Why is Your Retail Website Attracting More Browsers than Buyers?
On the face of it all of your recent marketing efforts seem to be paying off. Traffic to your retail website is increasing so you must be doing something right. There must also be an ongoing interest in the products you sell.
However, delving a little deeper into the analytics you realize that the number of browsers your site is attracting is outstripping the number of actual buyers. So what’s going wrong?
Analytics is the place to start to discover the answer. It’s not the casual browsers that you need to be too concerned with though, every store is always going to attract window shoppers. People who are delving deeper into your site – checking out your return policies, customer reviews and FAQs or even making it to the beginning of the check out process – and then exiting without buying – are the ones to worry about.
These are shoppers who obviously liked the product and the price, so where did their shopping experience go bad? Here are some possibilities to consider:
Not Enough Information
When people shop online they expect to see more than a product image and a price. They want a real product description, several images and customer reviews and FAQs are things they find helpful too. If you are just not providing such things then you may be putting more than a few potential buyers off.
Your Store Policies are a Problem
Consumers shop online primarily because it’s quick and convenient. This having been said, they still expect the kind of purchase assurance they are offered at a brick and mortar store.
This means they want to be able to return a product with relative ease and they want to know that there is a defined process in place to deal with post purchase satisfaction issues. While no retailer wants to be over lenient with their return policy, you need to make sure that yours is clear and fair to both sides, or shoppers are likely to move on, even if they were happy with your pricing.
Shipping Cost Sticker Shock
Let’s say that the potential customer came to your site in part because you were offering something at a price that was lower than your competitors and it seems to be a really great deal. However, when they put that product into a shopping cart the shipping and handling charges give them enough of a sticker shock that they abandon the purchase.
Shipping costs are not an easy issue for online retailers to deal with, especially the smaller ones. Free shipping is a big lure for consumers of course, and if you can find a way to juggle the numbers and offer economy free shipping then you really should. If there is no way to make that work then look for the lowest flat rates you can.
You should also be aware of the fact that the Internet opens up your website to the world. If you don’t offer shipping to foreign destinations, and some of your site hits are coming in from abroad, you’ve just uncovered why some people aren’t converting.
It’s a Trust Issue
While consumers have overcome many of the fears about online shopping that kept them away years ago when the idea was a new one, every online shopper still wants to think that a company is making every effort possible to ensure that their transaction is secure and safe.
Verifying your site with a trusted third party can help with this. Displaying your certificate authority’s trust mark site seal in highly visible locations around your site—especially on shopping cart and login pages – will do a lot to increase customer confidence just by its very existence.