How Customers Decide to Buy From Your Website

Sep 18, 2020

How Customers Decide to Buy From Your Website

As a small e-commerce brand, you likely invested a lot of time and resources into your business. From product development and production to creating a website and developing your digital brand, significant effort and money go into running an online store.

While creating a great product and delivering exceptional customer service is crucial to growing your e-commerce brand, the bread and butter is often your ability to drive traffic to your website—and convert said traffic.

More visitors to your e-commerce store mean more potential customers. However, most online businesses don’t actually convert the majority of their visitors. 

The average online store only has a 4% conversion rate (which hovered around 1% for smartphone users in 2017). Compare this to an offline, or brick-and-mortar, retail store, which converts between 20 and 40% of its foot traffic. 

Even if you have a good e-commerce website, you are still likely to lose 95% of your potential customers from the time they land on your page to the moment you want them to submit their credit card information. What happens during this time? 

Your customers have thousands of micro-choices to make during the buying process. What they click on, what they read, and how they navigate your website all dictate whether someone purchases or not.

As an e-commerce business owner, the main way to ensure purchases is to make your website as accessible and clear as possible. 

This guide will bring you through the whole customer journey and outline how consumers choose to buy items online. Use it to learn more about the shopping behavior of your customers and follow our tips to optimize your site to maximize conversions.

About the Author

Derek Miller

Derek Miller

Derek Miller is a writer specializing in entrepreneurship, small business, and digital marketing. His work has featured in sites like Entrepreneur, GoDaddy,, and StartupCamp. He’s currently the CMO of Smack Apparel, the content guru at, and a marketing consultant for small businesses.

See all articles by this author

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