These Things Are Bringing Your Buyer's Journey to a Screeching Halt

If you build it, I hate to break it to you, but they will most certainly not just come. You have to go out and gain interest. Then after about 7-12 touch points, either you or your automated funnel must carefully guide each buyer one by one to the purchase stage in their buyer's journey. There are things you can do to encourage them along, but let's look at the things you should immediately stop doing, because they can greatly contribute to lost sales.

1..Not having a description for every product listing.

It really amazes me how often I see brand websites with no product descriptions on their individual product pages. Not only is that going to hurt your SEO when it comes to keywords, but it's also going to hurt your SEO due to the negative impact it has on user experience in general and especially because it goes against new accessibility requirements.

Product descriptions aren't just there to further entice the shopper, but rather to answer as many potential questions and objections your shopper may have regarding a particular product.

2..A lack of transparency.

Consumers can be generally quite skeptical when it comes to online shopping, especially whenever it's at a D2C (direct-to-consumer) site as opposed to a big e-commerce site like Amazon. Newer or lesser-known D2C brands might not have a substantial online footprint, which can lead to uncertainty about product quality and service reliability.

Additionally, consumers often feel more comfortable navigating the familiar interfaces and return policies of major e-commerce giants. The perception of risk is heightened when venturing into uncharted territory with a D2C site, where the policies regarding returns, refunds, and customer service may not be as transparent or well-defined. This can create anxiety about whether they will receive their order on time, if the product will meet their expectations, and how easy it will be to resolve any issues that may arise post-purchase.

3..An unclear end result.

I'm quite guilty of this one myself. I love to be as flexible as possible with small business owners, as I'm one myself, but this does lead to fizzled out potential deals. Because more so than flexibility, consumers want to have a clear shopping experience, so to speak. They want to lend less time and thought to their shopping experience while also being sure about what they're getting.

At least in my own case, I get stuck on trying to over-explain the value proposition instead of just cutting to the chase. Of course this makes it more difficult and time-consuming for the buyer to make a decision.

Can you think about what might be causing you to offer too many options or perhaps to spend too much time on explaining your options.

4..Too many options.

This goes hand in hand with reason number three. Consumers are already stretched thin. Say that over and over to yourself until it really sinks in. They want both a streamlined shopping experience and not too many options. I am definitely guilty of offering too many options. But the magic number is often an odd number like 3, 5, or 10.

5..A poorly organized catalogue.

It's perfectly okay to have a large catalogue of products so long as it it well organized and the options make sense. It's worth having an SEO and web building consult to make sure your product listings are optimized for the buyer's shopping journey.

6..A lack of quality assurance.

The marketing strategies employed by D2C brands can also contribute to this skepticism. While many D2C companies emphasize their unique selling propositions, such as sustainable practices or handcrafted goods, consumers may question the authenticity of these claims. Having official certifications whenever possible can go a long way in supporting such claims.

A buyer might wonder whether the products are truly as special as advertised or if they are simply a marketing ploy to justify higher prices compared to mass-produced alternatives found on larger platforms. This is particularly true in industries where differentiation is minimal, and consumers are inundated with similar offerings, like in the beauty industry. Customer reviews are vital for a more trustworthy shopping experience, and you should be sure to have some displayed per product page, ideally at the bottom of the page with a preview of the rating and review above the fold.

7..They lose interest.

This is where branding and marketing are absolutely crucial. Consumers are busy, and your ideal buyer has a million things distracting him or her. Utilizing tools like email marketing and social media in order to maintain connection with your buyer are so important for holding their interest until they are ready to purchase. A strong branding strategy is just as key for keeping a place in their memory as they reach a place where they want to return to that particular buying journey.

8..Lack of brand trust.

Unlike shopping in brick-and-mortar stores, where customers can touch, feel, and try items before making a decision; online shopping requires a leap of faith. D2C brands often attempt to bridge this gap through detailed product descriptions, high-quality images, and user-generated content, such as unboxing videos or testimonials, yet these efforts may not fully alleviate the concerns of potential buyers. As a result, many consumers approach D2C shopping with a cautious mindset, weighing their options carefully before committing to a purchase. This is why all of the above-mentioned practices can only go so far without proper brand awareness.

Really the last point can sum up nearly every reason your buyer's journey gets cut short. It almost all boils down to trust. Can they trust that the time they invest shopping and the money they invest purchasing are going to be worth the end result (your product)?