Most online stores have conversion problems that are not in the product but in the purchase process. These are the most common ones.
Having an online store with traffic and not selling enough is more frustrating than having no traffic at all. You know there is interest. Something is failing somewhere along the path between the visitor and the completed purchase.
In most cases, the product is not the problem.
The most common drop-off points
The checkout process has too many steps. Every additional screen between “add to cart” and “payment complete” reduces the likelihood that the user will reach the end. Ideally, the process should be as short as possible.
Shipping costs appear too late. When the user discovers the shipping cost at the last step, the abandonment rate skyrockets. Showing it earlier eliminates surprises and reduces abandonment.
There are few payment options. Not everyone has a credit card available or wants to use one online. Offering several alternatives expands the audience that can complete the purchase.
The site does not generate trust. Security signals, a visible return policy, real reviews. A visitor who does not trust the store will not buy, even if they are interested in the product.
The mobile version is awkward. More than half the traffic on many stores comes from mobile devices. If the checkout process on mobile is clunky, sales are being lost systematically.
How to identify where the problem is
The answer is in the data. A well-configured analytics system shows exactly at which point in the process users abandon. With that information, the next step is clear.
Without data, any change is a gamble. With data, it is a decision.
