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Why aren´t people shopping at your online store?

Have you ever looked at your web statistics and wondered why only a few percent of the visitors purchase anything on your website? Or get in touch with you? Or sign up for your newsletter?

Glad you're wondering. To ponder this and always want to become a little better is a healthy sign for anyone looking to do business online.

I read a study about the part of the population who don't shop online and why they don't. This is about those who are worried about online commerce, it's not about people like you and me. It's not like when you or I want to buy something online. These people are different. The have to be treated differently and in order to get these people's confidence, you have to walk the extra mile. Consider the following:

1. The visitor is concerned about disclosing credit card numbers
Customers, especially new ones, need the opportunity to pay in a manner that suits them best. Make sure it possible to get invoice, pay in advance or by cash on delivery. Give the customer multiple choices and accept the administrative extra trouble. When your website is more familiar to your visitor, you will gain more confidence. Words such as ”secure servers” are just mere words for those who are not familiar with your company, or don't even know what that means.

2. The visitor is worried about leaving personal information
Don't request more information than necessary to be able to deliver the products to the customers. Many companies require so much information of the customers that they don't even have the energy to go through and make an order. Explain on the website what happens to customers' addresses. Tell them that you will not sell, trade or assign their addresses to any outside party - and make sure you honor this statement, of course. It's about proving to people that you're serious enough to be worth the trust.

3. The visitor is worried about not getting the product he/she orders, or not being able to return ordered goods
Tell people in connection with the product when the customer can expect to get their stuff if he she orders today. Tell people what happens if a customer is not satisfied. No fine print waffles – be clear, direct and to the point.

4. The visitor is worried that their complaints won't be taken seriously
Same as item 3. And this is a big problem. Tell them on the website what to do if the he/she isn't satisfied. Be honest and to the point. Explain so that anyone can understand. No fine print here either. The more open you are now, the less problems you will have with returns and hassles later.

Have you taken care of all of this already? Good. If not - modify your website and make your visitors know the difference!

About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

230 000 prescribes to his free newsletter "The 5 minute marketer"
Every week some 230,000 prescribers gets his free newsletter about 5 minute marketing.

"The 5 minute marketer" - the book
You run a small business and you want to get ahead of the competition, but how can you give resources to marketing when you're short on time and the budget is tight? The solution is here! The 5-Minute Marketer is packed with 395 tried-and-tested ways to market your business in 5 minutes or less.