The purpose of any e-commerce site is to attract customers and sell products, but this can only be done when the site is engaging, the products are sellable and the customer service is high. There are many reasons why some sites excel at this and others fail, but the biggest reason is user experience. If user experience lacks at any point, the customer is more likely to turn away. The interest that your brand planted may encourage them to find a similar product or service through a competitor.

If you have the traffic but not the conversions, you know that your problem lies somewhere in the buying funnel. Since you can’t afford to lose any customers, it’s time to you give your site an objective evaluation and determine where it’s failing. Below are four common reasons why your e-commerce site isn’t converting.

1. Lack of Product Information

Did you know that 42% of customers turn away an online purchase because there isn’t enough product information available? Shopping online is convenient, but customers do sacrifice their ability to actually touch and see the product in person. To make up for this, offer detailed, true-to-life product descriptions. Help your customers make informed buying decisions.

2. Not Enough Images and Videos

What does your product look like from the back? The front? The sides? What’s the true color/design/pattern of the product? The best way to show customers what they can expect is through videos and pictures. This media is engaging and encourages customers to stay on your site longer, too. Short videos are especially helpful since they can feature people interacting with your product.

3. Low Quality Images and Videos

If you’re going to make your e-commerce site heavy with images and videos (and you should!), be sure that they are of high quality. Too many sites are still using small images that lack clarity, and this doesn’t help buyers make an informed decision. It also indicates that your brand isn’t keeping updated with the latest trends. Use big, bright and detailed images. Don’t forget that your website should be responsive across devices, too.

4. Incomplete Customer Service

Say a customer is ready to buy your product. But, they want to check on a few things. What are your shipping rates for their area? What is the return policy? What happens if the product arrives damaged? Or in the wrong color? You should have a detailed customer service page that answers common questions and concerns customers have when placing an order, as well as your company policies. Without this information, customers are left to think that your company doesn’t care about what happens after the purchase.