In other words, things to eliminate from your site to provide the customer a smooth, trustworthy buying experience. Even a single bad buying experience is enough for a customer to never buy from you again. Save yourself from those ways and you are on your way to complete customer satisfaction.
1. False Advertisement
This is the very first step of making the customers lose trust from you. They feel cheated to bring them on your website. Though, most of the eCommerce websites have accepted the honest advertisements to attract the customers and delivering what was promised, but sometimes false advertisements could happen in other ways too.
For instance, when you have declared a big sale with unbelievable price drops and when customer shows up to buy the product on the minute the sale is up and still sees the item “Out of Stock”, he feels cheated and thinks that the company made a false advertisement. So, take care of false advertisements made intentionally or unintentionally.
2. Poor Website Design
Although, you have acquired your visitors genuinely, a poor website structure will definitely make their experience a bad one. Elements of a poor website design could be complexity everywhere, poor product page, sluggish website, terrible graphics, lack of Call-to-Action buttons, registration required even to visit the site or to buy something, etc.
Such bad choices of designing a site could immediately turn down any prospective buyer. Most of them will leave searching another for another option. The ones which are desperate to buy from you will surely have a really, really bad buying experience.
3. Risky Environment For The Buyer
By risky environment, we mean that you don’t take responsibility for anything. You aren’t offering product replacement on damaged/wrong products; no easy return policy, no no-questions-asked return policy, no buyer protection, your site doesn’t have any security features for transactions or for securing the user information, no guarantee of products being new and genuine, or doesn’t show security badges and certificates, you don’t offer customer care, etc and state that for anything unexpected, the customer will be responsible. Some of this are almost extinct from eCommerce world, but some still persist and it creates a risky environment for the buyers where he would doubtful to even considering buying from you. You have to create a trustworthy and honest environment on your eCommerce website.
4. Inadequate Payment Gateway
Poorly designed payment gateway could have many flaws. It could be complex, lengthy, could require customer to fill many forms, could have insufficient number of payment options, no guest checkout option, etc.
All these traits turns down a customer from buying or makes his buying experience a little bit uneasy. Make the payment gateway method quick, less cumbersome and with multiple payment options. That won’t make any dent in the smooth buying experience.
5. Lack of Order Related Features/Services
When a buy places an order he needs the confirmation of it. In real world, he knows the sellers. He is standing right in front him in the physical store. When buying online, how can a customer know that you have taken their order and are already working on it? Uncertainty of the order could make the customer panic if the order-price is big and could result in cancellation.
To eliminate this and all the other possibilities related to an order provide free services like SMS and email confirmation of the order, order shipment tracking, expected delivery date, order cancellation option, etc. Such things makes the customer updated about their order and makes them entrust you.
6. Untimely Product Delivery
Shipping product on time becomes a severe issue when the customer has specifically asked the product to be delivered on certain day i.e. a birthday present or the customer has opted for premium under-a-day or under-an-hour delivery option and you fail to deliver it. Not only you lose the trust and the reputation, the customer could have suffered bad consequences in his plans dependent on timely delivery of the product, leaving him with a bad buying experience. Even a single incident could make them lose trust. So, always deliver products as promised.
7. Damaged/ Wrong Product Without Compensation
An average customer understands if the delivered product has become damaged during the shipment or totally wrong product has been sent. They can tolerate such mistakes as far as he gets the proper compensation by product replacement or getting his money back. But, if you fail to compensate an already suffering customer, you are losing him.
Same thing could occur when a seller on your online marketplace or eCommerce site is a fraud. The customer doesn’t get his compensation and is left with a bad buying experience once again.
8. Denial Of Fulfilling the Policies and Promises
Some sellers on your sites are maybe not fraud but also aren’t willing to fulfill their promise of 30 days replacement guarantee or money back guarantee. In such cases, the buyer protection you are providing or the safe buyer environment you are trying to create is damaged severely.
Customer feels cheated and never wants to buy from your site again after such a bad customer experience.
9. Hidden/misleading Policies
You have hidden policy terms which takes responsibility off from your shoulders and the customer is left with the unsatisfactory product/service, making him feel cheated and with a bad customer experience. Such business operation method doesn’t take the business too far. It breaks down the general trust of the customers, spreads negative words and ultimately breaking down your business. Customer doesn’t want to feel cheated. He wants everything to be transparent and clear from the beginning.
10. Irresponsible Customer Care
For all the problems listed above or any other problem a customer faces and complains it to the customer and if the customer care doesn’t respond appropriately or fails to solve the problem, the customer is once again left with a bad customer experience. Customer’s whole decision of buying from you depends on the customer care number you have given to them. That’s the way they trust you. That’s the way, they believe they can make you here about their problems if any should arise. If that channel fails, he becomes utterly disappointed in site and even if you are great in all the other aspects of your site and the buying process, customer doesn’t want to buy from you until he is confident that you will listen to them.
Eliminate all these bad experiences from a customer’s buying process and you are left with a satisfied customer trusting on you for his next purchase. Or you are left with a customer looking like this,