A growing number of website visitors can make the heart tremble of any owner of an e-commerce store. But do not start uncorking your bottle of wine, as having high traffic does not always mean high sales. What are the reasons for such a nasty behaviour of your visitors and how to reduce the risks of falling into this situation we are going to discover with this article.
No matter the size of the e-commerce platform, the reasons for the high churn rate are often similar. Spending big sums on the advertisement, investing in content creation and constantly promoting the website with SEO means of any quality, each business owner wishes to receive decent ROI.
The visitors can abandon your e-commerce website at any step of their journey, on the very beginning while it is loading, or in the cart. To fix the issue, it is better to start with finding the reasons. They all can be separated into several groups:
- User interface difficulties;
- Non-clear navigation and experience;
- Technical difficulties;
- Lack of optimization on mobile devices;
- Insufficient use of marketing tricks;
- Unclear policies and private information collection.
Let’s move to the first one and dive deeper into the outcome of it.
1. User interface difficulties
The first thing the visitors face at any website is its interface. Web designers even differentiate the so-called 15-second rule to state the importance of initial impression for visitors’ activity. Overloaded design, flash animations, the enormous number of text that shifts the attention from the products make visitors feel uncomfortable in most cases.
The general recommendation – always think about the main goal of users who come to your website – satisfy their needs with the tools you offer. The easier way for them to get the desired goods, the better results will be for both sides.
Also, pay attention to the visuals that are common to your target audience. The youth can be OK with a bright colour scheme, but the elderly should have another treatment.
A simple layout with a clear grid helps both UI and UX to guide your visitors to the cart. Standard fonts, unless your branding is delivered through fonts as well, with 2-3 sizes and styles can be enough for any e-commerce shop.
Remember about structuring the text with titles, subtitles and plain text to help your SEO promotion, and what serves better – Design or SEO – find in one of our previous articles.
2. Non-clear navigation and experience
This issue is tightly connected to the previous one and deals with the way the visitors find themselves on your website. If they have already spent more than 15 seconds there, they are rather satisfied with the basic design and wish to continue with your navigation.
Numerous visitors have the same questions, and that would be a great solution to place a separate page with FAQs, guides and life support. The more options available, the more chances the visitors ask about the issues they face and do not leave at once. The most common sections separated from the main page are:
- about us – to build trust with the visitors by telling the story behind the company;
- contact us – to allow people to choose the option they find the most suitable for their needs;
- shipping – to describe the conditions under which the goods can be delivered to customers;
- returns and exchange policies – to make customers more confident about the situations when something goes wrong and goods should be returned;
- FAQ – to help people find the answers to the questions, even if they were already described in other sections.
The most common place for such sections is in the footer of the website. That allows people not to search for needed sections all around the interface.
As far as we are talking about e-commerce websites, one of the most important functions – search and filter. The visitors may come for a particular product or group of products. A convenient search that grants clear results and the ability to filter them or sort in proper relevance is a must for an effective e-commerce shop.
Among the underestimated things that influence the conversion rate of an e-commerce website are call-to-actions. The application of UX copywriting principles is a great solution to improve the metrics of leading customers to the cart. Entice the visitors with limited offers or high-quality photos that allow examination of fabric details in maximal resolution. Find your own uniqueness and propel it as a part of the experience your customers get regularly.
3. Technical difficulties
Now, recollect in mind the first issue. There we have discovered the 15-seconds rule, but it will cost nothing if visitors do not see your interface at all due to the website’s long-lasting loading. 3 seconds for this process is enough for 50% of visitors to leave the website. For example, Google Speed Insight checks the serviceability of the website that influences SEO score. And the parameters of first contentful paint and time to interaction are on the first positions. The reasons for long-lasting loading are hidden in the poor quality of the code, non-proper hosting services provider, lack of optimization of the existing code.
Still, the poor quality of the code can raise issues within the service. The cart can introduce miscalculations or make errors when the payment system was added as the plugin.
Besides the cart page, the product page is another thing converting visitors into customers. To make it viable and effective, it is necessary to find the balance between the most precise description of the product and optimisation for responsiveness. Technically, such categories as reviews and detailed descriptions can be divided into separate tabs and load the content on necessity but not always.
Constant control over the serviceability of the service is necessary at every step of the customer journey. You may have the perfectly adjusted retargeting campaign via emails, though if something goes wrong with your server, nobody gets their letters with unique offers and makes the purchase.
That all is without talking about the impact of downtime for an e-commerce business. Such an option can also appear due to insufficient maintenance of the system, low code quality, insecure scaling and the introduction of new modules.
4. Lack of optimization on mobile devices
Mobile devices became the game-changers and brought new requirements to the sphere of e-commerce. Mobile applications can empower any shop and increase the average check by influencing the retention and loyalty of the customers.
But what about websites? Before your customers download and install your app, they get acquainted with your company through its website. As far as the chances of getting mobile traffic are high, optimization for mobile devices gets its consideration. Even if the customers further move to the desktop version of your e-commerce website, the first date most likely happens on mobile.
Check if the interface is comfortable and clear for both mobile and desktop. Besides the visuals, ensure the full functional value condition as far as the critical mistakes can harm your reputation more than an abandoned cart.
Consider changing videos or heavy animations into pictures for mobile. The limited functional scope can make other core functions work faster. Though, such imitation should be introduced by experienced teams that understand the outcomes of imitations.
5. Insufficient use of marketing tricks
This section brings rather obvious, though useful tips on converting visitors into customers:
- make valuable offers for your particular audience;
- introduce the personalization to the experience your customers get;
- do not forget about remarketing;
- make the threshold for free shipping option;
- customize and personalize an abandoned cart email.
Besides the tricks on how to make people wish to purchase things they do not wish to, a lot of things can be done to build a community of loyal customers around your brand. Start with the story behind your company. People who feel trust are likely to respond to your stories with loyalty. Such an attitude will help to make them purchase things again and again or bring new customers.
And what is the proper place for placing the stories – that can be the About us section, or even your blog. The articles can find the interested audience and convert them into customers. Moreover, the blog builds even better trust within your community.
6. Unclear policies and private information collection
Each year the question of responsible use of private information rises more and more. People start selecting the companies they wish to cooperate with by applying new requirements. Make sure that all your policies, such as shipping, returns and exchange, payment systems are clear and true. In case the visitor can not understand how they can send the goods back, they find the shop with proper info.
Define in what way you collect and use the information about your customers. Always bear in mind that the customers are the owners of their information, and if they do not wish to get an advertisement on their emails, respect their choice. Customers who feel value are likely to come back and become regular purchasers.
The checklist on what to do to turn visitors into customers
The tips above describe the reasons for bad situations that are already happening, but how to avoid them when making a new project. Here is the checklist defining the main areas to pay attention to when developing an e-commerce website.
- Conclude the branding identity and carry it through the entire project.
- Tell the story behind the company.
- Select the target audience you are interested in and optimize the UI and UX for it.
- Make easy to grasp navigation and grit.
- Work out the call-to-action that is the best for your audience.
- Build trust with your audience in blog, social media, and customer support.
- Make clear and true policies.
- Ensure the stable work of the website.
- Select the best hosting provider for your website.
- Optimize the website for mobile devices.
- Ensure the quality – visuals, texts, goods, support…
- Ensure that the traffic you are taking to the website is from your target audience.
And besides the tips stated in the checklist, consider finding the developers team that understands the composition of e-commerce products. The huge layer of trustworthiness is hidden in the stability of the website, its UI and UX. When these steps are done properly, the architecture is scalable and easy to maintain, with fewer things left to be done in marketing and branding.
The next step after getting numerous customers with the new or renovated technical part is the creation of supplementary mobile applications to enlarge ROI.
Try changing your e-commerce website with our services and stop losing your possible income. Contact us anytime to discuss your issues and ideas.