Your Online Store May Not Have Queues, But These Mistakes Are Just as Costly

Online shopping might not have outstripped in-person sales just yet, but this alternative shopping option has become increasingly popular over recent years. Of the 29% of Americans who primarily shop online, 73% report doing so for convenience. And, who can blame them? Online stores are accessible 24/7 from wherever your audience happens to be. Importantly for your sales, e-commerce shopping is also free from annoying in-store inconveniences like long queues. 

Unfortunately, even though online shopping is like an in-home fast-track till to your products, it has its setbacks. Worse, shoppers who are often specifically looking for ease can be all the more critical of hitches in the online shopping system. 

In this article, we’ll consider the online store mistakes you’re making which, to consumers, are every bit as bad as queues out the door. 

In This Article:

Mistake 1: Limited Shopping Availability

The availability of online stores 24/7 is one of their primary selling points, but other setbacks could still be hindering accessibility in ways you might not realize. This is especially likely if you haven’t adopted a mobile-responsive shopping experience, as countless buyers will then struggle to access your products with the ease they desire. Like a queue that stretches around the block during peak hours, a website that simply won’t load on the right device can prove incredibly off-putting. 

To ‘clear the queues’, as it were, your best option is simply to invest in mobile responsiveness. Ideally, it’s worth doing this with the help of professionals like the team at The Genie Lab who can ensure ongoing store usability by handling all backend processes and user interface (UI) designs for you. Working with a professional team also enables you to take mobile responsiveness further, with the development of a shopping app that holds every bit as much appeal as an empty till that’s just waiting to sell those shiny items. 

Mistake 2: Long-Winded Checkout Processes

If anything, delays caused by long-winded checkout processes online are worse than queues in store. With queues, people are generally understanding that the fault doesn’t lie with you, so long as they can see that all of your tills are open. That doesn’t mean they won’t still walk away, but they will, at least, likely return in the future. By comparison, long-winded online checkout processes are entirely on you, meaning that, as well as losing you sales in the moment, they can cause reputational damage that prevents people from returning. 

The best way to overcome this is to address common causes for slow online checkout, like multiple redirects or lazy loading on your page. Modern consumers also now expect additional service ease, such as auto-fill options, and even the addition of a ‘more items like this’ photo list on your consumer’s baskets for easier buying in general.

Mistake 3: Lacking Payment Options

Speaking of ease, limited payment options on your site are a lot like having just one till open during your busiest period, and they stand to lose you a substantial amount of business if you don’t address the issue. 

Realistically, consumers will now rarely pay with their card upfront, so a simple card payment choice is far from adequate. Instead, businesses should include trusted, reputable payment options including Google Pay, PayPal, and Amazon Pay. These ensure not only that consumers gain more trust in your brand, but also that they can complete their fast-track online payments with more ease than ever before. 

Mistake 4: No Customer Service in Sight

Nobody likes standing in a long customer service queue in-store, but even the longest wait is better than struggling to find customer service options in the first place. Unfortunately, this is an increasing reality across many online stores, and it’s an issue that can turn consumers away for good. 

A lack of visible customer service, or the limitation of options like a pre-written ‘help’ section that doesn’t personalize its responses, is never a wise business move. Instead, you should take whatever steps possible to ensure better customer experiences at all times of day.

Primarily, this requires you to provide a range of different help solutions, including a regularly-asked help page, a chatbot service, and both a live in-person online chat and phone line option. This ensures that you’re covering all of your bases, and can keep queues moving smoothly (and happily!) through your online store all day long. 

What’s in Store…

Your online store might be free from queues, but that doesn’t mean it’s guaranteed to ensure consumer ease if you’re still falling foul of these mistakes! By addressing these common pitfalls, you can create an online shopping experience that’s as smooth and hassle-free as possible. Just like a well-run brick-and-mortar store, your e-commerce site should prioritize accessibility, efficiency, and customer support. By optimizing mobile responsiveness, streamlining checkout, offering diverse payment options, and providing reliable customer service, you can keep your virtual doors open and welcoming. After all, the easier you make shopping, the more likely customers are to return—without hesitation.

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