A successful online store operator, no matter what the product they are selling, will use all of the tools at their disposal to make sure they are optimizing shopping cart conversions. If we compare an online shopping cart to a checkout counter at a brick and mortar store, you want to ensure that people won't abandon their carts while in line to the register and fail to actually buy anything. So, how do you ensure that you are optimizing your shopping cart conversions? Let's take a look:
A/B Testing for Boosting Shopping Cart Conversions
A/B Testing has become the latest trend in following how changes can affect sales on Ecommerce websites. Simply put, your traffic is split into two groups, the control group and the test group. The groups are then given 2 different variables, and the results are studied to see whether the test group’s changed variable affects sales in comparison to the control group. Shopify has reported that simple changes such as adding the words “it’s free!” next to a sign up button can increase the likelihood of visitors clicking on the button by as much as 28%. Changing a button from green to red increased the conversion rate by 34% in one case, Mark MacDonald from Shopify reported.
These kinds of changes cannot be anticipated without using an A/B Testing platform. Those who build their online store with Ecommerce site builder BigCommerce can easily equip themselves with A/B testing by adding the Visual Website Optimization app for $49 per month. Taking advantage of this kind of research can be what separates the successful Ecommerce websites from the also-rans.
The Effect of Legitimacy on Shopping Cart Conversions
Even without testing, however, you can optimize your website for the best likelihood of success. Your online reputation is extremely important in this regard. Potential customers can be wary, and will look carefully for signs of anything suspicious, especially when making financial transactions online. There are a few ways in which you can make your customers feel safe. One is an online presence. Most companies nowadays have a Facebook page, a Twitter account, a blog, or a social media presence elsewhere to show the friendly faces behind the brand. This helps visitors see that you are a real company and are not out to scam them. A SitePoint study confirmed that “69% of consumers are more likely to purchase from a small business if they are on social media.” This is therefore key in reputation management. Other ways to make your customers feel secure is by having a simple checkout process. Online marketing expert Oleksiy Synelnychenko comments that, “If your brand is not ever-present throughout the checkout process, it can hurt conversion chances.” When customers click on the checkout button, they do not want the branding of the website to change, as it looks suspicious.
Especially slow checkout procedures can leave visitors feeling incredibly frustrated. Further, these delays often cause customers to start clicking elsewhere, which can disrupt the process. It is not uncommon for customers to simply leave the website and never come back after dealing with the a frustrating checkout. This deprives the owner of the website of a sale, and it also may lead to the loss of a potential repeat customer. Any reports of frustrating checkout procedure should be taken seriously and fixed promptly.
Quick Sales are More Likely to Stick
As all salesmen know, those who take time to think about purchasing a particular product will often change their mind. This is true on the internet as well, and those who give their customers extra time to think, may lose out on potential sales. An optimized checkout procedure should function quickly, but it should also involve as few clicks as possible. Each extra page gives a customer an opportunity to back out, and non-optimized checkout procedures can lead to a significant drop in the number of sales over time. Optimization is crucial for keeping as many purchases as possible.
Advanced Shopping Cart Functions
Other ways to encourage customers to complete their orders can come included with your website building package. Does your site allow for visitors to return to their abandoned shopping trolley at a later visit to your online store? Can you use customer data to email or text them at a later date and coax them back to your website? Perhaps you can even offer incentives such as vouchers or coupons to spend on their wish list or previously browsed items. Ecommerce site builder Volusion offers such advanced shopping cart options. Take a look at the functionality your vendors provide, and keep a sharp eye on your analytics regularly to make sure you are making the most of every visitor who lands on your virtual doorstep.
As anyone who has created an Ecommerce website knows, detail is of the utmost importance. Once a customer is at the buying stage of making an online purchase, it is imperative to give them a smooth, quick and efficient shopping cart experience to secure conversion. See the leading Ecommerce site builders to ensure that your online store has the necessary tools for professional customer checkout.