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Top 5 Reasons Why Users Leave Your Online Store Without Buying Anything

What are the drawbacks of online stores that make users leave the website and go to competitors?

1. Your website is not fast enough

According to a study by the University of London, 90% of users will close the app due to the slow loading page. A few seconds separating clicking a link and displaying content can significantly affect the user interest. By the way, performance is important not only for users but also for search engines. It is known that, for example, Google ranks higher the websites with fast loading pages.

2. The functionality of the website does not meet the client’s requirements

Despite a large number of different online stores, all users expect that they will have search, the ability to sort and filter products by various parameters, a shopping cart, and the ability to leave reviews. If any of the above is missing or does not work correctly, the user is likely to leave. The user will search for the missing functionality on the websites of competitors.

3. Payment takes long and there are difficulties with the product return

Do you ask users to register before making a purchase? How long does the payment take? Is it possible to see or try on the product without paying (the “try-before-you-buy” option)? How many payment methods do you offer?

All these questions are very important and should be taken into account at the design stage of an e-commerce project. Remember that today users tend to make as few actions/clicks as possible to achieve their goal.

4. The content of the website is not adapted to the target audience

Did you know that 60% of users want to see content on a page in their native language? If the content is not tailored to the region of the buyers, this can lead to additional difficulties and ruin the user experience.

5. The website is not supported by the user’s device, browser or operating system

It is no secret that your store visitors use different browsers (Chrome, Firefox, Opera, IE, etc.), devices (desktops, laptops, smartphones, tablets, etc.) and operating systems (Windows, UNIX, Linux, Mac, etc.). To please everyone, you need to make sure that the website performs well in any environment.

Plus, most mobile users are likely to leave a website unless it is optimized for their device.

A team of professional testers will help to identify all the described problems before the website release.

How Will Testing Help You Attract Users to Your Website?

  1. Performance testing helps to answer the following questions:
  • Is the product ready to launch?
  • What is the maximum load the system can handle?
  • Why does the website have slow performance?
  • What difficulties may arise?
  • Is the system able to cope with the daily workload?
  • How many users can simultaneously enjoy online shopping in your store?

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With the help of testing tools, specialists determine the average performance, identify the causes of slow page load time, and find out whether the site can withstand maximum loads.

  1. Each user chooses a different path before clicking on the “Pay” button. Usability testing specialists determine the optimal user scenarios, complete all the steps from product selection to purchase and advise on how to improve your resource and increase conversion.
  2. Each online store is integrated with payment systems. Integration testers test the convenience of making payments in all possible ways (credit cards, bank transfers, PayPal, and so on). In addition, security testing engineers determine how well the buyer’s personal data and your confidential information are protected.
  3. Localization testing is an integral part of quality assurance for e-shopping applications. If you think that localization comes down to translating into different languages, then you are right, but only partially. Calculation of taxes, rules for returning products, financial transactions, and exchange rates – everything must be localized. And testers take responsibility for the quality of localization.
  4. Comprehensive cross-browser testing and adaptation for mobile devices are very important for e-commerce projects. A professional team of testers creates a suitable testing environment for the product on various hardware and software combinations.

As you can see, it takes a lot of effort to create and maintain an online store that generates income. For customers to come back, it is important to give them a user-friendly, fast shopping tool. Do not forget about the importance of testing, which helps to identify bugs and eliminate them in a timely manner.

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Alex Kara
By Alex Kara on Aug 14, 2021
Manual QA