How to Lose E-commerce Customers in 5 Seconds?

How to Lose E-commerce Customers in 5 Seconds?

Various research clearly indicates that even from 40% to 70% of all online transactions aren’t finalized. Why? Why do you lose your ecommerce customers and why do they choose your market rivals? Keep reading to see how to deter e-commerce customers in a few seconds and what to do to increase the number of purchases finalized in your store.

Latest on our blog: English SEO. To Do or Not to Do, That Is the Question

What deters potential customers from buying in your online store?

1. Obligation to set up an account to be able to place the order

Users frequently abandon shopping carts if they aren’t allowed to place their orders as “guests”. Not everybody wants to set up an account. Very often we place the first order to see whether we like the products and the service, only then we’re willing to create an account.

2. No SSL certificate

For many users, Internet security is one of the most important aspects. TNS Research has shown that as many as 72% of potential customers are likely to give up shopping in your online store if you don’t provide a secure HTTPS connection. The decision not to spend a few dollars on the SSL certificate installation is a very irresponsible choice. SSL also has a significant impact on the SEO process and website’s positions on Google.

No SSL - the view when entering the website
Such a “welcome screen” probably won’t encourage people to buy in your online store, will it? Your bounce rate is constantly increasing and the conversion rate is getting smaller and smaller? It’s all because of the lack of the SSL certificate.

To learn more about the SSL certificate, go to our previous entry: SSL certificate installation – the most common errors. Dive in and discover our tips!

3. Ineffective return and complaint policy

Many users need to touch products before buying them. Customers are frequently afraid that the purchased goods won’t meet their expectations, so they’ll need to return them, pay for redelivery and ask for a refund.

Zalando - the example of well handled and safe delivery
Zalando tackles this aspect impressively well. 100 days for a free return, the courier picks up the items from us, return forms are attached to the package, we receive a money return immediately when the products are sent to the store. The customer can easily “touch” the product, check it, and make the final decision at home, not when clicking on the button in the online store.

4. High delivery costs

High delivery costs can effectively discourage users from finalizing the transaction (especially when the products they want to buy cost as much as the delivery itself). Take into consideration that many of your market rivals offer free shipping from a relatively small amount of money.

Optimize delivery prices with the use of courier comparison services, provide various forms of delivery (parcel lockers, couriers, in-shop delivery, and many, many more) and offer your customers free shipping from a certain amount. This is the first important step to keep the customer.

The abovementioned amount may differ depending on the industry you operate in and your product range – it should be profitable for your business and at the same time tempting the customer to add something else to the shopping cart. Selling cosmetics for USD 5 and offering free delivery from USD 250 may satisfy wholesalers, not average customers.

5. Too long delivery time

Today, it’s a standard to receive your package up to 48 hours after placing the order. Longer delivery time is passe. When customers see that they’ll need to wait 3,5 or even 14 days to get their package, they often resign, unless the offer is really lucrative and it’s worth the waiting, as in the case of AliExpress, where delivery takes up to several months.

6. No other language versions of your store

International stores are getting more and more popular. People willingly use services like AliExpress or Amazon. Since the world’s tycoons steal customers from local e-commerce companies, you should strive to win more international buyers.

Delante will optimize your e-store!

The English language version is an absolute must-have of every website. Apart from making it easier for foreigners to shop in your country, you can also improve your store’s position on given phrases. An appropriate international SEO strategy and thorough analysis of foreign markets (shipments, customs, currency denominations) can help you easily go international and conquer the e-commerce world. English and any other language versions of product descriptions, metadata, and headers are great facilitators.

7. No mobile version of your store

Young users shop via mobile devices. According to the Gemius report, 92% of the respondents aged 15-24 years buy products using their smartphones. When it comes to “older” customers, the difference isn’t particularly big. 80% shop online via laptops and 69% via smartphones. So what’s the takeaway? No mobile version means no possibilities. If you want to check how Google robots evaluate the mobile version of your website, take advantage of Google PageSpeed Insights and see how many out of 100 points you get.

Learn more about Mobile SEO and Mobile-First Index from our blog.

Long website loading time, outdated interface, too many steps to finalize the transaction, lack of user-friendly website navigation, annoying pop-ups – all of these may have a negative impact not only on your conversion rate but also on your company’s revenues.

8. Inappropriate product descriptions or no descriptions at all

Is it possible to present the same product differently in a few online stores? Definitely. High-quality product photos and descriptions are enough to outdo your market rivals. Lack of descriptions may deter potential customers, consequently, they may choose products offered by your competitors. Your product specifications ought to be substantive and attractive to buyers. Remember the most relevant keywords.

e-commerce product descriptions
Lorem ipsum or an empty space instead of a user and SEO friendly product description? It’s still possible to encounter such negligence. We hope that your online store is a real role model showing how to avoid these mistakes.

Grammar or spelling mistakes, typos, or problems with text formatting may also decrease customer trust in your brand. In such a situation, users can perceive your store as an untrustworthy entity trying to cheat money out of them.

Check out how to create attractive product specifications for your online store.

9. Negative online reviews

Before making the decision to finalize transactions, potential customers very frequently analyze online reviews, including Google My Business reviews, concerning the store. Both negative and positive feedback from your buyers may determine the future of your company.

Client’s Review

People working at Delante are professionals who remained at our disposal at every stage of cooperation. After dealing with several SEO agencies, we finally managed to find the right people who know what to do.

Grzegorz Hałat, CEO Patelnie Tytanowe
Grzegorz Hałat
CEO, WOLL Polska

A short customer review may be an additional incentive that works wonders and encourages users to finalize transactions at your online store.

How to lose e-commerce customers?

It turns out that losing customers is a piece of cake ;). On the other hand, it’s much harder to gain new visitors, encourage them to place an order in your online store, and then turn them into repeat customers. However, the game is worth the candle – the efforts will certainly pay off and bring many benefits to your company. Minimize your shopping cart abandonment rate and enjoy the increasing conversion rate of your store. We keep our fingers crossed for your business!


Take advantage of remarketing and possibilities offered by paid Facebook and Google ads. Advertisements of specific products that were already placed in the shopping cart will haunt your store’s visitors. All of these to make sure that the subsequent interactions with the brand will finally make them buy.

Although you don’t abandon your supermarket shopping cart frequently, the situation looks differently in case of online stores. There are many moments on the customer’s shopping path when they can resign from making a purchase. You, as an online store owner, should constantly minimize such incidents. Payment methods, delivery costs, UX and UI of the online store, complicated contact forms, forms of delivery – there are many reasons for shopping cart abandonment.

Yes, the domain of your online store is a part of your brand – the stronger the brand, the easier it gets for potential customers to trust it. If you’re thinking about opening an online store, choose a domain that evokes positive feelings and… can be associated with something specific. When searching for eco cosmetics, we’ll probably be much more willing to click on a link like, not on something like

Delante is an online marketing agency specialized in generating website traffic from search engines and paid ads (SEO / SEM). Over 80% of our clients are from rapidly growing e-commerce industry.

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