Any business building a sales website hopes that customers will purchase products from the first visit. However, many businesses make mistakes that cause customers to visit your website for the first time and then leave without buying anything. Therefore, to improve the customer experience when visiting the website, you need to know the reasons that are affecting their purchasing decisions. Let’s look at 10 reasons why customers don’t buy on the website and the solutions to increase sales for your website.

10 Reasons Why Customers Don’t Purchase on the Website

1. Page load speed is too slow

Page load speed is a key factor affecting user experience. Customers often don’t have the patience to wait; when the website loads too slowly, they will quickly leave. To improve, ensure that your website has stable loading speed, reducing the bounce rate and supporting SEO on search engines. Fast page load speeds will facilitate a smoother shopping process. You can refer to more about the factors affecting page load speed and how to fix them.

2. Not displaying well on different interfaces

The trend of using phones or tablets to access the Internet is becoming more popular. Therefore, if your online sales website is not optimized for display on different interfaces, you will lose potential customers to competitors. The time customers spend accessing via phone is significant, so optimizing the interface for mobile devices is essential. Additionally, a website that is compatible with multiple devices brings many benefits such as:

• Increasing flexibility for the website, enhancing user experience
• Speeding up page load times
• Reducing bounce rates, increasing conversion rates, and retaining users on the site longer
• Being highly rated by Google

3. Broken links

When customers encounter non-functional links on the website, they will feel that the site is unprofessional and unreliable. To avoid this, regularly check and maintain links to ensure they always work properly.

4. Unattractive website interface

An eye-catching website interface keeps customers viewing products longer, whereas a website with an unclear design that doesn’t convey product information will not attract customers. Therefore, you need to design an attractive, easy-to-view website. Categories need to be scientifically arranged with clear and reasonable layouts to make it easier for customers to find information. This not only helps you increase sales but also makes it easier for the website to rank higher on search engines.

Factors that help make website design more user-friendly:

• Consistency in design
• Clear, understandable, and easy-to-use layout
• Easy-to-read font
• Using various methods of communication like images, videos, GIFs, etc.
• Image size and quality meet web standards

5. Unattractive shipping services

More than 60% of carts are abandoned on websites after the system calculates the shipping costs and delivery time. Shipping costs and the time to receive the product significantly influence the purchasing decision of users. Therefore, free shipping standards on e-commerce websites are becoming more common. Fast shipping services, express delivery within 24 hours, and delivery within 2 hours have also emerged to meet the shopping needs of customers.

An attractive shipping service doesn’t mean you have to offer free shipping to attract customers. You just need to be flexible and build the most suitable shipping policy for your target customers. For example, for a cosmetics website, you might consider the following shipping service:

• Free shipping within Ho Chi Minh City for orders over 300,000 VND
• Inner-city shipping fee is 25,000 VND
• Free shipping to provinces for orders over 500,000 VND
• Delivery time within the city is 1-2 days, in provinces 2-3 days

6. Product images and descriptions are not detailed

Images and descriptions help customers know what product you are selling, its quality, shape, size, and color. If the information about the product is too scanty, with no accompanying images, or poor-quality images, customers will not trust and buy from your website. This will affect the customer experience on the website, and they will quickly leave to find similar products or services on other websites.

Provide sufficient product information to help customers understand and encourage them to buy:

• There should be 2-3 overall and detailed images of the product
• Clear, high-quality images
• Description of the material, durability of the product
• Product origin
• Special features
• Product history
• Design inspiration
• Usage and maintenance instructions
• Product reviews

7. Your website lacks credibility

Besides introducing product information, the website should also let users know who owns this website and whether they are trustworthy. Things you can do to make your website more trustworthy to users include:

• Clearly write your storage policies, including returns and refunds, shipping, and any other common issues or points of confusion
• Display real customer reviews and testimonials on the website
• Use a simple design and avoid too many advertising tricks

8. Complicated payment process

A complicated payment process will cause trouble for customers during checkout. More than 30% of customers shopping on websites have reported stopping purchases when the payment process is too complicated. Try to reduce the number of pages customers have to navigate to complete their orders. Additionally, speed up the process by only asking customers to provide the necessary information to process their orders. At the same time, ensure that return policies, and contact information for returns are fully and accurately displayed for customers.

9. Lack of customer support features

Customers always want quick support. If your website doesn’t have support tools like chatbots or multi-channel contact, customers will have difficulty when they need help and may not continue with their purchases.

10. Lengthy registration process

If you require customers to log in or register before making a purchase, ensure that these steps are quick and not too complicated. You can integrate login features through Gmail or Facebook to minimize complex steps and enhance the shopping experience for customers.

Solutions

There are many factors affecting the purchasing decision on the website, and many of them can be improved immediately. In addition to optimizing the interface, shipping policies, and payment processes, you should also add support features such as Multi-contact, Sale Banners, Contact Forms, and Live Chat to improve the user experience and increase conversion rates.

1. Multi-contact

Multi-contact is a multi-channel contact tool that helps customers connect with you through various channels. By using Multi-contact, you can collect customer information while interacting and quickly resolving the issues customers raise. Multi-contact will be the bridge for you and your customers to contact each other through various channels such as Messenger, Zalo, Gmail, etc.

2. Customer Purchase

Using crowd psychology in sales strategies is no longer unfamiliar. The customer purchase tool supports you in creating fake orders displayed on the website. Customers currently browsing the web will see a series of other customers who have just purchased your product a few minutes ago. This will stimulate customers to quickly decide to buy from your website.

3. Contact Form

Whether you are a large or small business, you need to know your customers’ information and know the information of website visitors. Having customer information greatly benefits your online business. The Contact Form is a utility that supports collecting customer information. When you use the Contact Form utility, all customer information will be recorded, and you can rely on that information to analyze and assess customer needs. From there, you can create suitable marketing campaigns for your website.

4. Live Chat

Customer care is essential for all businesses. Therefore, if you have a live chat system set up with pre-written responses, it will greatly benefit your customer service. Live chat is a very smart customer care tool, supporting customer care even when you sleep. All customer inquiries will be quickly and accurately answered through live chat. When customers have enough necessary information, the purchasing process will happen faster.

In summary, the purchasing decision on the website of customers depends greatly on the experience during interaction with the website. A website with a friendly interface, clear and easy-to-understand layout, and quick and intelligent support utilities will help customers be more satisfied with shopping. Above are 10 reasons why customers do not purchase on your website and simple measures to address this issue.

Hopefully, you have understood and have appropriate methods to overcome the factors that are hindering customers from coming to your website. Besides, you can refer to the article "5 tools to stimulate customer purchases on the website" to pocket ways to collect customer information that has visited your website. And don't forget to subscribe to our YouTube channel to experience more useful tools.