In this article, we will not discuss the obvious, understandable, and rather prosaic reasons why customers refuse to make a purchase. High prices, poor service, and bad previous experiences shopping on your website. All of these are obvious and require constant analysis and ongoing refinement. But there are also minor annoyances, nuances that are not noticeable at first glance, which cause ‘almost customers’ to leave and never return. Or, more precisely, to go to your competitors.

When a customer is almost at the finish line, any minor obstacle can become a reason to cancel everything. Not because they changed their mind, but because it became inconvenient. The goal is not just to ‘get’ the customer to the shopping cart and place an order. We want them to pay today and come back again.

How can we tell that a customer is leaving not because of price or quality, but because they feel more comfortable elsewhere?

• 28% of shoppers will abandon their purchase if they encounter unexpected delivery costs.
• 23% of users will abandon their purchases if they have to create a new account.

These percentages are not just statistics. They are losses that can be easily prevented.

Usually, this question arises when we see an unpleasant figure, such as a 5% drop in repeat sales. Because somewhere a button didn't work. Somewhere a page didn't open. And somewhere the customer simply didn't understand what to do next. HLTS Co. Ltd has compiled a negative TOP list of invisible reasons why customers leave.

No report analyses microseconds of irritation. Sellers need to adapt to the mentality of users, their cultural and visual habits. Think about the tone and style of presentation.

Even more attention should be paid to the content of a multilingual website. When using fonts that support both Latin and, for example, Korean characters, it can be difficult to maintain the typography and visual integrity of the website. Illegible fonts, inconspicuous buttons, inconvenient filters, and the customer closes the page.

People do not trust ‘empty’ websites, according to experts at HLTS dropshipping company. This is especially true in e-commerce. If a customer does not know who you are, where you are from, and how to contact you, they will not take the risk. This is especially true when it comes to their first order.

Your website should have:

• real reviews, not template phrases without names and photos
• contact details — not just email, but also address, phone number, messengers
• real photos of the product, not just images edited in a graphics editor
• an ‘about us’ section that clearly states who you are and what you do

6 steps. 3 forms. 2 confirmations. The customer wants to buy quickly, but instead they have to fill out a form, enter a password, read the offer, find the right button...

When you force users to create an account before placing an order or they cannot view anything without providing an email address, you are effectively pushing them out of your online store or website.

If a customer does not want to register, they should be able to place an order as a guest. The fewer steps, the closer they are to paying. One screen, one task. And nothing extra.

If the website does not function well on a mobile phone, even an excellent product range and good prices will not save it. Pay attention to common problems: text overlapping or covering images, buttons and filters not working, difficult and time-consuming ordering process, inconvenient or unusual shopping cart design.

Customers don't just read the product description. They look at how you handle returns. If reviews mention problems with returns, this will influence their decision to buy. Even if everything went well, but the customer doesn't understand what to do in case of a defect, this raises doubts.

State your return policy clearly and understandably. And, most importantly, follow it.

One second of waiting for a page to load means a 7% drop in conversion.

Time! No one wants to wait and waste minutes. To ensure that the mobile version of the website works quickly and loads smoothly on users' mobile devices: reduce the size of images and files, simplify navigation, and optimise search tools. Remove heavy banners, dead scripts, and unnecessary widgets.

HLTS company managers advise looking at the website through the eyes of the user. Go through the entire process — from the home page to checkout. Try doing this from an older model phone, without an account, with poor internet connection. Customers don't just leave for no reason. They go where it's easier.