“Why aren’t they buying from me?” This question comes up again and again in consulting sessions at eCommerce agencies and companies. There is no single rule: some shabby-looking stores sell like hotcakes, while nicer-looking stores can’t even give an item away. Shipping costs, price, images, product pages, good SEO and technical and programming issues would make up an endless list of buts and whys.
Just as a house or building can shake, in online stores the epicenter is much closer and more terrifying. Watching more than 200 users a month decide to buy and add products to their cart, only for those carts never to turn into sales, can be an ordeal and financial ruin for many.
That’s why we want to share this infographic from http://www.clickwithmenow.com/, which shows the path a user follows during the decision and purchase process.
The starting point of any purchase process is price comparison: I search, find and compare who gives me more for less. From there, products are compared using the detailed information shown on product pages.
Problems begin halfway through this first phase: Brand Uncertainty, or the hesitation between buying from one online store or another based on the trust and values a brand conveys compared with its competitors.If the purchase is completed on this first “avenue”, eureka! Your online store meets several of the essential requirements for building trust and generating sales.
But most likely the path to checkout or the shopping cart will run down the avenue of confusion: too many options, or a lack of information or experience, can make shoppers back out of the purchase, as can the constant online distractions they face (pop-ups with offers and promotions from competitors or for other products in the same store, complex cart settings, etc.)
Product and store reviews and comments are key to preventing cart abandonment and closing a sale. And you, do you know yet why you’re not selling?
