Confused Customers Cut Conversions, How?

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Any shopper who spends a lot of time on your e-Commerce site and doesn’t buy anything may actually have been unable or unwilling to complete the purchase due to confusion.

Confusion can occur because a product’s description is incomplete or inaccurate or because the checkout process is difficult to navigate or presents surprises in the process. Unfortunately, many online shoppers who have successfully selected items to purchase ultimately abandon their shopping carts due to confusion or a lack of confidence in the purchase process.

Eliminating confusion increases conversions and opportunities for better sales.

Having detailed comprehensive product descriptions and a fast, easy and secure checkout can build confidence, provide a positive customer experience and encourage the buyer to complete the purchase.

Let us explain you a few steps that you can take to identify where confusion is causing friction and reducing conversion in your own sales effort –

• Look at your customer queries. Are your customers asking questions about your product? If yes, and if you see the same question or type of questions popping up frequently, you should probably make an attempt to answer it in your product description.
• Take time to Read your reviews. It’s not a new strategy to read reviews to find the areas where your product improvements are needed, but in some cases you’ll also see ways to improve the product description and specifications. If one reviewer was confused, no doubt that many more buyers and potential buyers were as well.
• Analyze your returns. If you find non-defective products being returned because they weren’t right for the customer’s need, that’s probably a clue that your description lacked clarity in explaining its purpose or omitted important information.
• Measure the customer behavior. Tools like eye-tracking, mouse-tracking, and behavior analytics will show where customers are slowing down or stopping. Actual user testing (live or video) may also reveal where confusion slows progress toward the customer’s goal.
• Study abandonment points. If your checkout process has multiple steps, confusion can cause customers to drop out partway through. That’s why smart ecommerce operators include messaging like, “You’ll be able to review most of your order before your card is charged.” That gives uncertain customers the confidence to click “Continue” and move to the next step.

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Created on Dec 31st 1969 18:00. Viewed 0 times.

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