Why do customers leave your store? [Part 1]
What are you going to do when something annoys you? I try to guess. You would rather go away or ignore such things than keeping calm. Your customers do the same — they simply leave stores and never come back.
Why do they act so? Honestly, there are soooo many reasons. To cover them all we start a series of articles: Why do customers leave your store? And it will be the Part 1.
What page is exactly responsible for the first impression and further customers’ steps? I think Homepage comes to your mind first. If you want to know what annoy customers on it most, read on. As a bonus, we add useful tips.
They don’t understand what a website sells
Look around your website, how many categories are there in your web store? And how many of them are represented on the Homepage? Only 2 of 10? Believe us, it brings no benefits to.
Customers rely mostly on the Homepage to determine which type of a website they’ve landed on and what the product range is.
When you sell a broad range of items, this point is heavily important for you. To tell the truth, customers can misinterpret the type of site because they don’t see what they need and don’t look through categories because they don’t believe the site will carry them. The customer scrolls the Homepage, doesn’t find something that catches his eye and thinks “Okay, this is not a store where I will find a bag “. In order to avoid such coincidence, let most crucial product categories occupy a good part of the Homepage to show a breadth of items you sell. So, try to bring your homepage to such a view that a short glance over it should indicate the store’s product diversity.
One more point here is thematic categories. When sites rely mostly on either featured, thematic, or curated category navigation, the users often run into severe issues and have to leave because the site’s taxonomy doesn’t properly support the expected method for finding products online – by type of product.
In moments of complete despair, customers try to search on a site, if they strongly believe that it contains the product. But they can meet new difficulties.
They can’t find the search field
So, when a user got stuck and have no ideas what to do further, the search field can be a fallback. And it will be a total loss if a user overlooks it.
The search field should be obvious and prominently positioned on the homepage. Not only for users who want to search immediately and seamlessly, but also so that any user instinctively knows where the search field is located at the very beginning of the browsing experience.
You can tell that there are more important parts on the website than the search field. And you will be right. On the one hand, the visual impact of the search field shouldn’t demand too much attention. But on the other hand, the search field should be directly noticed and shouldn’t battle for users attention with various graphical and promotional banners or carousels.
We recommend you to make all elements equally conservative and increase the visual dominance of the search field dynamically, e.g. use bolder borders, more contrasting background color, bigger field and font size, increased vibrancy of the “Go” button, or even giving the field keyboard focus.
Website’s ads are intrusive
One more reason for customers leaving is unexpected interrupters or ads.
When a potential buyer lands on a website for the first time, where an ad suddenly springs out. What will be his first impression?
According to the research, customers tend to be very negative towards sites with ads on the homepage. Particularly, if the ads are placed in pop-ups banners or overlays and perceived as a “spam”. If you have on the Homepage content which causes annoyance, or at best is just ignored, it is a wasted opportunity.
How do your best and don’t irritate customers? We give you the answer.
Carve out a block of a fixed size and position given for internal “ads” and then craft graphics to insert the most current and relevant campaigns. Don’t forget to take great caution in how promotions and features are designed and how they integrate with overall homepage design.
Wizards should be mentioned here, because they were frequently mistaken for being ads, but can be absolutely helpful for buyers, searching for complicated products: computers, cars or smartphones.
When a visitor lands on a website and hasn’t yet decided what product he wants, he is more likely to look for a wizard.
Unfortunately, users tend to overlook them. To avoid risk, place wizards directly on the homepage and make them look very different from graphical banners or ads. As users have tremendous attention to form fields, it will be great to include select fields or other form UI elements into a wizard. Moreover, the criteria selection on the wizard can function as information scent about wizard’s features and scope.
Website works slow
Customers have no patience to waste their time waiting for your website to load. KISSmetrics researched how loading time affects your bottom line and we offer you to look through some key points:
- The longer your page load time is, the more customers abandon your store.
- 79% of potential buyers who are dissatisfied with website performance are less likely to visit this website again.
- Most participants of this research say that they would wait 6-10 seconds before they leave websites.
- 52% of shoppers affirm that quick page loading is important to their site loyalty.
They are skeptical about a website
An immense part of customers are still skeptical about eCommerce sites and it is one more reason for leaving. A Stanford study found that 46% of online customers access sites credibility on the look of the homepage.
Customers expect to be able to get in touch with a retailer through phone or custom service channels, such as online forms, live chat support, e-mail. If you put contact details ( phone number and location ) for the foreground and provide buyers with online help and support, it gives you more chances to look more secure and trustworthy.
Website’s design is poor
More and more customers use their smartphones, tablets or desktops for online shopping and according to the Business Insider’s research, m-commerce will reach 45% of the total U.S. eCommerce market by 2020. Putting a mobile responsive design at the core makes customers more likely to buy your products.
At the final part of the article, I want to answer the question: How can we increase our customers’ patience?
A great part of industries depends on visual elements, especially such as home decoration, apparel or accessories. By aesthetics (side-wide layout, quality content and design) you may set a positive tone for the shopping experience and make visitors more patient and loyal. When they appreciate your inviting and inspirational parts, they are more likely not to commit drastic movements.
Keeping your homepage clean, organized, and easy to navigate is just as important as having a neat and tidy brick-and-mortar shop. If your homepage in a complete mess, your website sucks. Look through your website and ask yourself: Is it easy for customers to find products? Is it easy to find the search field? Does your website look secure? If not? It’s time to change it. Listen to your testing metrics and act quickly. May the force be with you 💪🏻
Do you know more reasons? Or have questions? Write us, we are really waiting for your feedback.
Best wishes, Aitoc.