The four reasons your shopping cart is losing you sales.
We’ve all done it. We’ve searched, we’ve clicked, we’ve carted, and we’ve left. Maybe we can’t be bothered entering our details, perhaps we don’t have enough money, or we’re dealing with a checkout that is a digital maze. It’s the same for your customers. And perhaps, contrary to popular Hollywood belief, it’s you. Not them. Here’s why.
You’re hiding costs from your customers.
When your customers get to the checkout and find out there is a $4 credit card fee, a $7 charge for shipping, and the cost you’ve given them doesn’t include the handle bars for the bike they’re trying to buy, they’re not going to be very happy.
Be up front with your customers. Tell them the price of shipping on the homepage. When presenting a product, be clear about what’s included and what needs to be purchased additionally. People don’t like being deceived. So don’t be deceptive.
You’re making them get personal.
Email marketing is huge these days. You can’t open your inbox without receiving something you forgot you signed up for. But people don’t always want to register with your brand to be able to give you money. People like privacy. Make it easy for them. Only ask the bare minimum. They might end up volunteering more. Or better yet, give them the option to sign up after they’ve made their purchase. Don’t make it a barrier to purchase.
Your checkout process takes far longer than it should.
The average checkout process has a maximum of five steps for good reason. Customers might only have a few minutes when the boss isn’t looking, or perhaps they’re on the tram on their way home from work. Their time is limited, so is their patience, so you need to make it quick and simple for them to get through your checkout.
People have questions and they don’t know how to ask them.
Sometimes things are confusing in the world of online shopping. If your customers can’t figure out the answer, they’re going to want to ask you, so it’s important that you have contact details listed on every page. Live chat is a good option too.
On top of this, make sure the number of errors customers can make is limited. Seeing everything turn red because you’ve done something wrong but can’t work out what is very frustrating and time consuming. Spell it out for them.
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