Abandonment of shopping carts occurs to the finest of brands. Just reflect on it. Whenever individuals are shopping online, they are probably multitasking. They could be watching the TV, on a lunch break at work, or even as they sit in class as a lecture is going on.
It’s quite easy to say, “Ok, I will finish this later.”
Shopify tells us that retailers are losing about 67.45 per cent of their potential sales because out of every 100 potential buyers, 67 leave without buying. Visualize the kind of revenue stream one would be building if it were possible to convert all those missed conversions into positive customers.
According to Statistica, users that shop around leave the website for the following reasons:
These sales barriers can be fixed. Below is how businesses could do it:
Meeting unanticipated costs: Be open regarding your costs from the start. Don’t shock clients with any needless fees for processing. Keep in mind that the consumer of today is totally self-motivated. Empower him with as much data and information as feasible during their process of researching.
users that are only browsing: Offer buyers a convincing enough motive to purchase. Promotional offers, coupon codes and freebies are important value offers. Furthermore, you may follow them up with a custom-made email based marketing campaign.
Shopify has posted a great article on how to optimize your checkout page, and the exact steps you need to follow to do so. Here is the list:
1. Display Thumbnails
Ensure that users are able to view the items they are purchasing. Don’t display generic product images. Be precise.
2. Display Logos for Security
A Get Elastic recent test shows an online that was able to boost their site sales by a margin of 4-6 per cent subsequent to placing on their website a security badge. Ensure you test their style and placement as well.
3. Multi-Page vs. Test Single Page Checkout
Some specialists believe that a one page is more effective while others insist on the multiple page check out. If you opt for the multi page approach, ensure that you include a useful progress bar so as not frustrate users.
4. Simplify the Edit Shopping Carts
Shoppers require the flexibility so as to effect changes. Don’t get them locked into another transaction they don’t wish for.
5. Provide Numerous Payment Options
A 15 per cent increase was witnessed by FreshGigs in their process of checking out through enabling the American Express payment option.
6. Provide Support
Offer the choice for live chat and a client support phone number on your check out page directly.
7. Don’t Force Registration
This is a complete turn-off. Provide them the choice of just buying. According to User Interface Engineering, there’s an increase of 45% in purchases when forced registration was removed from the website.
8. Provide Free Shipping
9. Include Testimonials
Generate trust with buyers by indicating how much your brand is loved by the community.
10. Give Guarantees on Prices and Refunds
Mistakes do occur and buyers understand. All they want is protection. Ensure you clearly state that guarantee.
Crazy egg example, the company gives one free trial to users for them to try out before buying. Initially, the company demanded for details of credit cards, and this really messed up conversations. Prospects were not ready to avail details of their credit cards just because of the free trial.
They might have been scared by the possibility of being billed automatically. Maybe they were unwilling to go along with the process. Despite the cause, the final outcome was that people were just not willing to sign up. And that does not sound good.
Crazy Egg put its guess to test by availing an explanation to give the prospects an assurance of not being billed. This resulted in a 116% rise in sign-ups. It seems the problem was really trust.
The moral learned? Be in direct communication with your clients, using the checkout page. Ensure they are aware of all that will be expected. Give priority to building trust. Use information to empower them so that they can be able to make correct judgment on the purchase decisions that they make.