6 ways you’re losing customers – and how to win them back
The e-commerce market is huge and getting larger – by 2021 it’s estimated that the sector will be worth a massive $4.5 trillion globally. But with such a fast-growing and lucrative market inevitably comes competition, and that means even small mistakes can lead to you losing customers.
If your sales are plummeting, not matching up to rivals, or conversions simply aren’t happening, it’s time to look at the reasons as to why.
If you recognise one or more of these customer-losing mistakes, don’t panic – we’ve got the remedies that you need.
1. Customer experience isn’t considered in your navigation
Slow loading and difficult to navigate sites are among the top annoyances for online shoppers. If your site is complicated and the user experience is poor, consumers will bounce quickly to another site where they can get what they want without tearing their hair out in the process.
As with visiting the high street, the customer experience matters when shopping online. If your cart abandonment rate is through the roof, it’s time to look at your site from the perspective of a first time visitor.
Solution: Take a look at your sitemap and how it reflects the user journey. Customers should be able to find what they’re looking for with just a few clicks. Examine your check out process too. Are you asking for too much information, forcing shoppers to register or dragging out the purchase process?
2. Your photographs aren’t professional quality
You need to give your potential customers the confidence to buy your products and photographs are a critical part of that. Have blurry images where details can’t be made out and they’ll immediately think you’re unprofessional, unreliable, and don’t care about how your products are viewed – not good at all.
Solution: You don’t need to pay for a professional to take product images, but you do need to invest some time and get hold of some basic equipment. Make sure products are on a plain background, clear, and offer multiple angles.
3. Your site isn’t mobile friendly
Did you know that over half of internet traffic in 2017 came from mobile devices? If your website isn’t built to accommodate this, you’re going to lose a considerable chunk of the market.
Gone are the days when browsing the internet via your mobile was for researching only. Today, consumers expect to be able to place an order with just a few taps on their touch screens; you need to accommodate this expectation to thrive.
Solution: Invest in a responsive website. When you look at how many more customers you can reach, it’s easy to see you can make back the money and start generating greater returns.
4. Your marketing bombards customers rather than engages
Whether you’re trying to win back old customers or generate new leads, your marketing has a big impact on how consumers view your brand. Do you send out constant emails advertising your brand? Do you fail to engage on social media? Is your strategy all about selling? It’s time for a rethink.
Solution: Make your marketing about adding value to the customer and contact them directly only when you have something to offer.
5. The checkout process is slow or untrustworthy
A vast number of carts are abandoned due to the nature of online shopping. But if yours is higher than the average for your sector, review your checkout process.
The experience of buying from your store should be quick, easy and takes a few pages as possible. Another key factor is how trustworthy the payment methods seem – provide multiple recognisable options, such as credit/debit card and PayPal.
Solution: Streamline your checkout process and include the option to checkout as a guest. Ensure your payment page looks professional and include the logos of the card providers you accept.
6. Your policies aren’t clear
When buying online, consumers need the reassurance that they’re protected should a fault occur or they simply don’t like the product. If your policies, from how soon returns must be done to the length of product guarantees, aren’t clear, you’ll put off more customers than you win.
Solution: Be clear on what your policies are for delivery and refunds and make contact information prominent.