How to Fix the Top 3 Customer Complaints about eCommerce Sites

A McKinsey report identified the top three customer complaints about eCommerce. Fixing these complaints is essential to delivering an awesome eCommerce experience, the type that helps you attract and retain customers.

• The top customer complaint about eCommerce, cited by 36% of respondents, was the length of the ordering process.

• The second most common eCommerce customer complaint, cited by 34% of respondents, was difficulty in finding products.

• The third biggest complaint was technical glitches during the ordering process, which was cited by 33% of respondents.

Other complaints including confusing websites, a lack of information about technical support or delivery, and difficulty in configuring payments.

How to Fix Customer Complaints about Your Website

The first step in fixing customer complaints about your website is to identify what those complaints are. They may be the complaints cited above, or they may be something else entirely. A customer survey may help identify the top issues customers have with your website, or you could look at data to determine if there are certain pages where customers tend to leave your website.

A good place to start is by reducing the number of clicks or pages customers need to complete a purchase. Their cart should always be easily accessible from every page. Your website should also store and pre-populate information like address data to make it easier for returning customers to place orders.

How to Make Web Searching Easy

Customers need to be able to easily find your products. To that end, companies should research the types of terms customers will use to find them. As an example, a customer looking for jeans might type in “blue plants,” “jeans,” “blue jeans,” “jeans for women,” “jeans for men,” as well as potential misspellings of these terms.

Fixing Technical Website Glitches

To fix technical glitches in your website, first you have to find the glitches. Have your employees test your website by placing orders, checking the navigation, and testing your website’s functionality. Make sure that your payment systems are working.

Make It Easy for Customers to Find Technical Support

It’s also important to make it easy for your customers to find support if they need. Live chat is a great option here, as is having a link to your contact page in the footer where it can be easily seen and accessed from every page.

Provide an eCommerce Experience Your Customers Will Love

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