When an online shop isn’t selling as well as it should, the first suspect is usually traffic. Get more visitors, the thinking goes, and sales will follow. Sometimes that’s true. Often the bigger problem is what happens to the visitors you already have.
People browse, add things to their basket and then drift away. Some of that is normal, because plenty of shoppers are just comparing. But a lot of it comes down to small frustrations that are entirely fixable. Here are the online shop mistakes we see most often.
Product pages that don’t answer questions
In a physical shop, a customer can pick something up, turn it over and ask someone. In an online shop, your product page has to do all of that.
- Too few photos. Show the product from several angles, in use, and at a size people can judge. Let them zoom in.
- Thin descriptions. Copying the manufacturer’s text says nothing new. Explain what it’s like, who it’s for and what it’s not good for.
- Missing practical details. Sizes, dimensions, materials, care instructions, compatibility. If customers often email to ask, the answer belongs on the page.
- Hidden stock and delivery information. Show whether it’s in stock and roughly when it will arrive, near the “Add to basket” button.
Surprise costs
Delivery charges that only appear at the final step are a classic reason people abandon a basket. Nobody likes feeling caught out. Show delivery costs clearly and early: on product pages, in the basket, and on a dedicated delivery page. If you offer free delivery over a certain amount, say so, and show how close the basket is to reaching it.
A checkout that asks too much
Forcing account creation
Making first-time buyers create an account before paying adds a hurdle at exactly the wrong moment. Offer guest checkout, and invite people to save their details after the order is complete.
Too many steps and fields
Ask only for what you need to fulfil the order. Use postcode lookup to save typing, and don’t make people enter their address twice if billing and delivery are the same.
Limited payment options
Shoppers have their preferences. Card payments are essential, and digital wallets such as Apple Pay and Google Pay can make paying on a phone much quicker. Your payment provider can advise on what’s available for your platform.
Error messages that confuse
If a card is declined or a field is wrong, say clearly what happened and keep everything else the customer has entered.
Every question you ask at checkout is a chance for the customer to change their mind. Ask only what you need to get the order to them.
Trust signals in the wrong places
People are handing over card details, so reassurance matters. Make sure your returns policy is easy to find and written in plain English. Show reviews on product pages, not just the homepage. Include clear contact details, a physical business address and a recognisable, secure payment process. As a UK business selling online, you’ll also have legal obligations around information you give customers and their cancellation rights, so make sure your terms are in order and take advice if you’re unsure.
Search, filters and mobile friction
If your online shop has more than a few dozen products, on-site search and filters become important. Test your search with the words customers actually use, including common misspellings. Make sure filters for things like size, colour and price actually work on mobile, and that people can clear them easily. If a search finds nothing, show popular products or categories rather than a blank page.
Many shoppers browse and buy on their phones. Check the whole journey on a real phone: finding a product, choosing a size, adding to basket, and paying. Watch for tiny buttons, pop-ups covering the basket, and payment pages that don’t fit the screen.
Test your online shop this month
Buy something from your own shop on your phone, as a guest, using a card. Note every moment you hesitate or feel annoyed. Then look at your analytics to see where in the checkout most people drop out, and start there.
Improving the shopping journey is central to our e-commerce websites work. If you’d like help with the wider picture, including traffic and repeat custom, our marketing team can help.
