Why do so many people get cold feet before completing an online purchase? Wouldn't it be great if you could identify in advance, and address the issues which are most likely to cause people to change their minds? Even a small modification to your site can make a significant difference.
What can you do to address potential issues before they become problems, and encourage your customer each step along the way? Use this list as a road map to take a tour your own site, beginning with the Landing Pages, on to Product Information, the Shopping Cart, and finally through Checkout.
Here's How:
Create "Sticky" Landing Pages
Your Home Page is only one of many potential points of entry to your site. Use Google Analytics to identify the top landing pages of your site and the bounce rates for each. (Although most visitors come in through the "front door," those who find your site as the result of a search may land on a specific product page. Some people will come to your site, take a look, and then bounce right back out again. Google Website Optimizer is another tool you can use to test one landing page against another to determine which is most effective.
Build Trust
You can begin to develop a trusting relationship with your customers by displaying your security seal and business association badges on your site. Put them in the header—rather than on your home page—so they won't be missed if a shopper comes in through a "side door" such as a product or category page.
Another way to build trust is to be approachable and willing to communicate with your customers by phone, email, LiveChat, or through regular blog postings. People like to know that there's a real person on the other end.
Make It Easy to Buy
Make it easy to find products by listing the Top Sellers, Best Value, Specials, or New Products on the home and category pages. It gives people a measure of comfort to know that there are satisfied customers who have already purchased the product. Product Rating systems don't work well for every product, but they can be very effective. Why not include a "Buy Now" button to take them directly to the shopping cart?
Sell Benefits
Is your site primarily an order taker, or does it really sell products? If you want to sell widgets, you need to focus on benefits rather than features. Your product comparison report probably focuses on features, rather than benefits. Why not create a new field called "benefit" for each product? Then you can include the benefits as well as features in the report. Product comparisons, competitive pricing information, and customer reviews can all help transform a visitor into a customer.
Offer Up-Sells
The Product Page is a good place to display related or similar products, and to offer "up-sell" products. The easiest up-sell is to offer accessories for the item they're already planning to purchase. If they're buying a notebook computer, they need a carrying case. If they're buying suede shoes, they need water-proof spray. It won't come across as a pushy tactic if you offer items that make sense.
Be Available
Make sure to provide an easy way for the customer to contact you if they have a question. Don't make them go searching for your toll-free number, email address, or LiveChat button. You can maintain a list of Frequently Asked Questions (FAQ) to reduce the amount of phone calls you receive.
Offer Cross-Sells
The Shopping Cart is like the checkout aisle of the grocery store. Customers waiting in line may still be willing to make an additional purchase. This kind of offer is called a "cross sell," and you hear it all the time at the drive-through, as in, "Would you like some fries with that?"
Accept Coupons
The shopping cart is a good time to make a special shipping offer or remind them of a price guarantee or coupon. To create a sense of urgency, put an expiration date on the coupon. Always make sure the coupon codes you create work correctly, so they won't be rejected at checkout.
To encourage repeat business, you can include a coupon in every shipped package or newsletter. You can also create an account with a third-party coupon site like Coupon Cabin or TJOOS.com. You can link to the coupon site from your store, so your customer can grab it without interrupting the sales process.
Use Friendly Forms
Forms are another potential problem area during checkout. Each field should be clearly labeled and marked with a red asterisk (*) if required. If the information must be entered in a certain format—such as a phone number or credit card number—give an example. There's nothing more frustrating that completing a form, missing an item, and then having to start over again.
Display the Shipping Charge
A high shipping rate is one of the main reasons people abandon shopping carts. Give your customers several shipping options and let them choose. You might also consider creating a coupon that offers a discount on shipping for purchases over a certain amount.
Address Security Concerns
People are rightly concerned about the security of their online credit card transactions. You should outline your security policy in your Privacy Statement and display the link during checkout.
Offer a Variety of Payment Methods
Offer your customers a variety of payment methods in addition to the services offered through your payment gateway, such as PayPal, Checkout by Amazon, and Google Checkout.
After your customer has had a chance to review the order and if all goes well, they'll click the Place Order button and… CHI-CHING!
The conversion is complete.
Tips:
The term, "conversion rate" refers to the percentage of people who come to your site and buy something. Think of it as a "visitor" being converted into a "customer." A conversion rate of 3% means that only three out of one hundred people actually made a purchase. While a conversion rate of 2-3% is considered average, some sites are able to achieve much higher levels.
What are the top three reasons people fail to complete an online purchase?
- Price
- Security Concerns
- Site Design