Whether they’re B2B buyers or B2C shoppers, people shop online in large part because of the convenience. When e-commerce sites fail to be convenient from the get-go, the chances that users will stay long enough to check out the products being offered plummet. In fact, nearly 50% of visitors will leave a site without clicking to a second page. Here are the top six reasons visitors will hightail it to a competitor’s site.
Visitors to your site don’t want to wait for pages to load. In fact, a full 62% of visitors will give up and leave a site that takes five seconds to load. 20% will leave after only three seconds. One of the easiest ways to lose customers and create a negative user experience is by ignoring a slow website.
They’re useful for websites to capture email addresses and other information, but popups can cause a lot of friction with users. Mobile versions can cause even more trouble, since many include very small “x” buttons that can make closing the popup difficult and frustrating. In a move towards improved user experience, Google punishes sites that use intrusive popups. However, there are alternative popup options that are more user-friendly.
- Confusing Homepage
Who are you, what are you selling, and to whom are you selling it? E-Commerce sites must make this information very clear on the homepage. This is particularly critical for B2B sites, since their products and services can often be more complex and targeted toward a very specific set of customers. If you leave any room for confusion, you can be sure that visitors are leaving.
- Lack of Credibility
You don’t have to claim to be the Prince of Nigeria for visitors to wonder if your site is legitimate. Savvy visitors will know to look for a web address beginning with https:// (the site is secured using an SSL Certificate), or a green address bar with a padlock icon (the site has Extended Validation). Even if your site is secure, poor grammar or simple spelling mistakes will make your site—and therefore your company—seem unprofessional, and that could be enough for visitors to look elsewhere for what they need.
- Missing or Difficult-to-Use Site Search Functionality
A large portion of users go immediately to a search bar, and users that search are twice as likely to convert. If your site search is hard to find, slow to return results, or doesn’t correct common typos and misspellings, you are driving visitors with the highest potential to make a purchase away from your site.
Poor Mobile Experience
Did you know that a third of users would give up on a brand entirely after just one bad mobile experience? A responsive web design is a good start, but ideally a mobile site will be designed with mobile users specifically in mind. Too many e-commerce sites are slow to load, hard to navigate through touch, have small product images, and are just not convenient to use. Convenient and quick access to information is one of the most important aspects of mobile commerce.
Running an e-commerce business isn’t an easy task. The whole world is a potential market, but that includes a world full of competitors. Make sure simple homepage irritants aren’t driving your users towards competitors.