If you’re spending a great deal of time marketing your products, but you’re still not selling the quantities that you would like, the cause could be a range of potential problems. They may not be as obvious as an elephant in the room, such as bad products.
Which is why you might benefit from considering the following common reasons why consumers don’t buy, and evaluating what you are able to do or change to help them convert more successfully.
Take a look at seven main issues shoppers face and reasons why people don’t buy (from you).
1. They Found a Better Price Elsewhere
It’s not uncommon for customers to decide not to purchase something from you simply because they found a better price elsewhere. If you’re not Amazon or a similar-sized retailer, dropping your prices and battling against discounts from your competitors is one of the worst thing you can do.
Instead, draw attention to the benefits of your products or services over competitors – Your customer service offer is your major differentiator that cannot be copied easily. It allows you to convince less price-sensitive shopper who will choose higher prices and convenience over low prices and a horrible experience.
2. They Don’t Understand the Value of your Product
When looking for a reason to purchase a particular service or product, most customers are searching for “benefits” not features. In other words, they’re looking for a solution to their existing problems, or something that can make their life better in some way. The value of your product isn’t linked to how many features it has, but what it can help the customers to do, or what it might let them do better.
If you’re concerned that your customers don’t understand the value of your products, then you might need to look more closely at your marketing messages. As the business or manufacturer that’s selling a specific item or service, it’s up to you to show the public just how beneficial your items really are. For instance, do they solve a pain point that’s a known issue for your target market? Can they improve the performance of an existing product or service?
Review your item, and describe your products from the point of view of the customer, with their needs in mind. Try to look at your product from the perspective of a first-time buyer, and ask yourself whether the advantages of what you’re offering are clear. Even the smallest tweaks can have the biggest impact when it comes to communicating your value to your customer.
3. They Got Distracted
Consumers are easily distracted. Though they might be genuinely interested in a product that they were looking at online, that doesn’t mean that countless other factors won’t draw them away. The social and entertainment-based nature of the internet means that there’s always something competing for your customer’s attention, whether it’s YouTube videos, social media, or an out-going link.
The average consumer has an attention span shorter than a goldfish. That means that you have fewer than eight seconds to capture the engagement of your audience, and keep them interested in your website. At the top of the sales funnel, you need to find unique ways of appealing to your audience – perhaps with deals, high-quality images, and entertaining content. Once you’ve captured their attention, you need to make shopping as easy as possible – particularly for mobile shoppers. Consumers should feel as though their purchasing experience has been tailored to their specific needs.
There are also ways that you can re-appeal to audience members after they’ve become distracted. For instance, retargeting or remarketing campaigns can allow you to pinpoint customers that have already engaged with your brand, and place your product back in their path. Some types of retargeting focus on using banner advertisements that pop-up on a newsfeed on social media, whereas others use nurturing emails that appear in a customer inbox with a time-sensitive discount that tempts them back onto your website.
4. They Don’t Know What to Buy
In today’s digitally-rich environment, choice overload is a serious problem for consumers and marketers alike. You might think that giving your customers plenty of different products to choose between is the best way to get a sale, but the truth is that too much choice can lead to “decision fatigue”, which causes consumers to give up on some purchases completely.
Digital Advice and Guided selling solutions serve as a remedy in these cases. They work by using an in-depth understanding of consumer needs to advise shoppers on the most suitable products. These solutions make shopping easier for consumers, and offer the support that 83% of customers need to make a purchase.
5. They Can’t Figure Out Your Website
It’s easy to get carried away when it comes to designing the “perfect” website. As new styles and techniques become evident, we find ourselves playing with different strategies designed to enhance attention and engagement.
However, one of the best things you can do to get people to buy from you is to make the process as simple as possible. The key is to stick to what people expect.
6. They Don’t Have Enough Time
If your website is slow, then that’s a serious problem by itself. However, the biggest speed-related reason why people avoid purchasing from certain websites is that the checkout takes too long to navigate. If you ask your customer to fill out numerous form fields and go through countless steps to make a purchase, then the chances are they’ll give up and go elsewhere.
The solution? Make it simpler:
- Allow customers to guest checkout, without having to create an account or sign in. You can always give them the choice to create an account at the end of the buying process
- Keep fields to a minimum in the check-out cycle. The last thing that you want is to cause friction when your consumers are ready to buy!
- The checkout should involve around four steps – three if you’re really good. Any more pages than that and your conversions will probably begin to suffer
- Make sure that people can hit the “back” button if they need to. Some older checkouts struggle with this process, and customers who needed to press back may give up on the purchase.
Remember that you can also improve the checkout process by giving people multiple payment solutions to choose from, so that they can quickly choose their preferred option.
7. They Don’t Feel Secure
Finally, for anyone to spend money online, they need to feel safe and protected. People are handing over their sensitive details, so you need to do everything you can to reduce their anxiety. Some of the best ways to do this is to:
- Ensure SSL certificates and safety logos are visible
- Show a list of the different payment methods you accept to give your checkout a professional look
- Include customer testimonials and reviews throughout your website
Remember, your checkout should always run on HTTPS when you’re taking sensitive information like payment details. If people don’t see that little padlock, then they’ll probably run a mile.
Help Customers Buy from You
These are just some of the reasons why your customers might not be buying from you.
In a world that’s rife with competition both online and offline, for any retailer to be successful it’s crucial to pinpoint the areas in your sales that might be causing friction with your buyers. Make the process from product discovery to purchase as simple as possible, and ensure that your experience matches the expectations of your customers. This way, you’ll have a far greater chance of convincing your customers to convert!