Here Are 8 Reasons Why People Don’t Buy From Your website
Think about how you purchase online. You are giving a lot of trust to that website when you make a purchase. Often if we can see our own behaviour, we can then begin to understand what is required to make it as frictionless as possible for people to buy from us. If your website is getting decent and qualified traffic, but nobody is enquiriing, calling or buying from your website, then you have a problem. Let’s go through step by step some of the reasons why people don’t buy from a website.
1 – Website is not relevant
This is related to getting ‘qualified’ traffic. you firstly want the right type of traffic coming to your website. For example if you sell shampoo online, but you are getting a whole lot of traffic for makeup, then obviously there is not a fit and those people are not going to be buying from your website. Karl Blanks talks about ‘visitor intention’. So if a visitor arrives and they have the intention of doing some research on shampoo so they can buy it in their local store, then obviously they are less likely to be purchasing it online from your store.
2 – Visitor doesn’t think this is the best website of its type
Keeping with our shampoo selling theme, the website visitor who is looking to buy shampoo online wants to buy the product they are looking for, they want great service and they want to know it is going to be delivered on time. If they think that a competitor website does any of these factors better than your site, then they are going to buy from the competitor instead of you. It is a ruthless world the online world, it is very easy to click the mouse and go to another website, so you have to bring your A game. Karl Blanks talks about too that your competitor may not be another online store, it can also be buying the product offline, or doing nothing at all. So keep that in mind.
3 – Visitor can’t easily find what they are looking for
If it is difficult to navigate your website, or it takes too many clicks to get to the product or service that the visitor wants to know about, they will simply leave. You have to make it as frictionless as possible. This is why you see on major ecommerce stores, the big search bar is the most prominent feature on the header of the website. They want you to find what you are looking for as easily as possible, because they know it hurts conversions if it isn’t. Solutions: simplify your website, make it clear and obvious where your products or services are, have a prominent search bar,
4 – Visitor does not know which product is best for them, because the website does not make clear recommendations
People coming to your website are looking for education and information as much as buying the product itself. People want to know they are making the correct decision when buying a product or service. The single main reason why people don’t buy is from the fear of making a wrong decision. This is why money back guarantees work well, reassuring the buyer that they can return the purchase if they think they have made a wrong purchase decision. So help your website visitor by making clear recommendations on who your product is suited to or what it is suited for. You should know your product or service inside out, and you will know what the best situations and scenarios are. So don’t be shy in making recommendations, because your visitor wants to be lead, to be guided towards the best decision for their situation and needs.
5 – visitor doesn’t think that this type of product is what they need
Your website visitor has a problem, but they don’t believe that your proposed product is the best solution to that problem. So why don’t they believe your product is the best fit for them? It could come down to copy where you are not explaining the benefits clearly enough, or maybe you are not identifying or magnifying the problem to them enough. It is difficult to convince somebody to purchase from you, you can only compell them. solution: make your copy all about them and their problem or pain point. Tell stories that they can relate to, that is situational and brings the problem to life. Once you have built that up, introduce your solution and the benefits it provides to the buyer, highlighting the problems it overcomes and how it makes their life better.
6 – Visitor doesn’t believe the claims the website is making about the company and product
Buying online requires a lot of trust. A website visitor has to enter their credit card details, and trust it is not going to get abused. they ahve to trust that the product is actually going to be delivered to them. They have to trust that the product is going to be the quality as shown on photos or stated on the website. All these trust factors have to be overcome for someone to buy. if you are making claims but you don’t back them up with social proof, or examples of other happy customers, then you won’t get people to trust you. nobody wants to be the first person to buy from you, it is just human nature. People want to know that others have had a good experience from you too. This is why reviews are so valuable and people take those into account as much as they do a personal recommendation. Solution: have customer case studies and testimonials of others talking about your product or service and their experiences. Include photos of them, video, and make them real.
7 – Visitors product objections have not been answered
For every product that a visitor is thinking about purchasing, they will have questions they need answered before buying that product. Before buying shampoo online, there will be product questions going on in the buyers mind like: ‘is this the real brand and not a fake?’ am I best to get the shampoo or the conditioner? how long is this going to last me? do i need to buy more than one bottle? is this the right type of shampoo for my hair colour? delivery specific questions: how long will it take to be delivered? how much does shipping cost? can this product be shipped to my address/country? Peep Laja talks about answering the magic questions in his book… and this is what he is referring to. If you can answer every question the buyer has in their mind positively, and have a solution for each magic question, then there is fluidity and no reason why they should not buy from your website.
8 – Visitor doesn’t have a pleasurable website experience
This ties in with UX design, where sites that are clean, simple with easy navigation win out. If your website loads slowly, the visitor will leave. If it is frustrating to navigate your visitor will leave. if they can’t find what they are looking for, then they will leave. It is just so easy to move onto a competitor website in a few clicks, that you want to make the experience of shopping on your website a good one. Solution: Have nice graphics, a clean design with lots of white space. Make it easy to navigate and find what the visitor is looking for. Include great photos of the product, include photos of the product being used situationally. If you answer all the questions the buyer has, they will have a pleasurable experience. If you remove unnessessary steps in the process this will further improve the customer experience.
On the one hand you have all these barriers to overcome so that visitors will buy from your website, but on the other hand there is a boatload of possible traffic out there that is wanting the products and services that you provide. You just have to nail these 9 objections, make them a non-issue with your website, and you will reap the rewards. (This article has been inspired and adapted from Karl Blanks of Conversion Rate Experts and his ‘mental shopping list‘.)