There is no worse thing we can do to a customer who wants to buy a product and wen make it difficult for them. In other words, to complicate his life when all he wants to do is choose the product, pay for it, and receive it at home. These steps should be pleasant for customers; they should do them with pleasure, without mental effort. If we do not achieve this, we will be losing conversions, or what is the same: sales.
As far as confusion is concerned, we are not only talking about the purchase process or how visually confusing a website or e-commerce may be; we are also talking about the products themselves, products in there is no information what customer is looking for, or if it is badly explained, imprecise, or directly erroneous. Confusion can always be present in an eCommerce: the customer may doubt whether the product will satisfy him 100%, or on the contrary, if it will be a mistake to make that purchase. There is always that risk, no matter how much information we transfer to that buyer and no matter how many precautions we take. That’s not exactly what we mean by “confused customer,” that’s part of the game.
It is true that small doubts can cause an undecided person to have a sudden impulse to abandon the cart: it depends on that person, it is not something we can directly influence. We can, however, try to minimize these situations of the doubt to avoid as far as possible the impulses.
One way to measure what kind of confusion is causing you to lose income is to review these points:
- What do customers ask you most often? What doubts do they usually have and which are the most common? Detecting a source of confusion or doubt from the questions we are asked is very simple: just pay attention. If we have a FAQ (frequiently asked question) section about any product, we must include the necessary answers to the FAQ; we can also make an article in the blog, as a compliment. Count on the fact that for every person who asks there are many others who have simply gone without buying.
- Product reviews are essential to understand what is missing from the product, service, or purchase process. In the same way that we like to read the positive, we should adore the not-so-positive review because it is showing us how to improve in all aspects.
- Returns are also an open book for those who know how to read it. Returns come in many forms, but if the main reason is that the buyer didn’t fit in, or it wasn’t what he expected, or it didn’t work for him, then there is some fault in transmitting the correct information about the product. For example, a T-shirt store that misrepresents sizes, or that such information is confusing to part of its public, will have returns for these types of issues.
- What is the abandonment point of the cart? If you can find it for each person who leaves, you can correct it. It can be anywhere, but the more coincidences there are, the more attention we need to pay to that abandonment point to increase the conversion. If the exit process is too long or involves too many decisions, or requires too much data, the customer may decide to leave: the more time we give to think, the worse.
- Last but not least, we probably have some serious usability problem. That is to say, that our page is the opposite of intuitive, that it is slow in loading time, that it has hidden key buttons, or camouflaged (imagine a purchase link that has the same appearance and text source as the link to the ‘terms and conditions’ that nobody wants to read). To detect this, it is necessary to have some payment tool or to carry out a complete audit.
Ending customer confusion often requires only minor design changes or minor modifications, so it’s one of the cheapest things you can do to increase conversion.
And the better the customer experience, the more sales… All are advantages!