One of the challenges that e-commerce business face is losing customers just as they about check out. This is a very gruesome experience that is very common in the industry.
The effort you have placed to encourage the purchase has seemed so useful until it failed to close the deal. The problem is so prevalent that studies have shown that as high as 73% of online shoppers abandon their carts. Imagine how many potential sales that can be.
While many may say that this is brought about by shoppers who are checking out multiple e-commerce sites online for the best deal that they can get before completing a purchase, that is not the only case.
Many factors contribute to the massive sales that you almost had. Here are some ways on how to prevent losing shoppers during checkout:
1. Keep the Cart Visible
One of the common reasons why carts are abandoned is because shoppers do save items on the cart for reference for future purchases.
It’s like virtual window shopping and going back to the product when the buyer is sure that this is what he wants to buy, and that this is the best deal that he can get from it.
However, a lot of e-commerce businesses discredit this phenomenon and fail to grab the opportunity to close the deal by showing the customers the shopping cart they left behind.
It is advisable that you make the cart visible the next time they visit your site. It also saves them the hassle of having to dig into your product gallery again.
2. Enable Guest Checkout
Another reason why shoppers are abandoning their cart is that a lot of e-commerce sites require signing up for an account on the site, which a lot of shoppers would not want to do either because of security reasons or because they find the whole process troublesome.
With breaches happening now and then, a lot of users are doubtful about having their information saved with a lot of sites, exposing themselves to massive risks.
It is therefore ideal to enable checking out as a guest and requiring only information that is essential for getting your payment, and being able to deliver the item to the right recipient.
It includes the getting the identification, credit information, and shipping address. All other information which needed for signing up should not require for checking out as a guest.
3. Show Cost Description
It is also a best practice to show in detail what the customers would be paying for. This means that you should be transparent at all costs that you will charge your customers, including taxes, shipping cost, and the value of the product itself.
A lot of your players in the e-commerce industry are shunned because of what customers perceive as hidden charges.
Clearly communicating all the costs to your customers would make them feel at ease, and they will also trust you better, therefore improving the chances of them closing the deal with you as compared to those who practice hiding charges.
4. Display Discounts on the Checkout Page
One strategy that you can do to encourage users to complete the purchase is by showing them discounts and promos that they would be getting when they purchase now.
The usual practice is that discounts are shown on the product pages, showing the price before, and then highlighting the discount price.At the checkout page, what is seen is only the total cost of the items.
While you should retain the strategy on the product pages, you should also implement a similar approach on the checkout page. Show them how much they are saving.
You can also show other promotions your customers would enjoy such as free shipping, free returns, and others that you can offer. The whole idea is to incentivise the act of completing the purchase.
5. Show Complementary Products
Another strategy that you can implement, which can also boost your up-selling goals, is by promoting accessory products that are related to items on the cart.
Strategise it in a way that you are reminding your customers that these items usually come along with products on the cart.
This reminder helps them save up for future shipping charges should they need to buy the product in the future when they realize that the accessory product is essential.
6. Using Remarketing to Target Abandoners
The last advice is that you should practice re-marketing. Reach out to users who abandoned their carts. Present personalized offers that would address why they left their carts.
The goal is to incentive returning to their abandoned carts. Re-marketing is a strategy that you should not take for granted as it can help you out improve your sales.
The tips above can help improve your ability to convince your customers to complete their purchases, which in turn, will provide you with higher sales. So implement them now and see how much better your sales performance can be.
Kenneth Sytian is the CEO of Sytian Productions, the leading Philippines Web Developer. He has been designing websites and developing web apps for more than a decade. He is considered as one of the top influencers in web design and development in the Philippines.
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