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Did you know that 69% of online shoppers abandon their shopping carts before completing a purchase? Most e-Commerce businesses understand the time, energy, and resources that go into building a solid online store and driving traffic to their websites. However, all of this effort is wasted if buyers aren’t completing their purchases. In this article, we will review the top four most common checkout conversion killers, and what you can do to improve them to boost revenue.
1. Long Signup Forms
There’s nothing more irritating than filling out super-long forms with complicated fields before making a purchase. Customers want to be able to find the product they are looking for and purchase it as quickly as possible. Therefore, keeping forms short and sweet is the best way to ensure customers complete their purchases. Form fields should ONLY include the information you absolutely need. Another tip is to design your forms with dropdown menus, optional fields, and clearly-labeled fields to make them as easy as possible to fill out.
2. Overly-Complicated Checkout Process
The majority of customers who abandon the checkout process are frustrated with completing long forms or navigating through multiple screens or pages. Your checkout process should involve one to two pages—max. Making your checkout process as easy as possible is a tried and true way to boost conversions. Additionally, avoid prompting customers to buy additional products with pop-ups. These often interrupt the checkout process and end up doing more harm than good.
3. Extra Costs Or Hidden Fees
How many times have you tried to purchase a product online, only to abandon your purchase due to the surprise of “convenience fees”, “processing fees”, or exorbitant shipping costs and fees when you reach checkout? This is exactly what drives customers away. Showing all costs upfront right on the product page will not only ensure a better customer experience, but you increase the likelihood that the customer will complete their transactions.
4. Secure Checkout
Never underestimate the importance of security today. If you don’t have a secure checkout process, then it’s time to invest in SSL, a security technology, which encrypts personal transaction details. If you do have a secure checkout process, then be sure to let your customers know by displaying an SSL certificate and/or payment provider logos (such as Visa, MasterCard, Apple Pay, or Paypal). Simply mentioning a secure checkout process will earn your customers’ trust and loyalty to make a purchase from your online store.
Audit And Automate Your E-commerce Business
Finally, if you are unsure of how well your checkout process is laid out or how it is performing, then it’s time to perform an audit. Look at where customers are coming from—whether it be from ads or inbound content—and walk through the process from ad to product find to checkout, noting the process along the way. How many steps are there in the process? Are the forms easy to fill out? Are all the costs and fees clearly transparent? Then, identify which steps you can remove from the process and make adjustments accordingly. Finally, if you want to streamline the online advertising process at the top of the buyer funnel, use AdScale to help automate the process and optimize ad spend for boosting conversions and maximizing ROI.
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