How to solve the 5 main problems of online shoppers

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    If you are faced with the fact that visitors are poorly converted into buyers and you are not able to sell as much as you planned, most likely you are doing something wrong.

    Each buyer has his own source of "headache" and until you eliminate it on your site, you will not see sales.



    According to statistics, 43% of all purchases are made under the influence of the Internet, but directly online transactions account for only 9% of the total turnover. It turns out that people look after, choose, compare products on the Internet, but they prefer to buy them offline.



    In practice, there are a huge number of people who still prefer to buy in real stores. Nothing can affect them, neither your super-loyal prices, nor the widest selection of goods, nor the simplest form of placing an order ...

    So WHAT does it stop them? And what to do with it?


    1. This is # DIFFICULT ...



    Customers love sites with a complex design (in other words, “expensive”), and they don’t like at all that these sites have complicated and incomprehensible navigation ...

    Forrester Research's research proves that 50% of customers leave without shopping just because they simply could not find what they were looking for ...



    Visitors to your site should not learn how to use your site based on what you impose on them. The whole process should go naturally, and navigation should be intuitive.

    WHAT TO DO:

    Use a heatmap to analyze where your customers click to find the right product.

    Remove all elements that distract the client from the main goal - the search for the right product and purchase.

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    * Ebay click map. Source: www.eyeproved.com

    2. This is # BORING ...



    When shopping online, the attention of customers is the same as when shopping in a busy shopping center, where there are many shops. It dissipates very quickly, moves from one store to another ...

    The situation is further aggravated online by the fact that as soon as a visitor becomes bored, it is not interesting - he disappears very quickly very quickly ...

    WHAT to do:

    Add a little life to your website, make shopping fun. There are many ways to do this:

    1. Gamification (application of game mechanics)
    2. Interactive overview videos
    3. Social inclusion (for example, the ability to share news about a new purchase on social networks)
    4. And another important point, pay attention to the download speed of your site. Not all customers have access to high-speed Internet, and I would not want to lose customers because of this.



    According to Kissmetrics, 25% of customers will close a site window if it loads for more than 4 seconds ...


    A great example from Dropbox:

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    They offer you a bonus - 250MB of additional disk space for completing a few simple tasks.

    3. Product Information # NOT ENOUGH ...



    Buyers hate to issue a return of goods, hate as well as sellers ... Therefore, customers refuse to buy those goods whose real appearance they cannot imagine.

    It is very important to describe the product so that after reading this description, the client understands what he will receive by opening the box at home.

    A study by Forrester Research shows that 45% of customers will immediately leave the site if they could not find the answer to their question ...



    WHAT TO DO:

    Add the most detailed description of the product, specifications, sizes, etc. ... Add as many photos as possible from different angles (you can use 3D images), video review, reviews of other customers.

    The option “Compare Products” will not be superfluous, which will help the client quickly make a choice.

    A great example is the description of the iPad on Apple's website.

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    4. Hands # DO NOT TOUCH ...




    Humans are tactile creatures, so “feeling” a product is very important for us ...



    The inability to physically see, touch the goods is one of the biggest problems of online shopping. Therefore, in order to overcome customer objections on this topic, one has to sell not just a product, but also the experience of using it.

    WHAT TO DO:

    Make a description of the products in such a way as to advantageously emphasize every advantage and create a visual picture in the head of customers, make the imagination work.

    It is not enough to simply describe the characteristics of the product; it is necessary to add information about what benefit the client will receive with this product.

    Photos, videos and reviews - MUST HAVE!

    Watch Bellroy present a new wallet model:



    5. Understand # YOURSELF ...



    Having a huge range of products is the key to dominating the market. Yes, this is so ...

    BUT psychologists say that choosing a product from a wide range is a lot of stress for the human body.

    Offering a large selection of products, but not offering assistance with a choice, you doom customers to long-term walks on categories and product cards.



    And, as soon as the client is tired of all this, he will immediately leave without buying anything.

    WHAT TO DO:

    Always put yourself in the shoes of customers to understand what they think they want to find on your site.

    Most buyers, especially Generation Y, walk around the site, often not even knowing what exactly they need ...


    And this is your chance to act as an expert, help you choose what they like.

    Luna Sandals offer their customers an online assistant for choosing sandals:

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    81% of customers said that they would definitely buy in the store again if they were satisfied with their previous purchase experience. Therefore, getting rid of customers from the "headache" during online shopping, be sure to pay off in the future.

    Satisfied customers will buy more and more often, and most importantly, bring you new customers.

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