Main purchase deterrents in eCommerce in Spain
Miguel Nicolás
12/09/2019
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Today, we talk about what makes customer leave before buying. We will explain the purchase deterrents in eCommerce in Spain. Avoid them!
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Today, we are talking about purchase deterrents in eCommerce in Spain. We are not talking about brakes, but about a more psychological than mechanical concept. There are too many variables that can frustrate purchase and we should understand how customer thinks to foresee before that happens. Take note and avoid them!
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Brain and purchase
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As we have just pointed out, customer may not close a purchase due to many reasons. On this occasion, we are going to put aside those that are pure brakes, which imply that the eCommerce is not accessible or functionally deficient.
We understand purchase deterrence as those motives that affect customer at a deeply personal level.In general, when talking about neuromarketing we always focus on avoiding the most rational part of the human psyche. The purchase process is linked to the reward mechanism. The "trick" is always to let the so-called reptilian brain (the most impulsive and basic) or even the limbic (which manages emotions) is the one that makes the decisions avoiding the neocortex acting, which is the purely rational one.If our eCommerce arouses negative emotions or ignites alerts on the user, we are closer to find purchase deterrents. -
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Fears, uncertainties and doubts
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This is not something new, but it is really effective. It is a simple framework that establishes deterrence based on 3 concepts:
- Fears
- Uncertainty
- Doubts
Originally, it was used as a projectile to generate anxiety among customers of the competition, making clear any of these to make them penetrate customers´minds of their competitors. -
EXAMPLE: a magnificent example is the very famous Apple campaign "Get a Mac":
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They were kind ads that, under a humorous tone and personifying PCs in a suspiciously similar way to Bill Gates of that time, and Macs in a man of more youthful and dynamic appearance, revealed the innumerable errors and problems Vista version was causing (which were many of them).
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With this type of strategy, you rekindle the existing fire or cause that occurs. The specialized media echoed how unstable Vista was and consumers were very disappointed. From here we extracted a negative insight on what to do in a campaign.This may not seem too ethical, so I propose that you turn the tables and that, before the competition, it is you who analyze the fears, uncertainties and doubts the client will face.Having this information clear will allow you to be proactive and propose solutions before being alarmed. Everything will be more fluid, and even the user assumes the solution in a natural way before perceiving the problem.
- Will my order arrive in time?
- Will it be exactly as shown in the photos?
- Will I be able to use it?
- How can I know if it is compatible?
- Is this brand ideal for children?
- I am allergic to polyester, will this garment be safe?
- And if I have to return it, how can I do it?
- Will the instructions be in my language?
- Is the customer service available in Spanish?
When you say it like that, it can be a bit overwhelming, but keep in mind that, as more powerful will the strategy be to clear all these unknown and build confidence is by doing it subtly.You need to work copies very well, use those images that reflect what you mean without saying, highlight some concepts being supported by graphic resources and that are easy to understand (imagine a crescent wrench crossed with the text:"No Assembly Required") . -
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What are the main purchase deterrrents in eCommerce?
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We live a globalized reality in which we are all concerned about the same issues, although it is true that there are nuances depending on our geographical or cultural area. Let's look at some of the main deterrents:
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#1 – Extra charges
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Nothing backs out a purchase most than the fact of finding a cost that is not the one that appeared on the product sheet when proceeding to checkout.Avoid this situation by making the costs corresponding to taxes and charges clear, as well as those about shipping.
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#2 – Endless forms
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In part because of that laziness generated to the user who has to spend excessive time in completing too extensive forms (especially from the mobile), and partly because each time we care more where and to whom we leave our data, we are at a critical point.Here the tips are two.
The first is that values allow the purchase as a guest, ie without creating a full record. The second, you ask for only the data you need: Do you really need to put a drop down to know if you want to call him Mr./Sra./Srta./Dr.? Or, for example, if you already have your shipping details, why not ask them if they are the same as billing and avoid entering them twice? -
#3 – Security concerns
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No matter how much websites are more and more secure, users are concerned about what may happen with the data on their card. It is important that you are able to transmit security at all times, but especially during the payment process.Avoid unnecessary warnings and make the experience flow in every moment. In addition, it is important that you project confidence from known referents. Something as simple bank credit card seals can do wonders for the user. And if you also accompany it with online trusted seals, al the better.
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#4 – Shipping times and conditions
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It is becoming more and more important to be competitive at this level. Many companies have chosen Same Day Delivery with deliveries on the same day, and even in a couple of hours.If you have the possibility to send express deliveries even if that involves making an extra expense by the customer you should at least offer that possibility.You can also bet on convenience points so that the user can manage time and decide when to pick up the order without having to coordinate with a logistics company.
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Indeed, purchase deterrents exist, and overlooking them does not make them disappear. So, we had better get to work, don't you think?
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Images | Fotolia.