Businesses across the world are really seeing the potential of eCommerce websites, and as this develops the analysis of impact has become increasingly more sophisticated. At present, there is a real emphasis on understanding cart conversion rates – what turns the shopping cart in to the transaction. This is a clear difference between online and in-shop shopping, it’s rare to find customers abandoning their goods once they get to the checkout, but the nature of online shopping gives the consumer that freedom. This may seem like a hindrance for eCommerce businesses, but there is clear potential to turn this in to a positive. Here are a few tips from us on how to increase those conversion rates:
1. Email Reassurance/Reminder
If there is a choice to abandon, this is also an opportunity to offer a choice to return. Many eCommerce websites use pop up surveys to remind and reassure the customer that their choices are still in the cart and ready for purchase. This can be an effective reminder; however, recent research shows that these surveys can lose effectiveness if cookies have been disabled on the customer’s side. A new and far more personalised way of doing this is to send a reminder email that they can come back and complete the purchase of their fabulous products. This works well when encouraging the customer to log in and create an account before they browse.
2. One Page Check Out
We are always talking about the benefits of keeping it simple, and never was it so important to keep checkout processes simple. A great and increasingly popular way of doing this is to design a one-page checkout process. The fewer the steps, the less time needed and the less opportunity for abandonment. The other benefit is that a one-page checkout makes your site more robust against poor servers and connection.
3. Cart Recovery
This is an area that has had considerable focus and investment from eCommerce retailers. Protecting the cart content and recovering it for the customer has proved highly beneficial. It maximises on the setback of customers changing their minds. Saving the content and keeping it locked in to the cart for the customers return also helps if customers lose web connection.
4. Checkout Design
Like any aspect of eCommerce web design the checkout needs careful and considered attention to detail. It is the crucial turning point that turns selections in to purchases and it needs to engender confidence from the customer through looking professional and reliable. Clean lines and colours, appropriate imagery where used and simple, concise instructions are important. Clarifying the safety of the site and reliability of the process is also a way of making the customers purchasing journey easier and less anxious.
5. Clear Choices
Although giving customer choice can be deemed a troublesome aspect of ecommerce website development, but it can also work to your benefit. On the one hand, the imperative of a time-out process for a checkout can make customers hurry to make their purchase, but on the other hand the choice to return and respect the customer’s need to not make an impulsive purchase is equally as effective for return custom and indeed for giving them more time to add more into the shopping cart. A popular way to do this is to separate and clearly define the ‘continue shopping’ and ‘proceed to checkout’ buttons on each page or after each selection. This allows the customer distinguish between the two options and allows them to continue browsing through products.