When consumers come to your e-commerce store, more likely than not they arrive with the intention to make a purchase. They are reaching out to your online outlet to make a transaction and a commitment to your website. Often, customers will browse your website and do some window shopping, add items to their cart, and then abandon it. Whether they found another deal elsewhere, don’t trust the site, or even may be unable to find the checkout button, it is often difficult for you to determine the reason for their abandoned cart. Often, people may not be interested in purchasing, but as this article will explore there are many ways you can improve your conversion and get customers to check out.
5. High delivery costs
A customer is faced with a single price up front on your product page. As they compare prices online this will be the price they refer back to when deciding on which site to purchase a product from. If you successfully capture the customer at this step, and they continue to go through the checkout process, they will come across the costs of shipping and handling. If the customer sees a sudden jump in the price here, not only will they not be handing over their payment information to check out, but they also will no longer trust your store.
Ensure that you have a shipping system setup on your e-commerce site with several delivery options. If they want to pay the extra sum for express shipping, let them do so but also keep low cost options available. If you do not plan on shipping internationally, focus your site to capture a domestic audience so that a customer base who will be able to cheaply checkout will do so.
4. Your site is difficult to navigate
When arriving to a website that has the intention of selling products to an audience, ensure that the customer understands this immediately. Navigating away from the main page to find a storefront is the first click on a long adventure many customers are not willing to take part on. Having clear categories for products and prices listed before they navigate to individual pages are two examples of keeping the journey your customers take on your site one that will result in a transaction.
Make sure that the add to cart button is bright and visible. Make it obvious to customers the steps they must take to purchase your product. Keep a link to the shopping cart on every page of your site so customers can easily access what they have already added to their shopping list.
3. Complicated registration process
When a customer goes through the checkout process, often they are prompted to make an account to complete their purchase. Some e-commerce sites make the mistake of requiring too many details from a customer for them to complete the process. Your site should not be asking too much of those who you are selling to. Some sites such as amazon.com allow customers to checkout, creating an account and they do not even realize they have done so.
Keeping the registration a minimal process will boost conversion rates on your store. Keep a guest checkout on your site enabled if possible to ensure that those customers set on not making an account will still complete their purchase. If you are selling a digital download as your product, ensure that your checkout does not require fields such as a physical shipping address.
2. Product description lacks detail
Customers will research a product before purchasing it, but often that research will happen on the product page of an e-commerce site. A product description full of rich content will inform customers about the product. It will add credibility to your site and also improve your SEO while also boosting conversion rates. Even if your price is best, a customer who has to find another website in order to find out more about what you’re selling will often checkout there.
List details such as the SKU and full specifications of an item in your product descriptions. Having this content on your site will drive customers into coming to you directly for their next purchase, knowing they won’t have to scavenge the web to find details. Having several high resolution images of your product boosts conversion rates and will give a clear look into what they are purchasing.
1. Your site does not appear trustworthy
People browsing the web today will face many security risks. From the countless spam offers one might receive in their inbox to being lured to phishing sites, customers must see your site as a secure spot on the web to leave their sensitive payment information. Establishing yourself as a trusted online store will not only inspire returned visits for more purchases, but also gives customers the confidence to recommend your site to someone else.
Make the effort to find any spelling and grammar errors on your site, customers will catch these mistakes and see them as a red flag in the checkout process. Having a secure checkout with SSL encryption is a major step into establishing your site as trustworthy. When customers see the green address bar they will be reassured in their purchase. Keep the back end of your site secure, remove unnecessary plugins and modules to ensure that any possible vulnerabilities are kept to a minimum.