What Customers Do Not Like While Shopping Online in Your E-Commerce Store


As you know, the main criterion of the store – are user purchases. The more they are (that is, users and purchases) the more is the profit of the store.

Sometimes the store spends a lot of resources (money, efforts of marketers, SEO-managers) to attract customers, and the number of sales is minimal. In this case, it makes sense to look carefully at what factors distract or hinder users before the purchase process.

First of all, it is possible to be based on the results of Web-statistics of the store, which must be in your store (just install Ultimate SEO Suite Extension for Magento). 

The key points for you will be:

  1. The time when the customer is on the page. The longer this time is, the better for you. So the customer is interested in your shop and he is studying it for a long time. Although on the other hand, maybe you have such a confusing navigation or description that the customer is just confused and does not know what to do next.
  2. The higher the number of abandonment rates, the worse it is for you. These are the visitors who entered the site and immediately left. You need to track the trend by time and compare it after changes in the store. If last month it was 20% and this month after your changes on the site the number has increased to 30% – it means something irritates customers. Here is linen and tablecloths.

If a customer goes only to the first page of the store and leaves it – you have a problem. You need to understand why the visitor does not want to make a purchase.

And now let’s understand what factors can affect his decision, i.e., to stay on the site and make a purchase.

What scares online shopping customers?

The price:

In addition to the price itself, which can scare the customer there are many additional factors. 

Visual design:

The store owner must take into account the peculiarities of the human perception of information. Usually, the visitor opens the page and briefly look at the information and location of blocks. This information creates in his head a certain information scheme that is compatible with his knowledge and experience. The whole process of perception takes 3-4 seconds. 

For some reason, shop owners think that as soon as they start decorating their shop – the user will like the background or shape of the buttons and sales will increase immediately. Let me tell you a secret, the buyer needs to get information quickly, easily and do not waste time learning the interface to buy a product.

For example, moving objects in the store distract from the purchase.

An example:

Usually, all site owners start adding falling snow before New Year’s Eve. This makes users nervous.

Or permanent multimedia banners that fall out as soon as the page is loaded.

Usually, these banners are being blocked by default in antivirus programs and browsers, but the browsers themselves are already blocking their appearance. And even if the client has the option to show these banners – the visitor moves his hand to close the page. 

Another distracting multimedia factor – is sounds. Imagine, late at night at home you work on a PC and decided to buy a gift for the family. Everyone’s asleep, the house is quiet. Go to the site and then suddenly starts playing music or shows automatically an ad.

What will you do not to wake up your home? Of course, close the page immediately to quickly solve the problem, not looking for a remote or volume control to reduce the sound.

Compulsive service

The buyer goes to the page, studies where the desired product is located and then a window with the offer to consult falls out. In no way do I deny the need for online consultants. They are even useful and help increase the sales of the store.

But to place them delicately and in time to respond to customer problems. For example, if you see that a visitor entered the site and is on the same page for a long time – offer him his help through an online consultant. And if a person went to the first page, he has not even figured out what you have in the store, and you immediately resort to him and begin to distract.

The client doesn’t want to wait.

In my practice, there were store owners who uploaded 5-10 MB of high-resolution photos of goods to the store, thinking that this will allow users to better view the goods. Such pages opened for a long time, users did not wait and left them. Although it was possible to reduce photos and show them in a compressed format and size.

The same was true for the design of the store. One of my customers was so passionate about shop design that the shop was opening for about 20 seconds and customers waited for all the virtual buttons, multimedia screensavers, banners and backgrounds to load. The result was that there was an outflow of customers from the store.

Conclusions: don’t make customers wait for the load of the store. The customer will go to the fastest shops, which will show him the information as fast as they can.

Make a clear logical navigation system.

Some stores make the navigation system so confusing that the user gets lost and does not know where the exact item is. Categories and sub-categories must be clear to the user. In addition, information about the right category must always be shown to the user so that he understands where it is. To do this, the use of “Breadcrumbs” – ‘is a chain that indicates the placement of goods relative to the category.

Improve your search bar

Don’t forget the search. Not every visitor wants to run through categories to find the right product. The customer needs the right product. So the easiest thing to do is find it and add it to your shopping cart.

If you do not have a search on the site or it does not work properly – you will miss a number of customers who want to find a product immediately through the search.

Description of the product 

If a potential buyer has already accessed the product page, they must obtain full product information in order to make a decision, like:

  • product picture
  • product specification
  • product accessories
  • product reviews
  • instructions for how to use the product

Call me

If the buyer is ready to buy the goods, but in doubt – he can go to a chat room or call the store. If you do not have a contact phone in a visible place, information on the time of work (so that the customer understands why on Sunday night in the store no one picks up the phone) or questions about warranty and return of goods – the customer will not make a purchase. Your store must provide all this info. And not only on the main page, but on every page.

I hope this is enough for you not to make mistakes that would worsen your sales.



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