The success of an e-commerce site is based on several factors. Nowadays, it’s no longer enough to have a presence online. Brands have to work harder to capture the attention of consumers via social media, content marketing, and search engine optimization (SEO).
E-commerce is also becoming more competitive. A lot more online retail platforms have popped up over the years, with Amazon being one of the most well-known and most-visited. This competition means companies have to offer unique advantages if they want their products to stand out from the rest.
So, it’s integral to figure out when customers visit and then leave an e-commerce platform. Losing customers mean losing revenue. But the good news is that it’s possible to keep customers around.
Here are five of the most common reasons customers leave an e-commerce site and how you can address them:
Customers Don’t Feel Valued
People shop online for more than just convenience — they also want more options and competitive pricing. Businesses have to ensure they create a customer-centric environment, so the e-commerce site treats users like individuals and not just another sale.
If you notice that customers are dropping off in large volumes at a certain point in their shopping experience, then it’s time to reevaluate what they see in this part of your site. Consider how many steps there are from signing up for an account through making a purchase and using a product. Maybe you should simplify the process by removing any unnecessary fields or information from the online form or checkout page. Do you include exit surveys on every web page? If not, this could be an opportunity for exiting visitors to provide feedback about why they decided to leave your e-commerce site.
Customers Want More Information
People don’t always know what they need, which is why giving them the opportunity to seek more information can help alleviate their fears about committing to a purchase. If you notice visitors are dropping off from your contact page, consider offering some FAQs or a live chat feature to engage customers. This gives them an opportunity to get the information they need from your site instead of going elsewhere, scrolling through Google search results, or giving up altogether because it’s taking too long to find what you have.
The Website is Sluggish
Individuals are impatient, which means your e-commerce site has to load within milliseconds. If you notice there’s an increase in customers who end up leaving your site because it’s taking too long for pages to load, then chances are the issue is with the hosting platform itself or due to an internet outage outside of your control.
There are several ways to speed up an e-commerce site. One is to check and tune up the SQL server database to ensure it’s running at top speed. Another is to reduce the number of plugins on your site. Each of these elements slows down a website and, in turn, annoys visitors who are trying to shop or browse around.
Customers Have a Bad Experience
We’ve all been in this situation: you see or hear about something, and it sounds amazing — but when you finally try it out, you’re left feeling disappointed or let down. The same applies to your e-commerce site. Chances are that if there’s a significant spike in the number of customers leaving your site without making a purchase, it could be because they have a poor user experience.
This means you have to improve how users interact with certain features or pages on the website. Perhaps you need to invest in a redesign or consider outsourcing development so that your e-commerce store performs better and meets the needs of your customers.
Customers Don’t Find What They’re Looking For
Finally, one of the driving forces for customers leaving an e-commerce website is that they can’t find what they’re looking for. If this happens, then it’s important you look at your site from the customer’s point of view. If they’re looking for a specific product or type of clothing, then make sure that what you’re selling is clearly defined on the website. The categories should be clean and simple to browse through.
You can also add filters and search boxes to help narrow down their options, showing them what’s available in the sizes and colors they want. If they’re still having issues finding what you have on offer, then consider creating a wish list or even opening up a marketplace with your most popular items. Your customers will walk away feeling satisfied and happy with their purchase.
Customers are satisfied when they have an easy shopping experience, which is why it’s important you address the top reasons they leave your e-commerce site. By doing so, you can increase conversions and ensure that customers stay satisfied throughout their entire shopping experience.
