Cut out shopping cart abandonment

Facebook Twitter Google +1 LinkedIn
Saturday, February 11, 2012 by Richard Howe

With some online stores experiencing abandonment rates of 50% and over, a good checkout process is important in allowing customers to shop without distraction or overly -complex procedures.

If you find your completion rate is lower than you would like, take a look at the following areas to bump up your completion percentage: 

Access to information

Making important information highly visible is often overlooked, but this simple step can be a real conversion boost.

Once a website visitor has made their product selection and is into the buying process, a few questions might crop up. Can the item be returned? How long is delivery going to take? Make sure this information is really clear, and not hidden away in some FAQ page. If the visitor doesn't have this information right in front of them, it's going to cause them frustration and the chances are, they become another abandonment. 

A good tip is to take a look at a "clickstream" in your analytics program. This will help you to understand where your visitors are exiting your website, and work on improving that area. Start on your cart’s initial page and see where everyone is clicking to. Go through every page, and have a look if there are non-checkout related pages which people move to frequently.

Clicks back to your product pages are fine as the user may be continuing to shop. But if your FAQ pages are gaining a lot of traffic, it's time to provide some of that information during the checkout process. 

Vouchers

With so many voucher websites around it's fairly common for web users to go hunting for a discount code to apply to your site.

However, the use of codes complicates the checkout. When a visitor sees a field specifically for a voucher, the first thing they do is click away from your website in hunt of a code. There are 3 ways to try and ensure visitors don't totally abandon at this stage:

  • Put your voucher box right at the top of the checkout. If the visitor's code is wrong or expired, they won't feel annoyed about having just completed a lengthy form. 

  • Put the box at the end of the checkout, so it's the last thing the customer has to do. As they are so close to completion, they hopefully won't quit now if the code doesn't work

  • Remove your voucher box. If you don't offer them, don't give website visitors a reason to go code hunting!

Delivery addesses

It's true that not everyone wants their goods sent to their billing address. But for those using the same address, they don't want to type everything out twice.

Instead, just make everyone fill out their billing address. Then provide a checkbox if the address is to be used for delivery also. Your system should be able to handle this automatically. Better still, it should be able to save their details, so their next checkout is even shorter. 

International customers

Although you may not have many sales from abroad, have you considered the reason for this may be your confusing checkout process? If you don't state you ship overseas or give customers the option of selecting their country, it's no wonder your online sales are limited geographically.

If you want to attract shoppers from elsewhere, insert an informational section below your checkout FAQs specifically for international orders. Provide information about shipping, taxes and delivery times. Adjust your form fields so they are internationally understood. Not everyone knows that a postcode is also a zipcode.

So there you have it. Don’t force customers to spend any extra time checking-out. When a cart is well designed and working well, the website customer barely even has to think about what they are doing. 

Trackbacks

http://www.colourrich.co.uk/BlogRetrieve.aspx?BlogID=4376&PostID=295007&A=Trackback

Post has no trackbacks.

Your comments

Post has no comments.

Post a Comment





Captcha Image
Facebook Google Plus LinkedIn

Request a callback

Filter by category

Post archive

I hired Richard when I wanted a quality website building for my damp proofing business.

I gave Richard a very brief outline as to what I wanted and when he sent the first design through I couldn't believe how good it looked. I agreed to go ahead with that design and since it was completed I have had numerous comments on how it looks and mostly from other web designers.

Richard got it spot on for me and I would not hesitate for a minute to recommend his web design services as I have been extremely happy with his service and continue to get compliments about my site.

What's next?

Get in touch on 01993 883767 and let's kick-start your project.

Colour Rich custom website design

4 under-used Google Analytics tools

Tuesday, March 24, 2015

4 under-used Google Analytics toolsEven if you have other tracking systems in place to see how well your website is achieving its goals, there’s every chance that Google Analytics also has something to offer. Packed full of useful tools, it’s free to use and since it’s aligned with the world’s largest search engine, there’s a lot to be gained by making full use of it. In this blog post we cover some of its most useful features.  Read more

DesignCMSSEOE-marketingPrintPortfolioContact
© Copyright Colour Rich. Privacy