Figuring out why customers aren’t buying from your e-commerce website

My e-commerce conversion rates went down significantly over the course of the past year. One challenge is to figure out why that is.

In order to get inside the heads of your potential customers, I set up a popup form that appears during the quoting and ordering process. It asks one simple question: “What one thing is preventing you from ordering today?” After the customer dismisses the box twice, it doesn’t show up again for a couple days. The results have been very enlightening.

A large plurality of customers so far have mentioned cost as the #1 factor preventing them from buying. So I’ve implemented a couple changes that emphasize the value of what they’re getting. We’ll see if this makes a big difference.

The popup was implemented using Ajax Contact Form for Joomla .


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