Why “ready to buy” customers walk away — and how to keep them on your site
Picture this: You’re browsing online for a new foundation. You’ve done your research, read the reviews, and you’re genuinely excited about this premium natural brand you’ve been wanting to try for months.
Your credit card is literally in your hand.
But then… you hit a wall.
This happened to me last week with a gorgeous-looking foundation from one of my favourite South African natural skincare brands. With the premium price tag it’s the kind of purchase you want to get right the first time.
I was their ideal customer in that moment. I already loved the brand, trusted their ingredients, had the budget, and was genuinely excited to try their newest product.
But I couldn’t find a single piece of helpful information about colour matching on their website.
No shade guide. No undertone descriptions. Not even a simple “if you usually wear Medium in other brands, try our Warm Honey shade.”
So despite being ready to buy, I closed the website and walked away.
Here’s what struck me: I wasn’t asking for the moon
I just needed the essential information that would help me feel confident in my choice. The kind of guidance that transforms hesitation into “add to cart.”
And this exact scenario plays out on eCommerce websites every single day.
Your potential customers arrive already interested. They like what they see. They’re browsing with genuine intent to buy.
But then they hit those invisible friction points – the missing pieces of essential information or guidance that would seal the deal.
The questions your customers are really asking
While my foundation dilemma was about colour matching, every business has their own version of these confidence-blocking questions:
Service-based businesses:
- What does the process actually look like from start to finish?
- How long will this take, and what happens if we need to make changes?
- What makes this different from the cheaper option I saw elsewhere?
Product businesses:
- How do I know this will work for my specific situation?
- What if it’s not quite right – can I return or exchange it?
- Are there any size, colour, or compatibility considerations I should know about?
Consultants and coaches:
- What results can I realistically expect, and in what timeframe?
- What does working with you actually involve week-to-week?
- How do I know if I’m ready for this level of investment?
The thing is, these questions feel obvious when you’re the business owner. Of course people know what happens after they enquire. Of course they understand how your process works.
But your customers are coming to you fresh. They need you to gently guide them from “this looks interesting” to “yes, this is exactly what I need.”
Why smart customers hesitate
Here’s the truth: hesitation isn’t always about price or interest. Often, it’s about missing information.
Smart buyers – the kind of customers you actually want because they’re often repeat buyers- do their research. They read the details. They want to make informed decisions.
When they can’t find the information they need to feel confident, they don’t impulse buy. They leave.
And here’s the kicker: they probably won’t reach out to you to ask. They’ll just move on to a competitor who makes it easier to say yes.
How to anticipate hesitation before it happens
Your website should work like a thoughtful salesperson – one who anticipates questions and provides answers before they’re even asked.
1. Map out your customer’s decision-making process – What information do they need at each stage? What would make them feel more confident about choosing you?
2. Address the practical concerns – Don’t just focus on features and benefits. Include the practical details that help people visualise working with you or using your product.
3. Show, don’t just tell – Use case studies, examples, and specific details rather than vague promises. “Increased website traffic by 150% in 6 months” is more compelling than “helps grow your online presence.”
4. Make the next step crystal clear – What exactly happens when someone enquires? How quickly will you respond? What information do you need from them?
The foundation of good customer experience
This isn’t about overwhelming people with information or creating lengthy FAQ sections. It’s about including just enough of the right details to help your ideal customers feel confident, informed and ready to take the next step.
Because when you remove those invisible barriers – when you make it genuinely easy for the right people to say yes – that’s when your website starts working as hard as you do.
Your customers shouldn’t have to be detectives to buy from you. They should feel guided, informed and confident in their choice.
Is your website missing the crucial information your customers need to feel confident about buying? I help small businesses create websites that anticipate customer questions and guide them naturally toward saying yes. Get in touch to explore how we can make your website work harder for your business.
