6 Reasons Why Customers Might Not Buy From You

By Olga Dufvenberg

2020-03-18

As technology constantly develops and improves, the demand for smarter and smoother experiences grows. Today’s consumers tend to base their purchase decisions on how they experience your brand, rather than on how much money they need to spend.

To help you engage your picky customers – we’ve gathered 6 reasons why they don’t shop from you, and how you can turn it around!

Happy e-commerce customer

1. Non-Optimised Website

When a potential customer visits your website, you only have a couple of seconds to make a first, great, impression. And if you fail to catch their interest, they’ll probably be long gone before you have the time to set things right.

The first thing a customer sees when he or she lands on your website is the design. If there’s a cluttered layout, no clear information about the products offered, or difficulties with navigating on the site, you’re not creating the user-friendly experience they expect (and demand). Actually, 38% of today’s users will stop interacting with a website if they experience the layout as unattractive.

To provide your customers with the website of their dreams, you need to have a simple, yet capturing, design and clear information about what you sell, who you are, and how you’ll handle their data (a clear cookie-banner is a must!). And don’t forget to optimise your website for search engines (SEO) and to share both relevant content and third-party testimonials.

By being open, clear, and up-to-date, you’ll establish the trust you need to build strong customer-brand relationships.

2. Lack of Personality

Just as important as it is having products with a clear USP (unique selling point), your brand needs a unique and strong USP that differentiates your brand from your competitors. With an impersonal and bland webshop, you will easily drown in the ocean of equivalent brands who want to sell their products, just as much as you do.

To stand out and create an extraordinary experience for your visitors and customers, you need to create a memorable site that speaks to their wants and needs. People today want to feel strongly connected with your brand – on a personal level. In fact, 64% of consumers say that they trust a brand more if they share the same values.

Strong customer-brand relationships


So – first of all, you need to make sure to tell your brand story – and show the people behind your company. Customers want to know about the core of your business and what you stand for. In addition, you also need to let your personality and style shine through in all of your channels. Maybe it’s sustainability, maybe it’s a lifestyle. Just make sure that you stay authentic!

3. Complicated Check-Out Process

One of the important tasks for marketers, is making sure that the check-out process is all smooth sailing. However, it can be stormy on the sea of customer experiences… And this is proven by a new statistic, which shows that 3 out of 4 Nordic customers have cancelled their purchase during the final step.

Why? Let’s just name a few of the common inconveniences that can occur:

  • Lack of safe payment methods
  • Too many steps before the order confirmation lands in the inbox
  • Hidden costs that show up as a late surprise
  • Too expensive delivery options –  or a lack of suitable ones

Convenient shopping experience online


So – to ease the experience for your customers, there are a couple of things to bear in mind. First of all, you need to eliminate all the unnecessary steps in the process. For instance, by using autofill, that refills information fields automatically. You also need to be transparent about potential additional costs from the beginning of the order, because no one likes unpleasant surprises...

4. Bad Shipping and Delivery

Signed, sealed, delivered. The last one of these three actions can be just as tricky as the check-out process itself. I’m sure you’ve experienced the agony of waiting for an order that seems to have lost its track between the online store and your postbox.

Slow delivery, high shipping costs, and bad packaging aren’t traits for 2020 – they should rather be things of the past.

As sustainability becomes increasingly important among today’s consumers, packages need to be sized to the products, with no unnecessary packaging material going to waste. And as e-commerce giants, such as Amazon, set the standards – with free delivery and same-day shipping – it’s crucial that you keep up with their pace. 

Actually, speed and freedom of choice are two of the most important pillars when it comes to delivery, both in Europe and in the US. So, to meet and exceed your modern customers’ expectations, you need to go over your shipping and delivery processes. This, to ensure efficient and smooth experiences.

Efficient shipping and delivery

5. Poor Return Policy

I’m sure you recognise the feeling when you’re about to enter the sun-drenched streets of April with your new pair of sneakers, suddenly realising you bought one size too small. Well at home, you’re looking at the return form, to realise you need to pay the entire return fee. A sum you would rather keep for yourself. 

Some return policies – for example those that make customers pay for the return shipping – can make or break the purchase decision. According to Narvar, 69% of today’s customers are discouraged from purchasing online if they have to pay for return shipping. And 54% say that they would be more likely to shop online if they’re offered free returns or exchanges.

So, even though free returns can be costly for your business, it’s worth it in the long-run. This, since it can lead to increased sales and stronger customer-brand relationships. In other words:

Frictionless online shopping is key to success.

6. Insufficient Customer Service

Today’s customers are on a constant search for convenient experiences, and it’s reflected in the demands for quick and reliable customer service. They want answers – and they want them sooner, rather than later. So, if you’re lacking an efficient tool for customer service, you’re in the danger zone of losing your shoppers to your competitors.

And the same goes for your communication in your social media channels. You should actually see these as the modern platforms of customer service. Why? Because words travel fast in our global, social media world. If your customers aren't satisfied with your products or services, they’re most likely to post their opinions online – without blinking. 

The focus for you, as a marketer, should therefore be to respond to any feedback that might appear – regardless if it’s positive or negative. Otherwise, there’s a risk that word-of-mouth can put your business in a bad light.

Smooth customer experience with support help

Why Convenient Customer Experiences Matter

Selling great products, to great prices, is no longer enough to keep your customers hooked. In today’s fast-paced consumer environment, businesses need to create smooth experiences during the whole customer journey.

The customers are our rulers and we need to make sure that we put them at the center of our attention. And the right way to do so, is by providing them with user-friendly experiences. From the first website visit, through the purchase process – and beyond.

Want to learn more about how to stay relevant? Make sure to download our popular e-commerce whitepaper!