Shopping Cart Abandonment - How to Minimize it and Increase the Sales
Shopping cart abandonment is a term to describe the user behaviour to give up half-way through an ordering process. Up to 75 percent of shoppers abandon their online shopping carts before completing the checkout process. If you can convert even half of those, you are more than doubling your income. This article looks at ways to make your online checkout process more efficient.
How many steps are in your checkout process?
A common mistake made by many online businesses is to include several steps in between adding an item to the cart and the completion of order. The shopping cart software you choose should at least give you the option for a "single page checkout".
Single page checkout doesn't mean that as soon the submit button is checked the checkout process is completed. It means avoiding that long series of questions and input before the customer gets to the final checkout page.
Ideally,2012 Hogan Marrone Interactive Donna Sconto grande vendita, there must be only three steps in a checkout process...
1. Add an item to the cart
2. Go to the payment desk and fill in all details
3. Review the details and confirm
Never do the "survey" in your checkout process
Your checkout pages should ask only the minimum questions required to process the payment and shipping. You can ask questions like "where did you find us",Nike Air Presto Sko Hvid Blå, "your home page URL", "do you play golf",Christian Louboutin Pigalle chaussures de 120mmvente au rabais, etc. later - AFTER they have become your customer. For now, let them complete the checkout and payment!
The only details you need to complete an order fulfillment are the name, email address, billing address and payment details. For physical goods, you need the shipping address as well. The rest are irrelevant.
If you accept credit cards online,Hogan scarpe donna nuovo arrivo 2012 blu Nero, you will need the fields to input the card number, expiry date,Christian Louboutin remorque 140mm chaussuresvente pas cher, card billing address, etc. But, if you accept payment using a third party payment gateway, for instance, then there may not be a need to ask the card and billing details on your page. Instead,nike sko danmark, let the payment gateway ask those on their pages. Requiring the user to input the same details twice is equal to asking them to abandon the process.
Ask yourself, is it important to get the customer's billing address to fulfill the order and to comply with your financial institution's regulations? If it is, then of course, you must have the fields to get those. Otherwise, if it is a digital product, and you are using a payment gateway, there is no need to have the customer's full bio-data. In any case, once you have established a relationship with the customer,Nike Free Run , you can invite them to give all those details by using a separate form.
The importance of that "lock"
If you ask for credit card details, make it an utmost priority to have a secure web page. Everyone who is about to put in their credit card details into your form will look for that magic "lock" on the browser.
Just having any Secure Server Layer (SSL) certificate is not going to help either. It must be one that belongs to your company and matches your domain name. If not,Nike Lunar Max Sort Grøn Sko, the following can happen...
1. The browser will cry wolf, if the name in the certificate does not match your domain name. You can bet that the customer will drop and go away immediately.
2. Even if you managed to redirect the https call through another domain without getting the browser warning, the customer may give up if they notice an unknown domain name in the URL.
The SSL certificate does not just provide secure, encrypted data transmission across the web. It is also a sign of your credibility. It says that an SSL certificate issuing authority has checked and approved you as a legitimate business. Show the logo of the SSL issuing authority on the checkout page.
Speed of the pages
An often overlooked point is the speed of loading of the web pages. This is especially important in the checkout process. A slow loading page is not only frustrating to the customer but is also telling them - perhaps incorrectly - that your site is on a shared server that has too much traffic.
To make them load faster, you must make sure that the checkout pages are plain and simple - not just on the outward looks, but at the source code level. Very often the designer, the HTML editor you used or the shopping cart software used to create the store puts in lots of style sheets and JavaScript in the header section. These slow down the page display considerably. Unless they are essential for the page to display properly,Nike Zoom Kobe VI Hvid Sort Lilla, they must be removed from the payment pages.
More points to follow
There are several more points you must consider to avoid the checkout abandonment. If followed correctly,Christian Louboutin chaussures Bibi 140mmvente pas cher, you can be assured that - with the same level of traffic to your site - the income can be at least doubled. Unfortunately, due to the length limitation of this article, I have to put the rest of the points in another article. Please watch this space for more. 相关的主题文章：
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