As an ecommerce website owner, there are few things more frustrating than having a customer browse your offerings, load up their basket with goods, and then…abandon that basket before they’ve completed their purchase. Sadly, it’s a fact of life: you can’t make everyone spend money on your site, no matter how much it looks like they might. However, you can nudge them in the direction before they decide to leave your website. It’s about getting the basic things right.
No Jumping Through Hoops
There are serious benefits to making it difficult for your customer to pay for their goods. Imagine if you were in a real store, and you went to pay only to discover you had to first fill out some forms, walk to four different tills, and then finally pay for your goods. No one would be there! That’s why it’s important that you simplify the checkout process. Some stores have ‘one-click payment’; before they’ve even had a chance to reconsider buying the item, they’ve already bought it.
Don’t Let Them Forget
People need to be able to visualize the item they’re thinking about buying as they’re paying for it. After all, it’s much more likely that they’re going to complete their purchase if they’re looking at a photograph of their goods rather than just the text. When it comes to your checkout process, make sure that there’s a photo of what they’re planning to buy during every step. That way, they won’t be able to forget or get distracted by anything else before they’ve paid for their goods.
Speed up the Process
A person might be committed to buying a product on your website, only to finally run out of patience because the process is taking too long thanks to a slow loading website. More than simply being annoying, a page that doesn’t load quickly – especially when payment is involved – does not inspire confidence. Make sure your site is lightning quick, and don’t forget your non-local customers; a CDN free trial will ensure that your website is fast for all your visitors, no matter where in the world they’re based. With a fast site, your customers are much more likely to complete their purchase.
If they Leave
Of course, there will be scenarios where even if you do everything that has been outlined above, you still have customers hitting the ‘x’ button, leaving their shopping cart abandoned in the process. However, if you have their email address, then all is not lost. Simply send a ‘reminder’ email to them to remind that they left without completing their purchase, and they might just return to complete the process. This actually has a pretty high success rate, so it’s worth giving it a go.
Remember: Trust is Everything
Finally, remember that trust is the golden rule when it comes to your website. On every page, ensure that your site looks professional and secure. You want people to feel confident that they’re ordering from a trustworthy site when they’re doing business with you.