eCommerce Pain Points: From the Customer’s Perspective

What could be easier than online shopping? Phone in hand, butt in chair, scrolling through products you may or may not need, and clicking add to cart, simple as pie.

Except sometimes it’s not. Sometimes shopping online can feel like pulling teeth just to find what you are looking for, let alone actually obtaining it. Among the millions of options that consumers have for making an online purchase, there is a large portion whose customer experience could use some work. These are some of the top customer pain points in ecommerce, and solutions for brands and retailers can fix them.

Pain Point #1: I can’t find the product I am looking for

The internet is an amazing place full of products designed to fit every need and want. Why is it then,that finding exactly what you want is sometimes so hard? What you are finding is the wrong size, the wrong color, doesn’t do what you need it to, or is just too expensive.

Solution: Make your product pages discoverable, clear, and consistent to help shoppers find your products. Optimize product descriptions and imagery with copy and alt text that matches the verbiage shoppers use when searching for products. Include examples of how the product can be used, what it includes, and noteworthy features that make it a great buy.

Pain Point #2: What Am I Actually Getting?

Common questions when shopping online:

• Does the product actually look like the picture?
• What comes with it?
• What other products can be added?
• What does the back look like?
• What is it made out of?
• Why is there only one picture?!

The major advantage of shopping in-store is the ability to physically see and touch the product before you buy it. You know that the shade of green is really kelly green as opposed to some odd shade of lime and that the power button is in a convenient location. When shopping online buyers must rely on the images provided by the brand or on reviews from other buyers (which often do not include photos). While high resolution images and videography look great, they do not always provide the angles or details that a shopper is looking for when making a purchase decision.

Solution: Improve your buyer’s experience with interactive imagery and models. 3D product visualization and configuration give buyers a full 360 experience with the ability to zoom and view the features and elements of a product that seal the deal. For products that allow various levels of customization, a 3D configurator puts the power in the buyer’s hands to select the options that best fit their needs. Better imagery means a better experience for the shopper and more sales for the brand.

Pain Point #3: How Will This Look in My House & Will It Fit?

Brands such as Wayfair, Pottery Barn, and Target have mastered the art of making rooms look good online. Stylish end tables and cozy couches grab buyer’s attention and spur the urge to start redesigning every room. But what happens when that couch is bigger in real life than it appeared on the site? Even with dimensions provided, it can be hard to tell if a piece will complete or overtake a room. How can buyers ensure that what they get looks as good as the picture online?

Solution: Augmented reality gives buyers the ability to view, style, and evaluate their favorite pieces from the comfort of their home. Determine where the best spot for the new piece should go, or head back to the product page to find a better fit. Paired with a product visualizer or 3D configurator, AR allows buyers to view the exact piece they are interested in, even if it is a custom design.

Pain Point #4 What I Saw in the Ad Isn’t on the Website

Most shoppers online have felt the annoyance of clicking on an add and being taken to a site where they can’t find the product that caught their eye. Whether it is due to lack of inventory, a minor mistake in linking, or miscommunication between marketing and product, the end result is an unhappy visitor. While they may discover something else they love on the site, the majority of users will exit and return to their previous internet activities.

Solution: Maintain consistency in the imagery used in product ads and on the site. This ensures that what draws the buyer in is easily discovered and meets expectations. For products that are offered in various colors, textures, or product combinations, use a product configurator to allow buyers to view and select from all options instead of clicking on multiple product pages to find what they are looking for. Data from your product visualization software will also provide actionable insights for what buyers are looking for and purchasing, helping your team to leverage the best visuals and configuration options in your digital assets across channels.

eCommerce accounted for over 20% of US retail sales in 2020. On the global scale it accounted for 17% of all sales and is expected to grow through 2021. With these shifts come increased expectations and fewer tolerances for pain points in the shopping journey. Keep you customers happy, engaged, and willing to shop by easing the pain and creating better ecommerce experiences.

Ready to see what 3D product configurators can add to your website? Check out our demo library to see the power of visual!

This post originally appeared on ATLATL.com