You have the best of products from the industry, a competitive deal on offer and plenty of ongoing sales that your target market could benefit from. But somehow, no matter how appealing your marketing campaigns look, your products get abandoned!
In this post, we’re going to discuss a few reasons why B2B and B2C businesses often face this challenge and how to overcome it to improve conversions.
1. The product value proposition is not clear
The first and foremost reason most products get abandoned online, is lack of a clear value proposition. Businesses often focus on writing a lot about what the product is, but what the customer wants to read is how the product can help him.
Solution: Pretty simple. When creating a product description or a landing page for your product, focus on writing a copy that is customer centric. It should not focus on what the product does and its features; but on what it can do for the customer and how it would be beneficial for them to own it.
2. The purchasing funnel is too long or unclear
We have seen innumerable B2B and B2C websites that literally confuse the visitor. Their navigation is harder to solve than a conventional puzzle and the funnel to completing a transaction feels like a lengthy paper that needs to be completed in 5 minutes. Customers who shop online are often looking for instant gratification and such a purchase funnel is only set to put them off from your brand.
Solution: Create a purchase funnel keeping the customer in mind. Think about how this prospect is running low on time and needs to quickly look for a solution to his concern. Right from the time of making the purchase decision to making the purchase, focus on making it easy for them.
3. The website load time is high
Time and again we have discussed about how the load time of your website has a direct impact on its conversion rate. A typical internet user doesn’t appreciate being kept waiting for more than 3 seconds and in most cases they lose their patience in 2 seconds! If your product page has been taking too long to load, well no wonder you have been losing your customers.
Solution: Before driving traffic to the product web page, ensure it is optimized to load on time. Make sure all media files are compressed and the functionality of any of the call-to-action buttons isn’t being compromised when viewed on any device. More tips here.
4. The conversion requires too much customer information
Most internet users are looking for instant gratification, without having to share too much of their own information with the business. If your conversion process requires them to share more than they are comfortable with, you can be sure to lose the sale. The simple reason being, they don’t want to put themselves at the risk of being spammed with promotional messages.
Solution: Optimize your conversion process. Think like your customer to understand what they would be comfortable sharing with you. Asking only for what is important and cutting out on unnecessary fields will not just save them the time, but also help you get a higher conversion rate. This holds applicable for purchase steps, forms and more.
5. The customer queries before purchase are not addressed
The deterrent of making purchases online is that sometimes you have concerns regarding the purchase, and no one to answer those for you. And a lot many times, most of your queries too go unanswered, leaving you confused about whether you want the product or not.
Solution: If the product is such that requires some amount of explaining, make sure your product description is addresses all the common queries that your target audience may have. Be it the working of your product or how to use it to get maximum benefits, you want to be sure that your customer knows what he is being offered.
6. The customer feels no connect to your brand
According to various studies, the consumer market is 50% more likely to purchase from a brand that is associated with a cause that they believe in or support. It is their way of making a contribution towards it. At other times, a typical consumer looks for a reason to connect with the brand. If your traffic is leaving without converting, there is a high chance they see no reason behind interacting with your business.
Solution: Don’t be afraid to share the vision and mission of your businesses with your traffic. The story behind your business could appeal to your audience and nudge them towards making an interaction with you.
7. The payment methods look suspicious
With all businesses going digital, there are also false brands that are fleecing consumers with fake products or stealing bank details. Since consumers are aware of such security breach, there are people who are hesitant about sharing their transactional details with a business online.
Solution: Now you can’t be running after each of your visitors to talk them into interacting with your business. Using trust elements like security certificates, customer testimonials, ratings and reviews can serve as a reassurance to the prospect.
8. The customers are not encouraged to interact
Driving traffic to your website isn’t the end goal of your marketing strategy. You need to focus on encouraging your prospects to interact with you before they leave. Once you let your prospects leave, they have the option to look for alternatives – which could be your direct competitors. And this results in you losing out on a sale!
Solution: Make sure you’re retargeting your visitors with a campaign that nudges them to make some sort of interaction. Be it a micro conversion like following you on social media, subscribing to your email newsletter or redirecting them to a page that makes them more likely to convert. Don’t lose a chance to convert a prospect while you have their attention.
With an average consumer getting the choice of buying a product or availing a service from multiple businesses, it is important you make sure you’re doing your best to convert them at the first go. The more time you give them to explore their options, the less likely they become to convert with you.