Some of these pain points are straightforward, while others require a bit more effort to understand. Regardless, identifying your customer’s pain points helps you build meaningful relationships that lead to increased revenue and loyalty. If you want to be ahead of the competition, you must find ways to understand those issues and solve them effectively. For some help in this endeavor, take a look at these 7 Customer pain points in ecommerce businesses and their solution.
As an online seller, your primary job is to identify the customer’s pain points in eCommerce and implement actions to solve them. Once your business starts to grow, numerous customer pain points arise in your entrepreneurial journey. But they can be realized only after you have spent a certain time in the industry. You should never ignore the customer’s pain points. Numerous factors can drive away your customers from your website without mentioning a word.
So, we have discussed 7 important customer pain points in eCommerce platforms for startups and how to address them. We also look at how your business can benefit when addressing these pain points. In this article, find the weak points of your eCommerce website and try to overcome them to lead your customers with a smile on their way to a happy purchase.
What is a pain point?
Pain points are the problems that are troubling the customers of your business and require a solution. These pain points can prevent your customers from having a delightful user experience. Let us now look at the common types of pain points.
Types of Pain Points
The Customer’s pain points are generally classified into four categories as shown below. You will also learn some common examples of customer pain points here:
1. Productivity Pain points
Customers might be wasting too much time in the current process and are looking for a streamlined solution that is efficient with their time. A good example of a productivity pain point is a manual process that takes a long time to produce results.
2. Financial Pain Points
Finance pain points are areas where prospective customers are spending too much money on their current products and want to cut off a part of their spending. Expensive subscription plans, additional fees added during the checkout process due to lack of transparency about the final price of the product, etc are some of the common final pain points experienced by customers.
3. Process Pain Points
Process pain points are the places where your prospective customer has to undergo multiple sub-optimal processes before reaching their desired destination. For example, your customers have to pass through numerous web pages before finding the information they need is considered a process pain point.
4. Support Pain Points
Support Pain Points arise when the customers are not receiving their desired help during the buying process. Suppose a customer cannot find an answer to a question on your website or get a timely response from your customer service team is one of the best examples of support pain points.
7 Common Customer Pain Points in eCommerce you Should Know
Let’s address the top 7 customer pain points in eCommerce and how to resolve them for the benefit of your business:
1. Poor Filtering options
Your website is selling a wide variety of quality products online. A customer visits your store to explore a specific collection of products. If you don’t provide enough filtering options, he keeps searching forever. After some time, he gets irritated and moves on to your competitor’s website.
As the quantity and type of products sold online are increasing each day, the role of filtering options has significantly improved. Filters enable shoppers to narrow down their search and find out their desired products in less time. Ask your managers to add more filtering options for the products with more than 100 search results. You can directly ask your customers and results web visitors about the filters to provide and save their time.
2. Long Checkout Process
An ideal store checkout process shouldn’t take more than a few minutes. If you compel the customers to fill out multiple forms on different pages, you are pushing them to leave your site without completing the checkout process. Cart abandonments are a result of a long or slow checkout process.
Your business should focus on creating a streamlined, secure, and reliable checkout process. Depending on the eCommerce platform, you can customize the checkout process for a more seamless user experience. Collect constant feedback from the customers and modify to reduce cart abandonments.
3. Lack of/ Fewer Payment options
Your website may sell a wider variety of products that can excite potential customers. Assume that a customer has finally found the desired product on your website that they are desperately searching for. He gets excited about the product and quickly proceeds to the checkout page for payment. But, your website has limited payment options that are incompatible with his location. How disappointing it can be to him! He gets frustrated and curses your website before leaving. This can lead to a bad impression or loss of trust in your brand which is not a good thing for you.
If your business is attracting customers from different countries, it becomes more important to provide local and alternative payment options. Also, due to rapid digitalization, payment options can vary from cards to wallets and cryptocurrencies. New ways of financial transactions keep evolving from time to time. This type of customer’s pain point in eCommerce can be avoided by integrating the popular ones into your website.
Read this Blog – Everything To Know About Online Payment Gateway Integration
4. Inconsistency between the advertising channels
Omnichannel presence has been a thing in recent years. Every business owner is after omnichannel websites to capture the customers through every channel possible– be it a website, mobile app, in-store, or social media platforms. The constant want to rule everyplace can lead to inconsistencies in the brand message you convey, the quality of products you sell, and other factors you publish across different challenges. It results in a confusing and not-so-happening user experience.
Your customer expects a uniform experience irrespective of the medium they get to know about your brand or buy products from. To achieve this, you need to analyze the customer shopping journey and create a uniform experience across all the touchpoints. Consistency in your brand experience takes you a long way and removes competition in your industry.
5. Poor customer support
When is the customer looking for assistance? While they are using the website it suddenly crashes. When they have a problem browsing your website and ordering products. Or when they didn’t find the information they are looking for. Specifically, in times of payment issues, the customer seeks immediate technical support. If you take too much time to respond to their issues, they get tensed, become directionless, and leave your brand. If it’s a money issue, some customers may even go to the extent of taking legal action against your company.
The solution to solve this type of customer’s pain point in eCommerce lies in the problem itself. Allocate a dedicated team to address customer issues across multiple platforms. Solid customer service is a great marketing tool to win customer trust and establish a reliable brand in the market. The ideal support experience will make your customers leave a positive review on the brand. Once the reviews are read by others or the word of mouth spreads, you unlock endless selling opportunities for potential consumers.
6. Poor packaging & handling
Millions of orders are shipped from one corner of the world to the other. The ‘same day’ and the ‘next day’ deliveries have made it mandatory to accurately handle the products. Most online websites don’t pay much attention when it comes to the packaging and handling of the products. They try to cut their costs by choosing cheap packaging handling materials that may damage the products or create a negative impression on customers when the order is delivered.
It is an open secret that if you want to become successful, you should ensure quality in everything from A-Z. if your product is good but the handling is poor, it can damage the product or send a message to the customer that you are not serious about the business. Every time your customer orders from your store, they should receive a decent unboxing experience. Using the right packaging materials makes your brand professional and leaves a positive impression on your users.
7. Hidden fee
This is one of the common customer pain points. customers hate most when they have to pay extra charges due to hidden fees or uninformed charges. The buyers expect to know how much they’ll have to pay to buy the product from your store. It includes additional fees such as shipping and handling charges etc. any taxes or other charges should be clearly stated.
You should maintain complete transparency in every transaction. If you are offering free shipping after a certain order limit, use popups and banners to clearly announce it on every webpage. Never hide your shipping fees as it leads to cart abandonments. If you are selling internationally, ask your customers to enter their delivery location before checking out. Then, you can reveal the shipping costs, hidden fees, and other extra changes if any.
Identifying customer pain points in eCommerce isn’t an impossible thing. Every one of us shops online and we have faced issues at some point. As an eCommerce owner, you should earn from experience and put yourself in the customer’s shoes to know what might go wrong and rectify them right away. Learn, identify, makes changes, and resolve the pain points to make sure that your customers complete the checkout process with happy face.
Now it’s your time to voice out. What are the troubles you have faced while shopping online? Did we miss out on any of the customer pain points? If you are an online seller, what steps did you take to resolve the customer’s pain points? Answer each of them in the comments. Thanks for reading!