Survey Says: 3 Reasons Consumers Aren't Buying From Your Website

Shopping online is rapidly becoming the norm, with consumers moving from online shopping to mobile shopping in record numbers this holiday season. But whether they're shopping on a desktop, laptop or smartphone, a new study from the National Cyber Security Alliance and McAfee has some insights into what stops consumers from buying on your website.

  • 56 percent abandoned their purchases because they weren't sure the site was secure
  • 53 percent were concerned the site was asking for more information than they thought was necessary
  • 42 percent cited safety and security concerns as the reason they abandoned their purchases

Why it matters to your business: As an avid online shopper, I know I've done all of the above. You need to make sure your website is secure, and that you provide visual proof of this for shoppers, such as secure shopping badges. Also, your site should look professional and up-to-date. Post your privacy policy where it's easy to find. And ask only for the information you need to securely make the sale.