When your customer selects “Add to Cart”, it’s not yet time to ring the victory bell. A whole new dance in the selling journey starts. One in which you must reassure the customer that yes, they are getting the best deal and yes, this will be quick and painless. Also remember that you are competing with countless Facebook, Instagram and Snapchat notifications, so it is safest to assume disruption and prepare for it. Let’s look at a few ways to mitigate the challenges that arise when you’ve sold them ON your product, but not yet sold the product.
Shipping, shipping, and did we mention shipping?
Data from Statista show that shipping cost is the reason 56% of shoppers abandon their carts. That makes it the number one reason for shopping cart abandonment. It doesn’t matter if you’re offering ridiculous savings on your product, or that your shipping costs are extremely reasonable, it still seems unexpected to the buyer. Your customer doesn’t think of his own location as being a challenge, and largely due to Amazon’s free shipping offers many customers don’t even consider that it should cost anything to get your product to their front door.
As an eCommerce seller, you see the challenges when someone in California orders a product that is stocked in your fulfillment center or warehouse in Florida. Many sellers try to hide their shipping fees till the last minute, but this won’t get you the sale (on the contrary). Be honest and upfront about what the shipping costs will be. Consider your margins carefully and see if you can offer free shipping. This is an excellent incentive. If you are charging, add a shipping cost calculator to the cart to continuously show your customer what they will be spending on shipping.
Provide details on shipping times and don’t use blanket terms like “standard shipping” without an indication of time, leaving them guessing as to when they’ll get their items. Consumers are increasingly impatient; a delayed delivery can lead to some unhappy customers and horrid reviews.
Give your customers options. Research found that 62% of shoppers choose the cheapest shipping option. Have a low-priced option with a longer wait time alongside your express-shipping option. You can’t be sure what your customers are willing to sacrifice to get your private label supplement at a price they feel comfortable with.
The Payment Process
We’ve been shopping online for a while now, and even though consumers are much more comfortable parting with their personal information online than before, they still need to know that you’ve taken the necessary steps to ensure their data won’t be compromised. A massive 61% of shoppers stated that they didn’t complete a purchase due to missing security logos. Also ensure that the logos you use are updated and that you have the latest security features on your site. Currently, Norton is on the top of the list of most-trusted security badges.
Ensure that your SSL certificate (Secure Sockets Layer certificate) is up to date, since customers can see when their connection is not secure. Your website will also rank higher on Google and other search engines if it has a valid SSL certificate installed.
Make payment convenient, give your customers the opportunity to use their favorite payment method on a trusted device. If you have the payment option that your customer prefers, their trust in your company increases. Credit or debit card payments should still be an option, but consider including options such as Venmo, WePay, Apple Pay, Google Wallet or Square’s Cash App. Not only are customers comfortable using it, it’s already set up on the device they’re using, and therefore you eliminate several tedious steps in the payment process.
Include a Guest Payment option. You will lose some valuable marketing data, but your sales will increase, and not all customers choose the guest option. A survey by OptinMonster showed that 34% of customers abandon their carts because there was no Guest Checkout option.
Make the shopping cart clearly visible on the page while customers are browsing through the catalogue. Not only is it a reminder that they have items in their shopping cart, but you can include a shipping cost calculator and eliminate price-shock when they see the sales total with tax and shipping added.
During the payment process, you’ll be collecting some information, depending on which payment option your customer selects. Try and minimize the steps in the payment process. Make the form simple and intuitive. Eliminate as many separate pages as you can, some checkout systems have only one page.
Place a progress indicator at the top of the page to show users how much of the process they’ve completed. If you’ve eliminated redundancy, this should be a maximum of three steps.