But you needn’t give up. Internet success is a lesson in persistence if nothing else. You just need to keep tweaking until you find the factor that makes the difference between them leaving and finishing the purchase.
So what do you do to reverse the trend? Here are 14 possible essentials to keep your customers from slipping away…
- Your page may be confusing them. Is it clear what they need to do next? The whole point of online shopping is to give customers an experience that is quick and hassle-free. If the payment process isn’t clear, your site serves neither purpose.
2. Are you charging for freight? Be sure you inform the customers about all extra charges right from the start. If you don’t do so, they will abandon their cart at the last step anyway. Try including freight in the cost to make your goods freight-free.
3. Check that the shopping cart works properly. This applies to all main browsers and not just Google. Once the customer finds some glitches, they is not likely to come back.
4. Remove other links in the cart. At this point, all you need, is for the customer to click the all-important “Pay and complete” button. Distracting them with any other links might result in no purchase at all!
5. Do you have a secured site? While online shopping is fast and easy, customers need to be assured time and again that it is also safe. Make sure your security certificate appears alongside the cart.
6. Is the site loading quickly? There you go again, speed! Remember, customers came to your site to escape from check-out lines, not get shoved in virtual ones. People won’t wait for more than six seconds, so your pages better load at lightning speed. Here’s 3 tools to help you assess your site speed
7. Send reminder emails if they don’t complete the purchase. So, you had another case of an abandoned cart this week, but don’t get discouraged. Remind the customer how important they are to you and tempt them with other products. You know where “hounding” will land you of course, the spam folder!
8. Include your phone number in the cart. Customer relations is the most important part of selling. Make sure it is easy for the customer to contact you, and should they do so with a query, give them a cordial, timely response.
9. Include customer testimonials in the cart. Nothing attracts customers like a positive word of mouth. Testimonials should reflect the good quality of your products, speedy delivery and great after-sales services.
10. Simplify the checkout process. Is it too long? Can there be fewer pages? It is all about convenience of the customer, if we haven’t emphasized that point enough already! Put it through a simple test: Would you, as a customer, find it simple enough?
11. Make sure if they return to the site, their open cart is the first thing they see. Maybe this time they desperately need that red top they were supposed to buy, and they actually take it at last! At this point, you can entice them with other products and nudge them to fill their cart.
12. Give them longer to complete the purchase. If the item is removed after 24 hours, try giving them 72 hours (and those reminder emails) to get them back. A customer’s mind is fickle and you never know when it changes in your favor.
13. Include an image of their item in the cart. Try to give them the best picture you can of the product. This way you’ll make them more confident about their purchase. The more determined they are, the quicker they will complete the process.
14. Look for more payment options. Some people don’t like paying via credit cards or may want American Express. Have a volley of options available so they have no reason to leave.
Above all don’t despair! Keep working at it, you may be only one step away from an avalanche of internet success
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