In August 2017, according to independent research firm Statista, 77.3 percent of all online retail orders or shopping carts were abandoned. This reflects a 10 percent increase from the January 2017 data. Shopping cart abandonment can impact large as well as small businesses alike. Consider that if the site brings in 125 thousand visitors per month, average order value is USD 100 and the visitor-to-sale or lead-to-purchase conversion rate is 0.92%. If one increases the conversion rate by 0.5%, an additional $62,500 of revenue is added each month. That is an additional $690 thousand each year! So, a professional web agency that reduces shopping cart abandonment is the key to business success.
- Optimising The Checkout Process
Clarity about individuals who visit your site is essential. While some consumers are random, others are window shopping while some never make the purchase. But people who add to their cart and reach the checkout are motivated. Actions one is highly motivated to take can be easily executed. Checkouts need to reduce fear, build trust and credibility and reinforce benefits. Web forms are transactions.
But reducing checkout fears is essential. In a 2012 study of checkout forms, researchers found 61 of the top 100 online retail sites were asking for unnecessary information. The information is important, because the issue is one of perception. The ecommerce site needs to consider valid reasons for asking for information. These foundational concerns need to be understood when it comes to buying online.
- Building Trust and Credibility
Leveraging the trust messages at the point of action are the key to developing credibility and trust. But trust messages are not just about security logos and privacy policies, but also about clarity and transparency when a visitor is set to make a decision.
Another common move for boosting trust and credibility is adding assurances around the final checkout button. While considering how to reduce shopping cart abandonment and raise the trust quotient of your site, a web agency works towards professional branding, intuitive navigation, prototypical design, easily accessible contact information, clear shipping policies, testimonials and reviews, fast load times, and recognisable brands.
- Reinforcing Benefits
Does the checkout page reinforce why doing business with you is great? Paying attention to all the details is important. According to a 2013 research study by customer service software Groove, of the respondents who said customer service channels were most important showed an average conversion rate of 11 percent higher than others. Customers deeply scrutinize every move made to reach the checkout. Every field, copy and logo is scrutinised and progressed.
The expertise of web agencies in assuring your transaction forms and sites establish and build trust is simply invaluable. Some online retail sites see transaction forms as a formality in the sales process. This is not the case. Your transaction forms are vital to building trust in the site, like any other part of the process. By checking with customers about their personal information, in a way that offers trust signals, you can be sure that shopping cart abandonment rates will lower.
Have a progress indicator in place to test what the ecommerce experience of shoppers on your site is. By showing customers where they are in the checkout process, potential worries can be eliminated. Several studies show many consumers prefer clear indications for task completion during the point of transaction. Small measures like including thumbnail images of products across the purchasing phase can also help. Most people need to be reminded about what is there in the shopping cart.
While buying something in an actual store, one can see it. But when your customers are shopping online, the checkout page needs to include small and identifiable product images in the customers’ shopping cards. Streamlining the checkout process can provide customers with a sense of trust and prevent them from facing an intimidating multi-page process. Optimising ecommerce checkout experience focuses on minimising friction and making it easy to buy online, for customers.
- Effortless Navigation Between Cart and Store
Another way the Pathwwway Limited web agency can reduce shopping cart abandonment is by ensuring effortless navigation between the cart and the store. Consumers rarely settle on a purchase efficiently and finding it quickly can help in making the shopping experience more streamlined. Shopping online is far from linear. That is why web agencies need to make the navigation between the cart and the store effortless.
Making navigation between the shopping cart and the online store may be one of the most effective friction-lowering parts of a checkout process, but this is also hard to get right. You need professional agencies because even giants like ecommerce leader Amazon are experimenting with checkout flows to make the checkout process easier and the customer to buy more stuff.
- Offering Multiple Payment Options
While designing ecommerce checkout pages, you don’t want any barriers between your shoppers and a seamless marketing experience. If you only offer single payment options or very few payment methods, this can come in the way of clients succeeding in their transaction. Consumers need more choices to pay for goods online than just credit cards. A web firm ensures multiple payment options are offered to prevent customers from abandoning their shopping cart and taking their business elsewhere. The more payment choices one provides, the less of a problem shopping cart purchases are.
- Building a Strong Call To Action
Many retail sites fail to provide a call-to-action, surmising that a customer who is making the purchase has already been successfully converted to a loyal buyer. This is the biggest marketing flaw a specialised web agency can keep at bay. Formulating clear, strong, purposeful calls-to-action strengthen the ability of the company to make a purchase.
Messaging of the CTAs is consistent with others on the site as well as marketing materials. A continuous, seamless experience from discovery to purchase is a must. Calls-to-action must include clear, active verbs so customers know what they are doing and what is expected of them. The messaging of the CTAs needs to remain consistent right through the checkout process. Friendly, connective language is essential as is an approachable tone.
- Making Saving Carts Seamless
When one is at a store, one can either commit to making a purchase or not. But it’s a different world online. Consumers need to take advantage of the benefits of shopping online, including the capacity to return ongoing orders, repeatedly as well. For improving conversion rates, it is essential for users to be able to return to carts-in-progress. Saving a shopping cart is easier, with professional web agency design to ensure a focused checkout process.