You’ve spent time and money designing the perfect marketing campaign. You’ve designed a flawless strategy to drive customers to your awesome sales page and you know it will convert. You’ve thought of everything…
Except your shopping cart process.
When you design a marketing campaign, you’re focused on selling a solution or understanding the motivation for buying a product. You’re thinking about what makes someone click on the “buy” button. But until the last “confirm order” is clicked, the sale is in jeopardy.
Shopping cart abandonment can be as high as 75%! At any point in the checkout process, customers might get turned off; they’ll then simply click away from the site.
In short, your checkout process is just as important as your marketing strategy.
Here are three of the biggest shopping cart turnoffs that can kill your e-commerce sales—and some easy solutions to keep customers engaged throughout the checkout process.
Mistake No. 1: You make every customer register before buying
The reason for making customers register before they buy is clear: You want their email address so you can send them promotional emails. Consumers are smart and understand your intent. They already see hundreds of ads and emails each day, and they don’t want to see any more. Demanding a registration creates a hurdle and causes resentment and frustration. It’s just bad form.
Payment platform PayPal, advises (PDF) that companies avoid asking for pre-registrations. (Of course, you can ask customers after the sale whether they want to sign up to receive your newsletter or special offers.) Although you want to build your email list, you don’t want to sacrifice a definite sale for the possibility of a sale in the future.
Zulily requires customers to be “member” before they can even browse its website. Here’s how one consumer reacted on Facebook: “If you force me to sign up on your page just to view your products then you lose a customer before you ever had a chance to get one.”
via [Marketing Profs]