Who is Joe?
Well, Joe is an anonymous person who has been looking for some products or services, and he chances to land on your website. In other words, Joe could be your potential customer and can become your customer too.
But wait, before Joe can buy any product or service from your website, he must be convinced to buy from you.
In this blog post, we will not talk about the qualities of a website. Instead, we will talk about the issues that could be on your website which may lead Joe to look out for another vendor or seller, and not you.
So, here are 6 reasons Joe may not buy from your website.
#1 Lack of Responsiveness
Joe is currently using his hand-phone to browse your website. But here’s what he finds.
He will always need to zoom in on the screen in order to see the tiny texts on your website which of course, is troublesome for him.
Next what? You got it right. If Joe can’t see the information on your website using his mobile device, he can’t view your products clearly, let alone buy them.
Lesson: Make sure that you have a responsive eCommerce website design and that it renders well on all hand-held devices. If you find that your website doesn’t look good on phones, contact your web designer to get this fixed immediately. According to various studies, eCommerce websites get more sales from social networking websites and we all know that social websites have higher accessibility for mobile users as compared to desktop ones.
Recommended post: 5 Major reasons to have a responsive design for your eCommerce website
#2 Lack of Prominent Contact Details
Let’s assume that Joe managed to see the contents of your website and he is sort of convinced to buy from you. But wait, because he has some questions to be sorted out before he can buy from you.
Now he is looking for your phone number so that he can call and clarify his doubts. Unfortunately, he is not able to see your contact details on your services or products page.
Next, he decided to click the contact us link and view your phone number. When he opened the contact page using his mobile phone, he noticed that he will have to zoom in again to see the tiny text. Not only zoom in, but he may need to scroll the screen in the left or right direction to see the contact number.
Unfortunately, he decided to quit.
Lesson: Do ensure that your online store has your contact details on the header of the footer of all the web pages. If you look around, most of the eCommerce website designs are being built in this fashion only.
#3 Slow Loading Speed
This time let’s assume that you sell online and Joe really wanted to buy products from your eCommerce store but as he clicked the button “View Cart”, it’s taking much time to load the next page. Anyway, he managed to reach the cart page and now he wants to check out and buy from you.
Guess what. It’s taking forever to load the checkout page. Now Joe is a bit frustrated because he has several tasks to do after he makes the purchase.
What Joe will do now? What you would have done if you were Joe?
You got it right, he quit and started searching for a new seller.
Lesson: Test your eCommerce website on different tools to observe its loading speed. If you find that your eCommerce store takes more than 4-5 seconds, contact your eCommerce web developer and get this fixed immediately.
Recommended post: 7 Actions to fix the slow loading speed of your eCommerce website
#4 Lack of Security
This time, let’s assume that everything was perfect on your website. Joe has successfully reached the checkout page and started creating an account with your website.
But here’s what he noticed. The website doesn’t have a secured layer (HTTPS://) which makes Joe worried that his confidential information may be leaked out when processing the forms.
He immediately decides not to buy anything from your website. Not only this, but he also decides not to come back again to your website.
Lesson: Do ensure that your eCommerce website is hosted on a secured layer and it also has trust seals displayed on it.
Recommended post: 9 Quick tips to secure your WordPress website
#5 Lack of Videos
Joe could have been interested to buy your products but the problem was that he wasn’t really getting a clear sense of your product.
How your product will look like when actually Joe will receive it. He wasn’t sure about this.
Especially if your product is inexpensive and it is unique, it becomes important for a customer to have a clear 360-degree look at it before they could buy. Perhaps a video could have helped. Isn’t it?
Lesson: Yes, you got it right. Having videos for each of your products could help customers take their decisions easily and quickly. Agreed that it’s a bit expensive affair, but it does pay well.
#6 Lengthy Checkout Process
Let’s assume that Joe made up his mind to buy your product and all seems good to him but things go wrong when he observes that he may need to pass through multiple steps before he could finally pay and buy your product.
As a matter of chance, at the same time, Joe had to leave for his office and he didn’t have much time and patience to go through the multi-steps checkout form. What he is supposed to do? What you would do? He did the same. He quit.
Lesson: Make sure that the checkout process of your website is short and simple. Don’t make it too complicated that your potential buyers find it annoying.