À Paris

5 reasons that make me NOT want to purchase from an e-shop

10th November, 2020

E-Commerce is not an easy game.

Aiming towards Customer Satisfaction is a fine balance between the business offer and the customer needs. Does the brand has a fast and responsive platform? Does the photos are showing the product at their best? Is there a conversion chart for sizes? A description of materials and details? Is the Checkout cart easy to review at any step of the browsing? And, of course: are the customers finalising their purchase? If not, why?

1. Slow, unclear and non-responsive websites

An easy-to-browse website is probably the back-bone of any e-commerce. And, unfortunately, many brands fail to comply. The fastest e-Comm site uploads in 0,5 seconds. Customers take between 2 to 4 seconds to browse around and understand the site. Personally, I take 5 secs. I make a vote of trust, and if it doesn’t work, I leave immediately. Why waste time and getting frustrated when there are thousands of brands offering similar products — with smooth-running e-shops? If you are starting, mind Google Analytics to understand your customers behaviour. In the world of e-Comm, data is KEY.

2. Product pages that don’t perform well

Product pages have one job, and one job only: to convince me to purchase the product. Great pictures on different angles, with models wearing it & as product-only, price and product details are the basic. What can you do to stand out from others? Something as small as a compelling description-text that makes me visualise the myself wearing the product in a real-life situation is often a game-changer. And, of course, if the pictures showing the product are also featuring other items of the brand, I want to be able to buy the full-look. And I have to confess: this is the biggest deal-breaker for me when purchasing in an e-Commerce site. If they make me break a sweat, they lost me.

3. Instagram is poorly presented

At this point this should come as no surprise. So the real question is: is your Instagram communicating your brand values and selling your product/services? Are you using Shop Tags? Are you creating engaging stories that suggest a Swipe Up? Does your feed convey — in less than 5 seconds— what your brand is about? It’s painfully easy for me to recognise brands that haven’t structured a coherent Instagram account. Blurry pictures, no caption, no regular updates, recycled-pictures from previous seasons. Instagram-savvy customers are easily engaged, but they are also merciless, so you don’t want to give them the wrong impression. Do not dismiss this channel as a way to express your creativity and try new strategies. But keep an eye on your insights, particularly your Reach and Impressions. Likes aren’t everything.

4. No News is bad News.

A weekly Newsletter is mandatory. Make it visual, make it fun, make it easy to scroll and easy to click on. And most importantly, keep track of open rates, bounce rates and the Newsletter that perform the best with your database. with services such as Mailchimp. Personally, I find Newsletter to be the most subtile and effective way to state brand values, generate community and inform loyal customers on new product arrivals. On the downside, don’t overload your audience with too much information. A 2-days-per-week Newsletter is more than enough. A weekly one is the way to go is you are starting your brand.

5. Free-shipping not included

Nothing sweetens up an online-purchase as Free-shipping. A minimum purchase amount can be suggested, and it’s quite common that e-retailers state this on their Homepage banner. It may be psychological, as the shipping cost could be fairly low for domestic shippings, but it makes the whole difference. The customer feels taken care of from the start, with a certain relief that may be the final push towards finalising his/her purchase. Got to admit, 1 out of 2 times, it works on me.

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