How can you increase the number of visitors buying from your ecommerce website? Customer conversion is where it’s at. Here are five tricks to help.
All sites receive more traffic than they do sales. But there are ways to convert visitors into customers – here is how:
Always display a summary of their basket
Give your customers to buy from you. This is about trust (see article “Do your customers trust your ecommerce site?” on eSellerMedia), but also about making them feel in control of their purchase. Display a summary of their basket at all times and display a progress indicator, so customers know how many steps away they are from completing a purchase.
Never not force customers to register
All internet entrepreneurs want to capture as much customer data as possible. But many prospective customers would prefer to leave your website instead of filling out a lengthy registration form. So allow your customers to buy from your ecommerce website without registering, through a “continue as guest” option.
And when that isn’t possible (because, for example, of the check-out app you use), keep the form as simple/short as possible. Only ask for information that you really need. (Another trick: make the form less intimidating by hiding the parts of the form that are not required at that point!)
Do not hide supplementary costs
Packing, shipping, taxes – these are all supplementary costs that get added to a purchase. Don’t try to hide these supplementary costs from your customers. Be transparent and disclose the costs upfront. If you give them a nasty surprise at the end of their check-out process, they’ll be likely to abandon the shopping cart.
Offer a ‘checkout now’ button
Some customers have already done all their research before buying from your ecommerce website. If a customer is ready to pay, don’t delay the process – offer them a “checkout now” option and make it easy for them to order and pay.
A basket of cookies
Allow customers to recover an abandoned shopping cart. Some customers will leave your website, accidentally or not, before completing their purchase.
Store their shopping cart information in their cookies so that the next time they visit your ecommerce website, they can just pick up from where they were (likewise, offer them an easy option for clearing the cart too, in case they want a fresh start). This will help to encourage customers to complete the purchase and win you more sales.
Like what you see? Then check out the second part in this series of guides on How to improve your customer conversion rate
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