Why don't people buy from my website?

Is my website ecommerce ready?

This is the main question you'll have to ask yourself. There are infinite reasons for people viewing and not buying from your website and you'll have to start breaking down the major problems and use stats wisely to track peoples use of your site.

The very first thing you need to do is user test the website.

• Is my website fast to load?
• Are any of the pages broken?
• Do some browsers not display the site correctly?
• Is your site unnecessarily awkward to navigate?
• Is your checkout devoid of popups and options?

An ecommerce website needs to be simple and fast. I'm currently an eCommerce and Software Consultant for an EU and Government contract and I still struggle to buy things online from some sites.

Keep things simple.

Does my website inspire confidence?

If I'm going to pass my credit card details over the internet to an online store, it usually isn't to a FrontPage 2000, DIY designed website attached to PayPal. There is nothing wrong with FrontPage as a web developers tool in the right hands. Building the website yourself is admirable and highly recommended. PayPal is completely secure though it's 128bit SSL connection and I have no doubts my details are safe with them. However, collectively, some sites feel "mickey mouse", "donald duck" or even worse in some cases. Your site must inspire confidence and portray an image of trust for a potential customer to part with cash.

A few golden rules can make all the difference here.

• The site must be attractive and look professional.
• You must state your address and immediate phone number.
• State there is actually a real person at the end of the line.
• If you're well established, say so.
• Got some clients or references, promote them too.
• Join and advocate consumer organisations.

Is online shopping safe?

Yes of course it is. But, ecommerce is in its infancy and people still need to be reassured so at the point of order, basket and checkout, let them know that details are secured with SSL technology. Clearly mark and link to your terms and conditions and privacy notice. A metaphoric padlock in gold at the checkout can often push people through the payment gateway too.

You can never provide enough information about security. Remember, some cards also protect them in the event of fraud so make them aware of this too.

Poor customer service

If you're not in the press, or one of the big players, people aren't going to initially have trust in you as a business. Word of mouth is still one of the best ways to gain clients and by looking after every one with good customer service, word will spread. There is an assumption that online means distant, remote. Make them feel like they're in a high street store. If they email you, respond ASAP, as in within 10 minutes. This shocks people and inspires confidence. Keep customers up to date with their purchase and and delivery notices. If you have a query from a customer, go above and beyond the call of duty to rectify matters. It's important to be known as a helpful online store that can't do enough. It brings people to your store in droves.

Make the order form suitable for chimps

It's very important to make sure that when people have a basket of goods, they don't throw them away at the checkout. I'm impatient in my nature and I have lost count of the times I have thrown baskets away and gone elsewhere, even with big name high street stores just because they make you do all sorts of things before you actually finish the order.

What do you as a business need to know? The items in the basket, their name, contact details, billing address, delivery address if different and their payment information. Make this simple, fast and bullet proof, even impossible to get wrong. Assume that everyone is a chimp and likely to get it wrong, then design around that. Never, ever, make people repeat information either.

Conclusion

There are all number of reasons for people dropping out and not buying. Make sure you offer feedback opportunities at every step. Use your stats wisely and monitor throughput by counting users before and after the payment gateway. Ultimately, be a buyer and find out problems shoppers face and make sure your business doesn't dish out the same fustrations. Online shopping is a hugely expanding marketing and still has some way to go before it truly becomes a major part of our lives. There are still so many people to convince and educate so keep at it, keep optimising, keep promoting, keep going.