, promote specials, and increase the number of newsletter subscribers. Pop-ups, however, might annoy many users and reduce their satisfaction with your website. If you decide to use pop-ups on your website, make sure there is a clear method for closing the pop-up without submitting the form. Users may completely quit your website if they are unable to close the pop-up.
Shipping costs are excessive
Another factor why customers view but do not make purchases from your website could be that your shipping costs are too high.
If a certain price point is reached, it is advised to give a reduced shipping fee. Many websites offer free shipping once you spend $50 on their goods. Pay close attention to your rivals in this situation.
Users frequently browse your website, add goods to their cart with the purpose to purchase, and then remove those items from the basket if your shipping cost is too high. Then, most likely, they’ll visit Amazon or a rival with a reduced delivery cost and buy quite comparable goods there.
Delivery Times Are Too Long
Similar to the last point, if your website’s shipment time is excessive, you risk losing clients. Customers should understand not just how long shipping will take to reach them, but also how long processing will take. Hence, if a customer visits your website on a Tuesday and requires an item for this weekend, be aware that if your shipping and processing times are too long, they might decide not to buy from you.
It’s understandable if your third-party logistics aren’t set up to be able to move products more quickly or send them away from your location more quickly, but be aware that this could have an impact.
Your website is not secure
If your URL doesn’t start with HTTPS, users might be reluctant to enter their credit card information on your website. When a person first hits your page, they may encounter a security error that reads “not recommended” regarding going to your website, which definitely doesn’t look good. This might happen if your website does not have HTTPS protection. Many visitors will pause at this point and never continue to your website. If people do visit your website, they might feel less comfortable making purchases there.
For help installing the security certificate, get in touch with our support staff if your e-commerce website doesn’t already have an HTTPS url.