There are many reasons why visitors to an online shop do not buy. Often it is due to small details that impair the shopping experience or raise doubts about the shop's seriousness. In this blog post, we would like to point out the most common reasons that can lead to visitors leaving the shopping cart empty or abandoning it and leaving the shop.
Missing trust signals
An important factor for a successful online shop is customer trust. Without trust, many customers will not make a purchase for fear of being cheated. Missing trust signals such as an imprint, SSL encryption or customer ratings can lead to visitors leaving the shop immediately. A lack of contact options, such as a missing telephone number or an incomplete address, also contributes to a decrease in trust in the shop.
Poor navigation can cause visitors to lose the overview and leave the shop. A confusing menu navigation, missing search function or unclear categorisation of the products are examples of problems that can impair navigation. Slow page loading times can also cause visitors to lose patience and leave the shop.
Lack of product information
Another reason why visitors do not buy is that they do not receive enough information about the product. Missing product descriptions, insufficient product images or missing information about size and colour variations can lead to visitors becoming unsure and not making the purchase.
High shipping costs
High shipping costs can be a deterrent to purchase. Especially if the shipping costs are higher than the value of the product itself, many customers will refuse to buy. Missing information about shipping costs or unclear information about delivery times can also contribute to visitors not making the purchase.
Lack of payment options
A limited choice of payment options can lead to visitors not making the purchase. For example, if the customer does not have a credit card or does not want to make online payments for privacy reasons, they will leave the shop if these payment options are not offered.
Lack of security
Another important factor for customer trust is the security of the shop. If visitors feel that their data is not secure, they will leave the shop. Missing information on data security, unencrypted data transmission or missing information on the right of return are examples of problems that can affect trust in the shop.
Poor product images
Poor product images can cause visitors to refuse to buy. If the images are blurred, shaky or not informative, it becomes difficult for customers to get an accurate picture of the product. Missing information about size specifications or colour variations can also contribute to customers becoming unsure and not making the purchase.
Conclusion
There are many reasons why visitors to an online shop do not buy. Often it is due to small details that detract from the shopping experience or raise doubts about the shop's seriousness. It is important that online shop operators consciously address these reasons and adapt their shop accordingly in order to gain the trust of customers and facilitate the conclusion of a purchase.