“The purpose of driving traffic to your online business is to get customers. Once a prospect lands on your site, you still have to convert that prospect into a buyer.” — Marc Ostrofsky
You’ve gotten prospects to the website. You’ve written strong, compelling copy that highlights the benefits of the product. You’ve worked with the web developer to make the site navigation easy. You’ve provided a strong offer and guarantee. Everything is in place to make that sale…
But then, somewhere between grabbing your prospect’s attention and finalizing the sale, something happened — the customer balked.
Shopping cart abandonment is a significant problem because it means you missed the sale, and as we all know — without sales, there’s no revenue.
Studies show that in some markets, between 65% and 75% of shoppers abandon their online shopping carts before completing the checkout process. That can be enough to bring a business’s entire online sales strategy to its knees.
So, what can you do?
Well… a lot, actually. Let’s start with 14 ways you can help reduce the number of shopping cart abandonments on your client’s site, so the business maintains profitability. Admittedly, you will need to work in close conjunction with the site developer on most of these, but there’s nothing wrong with a little teamwork.
1) Check how many steps are in your checkout process — This is usually not a game-changer, but you do want to keep the site navigation — including the path to placing an item in the shopping cart and paying for it — to a minimum of steps. Think about it: Once a customer decides on what they want to buy, why on earth would you want to make them jump through hoops to pay for it? Make it as easy and painless as possible.
2) Include a “Progress Indicator” on each checkout page — No matter how many steps it takes customers to pay for their purchases, keep them oriented by letting them know exactly where they are in the checkout process. Be sure to clearly label the task to be completed at each step. Also, always give them an opportunity to review what they did in the previous steps and a way to return to their current step if they do go back.
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