On of the most perplexing aspects of online retailing is the failure to convert visitors into paying customers. You’ve done everything ‘right’ – great marketing, superior products, an interesting, easy to navigate website – only to find that your visitors aren’t buying. While there are always browsers who look but never purchase, the real problem with your conversion rate might be located on your checkout page. These are the three most common shopping cart page sales-killers and how to fix them.
- No mobile access. These days, people are tethered to their smart phones like a they’re lifeline, but nearly one third of eCommerce sites aren’t optimized for mobile sales. You may think that you have cross-platform integration down pat, but have you checked out how your shopping cart behaves in a mobile environment?
The solution is to make certain that you have a very simple, intuitive mobile website design that has few fields and an efficient checkout process.
- Over-complication. Shoppers online are even less patient than those who frequent brick and mortar stores, and they don’t want to have to jump through hoops or be pressured into other purchases in order to buy your product or utilize your service.
The solution is a simple, one-page checkout that’s easy to access from anywhere within your website.
- Outsourcing. This is a process where your shopping cart is managed by another company. Your customer goes to pay, and suddenly they’re redirected to another website to complete the purchase. This not only off-putting to consumers, it takes traffic away from your website.
There are several solutions, and which you choose depends in part on the size of you business and the number of products you carry. You have two basic choices to solve this problem. You can buy into an online marketplace that allows all of their merchants’ customers to go through one streamlined, on-site checkout. If you don’t want to build your eCommerce site into an existing hosting site, your other option is to choose shopping cart software that’s embedded into your website.
The latest technology makes these solutions compatible with mobile and static platforms, and you’ll keep customers on your website where they belong. eCommerce is getting more competitive by the day, so anything that you can do to get your customers to your website – and keep them coming back to buy what you’re selling – is going to help ensure that you’re one of the businesses that last.
Now that you know what to avoid, you can have a more informed collaboration with your website designer. Some website design firms will even throw in free shopping cart software. Website design is a very competitive business, so this is just one of the many perks you can find if you shop around. Just make sure that you check out the company thoroughly before you contract them to design your eCommerce site; your business could depend on it.