This article focuses on sales that are genuinely in the customer's interest. An organization's responsibility is to offer a useful, reliable or convenient product and make the buying process understandable.
The goal here is to outline several ways to make that process as simple and efficient as possible for people who are already interested.
If a website sells a product or service, users should be able to understand what is being offered quickly. The site should clearly communicate its purpose.
In some cases—especially when the target audience already knows and trusts the organization—a product-focused call to action can appear directly on the home page.
We often discuss the navigation process, and the first recommendation relates directly to it.
Simplified, intuitive navigation
One common reason a customer may abandon a purchase despite being interested is an unnecessarily complicated checkout process.
If users must fill out excessive forms, follow unnecessary links, complete irrelevant fields and move through many pages before they can purchase, the flow should be reviewed. Required information should be limited to what is genuinely necessary, with optional details clearly separated.
A frustrating checkout can damage not only one transaction but also the user's overall perception of the company.
If a multi-step process is unavoidable, show progress clearly. A progress indicator or named steps can tell users how much remains.
For example: Cart → Billing → Address → Payment. The important point is that the user understands the current stage and can move back safely when necessary.
Also make it easy to add, remove or review items without losing progress.
Guest checkout
Some customers do not want to create an account before they know they will complete the purchase. When appropriate, allowing users to browse or check out as guests can reduce unnecessary friction. Account creation can still be offered when it provides a clear benefit.
Product and service pricing
Unexpected fees are a common reason for abandonment. If the real total cost is 200 GEL, hiding part of that cost until late in checkout can damage trust.
Transparent pricing helps users make informed decisions and avoids creating the impression that the company is manipulating the process.
Loading speed
Every additional delay can increase abandonment, particularly on mobile or during checkout. A suitable hosting provider, optimized application code, caching and efficient assets can all contribute to better performance.
Testing
You can evaluate navigation by testing the site with real people. A problem may be caused by image size, poor mobile layout, an unclear checkout button, form errors or another technical issue that the development team no longer notices because it is too familiar with the interface.
There is no universal “normal” conversion or abandonment rate that applies to every industry. Benchmarks vary significantly by market, traffic source, device, product and purchase complexity.
For that reason, focus on your own qualified audience and on measurable improvements in the user journey rather than treating a broad industry average as the final target.