It is estimated that 70% of online shopping carts are abandoned before checkout.
This is a serious issue for business owners because it means that a potential customer has arrived at your website and they have not completed a online purchase or contacted you for more information. This can be caused by defects on your website and we see many websites that have major defects, and the most common are:
1. Slow web page load times are the number-one culprit.
Many studies have shown that the quicker a page loads the higher the conversion rates will be. If a customer has to wait too long for web pages to load they often abandon your website.
2. A bad User Experience
The User Experience (UX) includes the visual design & page layout, colours & fonts, navigation, functionality, mobile & responsive layouts, site load speed and website content. A good UX has many benefits including online sales, inquiries, referrals and repeat visitation. Poor UX leads to lost sales and lost customers. Your website is an important part of your business visibility and reputation and so its pays to get it right.
3. Poor website content
Many websites offer poorly written content which is a major barrier to customers. If they cannot find what they want in a timely manner they will quickly move to another website.
Your content needs to be thoughtfully prepared and well written and provides the customer with the information that they are looking for.
4. Your website is designed for you and not your customers
Business owners often forget about their customers when they are building their website. They include information that its important to them and that they can easily recognise and understand. But your customers needs and understanding are different to the business owners.
You need to analyse what people want from your website and then deliver on the key areas.
By reviewing your website and making improvements you can achieve improved online sales and happier customers.