Five Reasons Why Customers Aren’t Buying from Your E-Commerce Store

Sometimes, you can spend weeks and months perfecting your e-commerce store, creating what you believe to be the perfect customer experience, only to find that nobody’s buying what you’re selling.

This happens to the best of us and could be for a number of reasons, but thankfully there are steps you can take to get your online store thriving again.

 Here are five reasons why your store might not be performing quite as well as you’d like.

Unexpected costs

One of the most common reasons customers will abandon a purchase mid-way through their buyer’s journey is being hit with unexpected costs before they complete the checkout.

The best way to avoid this is to be completely upfront about all of the costs, and display things such as shipping costs as early on in the process as possible.

Ideally, shipping costs should be displayed on every page of your site including the home page, and this is why many of the big sites clearly display something such as ‘Free Shipping on order over £x’ as part of their template.

Alternatively, the postage costs should be listed right next to the product itself so that it’s clear.

Of course, the best way to avoid all of this is free postage, if you can afford it!

Customers losing interest

Sometimes customers simply lose interest in the product and decide that they don’t want to make a purchase.

You might think that this is completely out of your control and to some extent it is, but there are certainly some steps you can take, because if people were on your site in the first place, they must have at least some desire to buy.

You can help to convert them into customers through steps such as offering smart product recommendations based on their behaviour, using a content led blogging approach to keep people coming back, and “We’ve been missing you” emails to keep them moving through the customer journey.

Being beaten on price

Price is obviously one of the most important concerns for customers, and it stands to reason that if they can get your product cheaper elsewhere, the probably will.

If you don’t want to lower your own prices, then you’re going to have to enhance the other benefits of your site.

For example, this could mean offering cheaper postage, next-day delivery, coupon codes or promotions such as buy one get one free.

Testimonials are also really important in reassuring your potential customers, and you can read more about just how crucial they are in this post from Pardot.

Navigation too complicated

It can be easy to get caught up in fancy design choices, but the best advice is to always keep it simple and easy to use.

We spoke to North East-based web design agency Way Fresh who said: “We recommend using your main navigation bar to list your main product categories, and clear ‘Sale’ and ‘New Stock’ categories, or something to that effect.

“The very top of your screen should also have contact details, a search bar, and maybe an option for customers to create an account and sign in.

“As for the bottom, this should house secondary navigation options such as your blog and other information pages.”

Website crashes

Of course, the problem may purely be a technical one, and if your site is frequently down or crashing on your customers, then you’re obviously not going to sell!

This could be caused by a number of things such as bugs caused by faulty code, not enough memory on your server, or any number of issues.

The best thing you can do is ensure that your e-commerce hosting platform is of a high quality, and able to stand up to the amount of users you’re expecting.

Check out this post from Inc. on the top five e-commerce platforms in 2016.