Most websites have more browsers (visitors) than buyers. To address this problem savvy online business owners study their consumer preferences, and buying trends in order to increase conversion between browsers and buyers.

Here are some of the most common reasons why leave a site without buying, along with a few simple suggestions solving these problem areas:

Ease of use:

Visitors don’t spend time trying to navigate a site that is confusing, difficult to use, or requires too many clicks to complete a transaction.

Business owners can encourage browsers (non buyers) to finalize sales by simplifying the process. Buttons, especially “add to cart” and “proceed to checkout”, are best displayed prominently, and preferably above the fold.

Changing quantities, colours, and adding and removing items or changing shipping method should be easy to accomplish, and your check-out instructions should be clear and simple. Customers appreciate the efficiency and respect for their time that a smooth purchase experience provides.

Functionality:

Websites that don’t work the way they should will not only lose sales, but discourage future visits from potential customers.

It is worth the investment to hire a knowledgeable webmaster to design and maintain the storefront and shopping cart. A smooth-running website not only increases sales, but also frees the business owner to focus on other activities that can ultimately lead to more traffic and more conversions.

Availability of information:

Is an item in stock? How soon will it ship? What is the cost? What shipping and payment methods are available?

Consumers are more likely to complete a sale when they are provided with sufficient information to answer all their questions about a product or service.

Providing an FAQ page is one way to provide the answers. Many websites also include a contact form or a live-help telephone number for customers with additional questions.

Credibility and security:

The online business owner’s website is the one means of instilling confidence in the buyer. Some ways to do this include:

• Providing a physical address, telephone number, and email address
• Displaying a certification authority logo
• Clearly communicating the website’s privacy policy
• Publishing a detailed an “About Us” page.

Multiple payment methods:

Businesses that accept multiple forms of payment show significantly higher sales. Accepting credit cards, whether by setting up a merchant account or by using a third-party service such as PayPal, ClickBank etc is crucial.

Business owners who put themselves in their customer’s shoes will develop insight and be positioned to make positive changes that can lead to higher conversions, increased revenues, and greater profits.