When it comes to ecommerce and serving your customers, getting them to your online store is only half the battle. Even after a shopper has put several products in their cart, that doesn't guarantee that you have sealed the deal.
Many ecommerce stores miss the mark during the final stages due to a poor shopping cart checkout process. But there are ways you can limit shopping cart abandonment by making the checkout process as simple and customer-friendly as possible.
First, ensure that your ecommerce website design and shopping cart are as simple and clear as possible. This includes convenient cart editing options and easy to operate navigation to enhance the usability of the shopping cart.
Although most people who will be going through the checkout process in your store have probably shopped online before, always design for the least Internet-savvy customer. Find the most technophobic person you know, and have them try your cart. If they can't complete the checkout process, pinpoint the issues, and resolve them.
A second tip to avoid shopping car abandonment is to minimize the number of pages of the checkout process.
Although a one or two page checkout process is best, multiple pages might be necessary if the product or services is very costly. This will instill greater confidence in the buyer who is spending a fair chunk of change.
Assess the nature of your businesses, and determine the appropriate amount of shopping cart pages to include. Try to avoid including unnecessary fields, pop-ups or special offers, or annoying referral programs. If you must include these things, use them after a customer has entered their order information or after the order has been completed.
Finally, try to give your customers as many ways as possible to pay. If a customer prefers method of payment is not available at checkout, it is likely that they will find another store that will accept their payment.
The vast majority of customers will want to pay you via credit or debit card, or by PayPal. It is absolutely essential to provide both of these options to stay competitive. Only occasionally will customers want to pay by check or other methods, but it is worthwhile to provide these options too.
By creating a simple, quick, and painless way to check out, you'll be able to avoid the most common causes of shopping cart abandonment, see your sales increase, and have satisfied customers who will continue to return to your ecommerce website!
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