How to Lose a Buy in 10 Ways

If you were unfortunate enough to pay money and sit through the painful-to-watch movie with a similar name, I apologize for bringing up bad memories.  But even more painful is when you realize that potential buyers are getting to your site, looking around, thinking of pulling the trigger, and…..abandoning the site, never to come back.

So what are some of the reasons that people might get to your site and decide that it’s not the one?  For the most part, it’s about comfort.  When buyers have their credit cards ready, they want to know that they’re buying from a legitimate company and that they will be satisfied with their purchase.  Here are some ways that buyers become uncomfortable:

1) Immediate pop-up which follows you around.  “Hi, I have a creepy headshot, I appear to be on the phone, and I’m blocking your view of your navigation. Can I help you?  Can I help you?  Can I help you?”

2) Immediate Music or Video.  I’ll let you in on a little secret.  Many people are perusing websites and buying things while they’re at work when they should actually be working.  Shocking I know.  So when some music or video plays right away when a site pulls up, not only is it really annoying, if the user is at work, that site gets abandoned immediately.

3) Old Website. If your website looks like it’s from the Space Jam era, odds are you’re not going to get a whole lot of buyers.  And it makes sense – why would someone be comfortable buying from you?  Are your products or shipping techniques antiquated too?  Is the site still operational?

4) Cloudy Images. If your images aren’t crisp and clean, something just doesn’t feel right.  Did some kid with an old Blackberry take these pictures and put up the site?  If you’re not spending money on images, where else are you skimping?

5) No Phone Number. A pretty obvious one, but there are still many websites out there that provide zero phone support, either through the buying process or through any problems such as delayed shipping.  If I have a question about a product that I’m about to buy, and I can’t find any place to ask questions other than an email contact form, I’m headed to another site.

6) No Facebook Icon. I know I know.  Lacking a Facebook page shouldn’t mean that you’re providing a less-than-adequate product or service.  Your business has been successful for years with out a Facebook page, why should you change that now?  Well, it’s the sign of the times, and it’s time to adapt.  More and more buyers are using Facebook to verify your existence.  With over a billion Facebook users now, if you’re not there, you don’t exist.

7) Limited Facebook Presence.  Even if you have a Facebook page, you can’t just put it up and be done with it.  You need to be active.  When a buyer gets to a Facebook page and sees once-a-quarter activity, the perception is that the company doesn’t even try.  Or worse yet, if the page isn’t monitored and you have people complaining, obviously that looks awful.  Look at this screenshot I grabbed today from a Facebook page – this is the most recent activity (4 months ago):

Unhappy Customer on Facebook

8) Last Blog Post was in 2009. Almost everyone who has a blog has looked at it at one point in time and said, “Oh crap, I need to write more”.  It’s tough though when you’re wearing so many other hats and running your business, sometimes blogging is the last thing on your mind.  However, when your potential customers click on your blog and see that you haven’t written in it in forever, it looks terrible.  And again, they might be thinking that either you don’t try hard enough or you’re no longer in business (even when the reality is that you’re working your butt off).

9) Negative Reviews.  There are a lot of places negative reviews can show up, whether they’re legitimate or not.  We all know of a shady competitor who wouldn’t hesitate to write an anonymous negative review of your company.  Sometimes they’re fair criticisms and sometimes not, but you always need to have a strategy with them.  You simply can’t ignore them and hope they’ll go away.  So is the best strategy to respond to them?  To delete them if possible?  To ask happy clients to publish reviews?  Reputation monitoring is extremely important – if potential customers only see the negative, that’s what they’re going to believe – and obviously they’re not going to buy.

10) Google Search shows your website…followed by competitors. We’ve all seen analytics reports that show a surprising amount of branded search.  They already know your name, and they could probably just type your url into a browser instead of a Google search.  However, they want to see your entire web presence – your website, your blog, your Facebook, Twitter, Google Plus, Pinterest, press releases, etc.  If they type in your name into a Google search and all they see if your website followed by your competitors’ websites, you may have just lost a customer.

If you’re in need of reputation monitoring and social media management, give us a call and we’ll see if we can help.  Just because your prospects left your site today, doesn’t mean you have to lose thousands of new hits tomorrow. Keep your buyers comfortable, and they’ll be happy and secure in their buying relationship.

About Jason Gillikin

After graduating from UNC, Jason has been in the SEO industry since 2005 and with TDM since 2007. As Director of Sales, Jason helps the sales reps with everything from prospecting new clients to account management, including proposal development, creating a unique successful campaign for each client, and identifying additional marketing opportunities. When he's not working, Jason enjoys spending time with his wife and daughter, running marathons, and rooting for the Tar Heels.