Long long ago there was a little startup. All the employees in the startup were skilled and hardworking.
Every day they created new content for the website and maintained the website in the best way possible.
As they were a digital e-commerce company, developers created new versions of the product every week and constantly added new features.
There was no product on the market that could even stand to the awesomeness of their product.
They had a belief that “good product sells itself” but for the sake of doing some branding, they hired a marketer to get the word out in the market.
Marketer, inspired by the product idea and the vision of the CEO, started working on getting the traffic and creating a brand awareness in the market.
But the conversion rate from the data that marketer gathered was 0.1% from all the marketing activities that he did.
The traffic was good but people were leaking out after entering the marketers funnel.
The question that haunted the company was Why don’t visitors make a purchase?
There can be many possible reasons why this is happening to you. This can be a really big problem if the ROI of your marketing activities is not coming out after all the efforts.
Even if you are generating money out of your current activities that doesn’t mean that all those activities are the best that you can do.
A marketer can never sit and enjoy the fruit of his efforts because if he does that then he will miss all the potential fruits he could have supplied to his clan.
Hence the scope for improvement is always there.
If you have been in the business for a while then you already know that the traction channels that worked when the company was small are not working anymore.
Now the question is how you can optimize the funnels and your site to make sure that you are leveraging every potential visitor (the visitor who wants to buy).
Why don’t visitors make a purchase?
There are many answers to this question as their can be many scenarios and situations that a customer is facing.
From competitor offering better discounts to the last minute change of heart. The reasons for not making a purchase can be many.
The budget-constrained customer is just roaming your site to look if there is a sale or if there is something that comes in his budget. Some of them are thinking that they will buy it when they receive next pay cheque.
Window shopping also happens online when the customer is not looking to buy something. They are using the site because they have time and they like looking at new trends in the market.
Some of your website visitors can be your competitors or someone who is thinking of opening a startup. This visitor is doing competitor analysis (this type of traffic is very less).
But I lied about something above, there is no situation like last minute change of heart.
If someone came through your well-built funnel then the visitor will make a purchase. He can change the purchase decision but he will make a purchase on your site. Dropping the purchase decision and bouncing off to another site? Have you ever done that for no reason?
Here is a study on why people abandon shopping carts.
I had a client who was unable to understand Why don’t his visitors make a purchase? His website received a good traffic because of his marketing activities but people were not making the purchase.
When we did usability testing for him we found out that he had a custom payment gateway that people were less likely to make a purchase on.
“What if something went wrong with paying money”. Basically, they were reluctant to make payment on a platform they were unaware of.
How did we fix it?
We integrated PayPal and people were ready to make a purchase.
Point is that while there are many reasons why your customers are leaving your site without making a purchase, there is a good probability that you are losing potential customers too because you can’t see some issue with your usability because you have creators bias.
For a mother her child is perfect, right? Developers and marketers and even designers go through the same bias while thinking that they are not biasing at all.
No matter how hard you try to have an open mind for your website/app or your product there will always be issues that you won’t even realize that are there.
This is why having a fresh pair of eyes on your seat is always worth the extra effort because the issues that you will discover then, might be the reason why your sales are not as good as they should be.
In our experience of helping e-commerce and Saas businesses as a UX and usability company, we have seen a decrease in bounce rates, high customer retention and increase in profits just by improving sites usability. If you feel that there is a probability of you being bias or the possibility to increase your conversion rate then get a 30 minutes consultation with our team. Click here to signup for a free consultation, if you want your product to be bias proof.
Finding out Why don’t visitors make a purchase is a key to the door behind which lies your goal.
All your marketing and developing efforts are of no use if despite having traffic you are not getting the conversion rate that you want and deserve.
In the story that I told you above of a startup, it wasn’t the marketer’s fault. It’s not always the marketer who is to be blamed if your company is not making sales.
However, it is the responsibility of the marketer to pinpoint the problem and answer why don’t visitors make a purchase for his company.
Why don’t visitors make a purchase according to you?
Let us know in the comment section below.