Five minutes of forbidden, stolen, snoozed sleep feels so sweet. The little cup of coffee or tea you have in the morning makes your day. A tiny gesture of care or consideration from your colleagues can leave behind a warm and fuzzy feeling in your belly.
“Huh. What’s all this stuff got to do with ecommerce sales?” Well, I’m just trying to make a little point here: itsy-bitsy, teensy-weensy things can make a big difference. Small tweaks to an ecommerce website can make a BIG difference to your BOTTOM LINE. Let’s take a look at what tweaks you can make to convert visitors into buyers.
Validate Form and Reduce Fields
Filling up a form is tedious: that’s why Google Chrome and other browsers offer auto-fill options. And, when a customer takes the pain to fill up a form and hits the button to complete a quick purchase before leaving for the office, you don’t want the form to ask him to fill correct details in some field again.
Validate your forms and ask users to correct their erroneous or invalid inputs in real time. And, for god’s sake, don’t offer a lengthy form. Reduce the number of fields – if you want extra, voluntary information, ask for it after the purchase is over.
Don’t Highlight Order summary
While it is generally a good practice to show all the details regarding the purchases during the checkout process, you don’t want to show the total price again and again – show it clearly while the payment is to be made, then forget about it.
If you expose impulse buyers to the dollar value of the goods too many times, there is a chance that they may give it more thought and abandon the cart. Don’t be sneaky, don’t try to obscure the information – just don’t emphasize it overmuch.
Design to Build Trust
Once a buyer has placed goods in the shopping cart and is ready to make a purchase, you want to make sure that he or she doesn’t get cold feet. Unless you are one of the top online stores and have a solid brand, most customers will not know much about you.
Place prominent links to your policy and highlight major FAQs to give quick and comforting information to dithering visitors. Also, place trust badges and social media proofs to underline your legitimacy. Placing quotes from or links to customer testimonials or reviews can also work well.
Easy Registrations or Guest Checkouts
Don’t try to get all the credit and address details when the customer is in the first stages of the shopping cart. If you need registrations to shop, make it as easy as possible to create an account. Ideally, the users need not enter any information except their emails to register.
Do you really need the users to register with your ecommerce website? Compulsory registration is a conversion killer. While the idea of offering guest registrations has been around for a long time, many online stores still try to force registration on users. If you insist on registrations, you are essentially telling the customer this: “I won’t let you buy stuff from my website unless you fill up this form and register.” So, get rid of it and let people buy your products or services straight away.
Highlighted Contact Information
Many visitors are hesitant, especially when they trying to buy stuff from a website for the first time. They need reassurance – human reassurance. By offering live chat or a toll-free number, you can get such people to talk to your sales team and ensure a purchase. Highlight a quick contact option during the checkout process to make it easy for such customers to get in touch with you.
Breadcrumbs as Progress Indicators
Whether you offer a two-step checkout or break the process into many steps, it is important to let the buyer know what stage of the process she is at. For example, your process will be divided into signing in, order placement, shipping information, gift wrapping, billing, payment, etc.
By using clear breadcrumbs that enable the users to go back to previous stages and get an idea of the next stage, you simplify the process and reduce shopping cart abandonment.
Pop-up Stopping Cart Abandoners
The use of this tactic is a little controversial, but it can be effective. When someone tries to leave the shopping process midway, you can launch a pop up that either asks visitors to reconsider, or simply reassures them saying that their shopping information will be saved for a certain amount of time.
You can also use such a pop up to say that users will get an email with details regarding their shopping list. When used smartly, this tweak can help you get many cart abandoners back.
Pick what works for you!
These are seven shopping cart tweaks that I have seen work like magic. Sure, you can’t do all of them. For instance, many ecommerce stores selling third-party products do not have the luxury of offering product information or guidance through live chat or toll-free numbers. Or, you may simply not have the infrastructure for answering customer queries.
So, make the tweaks that you feel are most appropriate for your online store and use A/B testing to measure the impact of the tweaks. All the best and happy selling!