10 common mistakes that stop customers from converting

A respectable conversion rate can vary from 1% to 4.4%, depending on the region and traffic source you’re looking at. 

Upping your eCommerce conversion rate is one of the most cost-efficient ways to boost your revenue as it makes the most of a primed and interested audience.

In this article, I’ll admit ‘mistake’ is a bit of a harsh word. But, in reality, when it comes to e-commerce websites, we have to prioritise limited resources to achieve the best return on investment.

But often, when it comes down to CRO, the improvements you make to your product pages and checkout pay for themselves in spades.

Leaving them unchecked means you’re tripping yourself up trying to reach the next revenue target.

With so much at stake, I won’t leave you waiting any longer. 

Here are 10 ways to get out of your own way and help your customers convert:

1.Product details in the incorrect currency and language

Poor localisation for your prices or language leaves potential customers doing mental acrobatics to understand what they are looking at. 

All of that additional cognitive effort reduces their patience, heightens anxiety, and leaves extra time to navigate away in pursuit of answers.

You don’t have to go all out with automatic location detection tools. (Which don’t always work in today’s cookie-free and VPN filled world). Offer a manual language and currency toggle to give customers control over what they see.

2.Unspecified delivery times

We’ve been Amazonafied. You may try to deny it, but we have. Customers want everything yesterday. And if they can’t have it yesterday, they’ll settle for tomorrow. 

Small businesses can’t always offer the luxury of next-day delivery. Instead, you can manage customer expectations. 
Clearly and honestly display your delivery options on the product page. This will avoid hitting customers with an unexpected delay at checkout and ultimately improve your shopping cart conversion rate.

3. Extra fees

In the same theme of managing delivery expectations, failing to declare extra fees can have your audience hitting the big ‘X’ faster than you can say “Tax added at checkout”. 

To keep customers happy, absorb fees into the original price as much as possible. Finally, prominently display any remaining costs and explain each one.

4. Confusing imagery

‘Banana for reference’ may seem like just a joke. But there’s a reason it’s so popular. Our brains need a lot of context to understand what we’re seeing. 

If the background texture of a product photo doesn’t match our expectations, your brain may struggle to process it. In the same way, with no sense of scale, we might be accidentally sewing a seed of doubt in our customer’s minds.

Use your set to explain the product. For example, use green behind eco products, lemons to dress a lemon-scented product, and average-height models to indicate size.

5. Unanswered questions

Will this work with my 2006 NSync portable CD player? Can it also be used by my pet duck? Customers usually have a list of mental requirements before parting with their hard-earned cash. And if there isn’t a satisfactory answer to each, they won’t convert.

While the questions I asked above are a bit silly, here are some questions you’re more likely to need to answer:

• What size is it
• What is it made from
• How do I use it?
• Can I replace elements or get them fixed?
• Do I need anything else to make it work?

6. Lack of trust signals

Testimonials are one thing, but trust is more of an overall feeling. 

Genuine security flags include missing SSL certificates, non-secure payment methods, and missing GDPR considerations.

But the common ‘mistake’ here falls to a sequence of choices that gradually signal to a potential customer that everything is not as it seems. To see if your website is an offender, ask customers if they feel it is clunkily designed, has limited payment options, poor images, or even too few contact details.

7. Slowwwww browsing experience

It’s common knowledge that a slow load speed will impact conversions. So why are we still doing it? We shop on the bus, during adverts between coronation street, while waiting for a text back. 

Give your customers short shopping windows and even shorter attention spans a chance with a speedy website & quick checkout experience.

8. Disruptive experiences

From pop-ups to aggressive (fake) count-down timers, techniques that you think hook customers can actually put them off.

Avoid overusing urgency banners in general, limit their physical locations on your website & marketing, and carefully analyse the cost/benefit of each one.

See, we even missed out the image on this one to not disrupt your experience. Thoughtful, us.

9. Weak wording

“If you’ve got time, please will you look at our products & buy one if you like them?”. 

“Shop our range”. 

“Our customers say it’s great for everyone”. 

YAWN.

Brands often water down their message through fear of appearing polarising or too demanding.

But, if you don’t sound like you believe in yourself, how are customers supposed to? 

Use an active tone and specific language to assure customers that this is the right product for them. See our ad copy blog for more tips. And to really up your conversions, utilise ‘power words’ across your text and calls to action.

10. Lacking or no support

We want to know we’re making the right choice, especially when making a large purchase. Often even will all the FAQs in the world, customers want to chat directly with your team. 

No easy-to-access support service signals that you aren’t a helpful brand. And potentially even less so after they purchase.

Install a live chat software or, at a minimum, prominently display your customer service email to showcase your customer-first values and ready to support customers through conversion & after.

Want to learn more about eCommerce, marketing and everything in between? Checkout the rest of the Tyviso blog.