Why Customers Hesitate To Buy From Your eCommerce Store
December 24, 2018 Sanjay Dabhoya

Do you want to attract more people toward your eCommerce store? Do you want to retain new and existing customers? Here are some useful tips for you.

Your eCommerce website is designed to persuade people to buy things. Now, it may happen that your website does not produce the sales as per your expectation. Or, you do not get the desired response from the target audience. If this is your experience, you need to work on improving the conversion rate.

It’s much easier to double your business by doubling your conversion rate than by doubling your traffic. – Jeff Eisenberg

Thankfully, small or unnoticeable changes can work wonders for your eCommerce website by engaging the potential customers with the site. Lack of sales is certainly a big issue for your website as you have spent a lot of money, energy, and time on developing it. Therefore, it is necessary to avoid any mistakes that take away the potential customers from your website.

It’s good to remember that when people come to shop online, they are in search of a store that is best fit for their requirements. So, your website needs to look ‘right’ in a way that the prospective customers find your website capable of satisfying their needs.

Here we are going to share mistakes or problems that keep the customers away from your online store. We will also give their solutions to make your eCommerce store profitable through boosting sales.

Another good thing is that whether you are a new player or a seasoned online retailer, these tips will certainly help you boost the sales.

With this, let’s start our exhausting list of over ten reasons why people don’t purchase anything from your eCommerce website:


1. Complicated Navigation and Complex Checkout

Have you ever put yourself in the customer’s shoes?

Suppose you’re a customer who visits an eCommerce website. What would you expect there?

Simple and easy-to-understand navigation along with a short but secure checkout is all you need to have a pleasant shopping experience.

Even if your website gets good traffic, it is of no use if the conversion rate is low. Complex and longer checkout process are responsible for your customers’ change of mind.

A study has revealed that 47 percent of buyers do not complete the buying process if the checkout process is lengthy. It impacts negatively on your customer’s buying decision in the future also.

Forced and lengthy registration, excessive information, lengthy order forms, and lack of automatic entry of repetitive information can make your website appalling for the customer and they may turn toward other user-friendly websites.


2. Lack of Market Research and Absence of Competitive Pricing

In the competitive field of eCommerce, pricing holds a key to success. An Statista study has suggested that as many as 36 percents of online shoppers leave the website in favor of another only because they find the same product at a lower price there.

The graph shows the major reasons why the shoppers abandon the checkout process:

online shoppers

Courtesy: Statista

Today, it is way easy to find and compare the same product thanks to the Internet. The customers tend to prefer competitive or say, aggressive pricing because it can save their bucks.

Therefore, you should do proper market research and stay updated with your competitors’ moves to attract the customers. It is also advisable to bring promotional offers regularly on your website to attract more visitors.


3. Additional or Hidden Charges

Now see the above graph again. The highest percentage (56%) of online customers leaves the website just because they see the unexpected and unrealistic cost.

Lack of transparency in pricing and payment process can trigger customers to leave your website from the checkout page. It can dampen the reputation of your website in such a way that people tend to stay away from your website for many years. It results in a steep decline in both traffic and sales.

All the eCommerce websites need to mention every expense and charge clearly for every product. Delivery expenses, shipping, and logistics costs, and VAT or other statutory taxes should be mentioned clearly along with the cost of the product. It is better to remember that hidden cost can dampen your reputation.


4. Security Concerns

Websites and mobile apps are highly vulnerable to cyber attacks. When it comes to an eCommerce website, extra care should be taken to protect the customer’s personal and critical information like credit/debit card details. It is necessary to build and retain the customer’s trust in your website with enhanced data security and built-in safety features.

You should assure potential and existing customers that your website is safe against any attempts of identity theft and data breach. Also, it is necessary to define and adhere to the privacy policy for boosting the customer’s confidence.

Security Concerns

A clear clarification that the personal information of the customers will not be used for other purposes can be useful for gaining people’s trust.


5. No Physical Address and Contact Details

It is obvious that the eCommerce website contains the virtual form and all the products are also present virtually there. But then, the lack of trustworthy information like physical address, contact number, and email address can create confusion and customers may prefer to stay away from such websites.

Do you know that most of the eCommerce websites have the second most visited page is “About Us” after the homepage? Then comes the number of “Contact Us” page in the number of visits. See how Amazon has covered every aspect of business in About Amazon page.

About Amazon

In brief, your business website must be in the form that can generate both interest and trust among your customers.


6. No or Minimal Social Media Presence

These days, people extensively use social media for getting reviews and search for the products or services they want. For any eCommerce website or an online store, it is of vital importance to have an active social media presence.

Social Media Presence

It can help you improve the credibility and reputation of your business. What’s more, you can get instant feedback and resolve the queries. No or minimum social media activities may send a wrong message in a huge audience.

As per the latest research, 84 percent of shoppers refer to at least one social media channel for getting recommendations before online shopping.


7. Lack of SSL Certificate and Other Security Features

We have mentioned above that security concerns weigh high when it comes to people’s preference for your eCommerce website.

The study has suggested that an SSL certificate can bring a 27 percent increase in sales for an online shop.

Also, you need to ensure that your SSL certificate is up to date and remains active for all pages of your website.


It is fairly possible that if the security certificate and encryption technology are not active on your business site, people will tend to switch to another website.

Here is a word of caution: Offering proper security measure does not mean that your website has unnecessary and excessive roadblocks including redundant payment security checks, repetitive credential input, and the like. Remember, such excessive measure can also cause people to leave your website.


8. Insufficient and Unappealing Product Details

Apart from security and other aspects, the customer’s engagement is also necessary to retain people on your website. The product details play a vital role in increasing the customer’s engagement. As per an official study, the insufficient product details can disappoint online shoppers. Engaging and proper product details can assist online customers to take the purchase decision.

Also, lack of product information and poor content of your website can result in poor discoverability. Search Engine Ranking Pages (SERPs) show good websites from the content and design perspective on the top that can improve their visibility significantly.

Product details should be given in an informative yet interesting and easy-to-read format. Along with this, it is necessary to showcase your products in an appealing way. You can select a responsive theme for your WordPress-based eCommerce website for effective and engaging display of your portfolio.


9. Lack of Convincing Sales Copy and Any Encouragement for Revisit

Apart from engaging and informative product details, it is important to have a persuasive sales copy on your online shop. Sales copies have a great impact on the shopper’s behavior. Such sales copies have captivating titles, engaging descriptions, and compelling CTAs (Call-to-Action).

Another interesting part is here: when you visit a brick-and-mortar store, salespersons or the manager greet you with a smile or cordial words, right? How can you welcome your online customers to your online shop? Well, in absence of real communication, you can utilize an incentive or reward system. It works very well in encouraging the visitors to come to your website again.

Reward Points

Whether you have a startup or an established eCommerce website, it is always good to reward the first time customer with a coupon or voucher, so that they can come again to utilize it. In a way, you can build a loyal customer base and avoid losing any prospective buyers in the midway.


10. Irrelevant Products and Lack of Categorization

Just put yourself in the customer’s shoes. How would you feel if an eCommerce website is full of irrelevant and unnecessary products or there is minimal or no categorization of products? If your customers get the same experience while visiting your website, there is no surprise that they will leave your website almost instantly for not coming again.

Diverse offerings and a myriad of products are good, but then you need to make sure that the visitors can readily find what they want on your business website. You need to categorize every product with simple and easy-to-understand navigation.

Also, you need to study the market trends and the customer’s requirements to make the precise list of products for your eCommerce shop. If the visitors find the product-market misfit on your website, they immediately leave it to find the better option. With this, you should also keep the needs of the target audience in mind especially when you address a niche market.

Apart from these major factors, poor UX, UI, and non-responsiveness can also take its toll on your eCommerce store. You should keep the focus on the design and performance of your website because online shopping websites, which crash frequently and fail to handle huge traffic, can soon lose the visitor’s interest.

Here are a few other necessary tips to stop people from leaving your website:

1. The search function at the top

Browsing or searching option is essential for any eCommerce websites. Online shoppers love to explore products and search randomly as well. Therefore, search function should be given at the top.

2. Reduced PLT (Page Load Time)
Your website should not take more than 3 seconds to load for retaining visitors on it. As people want the information in a lightning-fast manner thanks to the high-speed Internet, your website should be quick enough to load.

3. More checkout and delivery options
More checkout and delivery options can enhance convenience and the customers can find them very useful. It further enhances the overall shopping experience.

4. Logistics information and support center
It is necessary to provide the features of tracking orders and online support. The first-time visitors and frequent visitors at your website will really like these features.

Along with this, it is always advisable to keep your website updated from features, bug fixes, and security aspects.

Concluding Lines:

That’s it for now. You invest a sizeable amount of money, time, and efforts in developing a customized eCommerce store. Therefore, it is always advisable to consult the reliable and reputed web development company to get more insights on this topic.

At Solwin Infotech, we integrate the technological advancements for developing the next-gen eCommerce websites. You can readily expand your online business with our customized eCommerce web solutions.

Sounds good? Just contact us with your requirements and our team of experienced professionals will do the rest!

Categories : eCommerce, Tips and Tricks, Web Development

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Sanjay Dabhoya

Founder & CEO

Sanjay is an entrepreneur who has been contributing to the overall vision of the organization as a mentor. Apart from being an entrepreneur, he is a developer, trainer and reader. His unique and innovative ideas has helped the organization and the clients to thrive and achieve a progressive business objective.

Read more posts by Sanjay Dabhoya

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Comments  (16)

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