The ultimate purpose business isn’t to do great SEO, it’s to sell loads of products. And if your checkout experience on your website isn’t up to snuff, then no matter how highly ranked you are on Google, you’re going to miss out on some fat profits.
So what can businesses do to eliminate their checkout woes and not only drive customers to their sites but also get them to actually part with their cash?
Insert A Progress Indicator
When customers have to fill out form after form on your website asking them for card numbers, billing address, home address and their mother’s maiden name, they sometimes get a little worried that the process is never going to end. They wonder how many more pages they have to go through before they can finally convince you to dispatch whatever it is that they want.
This is why many companies are now trying to reassure their customers by including a helpful progress bar that persists throughout the checkout process. To do so, they’re turning to a Magento agency who have the tools to implement these features, making the whole experience of checking out a little less disconcerting for shoppers.
Get Rid Of The Sign-In Barrier
According to Kissmetrics, most customers don’t make it past the first stage of the checkout process. There’s a huge dropoff, they say, right when the transaction process gets under way.
A good way around this is to help a customer login faster by remembering who they are from their email address. It requires some clever programming tricks, but a lot of online stores have figured out how to enable customers to log in if they are returning, without getting them to re-enter their passwords and account details. Experts, like Christian Holst, say that 30 percent of users abandon their shopping carts when asked to register up front.
Match The Checkout With The Feel Of Your Site
If you’ve ever used Google Shopping to find a bargain, you might have found yourself on a less well-known shopping site to complete the purchase. Often in these situations, the price is good, but the checkout experience is a little unnerving. The reason for this is that the look at feel of the checkout area of the site is often very different from that of everything else because the retailer is using a third-party payment solution.
For smaller retailers, it’s much easier and cheaper to use generic checkout solutions from third party providers. But the evidence suggests that customers don’t like this. The transition from the “My Cart” page to the checkout page has to be seamless to retain customer trust. Any minor changes can cause alarm.
Ask For Shipping Information First
Some ecommerce sites jump the gun a little by asking their customers for their billing information first. Customers aren’t all that bothered about where their card is registered, all they care about is where their products are sent.
Of course, billing information is important to retailers, but they should leave requests for this until after the customer has entered shipping information. Retailers who align themselves with their customers’ priorities are better able to meet their needs.
Hopefully these tips will help you better convert your ecommerce visitors, because traffic that doesn’t help the bottom line is wasted marketing budget!