7 Reasons Why Online Shoppers are Hesitant to ‘Buy Now’

Here’s a look at seven things your small business may be doing to fuel online shopping hesitation.


  1. Lack of references.

    If you own a service-based business, references are essential for drumming up new business. Word of mouth travels fast and with the right references, secured before you need them, “sealing the deal” becomes easier. In today’s time-crunched business environment not many people have time to take a gamble on whether or not you can truly deliver. Eliminate buyer hesitation and have a few solid customer references handy should a potential buyer request them.

  2. Negative reviews.

    Have you ever found a seemingly great company online, only to conduct more research and find a slew of negative reviews. As a rule of thumb, we know that people are more inclined to share negative experiences in lieu of positive ones. And if you’ve been in business for any length of time, you are going to miss the mark. However, if you don’t think a few negative reviews can hurt your business – think again.

    Econsultancy suggests, “Between one and three bad online reviews would be enough to deter the majority (67%) of shoppers from purchasing a product or service, according to a Lightspeed Research study.” Meanwhile Social Media Today confirms that, “71% agree that consumer reviews make them more comfortable that they are buying the right product/service; [and] 70% of people consult reviews/ratings before purchasing.” Therefore, if negative reviews exist online — respond to them. If you messed up, own it. If the review is unfair and biased state your case, professionally. Communicate early and often.

  3. Poor initial customer experiences.

    Many times a prospective customer will contact your offices simply to put their hesitation at bay. Make sure their initial conversation with a company representative or sales professional is a positive one. Often, inadequately trained staff or unpleasant interactions can kill a sale before it has even begun.

  4. No social media presence.

    If a customer cannot find adequate information about your company online, customer reviews, or standard company information they will likely seek out social media. If your company does not have a consistent social media presence you run the risk of alienating potential customers and losing sales.


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