Convenient Shopping
According to the data from the SeeWhy, a company specializing in abandonment tracking software, more than 70% of online shoppers abandon shopping carts before finishing the checkout process. Movement of consumers between competitive retail sites leads to shopping cart abandonment. For on-line sellers it equals lost revenue.
Driving conversion through seamless transaction depends on choosing the right payment management platform. So, what should every merchant consider to improve overall customer satisfaction until the checkout process is complete?
Provide a clean, hassle free user interface. Consumers who feel overwhelmed or under informed are likely to abandon their carts immediately. First, count how many steps are in the checkout process. If completing a transaction takes 10-20 no doubt that consumers will abandon your shop. If you require registration for purchases, consider addressing this step before the user reaches checkout. Don’t force a user to wait for a confirmation email before they check out because it correlates strongly with abandonment rates. Once a consumer decides to buy something, be sure to provide a clear and convenient guide through the checkout process and build confidence along the way.
If you need to collect a large amount of information, make sure to break things up. Make the checkout process less intimidating by separating the required fields into two to three pages. Show the consumer all the costs associated with the purchase either in the first step of the checkout process or in the product description. Specifically, place your shipping rates, return, guarantee, privacy, delivery, customer service and security policies in visible and relevant areas throughout the entire process.
The main reason of cart abandonment is high shipping costs. The survey also found that providing shipping costs up front might have resulted in substantially more customers completing their purchases.
Be sure to include your physical address and contact information at the bottom of every Web page. Usability studies suggest adding “About Us” and “Contact Us” links to build further confidence and trust with the consumer. Ultimately, consumers are less likely to abandon a cart if they are aware of estimated shipping costs and anticipated delivery dates, and if they have an option to call or request live service before they even place an item in their cart.