People just aren’t buying from you. And you are not sure why. You’re driving tons of traffic to your site and you know people are converting on your sales page. (You do know this, right?) Yet, you’re not making the sales you want. What’s happening is the dreaded shopping cart abandonment. And with some smart tweaks, you can reduce it and make more profits!
- Make sure your customers know their purchase is secure. Many consumers are very wary of buying online. They’re afraid their identity is going to be stolen. And they’re concerned about their privacy and the risk of being scammed and spammed. When you publish security seals, like VeriSign, on your website and let your customers know that their information is secure and protected, they’ll be more likely to complete the buying process.
- Tighten your shipping costs. When so many companies offer free shipping, it’s imperative that you can offer free or extremely reasonable shipping fees. In addition to shrinking your shipping fees, make sure your prospect knows as soon as possible how much shipping will cost. One easy way to do that is to provide a flat rate. For example, $5 shipping for orders of $50 or more. Or if the investment is higher, why not waive a shipping fee all together? It’s amazing what this small tweak will do to increase your sales.
- Provide answers. Another reason people may be walking away before they check out is the fact that they cannot find answers to their questions. Consider a two or three pronged approach. One: offer an easy to find FAQ page. Two: Publish your email and phone number for questions. Three: Offer a customer service ticket system or helpline.
- Is your buying process too complicated? The more hoops a prospective customer has to jump through, the more likely they are to just click away and leave your shopping cart. Make your buying process as simple and straight forward as possible.
- Improve navigation. One reason people quit before they pay is the fact that there is no easy way to move backwards or forwards with a simple click. They cannot go back and review their purchases or add more to their cart without losing the items in their cart. Your shopping cart software may be the problem. Take a look at the features and functions your present shopping cart offers. If the navigation cannot be simplified, consider finding a replacement that includes a progress indicator and easy maneuverability.
Here are some additional tips to consider:
- Add photos to the basket so buyers can see what they’re buying
- Include a link back to the product
- Show stock availability as soon as possible, if you have stock
- Communicate what the next steps will be, including when they will receive what they ordered
And consider following up with customers who abandoned their shopping cart. Find out why they left so you can make any necessary changes to your system.
Fine-tuning your shopping cart system make take a few steps. However, those tweaks are worth it in the long run. You’ll provide a better customer experience and thus have happier customers. You’ll also create loyal customers and a boost in your long-term profits.