Main reasons for lowered conversion rates in eCommerce

Lowered Conversions
Author k.sobolew
Reading time:
5 minutes read

Lower conversion rates in eCommerce stores are very common. But why does it happen? And what can be done about it? Here are the main reasons for lowered conversion rates.

Technical Issues

  • Server downtime
  • Slow website
  • Error messages
  • Broken links
  • Poorly built site
  • Unoptimized images, meta tags, content, and URLs (you can also optimize your eCommerce site for mobile devices).

If you are experiencing these problems, it’s time to take action!

Lack of Trustworthy Info

Let’s face it: building trust is easier said than done. UGC, or user-generated content, can be an effective way to build trust with your visitors. User-generated content is any form of content created by a user on behalf of your brand that may include reviews, testimonials, and case studies.

Reviews are the most common form of UGC and work because they allow users to share their experiences with products or services in real-time. For example, if you have a product that’s been used by thousands of customers already (or even one), you can ask them for feedback about what they liked and didn’t like about your offering—this will give potential buyers confidence when deciding whether or not this product is right for them too!

Another way to leverage UGC is through video testimonials from other people who’ve used your products/services before—the more personal the better! You might think this would take longer than just showing off how well something works but you’d be wrong: consumers actually prefer seeing someone else using whatever item they’re looking at over reading text alone (which makes sense).

Non-Personalized Content

Personalization is important. Non-personalized content can cause a significant drop in conversion rates. Here’s an example: a user might see the same ad over and over again because they’ve been to the site before, but have never purchased from it before.

How to personalize the content on product pages? You can use tools like“Customers Who Bought This Item Also Bought” or “Frequently Bought Together” widgets (among others). You can also get creative with dynamic product descriptions that change based on what other products are being viewed by your customers at that time (for example, if someone buys dish soap, then all of the other cleaning supplies should be displayed as related items).

Poor User Experience

This is one of the conversion rates low reason. A poor user experience can be caused by many factors. One reason is the site’s load time. A slow site will turn visitors away, so it’s important to make sure your page loads quickly and efficiently. Another major cause of a bad user experience is an interface that is difficult or confusing to use, leading users to bounce from the site without making a purchase.

If either of these things is happening on your site, you’re probably having trouble converting visitors into customers.

Not Mobile-Friendly

Make sure your site is mobile-friendly. A mobile-friendly site will automatically adapt to the device that is being used, providing a better user experience with less frustration and confusion for visitors.

How to improve conversion? Minimize the number of clicks needed to complete an action on your eCommerce website. This will improve conversion rates as well as reduce cart abandonment rates by making it easier for customers to complete their purchases. Optimize images for mobile by using the proper image formats (JPG, GIF, PNG) and sizes based on screen size and resolution.

Low-Quality Product Images

When it comes to the product images on your website, don’t settle for anything less than top quality. Customers want to see what they are buying from all angles—front, back, and side views. This will help them understand what a product looks like in real life before they purchase it.

Also, customers often use the image of a product while searching for that particular item on Google or Amazon. Hence, you must have high-quality images of each of your products displayed on your site so that people can easily find what they’re looking for.

If you do not have professional photographers at hand who can take high-quality photos of your products then try using the services of an eCommerce photography studio which offers affordable photo shooting solutions and also has great expertise in taking product photographs with different angles so that customers can have complete information about every aspect of the product before making their decision.

Unclear Product Descriptions

There are numerous reasons that differences in conversion rates. One of the reasons is:

Differences in the content and design of the website. Content is king, so if you want to increase your conversion rate, you need to make sure that your website has good content and is easy to navigate.

Before you start to write your product descriptions, take a look at the competition. If you’re selling a similar item that has been around for some time, it’s likely that there will be some reviews and information on various sites on the Internet. Review their descriptions to see how they are structured and what they include.

If you are selling something new or an unusual item, do some research into what people would want to know about it. What are its benefits over other similar products? What makes it unique? Is there anything special about its design or construction that sets it apart from other similar items in its category? What is included with this product (such as extra accessories)? How can someone use this product (for example: “Use with hot water”).

Bad Brand Experience

Your brand experience is the sum of all the interactions that a customer has with your company, from the website to sales reps to packaging. Customer experience (CX) is a term used to encompass not just branding but also every other touchpoint: user experience (UX), service design, and even culture.

The importance of CX can’t be overstated—it has been shown to influence customer loyalty and even drive revenue in an organization. A bad brand experience can damage your reputation, leading customers to seek alternatives in future purchases or stop buying altogether.

As consumers have more options than ever before, they expect companies they interact with—even those they don’t know personally—to provide a positive CX across all channels and touchpoints. That means brands need strong branding strategies that connect emotionally with customers so there is no barrier between them and what you want them to do buy!

Lack of Customer Support Channels

It’s a fact: customers want to be able to talk to someone if they have a problem. If you don’t offer customer support channels, your customers will take their business elsewhere. Not only is it important to make sure that contacting you is easy and convenient, but it’s also essential that your customer support team has the expertise required to address any situation efficiently.

You should consider offering multiple ways for customers to contact you so that all prospects can find what they need quickly and easily. This includes phone lines, email addresses, live chat, and social media channels (such as Facebook). You should make sure these options are available 24/7 so that customers can reach out when they need help or receive answers immediately after purchases are complete or during working hours if necessary.

Too Many Payment Hurdles

If you are not offering your visitors a wide variety of payment options, it is likely that some potential customers will be unable to check out and complete their purchases. This can lead them to abandon the cart and never return because they don’t want to deal with the hassle of shopping elsewhere. If this happens often enough, it can reduce your overall conversion rate significantly.

To avoid this problem:

  • Offer multiple ways for people to pay for their purchase so they don’t have to choose just one at checkout (e.g., PayPal, credit card)
  • Make sure all payment methods are compatible with each other so customers don’t have any problems when completing their orders (e.g., if someone uses PayPal but doesn’t get paid until after their order has been shipped)
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