Why aren't your customers converting? | Digivante

Why aren’t your customers converting?

by Digivante, 23rd January 2019

In an ideal world, every visitor to your website would either buy a product or provide personal information to then be used for marketing purposes. However, in the real world, this is never the case and abandonment rates stay high across all industries.

Bringing In Conversions

First of all, to start bringing in conversions and sales you need to stop lumping all of your website abandoners into one set group. This may not be novel news to everyone but there is a large difference between browsing abandoners and cart abandoners.

If at this point you have no idea what I am talking about, I’ll break it down for you.

Browsing abandoners are a lot like ghosts, they enter your site, lurk around and perform little or no interaction at all.

These are different to cart abandoners who have added products to their cart but left before a payment or conversion was completed. These users are best described as digital window shoppers.

Admittedly, there are more than two types of website abandoners but for now, we will just focus on these two.

Getting these two groups to convert can be a difficult task but breaking down what each group wants and what leads to abandonment can help you turn these browsers into buyers.

Let’s start with browsing abandoners

To begin with, I’m going to state that not all of your website visitors intended to be there. Some may have accidentally clicked on an ad or misinterpreted your site as providing a different product. But for those who did intend to end up on your site, layout, speed and overall website performance will lead to abandonment.

Breaking this down, ensuring that your site is available and optimised across a range of different browsers and devices will lead to a wider audience being able to access your website. Afterall more users = more conversion potential.

Next is speed. In the modern world, we like everything to happen quickly and the same goes for online customers. A site which takes more than 3 seconds to load increases your bounce rates by 100%, with mobile customers being substantially more impatient. So, ensuring your site is up to speed, will not only increase your conversions but also make your site appear more secure and trustworthy.

Blog Picture of Speed

Now on to cart abandoners

These are probably the most infuriating users as they have shown an intention to buy but fallen off at the last hurdle. So what affects these users?

High delivery prices and unexpected fees can have a large impact on your cart abandonment rate and unfortunately, if you’re in the travel industry cart abandoners are more prolific. On average 81.8% of users abandon their carts on travel sites. But, putting these aspects aside there are three key reasons as to why your carts are being abandoned online.

1) Payment familiarity and security

As consumer concerns grow, ensuring your website’s payment method is secure and familiar could be one of the greatest impacts on your abandonment rate.

Avoid this by including the following items:

  • SSL lock logo in the web browser
  • Payment icons
  • Email confirmation
  • Simple and quick payment forms

2) Website Bugs

One of the common ideas behind website bugs is that they make the website look buggy with glitches and lagging. However, nowadays website bugs are more intrinsic, as they hide within customer journeys meaning back-end testing is useless at identifying them.

3) Lack of personalisation

Including localisation and usability – Everyone likes to feel as though they are catered for, even online. Having personalisation issues including incorrect currencies, language barriers and no contrast/font changeable settings will result in your users abandoning their carts at the last hurdle.

What’s the magic remedy to get your abandoners into converters?

As always, it’s web testing.

Why? I hear you shout.

It’s cheaper, more time efficient and can be catered for any industry or problem. After all, if you want to turn your abandoners into customers you have to approach web testing as a customer with a community-sourced company.

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Article by Digivante

Digivante have developed a digital performance platform to help you optimise your customer experience proactively to assess, test and accelerate your digital performance.

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