It can’t get more frustrating than have a customer go to your website, browse your products, select items to buy, and leave them in a shopping cart never to return. It doesn’t matter if you’re able to get a customer 95 percent committed to buying your product. If they don’t checkout, you haven’t made a sale. Here’s some ways you can avoid having your online shopping carts be abandoned.
Be Transparent With Your Pricing
Your customer finds the perfect item, and it’s only $20. When they go to checkout, are they hit with processing fees, service fees, and unexpected shipping costs that double the price? If so, avoid your customers ditching a potential sale by being more transparent about what things will cost. Add more specific pricing to product pages, or provide pricing estimates on each product page. Create an area on your website where you customers can learn about your shipping policy and rates ahead of time so they are prepared when it is time to get out their credit card.
Secure Your Website
For some, security is the most important thing to consider when shopping online. Without a secure payment system, people will be less willing to give you their information. Use secure, reputable payment services to receive payments to build trust with your clients. Ensure your checkout page looks trustworthy and is encrypted, as a standard HTTP site does not protect customer information. Avoid giving customers one-click ordering options; this creates more trust with your clients as this makes it harder for thieves to enter information without having verifying they are the true owner of the information.
Consider Eliminating Customer Profiles
It’s a great idea to collect information on your clients. It’s also great to have them set up an account to make it easier to maintain a long-term relationship. However, this is a deal breaker for some shoppers. If someone is looking to simply buy something and be on their way, they don’t want to be bogged down by creating a username, password, or security questions. Weigh the importance of having your shoppers create a profile. Although there are long-term benefits to consider, you run the risk of turning off some buyers in the short-term.
Is Your Checkout Process Too Long?
Once your customer has found their dream product, they want to order it and be done. They don’t want to be overloaded with promotional materials, confirmation screens, requests for too much information, or suggestions for other products. If you do have multiple stages a customer has to complete during checkout, implement a progress bar. This lets your customer know how close they are to closing the deal. Also, use friendly language as your customers navigate the screens. Instead of labeling the address input screen as "Step Four", call it "Almost There!".
Does Your Checkout Process Work?
It’s a good idea to periodically test your online sale process across different devices. Your checkout process may work great for your friends who all use their mobile phones, but someone down the street may not be able to complete the sale on their tablet. Take customer feedback about website crashes serious. Even if you can’t replicate the error, there’s a lost opportunity with everyone who will experience the crash. It’s okay to push through immaterial pretend sales; after all, this lets you test your online refund process as well.
You put so much work into getting customers to buy your products. Don’t drop the ball when you’re so close to finalizing the sale. People abandon their online shopping carts all the time, but you can take certain steps to make sure some those deals get inked.