If you’ve made the plunge into e-commerce, your next steps are to ensure that those sales are coming through and not plagued by “cart abandonment”. From our research, we’ve seen numbers like 59% to 83% of carts being abandoned somewhere in the middle of the checkout process for a variety of reasons. There are, however, a number of steps you can take to help customers complete the process instead of jumping ship. Just getting them to the checkout process takes a lot of work; take the additional steps necessary to keep them there. By reducing cart abandonment, you’re improving conversions which translates to more revenue for your store or organization. Here are some tips as you consider the checkout process on your website.
- Do you know the KISS rule? Well, you should! KISS stands for Keep It Simple Stupid and it holds true for an e-commerce site. Make checkout as easy as possible for your customers. Avoid unnecessary steps. Offer express checkout for those that have purchased from you before.
- Keep it SAFE. Install Secure SSL from an accredited security company and use the logo from said company, showing your customers that the site is safe. VeriSign, SafeNet and Entrust are three recognizable security companies that will help you earn trust and credibility with your customers.
- No hidden fees or policies. Shipping policies and pricing are key factors customers consider when shopping online. Offer free or inexpensive shipping if possible and be transparent about your shipping and return policies. Include the information in a prominent place for customers to locate easily.
- Make a range of payment options available. Incorporate the ability for customers to use several major credit cards, and Paypal if it is feasible.
- Consider your site’s load time. If a site or page takes too long to load, customers will leave and find an easier, faster site to navigate and shop from.
- Give them a second chance. Some customers leave the checkout process, only to return shortly thereafter. Give them the opportunity to start where they left off instead of beginning the entire process over again.
- Allow customers to opt-in via text message or email. By collecting customer email addresses and/or cell numbers, you have the potential to engage them at various times throughout the month via email marketing blasts and mobile marketing efforts. Create compelling online purchase options to keep them coming back.
The following infographic by Monetate also makes some excellent points.