9 Awful Ways We Push Customers Away (And How to Avoid Them)
As an ecommerce professional, your goal is to attract customers to your online store, keep them engaged, and ultimately convert them into paying (and repeat) customers. But did you know that many online retailers are unknowingly pushing potential customers away due to poor website experiences?
A study by the Baymard Institute found that the average cart abandonment rate is a whopping 69.57%. That means for every 100 potential customers who add items to their online cart, nearly 70 of them leave without completing their purchase.
While there are many reasons for cart abandonment, a significant portion are fully in the retailer‘s control. By avoiding these 9 critical mistakes, you can lower your abandonment rate, boost conversions, and keep customers coming back for more.
1. Poor Showcasing of Merchandise
When shopping online, customers rely heavily on product visuals and descriptions to assess an item‘s suitability. Yet many ecommerce sites fail to invest in high-quality product content that truly showcases their merchandise.
Blurry, low-resolution images, lack of multiple product angles, and sparse descriptions leave shoppers questioning the quality and details of the item. In fact, 75% of online shoppers rely on product photos when deciding on a potential purchase, according to Weebly.
To help customers feel more confident in their purchase, ecommerce sites should:
- Provide multiple high-resolution product images from varied angles
- Include product videos that showcase the item in use
- Offer 360-degree views or interactive 3D models
- Leverage augmented reality to help customers visualize the product in their own environment
- Include detailed product descriptions that highlight key features, materials, sizing, etc.
Brands like Zappos and ASOS are known for their detailed, thorough product visuals that give customers a clear understanding of the item.
2. No Trust-Building Measures
One of the biggest barriers to online purchase is lack of trust. Customers are hesitant to enter their credit card information and other personal details if they don‘t feel confident in the security and legitimacy of a site.
There are several common trust signals that consumers look for when evaluating an ecommerce site:
- Recognizable security badges (Norton, McAfee, etc.)
- SSL certificate and "https" in the URL
- Customer reviews and testimonials
- Professional web design and consistent branding
- Detailed "About Us" and "Contact" pages with company history and contact information
A survey by Econsultancy found that 61% of customers read online reviews before making a purchase decision, and 63% are more likely to purchase from a site with product ratings and reviews.
To build trust and credibility with potential customers, make sure to:
- Prominently display trust symbols like security badges
- Use a valid SSL certificate and https URL
- Incorporate customer reviews, ratings, and photos throughout the site
- Invest in professional web design that reflects your brand
- Clearly communicate your company details, policies, and values
3. Painful Navigation
When a potential customer lands on your site, they expect to be able to easily find what they‘re looking for. Poor navigation and site structure lead to frustrated users who will quickly abandon your site in favor of a competitor.
[Navigation best practices image]To create an intuitive, user-friendly browsing experience:
- Organize products into clear, logical categories and subcategories
- Provide a robust site search with autocomplete, filtering, and sorting options
- Use descriptive, keyword-rich category and product names
- Implement breadcrumb navigation to help users orient themselves
- Avoid too many navigation levels or overwhelming mega menus
- Optimize your navigation menu for mobile devices
Research by the Nielsen Norman Group found that hidden navigation, such as hamburger menus, are clicked 20% less than visible or partially visible navigation. So make sure key categories and pages are easily accessible.
4. Inventory Issues
There are few things more frustrating to an online shopper than finding the perfect item, only to discover it‘s out-of-stock or backordered with no estimated availability date.
[Out-of-stock stats image]Out-of-stocks, inaccurate inventory levels, and unclear shipping delays lead to disappointed customers and lost sales. Research by IHL Group found that worldwide, out-of-stocks cost retailers nearly $1 trillion in sales annually.
To mitigate inventory issues and keep customers happy:
- Implement real-time inventory tracking synced across all channels
- Set automated reorder points and safety stock levels
- Clearly display stock levels on product pages
- Offer the ability to receive back-in-stock notifications
- Provide transparent communication around shipping timelines
- Feature similar, in-stock product recommendations on out-of-stock pages
5. No Guest Checkout
Requiring shoppers to create an account to complete their purchase adds unnecessary friction to the checkout process. In fact, 37% of consumers say they will abandon their cart if the site requires registration, according to Forrester Research.
While capturing customer information for marketing purposes is valuable, it shouldn‘t come at the expense of the sale. To reduce barriers to purchase:
- Provide a guest checkout option that doesn‘t require an account
- Allow customers to automatically create an account after purchase with a checkbox
- Clearly state the benefits of registering for an account
- Auto-fill form fields for returning customers and allow social sign-in
Asos saw a 50% increase in sales after introducing a guest checkout option, showing the impact that this small change can make.
6. Long Checkout Process
Once a customer initiates the checkout process, every additional step gives them another opportunity to rethink their purchase and abandon their cart.
Unexpected checkout friction includes:
- Hidden costs like taxes and fees
- A high number of form fields
- Multiple pages to click through
- Errors or confusion with payment entry
- Concerns over payment security
To create a seamless checkout flow:
- Reduce the number of steps and form fields required
- Auto-detect city and state based on zip code
- Use field validation and error notifications
- Provide a progress bar to set expectations
- Include thumbnail product images in the cart
- Emphasize payment security with badges and encryption
One case study found that an online retailer increased conversions by 21.8% by reducing their checkout from 5 steps to 3. So keep it simple and streamlined.
7. Hidden Costs
Imagine filling up your virtual cart and proceeding to checkout, only to find a slew of surprise costs tacked on top of your order total. Unexpected shipping costs, handling fees, taxes, and other hidden charges are a top cause of cart abandonment.
Research by UPS and comScore found that 61% of customers will leave their cart if shipping costs are too high. Other studies have found that unclear or hidden fees are the number one reason for digital cart abandonment.
Be upfront and transparent about any additional costs on your site. To avoid losing sales:
- Offer free shipping with minimum spend thresholds
- Provide real-time shipping estimates on the product page
- Allow customers to calculate shipping costs on the cart page
- Absorb minor fees like payment processing into your product prices
- Clearly disclose any additional charges before final checkout submission
8. Limited Payment Options
If a customer is ready and willing to make a purchase but their preferred payment method isn‘t accepted, that‘s a missed opportunity for a sale.
While credit card payments are table stakes these days, digital wallets and alternative payment options are growing in popularity. Statista predicts the number of digital wallet users worldwide will exceed 5.2 billion by 2026.
To maximize conversion potential and cater to diverse customer preferences:
- Accept a variety of payment options including digital wallets, PayPal, etc.
- Offer pay-later solutions like Klarna or Afterpay
- Consider cryptocurrencies for tech-savvy audiences
- Display accepted payment icons in the footer and cart
One A/B test found that adding a PayPal option to an ecommerce site increased conversion rates by 14% and order value by 15%.
9. No Live Help
When customers have questions or issues while shopping online, they expect fast and helpful support. Yet many ecommerce sites bury their contact information or only offer limited support hours.
[Live chat stats image]Failing to provide real-time assistance through live chat, social media, or phone can mean the difference between a completed sale and an abandoned cart. A Forrester study found that 53% of US online adults are likely to abandon their online purchase if they can‘t find a quick answer to their question.
To support customers and prevent cart abandonment:
- Offer live chat support with short wait times
- Provide a frequently asked questions page for self-service support
- Respond to emails and form submissions within 24 hours or less
- Staff support channels during your peak traffic and sales hours
- Increase support staffing during busy periods like holidays and sales
- Monitor mentions and messages on social channels for service opportunities
Zappos is well-known for their exceptional customer service, which has undoubtedly contributed to their ecommerce success. They offer 24/7 phone, email, and live chat support to quickly resolve any issues.
Turn Customer Frustration Into Delight
By avoiding these 9 common missteps, you can create a frictionless ecommerce experience that keeps customers on your site and motivates them to complete their purchase.
But the work doesn‘t stop there. Continually test and optimize your site to identify points of friction and implement incremental improvements. Regularly solicit customer feedback through surveys, reviews, and user testing to understand their needs and pain points.
The ecommerce brands that will succeed in the long run are those that prioritize customer needs and aim to not just meet but exceed their expectations at every point in the journey. By focusing on customer delight, you‘ll turn one-time buyers into loyal brand advocates.
