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Why People Don’t Buy Part 4: Your Website Needs a Doctor

Posted By Mariel Bacci On October 26, 2012 @ 1:02 pm In Business Strategy,Checkout Process,Customer Insight,Improving Conversion,ROI,Selling Process,Usability,Website Optimization,continuous-improvement,conversion optimization,shopping cart | 30 Comments

[1]The first three parts of this series cover the 3 main reasons people leave your website based on a SeeWhy survey.  The survey asked “Why do you browse an ecommence website and then choose not to buy?” This post covers reasons that are so obviously bad, that people forget to mention them in surveys about site experience.  The following site problems might not top a survey, but they ARE the main reasons people abandon your site.  Luckily for you, these problems are the easiest to identify and to fix.

If you missed the first three parts of the series, you can catch them here:

Why People Don’t Buy-Part 1: High Shipping Costs [2]

Why People Don’t Buy-Part 2: They are Comparison Shopping [3]

Why People Don’t Buy Part 3: They Plan to Return Later [4]

If you have any of the following problems on your site, call the doctor!  In Maslow’s hierarchy of Website needs, the following site problems exist at the base:

Checkout Process Too Long or Confusing

If you have not implemented the one page checkout [5] yet, do it now! It is one of the easiest and most rewarding changes you can make on your site.  You should never, ever lose a guest to a lengthy, confusing or untrustworthy checkout process.  After you have invested so much effort/money in getting people to come to your site, figure out that you are the best option for them and choose to give you their money-there is no excuse for letting them leave because your checkout is not optimized.

Out of Stock Items During Checkout

If an item is out of stock, you can handle it in one of two ways.

1. Don’t list it on your site.  When a visitor to your site does all the work of finding what they want and then adding it to their cart, you better not break their heart by telling them you don’t even have it! It is best to avoid this situation at all costs by not going out of stock in the first place, or by omitting out of stock items on your site.  If you have to present the product to your guests, let them know it is out of stock on the product page- before they get to the checkout.

2.Let the guest know you are out of stock in checkout and that you are happy to e-mail them when the item is back in stock. Or offer to ship the product as soon as it is back in stock (an option that will be less effective for time sensitive products).

Long Download Times

People will leave your site due to long page load times.  In fact, many studies [6] have been done that show long page load times as the #1 reason people abandon a site. Do whatever you have to do to deliver your product or service options to your guest as quickly as possible.  Even if you have to invest a little more money on the front end to make a more functional site, it will pay off tenfold.

Poor Site Navigation

Poor site navigation can be one of the more complicated issues to resolve because every site is different and the paths that lead to conversion will differ for each product, service and traffic type.  We highly recommend the use of personas to create persuasive buying paths for the different segments of traffic that come to your site.  If you are unfamiliar with personas [7] or persuasion architecture, you can get a lot of great information here [8], or if you need help implementing the persuasive scenarios on your site, please feel free to contact us [9].

Tweet Button [10]

Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2012/10/26/why-people-dont-buy-part-4-your-website-needs-a-doctor/

URLs in this post:

[1] Image: http://www.grokdotcom.com/wp-content/uploads/2012/10/Untitled.jpg

[2] Why People Don’t Buy-Part 1: High Shipping Costs: http://www.grokdotcom.com/2012/09/13/why-people-dont-buy-part-1-high-shipping-costs/

[3] Why People Don’t Buy-Part 2: They are Comparison Shopping: http://www.grokdotcom.com/2012/10/16/why-people-dont-buy-part-2-they-are-comparison-shopping/

[4] Why People Don’t Buy Part 3: They Plan to Return Later: http://www.grokdotcom.com/2012/10/24/why-people-dont-buy-part-3-saving-items-for-later-purchase/

[5] the one page checkout: http://www.grokdotcom.com/2011/09/29/are-you-losing-visitors-at-the-worst-point-one-page-checkout-wins-again/

[6] studies: http://blog.kissmetrics.com/loading-time/

[7] personas: http://www.grokdotcom.com/2011/04/13/how-to-practice-persuasion-architecture-with-personas-part-1/

[8] a lot of great information here: http://www.futurenowinc.com/resource_center.htm

[9] feel free to contact us: http://www.futurenowinc.com/aboutus.htm

[10] Image: http://twitter.com/home/?status=Why People Don

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