If a customer walks into a physical retail business location and chooses not to buy something, the store manager is at most just one or two questions away from valuable information regarding why. If the customer came in looking for a stereo, found the stereo they wanted and was still prepared to walk out empty-handed, you can just ask them why they’ve made that decision and what you can do to change their mind. When you’re talking about eCommerce online application customers that are not buying products, however, you don’t necessarily have that luxury. You will instead have to provide the necessary context for those decisions yourself through extensive research.

They say that the first step to fixing something is admitting that there is a problem at all, which holds true in the world of eCommerce online shopping. If your problem is that people are not buying enough products per visit, your conversion rates are suffering, or some other diagnosis, finding out why can put your app on the road to recovery as quickly as possible.

The eCommerce Online Experience

One of the major reasons why eCommerce online app customers might not be buying products has to do with the software’s user interface. If the graphical user interface isn’t creating an aesthetically pleasing, easy-to-use and straightforward user experience, customers will go elsewhere: end of the story. People don’t like eCommerce apps with a huge amount of advertising, for example, or an app that requires you to log in several times before you can get to a virtual shopping cart.

Any one of these problems can start to affect a customer’s perception of your presence. If you have several of these issues all at once, customers will start heading elsewhere and fast. You need to offer an application that loads quickly and is easier to use than your competitors to stay ahead.

Conversion Rates

Another reason why eCommerce online app customers might not be buying products has to do with load times affecting your conversion rates. The longer your app takes to load, the more likely it is that customers will head to the competition before the conversion can be complete. This is another one of the many reasons why eCommerce apps with automatically loading video, huge banners, and other resource-intensive elements are not always a good idea. unless you have optimization tools, like the content distribution solutions Yottaa provides, in place to manage the loading of these elements.

Benchmarking

Benchmarking is an ideal way to make sure that load times aren’t affecting your eCommerce app customers. Benchmarking will give you specific, actionable information about how your site loads. You can see which types of devices may be loading slower than others and take steps to correct those problems promptly.

In the world of e-commerce, the application user experience is just as important as what you’re selling. People can often find the same products from a number of retailers-you need to offer a truly high quality, unsurpassed experience to get people to buy those products at all.

Key Takeaways:

• If the end user is not pleased with the user experience, they will likely look elsewhere for a better and more intuitive graphical user interface.
• If your app takes too long to load, users will go elsewhere to complete their transactions.
• Benchmarking can help you remain ahead of the competition, both figuratively and literally.

Consumers expect a high-quality experience on every online and mobile application. If you follow the new conversion equation, you’ll create an excellent experience for your end users. Learn how to apply this equation to your application. Download our complimentary guide to get started.