It is an interesting question to know what makes customers buy from a web store. But it is more useful to study why customers finally DO NOT make a purchase and what are the most important factors that prevent them from making the purchase. Here are the top six reasons why e-commerce fails.

The list is not complete, of course, but in my experience, the following six factors are the main reasons why a customer ultimately does not make the purchase:

1. They do not find the optimal product In most cases, the first reason is that the customer does not even reach the optimal product, he does not find any offer that convinces him. This is the theme that helps the choice: an effective web store is like a good salesperson and helps the customer to find the optimal product. Help in choosing is ignored most of the time thanks to the fact that different types of clients should be helped differently. But the good news is that there are several tools and methods to help you make the decision. If you integrate them into your web store you can experience a notable increase in quality, so this sector probably has the greatest potential.

2. Our offer is not convincing enough If the customer reaches the optimal product, they can see and review our offer: what they will get and for how much. At best, this is exactly what they want and for them the product is more valuable than what it costs, so they order it right away, but unfortunately this is not what happens most of the time. In most cases they think it is too expensive and will look for more or think about it etc. Fortunately, there are many methods to increase the effectiveness of the offer; The more we use, the more convincing we will be.

3. They do not trust some details of the offer. This is a real sneaky killer – you can avoid the purchase without the customer knowing why you didn’t make the final purchase. If the customer doesn’t trust something, they won’t buy it. If some parts of the offer are not clear and the customer cannot see exactly what, when, for how much and how to buy, they really have to want the product to buy it.

4. The buying process is difficult and illogical According to statistics, at least half of purchases fail due to an illogical and difficult purchasing process. A web store is only good if the customer can use it instinctively and the web store adapts to the customers’ logic and not the other way around. It is useless if you need instructions on how to make a purchase from a web store.

5. They cannot choose from our product range. This is the problem with merchants offering many products: if the customer is faced with too many similar offers that seem equally good to them and does not receive any useful advice to make the decision, they will not buy, but will postpone the decision for later. To come back later ‘. Or they will go to another merchant who can help them decide.

6. They cannot find a suitable payment method. Through my work, I am often faced with the question of how to pay for products or services that are sold on the Internet. There is no general solution; everyone has to decide based on customer preferences. So the answer lies in research.

Less than a decade ago, an ecommerce marketer could work well just securing the purchase without any actual customer support. However, these views cannot be ignored today in the face of stiff competition from other web stores (which are just one click away from each other).