Keeping Your Clients Hooked“Shoppers check in, but they don't check out.” Does that sound like an insect trap advertisement? The phrase refers to
something more important to home based Internet retailers: shopping cart abandonment. That is, potential customers who choose a product but for unknown reasons, decide to leave the online shopping experience without making the purchase. Discovering ‘why’ is important but not always easy.
eRetailers "can't close the sale with the majority of online shoppers,"
according to a recent BizRate.com survey. More than three-quarters of on-line shoppers failed to complete at least one purchase during a three month test period on several seemingly well done Web sites. A majority of the shoppers, 55%, left their carts prior to checkout. Another 32% of the shoppers left their purchases when asked to enter billing and shipping information, or after the final calculation of the sale.
Too often, the cause is simply customer confusion or frustration. Careful site design and clear organization are, of course, essential for an effective e-commerce site.
Too often, the cause is simply customer confusion or frustration. Careful site design and clear organization are, of course, essential for an effective e-commerce site. In addition, though, there are steps you can take to reduce the occurrence of cart abandonment. Below, we’ve provided a few which top the list of or Internet marketing master minds.
- Realtime Customer Service
- Offer Plenty of Details
- Clear Crisp Product Pics
- Keep It Simple
- Avoid Shipping Shock
- Keep It Error Free
- One Last Shot
Now lets explorer the seven (7) topics above in some detail. I will present both the topic or ‘shopper complaint’ first and then common solutions that I use in my personal as well as my client’s online storefront sites...