Bounce rates are one of the biggest sources of frustration for ecommerce website managers or owners. You are putting full effort into attracting traffic, but then for no explicable reason that traffic leaves before buying. Many website owners wonder, “What are they waiting for?” Here are a few possible answers to this difficult question.
• Concerns about the products. When people shop in a store, they can pick up items, examine the color, look at the care instructions, even try them on. You don’t have this advantage. However, you can partially overcome this issue by offering clear and thorough product information. Give your customers the product information that they need to make a decision, such as product dimensions, features, and care. This will help customers assure themselves that your product is indeed the best choice for them.
• Concerns about the return policy. As we mentioned above, the problem with buying something on the internet is that you’re never really positive what you are getting. Will it fit right? Will the color be exactly what you need? One way of alleviating this stress is to offer easy, low risk returns. Explain your return policies thoroughly and link to this information on every page. This will ensure that concerns about returns are not a reason to bounce.
• Concerns about hidden charges. Some people shop online for the selection and the convenience, but others do so for the savings. However, these customers are especially wary of hidden fees and charges, which in the eyes of the customers includes shipping and handling. You can address this in several ways. First, make sure your shipping and handling are indeed reasonable, and that you are not using this area to beef up your profits. Second, include estimated taxes and estimated shipping calculators on every sales page so people can do the math themselves and decide whether your product is a good deal. Often, the fear of the unknown is greater than any other fear; informing customers upfront will ease their minds even if the cost is rather high.
In most cases, your customers aren’t bouncing because they are bored or they don’t like your products; they are leaving because they have very real concerns about doing business with you. By addressing these concerns, you can make you customers feel better about your ecommerce website, increasing your public image and your sales at the same time.