According to Baymard Institute, the average shopping cart abandonment rate is more than 65 percent. But while eCommerce businesses have been presented with these statistics, what they really want to know is why customers are leaving and how to get them to stay.
David Rodwell runs CreditCardProcessing.net, a site that compares credit card processing services. He offers these tips for small businesses interested in reducing shopping cart abandonment rates.
- Make Your site secure. eCommerce has been around long enough that customers know to look for such basic security features such as ‘https’ instead of ‘http’ before entering credit card information. Rodwell recommends implementing SSL encryption before you even think about accepting credit card payments.
- Use CVV verification. This additional layer of security will help prevent use of stolen credit card numbers on your site, building up customer confidence and increasing the likelihood of repeat customers.
- Use industry standards for all credit card payment processing. Security is a must when choosing a company for credit card processing.
- Advertise your security. Once all of these security measures are in place, make it clear on your website. By placing a security information on all of your product pages, you can give customers the security they need to continue to checkout.
- Make it easy. Trying to get fancy only confuses customers. If clicking on a button adds it to a cart, the text should simply say, ‘Add to Cart.’ The checkout option should be easy to find, as well. Keep in mind that some customers are easily distracted and you may lose them in the process of them trying to figure out how to checkout.
- Keep buttons clickable. While you don’t want buttons so large they overwhelm the page, your customers need to be able to figure out where to click. Keep your buttons simple and easy to use and clearly labeled.
- Simple design is best. Avoid cluttered, overly complicated design that confuses the customer, Rodwell advises. If your customers are treated to photos of everything being purchased at checkout, everything else on your shopping cart pages needs to be minimal. Your header should include your company name and logo, with little else anywhere on the page to detract from the product photos.
- Don’t oversell. As a small business owner, you probably already know most customers don’t like an “infomercial” approach to doing business. Avoid littering every page with flashing arrows and product testimonials and simply highlight a few featured products. Leave your sales tactics to the capable people handling your affiliate sales.
- Experiment with different aesthetics. Rodwell reminds small businesses that you aren’t stuck with your initial theme. While leaving your shopping cart security in place, try out a variety of layouts and setups for your site in order to learn what does/doesn’t work.
- Collect feedback. If you want to know why customers are leaving, ask. Set up a prompt as they are leaving, asking them to explain their reasons for not completing the sale. If you’re capturing customers’ e-mail addresses, you may choose instead to send an e-mail asking for feedback. Use these comments to improve your site.
David Rodwell specializes in helping businesses improve their processes through payment processing. More of his articles are available on CreditCardProcessing.net’s blog.
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