One of the most frustrating aspects of running an online business is when a visitor seems poised to make a purchase but clicks away without completing the transaction.
There are a number of excellent tactics you can deploy to try and reduce the prospect of that scenario, including proven sales conversion tools such as a payment button. This feature offers a range of customisable CTA options you can use. It also makes it easy for a customer to pay with a minimum of fuss.
Here are some suggestions to help improve your conversion rate.
Make it as easy as possible
It stands to reason that if you make the checkout process too complicated and ask a few too many questions you will probably suffer your fair share of cart abandonments.
Cart abandonment is an issue that affects every business owner and it can be as high as 70% but you can find ways to improve your conversion rate. One of the most effective ways to achieve that aim is to make the checkout process as easy as possible.
A good guide would be to aim at allowing every customer to arrive at the checkout part of your store in no more than four clicks. Analyze your abandonment hotspots and look at ways of simplifying these parts of the process to improve your conversion rate.
Useful tip: Install a payment button to allow your customer to use an express checkout option or agree to a subscription. It is really quick and easy to install a button that then allows you to take payments and even if you are a novice you could set up a payment gateway without needing help from a developer.
Focus on the benefits
Although it is nice to offer lots of features on your site it can sometimes be a bit overwhelming and confusing to visitors. This is bound to put some of them off and will have an impact on your conversion rate.
If you had to choose between offering a narrower amount of features but more benefits you should choose the latter.
Offer regular incentives
Whatever you are selling you are bound to be competing against a host of rival sites and you need to find a way of ensuring shoppers come to you.
A great way of attracting customers and getting them to complete their purchases is to offer regular discount codes and coupons that they can redeem against future purchases.
Learn from the best
It can often pay to take a look at what the most successful sites are doing and see if you can learn from their strategies to improve your conversion rates.
Features such as free shipping are a proven winner with customers and if you can take the best features from rivals and apply them to your site it could boost your sales performance.
Transparency is important
Shoppers don’t like to get to the checkout page and find that the total cost has changed. This often prompts them to reconsider and maybe abandon their cart at this point.
A good way of avoiding this situation would be to aim for total transparency when it comes to any extra charges such as shipping. Making it easy to see the total cost and available added options will help avoid resistance when it comes to completing the purchase at the checkout.
If you can adopt these proven tactics and apply them to your eCommerce site it should help to enhance your conversion rate.
