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Why do people leave the site without buying anything

Do you know what most owners of online stores have in common, except for the coincidence of the way of earning? Sooner or later, almost every one of them begins to wonder why the site does not sell, despite the fact that it is an expensive commercial project with an author's design and high-quality content. 

You may be one of them and You also want to know why people leave the site without having committed the targeted action in the form of a purchase? 

Unfortunately, in this case there can be no only correct answer. Factors that make people not buy a great many on the Internet. And now we will consider the most influential of them, selected on the basis of statistics on surveys conducted among Internet users.

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15 reasons why the site does not sell

  1. A significant part of the users participating in the surveys (44 %) believes that in many cases people leave the online store because of annoying desire online consultant help them. Everything is like in real life, where few people like it, when visiting a store, a seller walks on his heels, obsessively offering his services. 

    Well, besides the fact that an online consultant in itself can be annoying, there are also overlooked incidents, after which people leave the online store without hesitation:

    a) A large window of online chat pops up repeatedly each time you go to another page of the site (or on the same) even after it is closed;

    b) Making a pop-up window does not cause a desire to seek help, because:

    - it without a photo (a faceless consultant does not inspire confidence);

    Окно он-лайн поддержки с менеджером без фото

    - the image of a virtual seller does not correspond to the category of goods, the purchase of which is considered - for example, on an avatar a painted model, and a person came to the site to find out about the boat motor, and at the same time believes, that a girl of this kind is unlikely to be able to really help him;

    - the phrase that appears in the pop-up online chat is by default untrue (“We will answer within 1 minutes”, but in the end we have to wait 10–15);

    - window does not close (the “cross” is missing or not working) and even asking the consultant to do so does not produce a result (most often he does not have such an opportunity);

    - unclosed the window blocks part of the interface or the contents of the web pages, because of which the visitor does not have the opportunity to fully interact with him - blocking the menu or links to a profitable offer, of course, leads to the fact that people leave the site annoyed.
     
  2. Lack of trust becomes a frequent reason why people do not buy on the Internet. Visitors will not buy if they do not trust the site. Moreover, they are most concerned about such moments:

    - fear of getting a poor product (61 %);

    - the inability to “feel” or at least look at a photo / video product before purchase (50 %);

    Наличие фото и видео обзора товара

    - the possibility of problems with the return of goods, if after delivery he is defective or will not do for any reason (42 %);

    - incomplete information on the commodity position (20 %);

    - non-compliance with the promised delivery time (19 %);

    Несвоевременная доставка товара

    - the possibility of damage, loss of goods upon delivery or uncoordinated replacement on a model that does not correspond to the originally selected on order (19 %);

    Изменения производителем без уведомления

    - the probability of becoming a victim of fraud when paying for goods (18 %);

    - total cost (together with delivery) exceeds the price of the same product in the offline store (17 %);

    - negative experience of previous purchases (7 %).
     
  3. Not worth it use complex forms of order / registration with many required fields for entering information (F.I.O., address of residence, phone and credit card number, mother's maiden name, pet name), which many simply do not want to share, since they consider it inappropriate. 

    In addition, it undermines the credibility of the web resource and makes it suspect that it is involved in fraudulent schemes, which also causes the site to not sell, but only scares potential buyers.
     
  4. Distraction from the order process can also be the reason why people don’t buy on the Internet. Therefore, on such pages it is necessary to minimize the availability of information not related to the clearance process (remove categories of goods, special offers, advertising banners), otherwise a person may be distracted by it, keep in mind from the order page and so do not return to it. 

    Also do not complicate this process offering additional commodity items that the buyer had not previously thought about, but now he can get confused, distracted or change his mind about making a purchase.
     
  5. Positive communication is the key to creating a positive opinion among the visitor about the website being visited. For example, it is better to use the phrase “please fill out the application form or just call the number” instead of “requiredly fill in the fields marked with an asterisk”. The words “please / simple” and “required” cause completely different perceptions: positive in the first case and negative in the second.

    Построение позитивной коммуникации
     
  6. Interaction with the site should not tune the visitor to the negative. Take, for example, the case that everyone has definitely met when, after a long process of filling out the form due to the lack of data in one of the fields with the “star”, it is reset to its original state and input must be started anew. Agree that this is not just annoying, but really angry. Naturally, after that, people leave the online store, often without the slightest desire to ever return!

    In this situation, it would be better to configure the display of the window with gratitude for the information provided, in which you can unobtrusively ask to clarify the missing data.
     
  7. Do not experiment with the use of incomprehensible characters in the form of registration and other important elements accompanying the process of turning the visitor into a buyer.

    If a person does not know what he should do with an unusual field / drop-down menu / “gloop quadratic”, he has two options: try to figure out or drop this venture and look for another site, where there will be no such difficulties. It is clear that more often people leave the site, choosing the second option.
     
  8. A hunched buyer buys less often. And this can once again explain why the site does not sell. For example, if there is a field for entering bonus code in the order form, but you are not involved in their distribution, it is better to remove it, otherwise many buyers will think at the sight of it, that they buy unprofitable. After all, it is understood that there is the possibility of receiving a discount that they cannot realize. Naturally, this upsets and may cast doubt on the correctness of the decision to purchase.

    Поле для введения неактуального промо-кода купона
     
  9. You can not stop visitors from using the site. Many, for example, are cunning using a script, which, when loading each page, automatically sets the cursor to the registration form. In this case, the scroll of the page with a roller usually does not work. This example is only one of the most insignificant reasons why people leave the online store, feeling the restriction in freedom of action.
     
  10. Incomprehensible and / or frightening design The website is not the most frequent, but still a significant reason why people do not buy on the Internet. Usually this happens when a designer is given the task of creating something unusual - "not like everyone else. In the case of a selling website, the owner’s very natural desire to stand out can play a trick on him.

    Пример отпугивающего дизайна веб-сайта
     
  11. Accommodation prepared for search robots text at the top of the page leads to the fact that people leave the site, trying to read it and realizing that it is not intended for human reading. Fractured semantic load textual content scares away potential buyers.
     
  12. Do not promise more than you can give. If you offer a visitor a simple, profitable and free opportunity, you need to provide it, and not ask to go through the survey, fill out the form, and then, possibly, get access to it, in which, by the way, at this stage I can’t really believe it. There is a feeling that you have been used for some of your purposes (for example, to collect statistics or a database of mailboxes for mailing).
     
  13. No need to “pull” your selfish interests. Why doesn't the site sell? Perhaps the fact is that instead of a detailed explanation of the benefits of buying in your online store, you too persistently propose to immediately click “Buy”? 

    Навязчивость в применения кнопки Купить
     
  14. If the site has mobile version (and its presence in modern realities is simply necessary!), She should not yield to the main site in terms of quality. Particular attention should be paid to usability and adaptability for all possible gadgets.
     
  15. Inability to analyze visitor behavior - Another reason the site does not sell. There is such a thing as Yandex. Webvizor. Not everyone knows about her. But even those who know stubbornly do not want to use it. But in vain. After all, with its help you can track the paths of visitors on the site and find irritation points when people leave the online store. 

Summing up

So, most often people do not buy on the Internet, because the owners of online stores do not know how or cannot: 

  • show your brainchild reliable, worthy of attention and trust from buyers;
     
  • provide visitors with the opportunity to feel comfortable;
     
  • keep these promises;
     
  • do not impose your opinion on buyers;
     
  • do not show your selfish interest;
     
  • to believe that people leave the online store for a reason, but because there are reasons for this that need to be eliminated.
     

We hope that by assimilating and applying the recommendations we have given, you will finally be able to bring your online store to the desired level of profitability. Good luck in this difficult business!

P.S. On the course "10X online store»We will analyze what the site should be like so that users want to return to it again and again. And most importantly - already in the learning process you will be able to put the acquired knowledge into practice under the supervision of our specialists. Follow the link and with the promo code "18-blog»An additional bonus will await you.