Do people come to your website and then leave without doing what you want them to do?
Congratulations! You’ve built your website and you’ve started your online marketing and you’re getting some traffic. But if most people who come to your site leave without buying anything, you might consider making a few simple changes to improve your chances of making more sales.
1. Poor User Experience
Twenty-five percent of shoppers leave websites without buying simply because the website is too difficult to use (see the study by Statistia). Websites that are too complicated, require forced registrations, serve disruptive advertising, or have lengthy checkout procedures can turn shoppers off and send them to their competitors.
To solve the problem, you first need to look at when your visitors are leaving. If your website analytics show that most your website visitors are never getting to your shopping cart you can conduct user experience studies to identify where the roadblocks are. When you make the shopping experience easy, intuitive and enjoyable you are well on your way to increasing your sales.
One of the most common reasons people leave a website after they get to the shopping cart is that the checkout process is too complicated. Too many steps, long forms, and repetitive tasks can all make a simple process too complicated for your shoppers. Shortening forms, and simplifying your checkout process can considerably decrease your cart abandonment rate and increase sales. If you have an easy-to-use checkout page and people are still leaving, it might be because people don’t trust you or your brand. Getting trust seals from a third-party like Trust Guard have been shown to increase conversion rates by more than 15%.
Fifty-six percent of the shoppers in the above-mentioned study left a website without paying because they were presented with unexpected costs. Thirty-six percent said that they left because they found a better price elsewhere, and 32 percent mentioned that high prices were the reason for them leaving without making a purchase.
That doesn’t mean if you’re a price leader in your market that you won’t have successful online sales. However, it does mean that you need to ensure your products’ premium value is clearly and quickly communicated, and that you need to be aware of focusing your marketing to attract and to engage shoppers who are less price conscious. If you are not the price leader, having a low-price guarantee will keep some of the 36% who left to find a better price elsewhere, and the 32% who left because of high prices, on your site and ready to buy.
3. Browsers Not Shoppers
Attracting people who are at the very beginning of their buying cycle is inevitable. These visitors will probably not convert to buyers simply because they are not ready financially to do so. You can still leverage their visit by giving them information to educate them about their choices and encourage them to leave their email address in exchange for something of value. If you send them automated emails reminding them to buy and implement a lead management program, you can eventually convert top of the funnel browsers into buyers when they’re ready to buy.
According to an online survey by Forrester Research, only 16% of people believe that online merchants are trustworthy when it comes to protecting their personal information, and more than half of consumers are concerned about identity theft. E-commerce providers can build trust in their services by developing and openly promoting their system security features, ensuring that privacy policies and security verifications/certifications are prominently displayed.
If all other things are equal, people will look for the best shipping rates possible. Think that an extra shipping charge won’t matter? Take note; the Statista study reported that 16% of shoppers left websites because the shipping options were not suitable, and a recent Comscore study found that 61% of shoppers would leave a website that didn’t offer free shipping.
Even if your shipping rates are competitive, you need to be aware of your delivery time frames. As far as online shopping goes, we live in an impatient world. Shoppers may look for better delivery choices if they feel that it will take several weeks before they will get their product(s), and they may not re-order if delivery takes too long. Check your competitors. If your shipping options are limited or expensive investigate lower cost options. If you find that delivery times are growing, look for expedited delivery options. Offering your customers free shipping insurance could resolve some of their delivery concerns as well.
Remember, shoppers will often make a decision of 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. Then start testing the issues I have described here. You may surprise yourself with how quickly you can increase your sales and reduce the number of visitors who leave without buying.
Special thanks to the Huffington Post for much of the information in this article. To read their post, click here.