The New Media
By: Joe Perraton
Experienced online shoppers are a dedicated bunch. They know what they want and when they want it, and they're always on the look out for a deal. The convenience of clicking a few buttons and having the purchase show up on the doorstep a few days later presents a joy surpassed only by a reasonable rate and no-fuss buying experience. But for those new to online shopping, that's where things get tricky.
Those “in-the-know” say online retailers are looking at about a 75 percent “shopping cart abandonment” rate, meaning 75 percent of site visitors are finding a site, deciding on an item, initiating the check out process, but jumping ship before finalizing the purchase. The question on the lips of web savvy marketing experts is, of course, why?
It helps to know what we're dealing with. Less than 50 percent of online retailers know their abandonment rate, and that isn't good. If you assume the 75 percent abandonment rate is correct, and calculate it along with the typical “visitors-to-sales” conversion rate of one to three percent, you're looking at 98 to 99 percent of site visitors leaving your site without making a purchase. Ouch.
Site visitors give lots of reasons for ducking out at the last minute. Comparative shopping, high shipping prices and long delivery times and unexpectedly high total cost are at the top of most lists. Flaws in the check out process such as the process being too long or confusing, the site requiring registration or too much personal information and the perception that the site is unstable or reliable are also common. Though there will probably never be a check out process that pleases everyone, there are definitely a few things you can do with your site that will have online shoppers following through to the very end.
Size doesn't matter. Functionality does.
Studies suggest that the number of steps in the check out process doesn't really make a difference when it comes to shopping cart abandonment, but clarity and usability do. Adding a progress indicator lets shoppers know they're on the right track and when their purchase will be complete. Make the shopping cart easy to edit and include a picture of the item right in the basket so people can be absolutely sure they've selected the right product. Alternately, provide a link back to the product page to facilitate double checking. Use clear, easy-to-read fonts and clearly indicate what to click next in order to move forward in the process. The easier it is for customers to feel confident in their purchase, the more likely they are to follow through.
Where your details on your sleeve
Showing shipping costs, taxes, fees and estimated delivery times right from the beginning will keep customers feeling confident and informed. Showing availability of products right on the product page is a good bet too, and if something is out of stock, list the estimated order date. No surprises for the customer means no surprises for you at check out time.
Act now, ask questions later
A great deal of online purchases are impulsive and even more are made with convenience in mind. When a customer has already made the decision to purchase, the last thing you want to do is put them off by requiring they register for an account before they can check out. If you let a person finish the purchase, then request registration with a drop down box that already has their personal information in it from the purchase, you'll take the pressure off of the customer and have better results for yourself.
Create shopping Zen
People need something to believe in, and online shoppers are no different. To set customers' minds at ease, list the details of your guarantee, return, privacy, customer service and security policies at appropriate, visible places. Use a professional, encrypted credit card information system, rather than asking people to type their numbers into a random, fully-accessible text box. Most importantly, let them know you're real and available to help them along by listing a phone number on every page throughout the process, and make sure the number is answered quickly and efficiently by an actual person.
Thou shall not ...
Cohesive, consistent websites make an online shopper feel in control and comfortable. A clean, professional-looking website without misplaced, unnecessary graphics and over-sized fonts will instill a sense of confidence in site visitors. Avoid using a page that customers are expected to print and fax to place an order. It's too much work and lacks credibility. Nothing strikes more fear into the hearts of online shoppers than completing the purchase, being informed the credit card has been billed and then receiving an ambiguous error message that says the order can't be processed at this time. Using a strong, underlying technical architecture and stable online shopping technology will help avoid this scenario, and keep site visitors feeling good.
Online shopping is the way of the future. As life gets busier and more people choose to click their way to the purchasing decision, it's important to help them along. Clarity, simplicity and professionalism are key in reducing shopping cart abandonment and keeping you and your customers on the road to long term, online success.
Those “in-the-know” say online retailers are looking at about a 75 percent “shopping cart abandonment” rate, meaning 75 percent of site visitors are finding a site, deciding on an item, initiating the check out process, but jumping ship before finalizing the purchase. The question on the lips of web savvy marketing experts is, of course, why?
It helps to know what we're dealing with. Less than 50 percent of online retailers know their abandonment rate, and that isn't good. If you assume the 75 percent abandonment rate is correct, and calculate it along with the typical “visitors-to-sales” conversion rate of one to three percent, you're looking at 98 to 99 percent of site visitors leaving your site without making a purchase. Ouch.
Site visitors give lots of reasons for ducking out at the last minute. Comparative shopping, high shipping prices and long delivery times and unexpectedly high total cost are at the top of most lists. Flaws in the check out process such as the process being too long or confusing, the site requiring registration or too much personal information and the perception that the site is unstable or reliable are also common. Though there will probably never be a check out process that pleases everyone, there are definitely a few things you can do with your site that will have online shoppers following through to the very end.
Size doesn't matter. Functionality does.
Studies suggest that the number of steps in the check out process doesn't really make a difference when it comes to shopping cart abandonment, but clarity and usability do. Adding a progress indicator lets shoppers know they're on the right track and when their purchase will be complete. Make the shopping cart easy to edit and include a picture of the item right in the basket so people can be absolutely sure they've selected the right product. Alternately, provide a link back to the product page to facilitate double checking. Use clear, easy-to-read fonts and clearly indicate what to click next in order to move forward in the process. The easier it is for customers to feel confident in their purchase, the more likely they are to follow through.
Where your details on your sleeve
Showing shipping costs, taxes, fees and estimated delivery times right from the beginning will keep customers feeling confident and informed. Showing availability of products right on the product page is a good bet too, and if something is out of stock, list the estimated order date. No surprises for the customer means no surprises for you at check out time.
Act now, ask questions later
A great deal of online purchases are impulsive and even more are made with convenience in mind. When a customer has already made the decision to purchase, the last thing you want to do is put them off by requiring they register for an account before they can check out. If you let a person finish the purchase, then request registration with a drop down box that already has their personal information in it from the purchase, you'll take the pressure off of the customer and have better results for yourself.
Create shopping Zen
People need something to believe in, and online shoppers are no different. To set customers' minds at ease, list the details of your guarantee, return, privacy, customer service and security policies at appropriate, visible places. Use a professional, encrypted credit card information system, rather than asking people to type their numbers into a random, fully-accessible text box. Most importantly, let them know you're real and available to help them along by listing a phone number on every page throughout the process, and make sure the number is answered quickly and efficiently by an actual person.
Thou shall not ...
Cohesive, consistent websites make an online shopper feel in control and comfortable. A clean, professional-looking website without misplaced, unnecessary graphics and over-sized fonts will instill a sense of confidence in site visitors. Avoid using a page that customers are expected to print and fax to place an order. It's too much work and lacks credibility. Nothing strikes more fear into the hearts of online shoppers than completing the purchase, being informed the credit card has been billed and then receiving an ambiguous error message that says the order can't be processed at this time. Using a strong, underlying technical architecture and stable online shopping technology will help avoid this scenario, and keep site visitors feeling good.
Online shopping is the way of the future. As life gets busier and more people choose to click their way to the purchasing decision, it's important to help them along. Clarity, simplicity and professionalism are key in reducing shopping cart abandonment and keeping you and your customers on the road to long term, online success.
