What’s pushing e-commerce consumers away?

Posted on January 11, 2019

Driving consumers to your e-commerce store is quite obviously a must-do recipe for success. Understanding exactly how to do that can be tricky and is typically dependent on your specific brand. 

Understanding the flip side of that, though, is equally important yet far easier to grasp. That’s because a lot of what pushes consumers away from any e-commerce store is universal. With the right amount of effort and understanding, a remedy to each potential turnoff can be put in place.

A recent study from eMarketer helps to illustrate exactly which missteps are most likely to cause a bad online shopping experience. Unsurprisingly, 55 percent of online shoppers stated the failed arrival of a shipment would result in the desire to seek a different e-commerce store.

While this isn’t earth-shattering news, it shows how strongly consumers will base brand opinions on shipping. So while you obviously can’t afford to fail altogether on a delivery, it’s also important to remember any delivery hiccups could cost your brand. That’s not entirely fair considering delivery services aren’t perfect, but consumers aren’t necessarily differentiating you from the service making your deliveries.

With that in mind, brands must make sure every aspect of the shipping process is in order on their end. Never, under any circumstances, should delivery promises be made that can’t be met. It’s an easy way to harm your business in this era.

Beyond failed shipping, fake reviews and inaccurate product photos are also pushing consumers away. Each was listed as a reason to seek another brand by 34 percent of respondents.

Online reviews are extremely important with an incredibly high number of consumers valuing them as if the feedback was coming from a friend. But you can’t fake it. That’s far too easily detected. Consumers value reviews too much to not understand what’s authentic and what isn’t. While too many bad reviews can be costly, fake ones aren’t an adequate remedy. Instead, consider enhancing your customer service approach.

Inaccurate product photos won’t be realized until a customer receives a purchase. And there’s nothing worse than getting something far less impressive than what the imagery online suggested. Photos on your product pages are very important, but enhancing them in an effort to drive sales isn’t the answer. Sincerity matters if you’re in it to enhance customer lifetime value.

Now that you know the top irritants for consumers, your e-commerce store can get to work limiting any potential issues.