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Only a few clicks away from making a sale. But suddenly the customer has a change of heart and cancels the transaction. Such situations are annoying for customers because they have wasted their time. However, these situations are also annoying for sellers because they have lost a sale and have probably lost a customer forever. We've compiled three tips to help you avoid such situations. By making small improvements to your shopping cart, you can greatly increase your conversion rate.
Tip 1: Allow customers to shop as guests
Is customer registration really a useful security measure? Yes and no. If the products that you sell are rather upscale, then requiring buyers to create a customer account can help build trust and discretion. In other situations, customer registration often becomes an unnecessary hindrance to making a sale. Registration takes valuable time and customers generally want to complete their purchases as quickly as possible. As such, you should not require your customers to create an account with your store. We recommend allowing customers to purchase items as guests.
Tip 2: Guarantee security to build trust
Many customers worry about what will happen with their data. Unfortunately, their concerns are not always unfounded. You can improve your shopping cart conversion rate by offering customers safe payment methods and making sure your customers know that you value their security. Trustbadges and security certificates make customers feel safe in your online store and confidant about their transactions.
Tip 3: Improve your store's performance
Tests have shown that nearly 50 percent of modern consumers expect Internet pages to load within two seconds. The US market research company, Forrester Research, examined this phenomenon. They found that approximately 40 percent of customers will abandon their shopping cart if it takes longer than two seconds to load in an online store. The same is true for every step of the check-out process. As such, make sure that your store performs well and uses state-of-the-art technology. Contact your ERP system provider if you have any questions about your store's performance.
Last but not least, we have a bit of good news. Customers who abandon the shopping cart are not necessarily lost forever. With a little bit of work, you can win these customers back. Be proactive and reach out to these customers in a tactful and unobtrusive way. For example, send them a follow-up email asking why they decided not to complete the purchase. Take their feedback seriously and modify your shopping cart as needed. Of course, this plan will only work if your ERP system saves customer email addresses - even for guest accounts. Make sure that your ERP system is able to do so.
Quick loading times, security guarantees and shopping with guest accounts - these simple tips will help reduce your shopping cart abandonment rate and generate more revenue for your online store.