In part one of our two part series, we are going to discuss key tips to optimize your checkout process and decrease the chance of customers abandoning their shopping cart. (Be sure to tune in next week for tips on how to bring customers back post-abandonment.)
According to Statista, the number one reason why customers abandon their shopping cart is unexpected costs. Imagine you are a first-time customer browsing for a new couch. You find a couch that meets your style, quality and functional needs. While the price is slightly over budget, you think its overall value is strong enough to move forward with the purchase. That is until you are about to check out and see the total jump from just outside your budget to way out of the ballpark with the inclusion of taxes and delivery fees. Not to mention, it is going to take up to six weeks to receive the couch you've now fallen in love with. And, unless you REALLY want to break the bank, you’ll likely decide to hold off on your purchase to shop around and see if the couch will be less expensive if purchased through another retailer or on sale at a later time.
You will find more statistics at Statista
While we can’t necessarily control the experience for all big-ticket e-commerce, and delivery presents its own unique challenges online, setting expectations and showing all fees up front is critically important to ease customers’ purchase decision.
- Consider testing your pricing and promotional strategy to include delivery fees with discounted products or little or no delivery fees with an increased price. Remember, this pricing strategy needs to align with your retail store, unless you’re running an online-only promotion.
- Offer customers easy-to-read and thorough product descriptions. Avoid leaving them with lingering questions that might lead to hesitation.
- Customer reviews are a proven way to increase consumer confidence in purchase decisions.
The checkout process should be the easiest part of your customer’s day. The longer it takes for your customer to check out, the more time you are giving them to change their mind on a purchase.
- Decrease the amount of confusion and time it takes to check out and by providing clear and concise instructions throughout the process.
- Consider including a progress bar that shows them each step they are at and how much longer they have to go.
- Allow for auto-fill capabilities in forms to decrease the annoyance of pesky, invasive registration forms.
- Minimize the amount of times a person needs to bounce in and out of the checkout process. For example, if you have a promotion going on, be sure the promotion code is highlighted clearly on the page so the customer does not have to leave the page to find the code.
About Blueport Commerce
Leading furniture companies work with Blueport Commerce to capture the billion dollar furniture e-commerce opportunity. We marry our clients’ bricks-and-mortar infrastructure and expertise with our decade of online furniture experience, innovative technology, and customized marketing services. For some retailers, the Blueport e-commerce platform powers their branded omni-channel websites, driving sales online and in their stores. For other retailers, we drive online sales through Furniture.com, our e-commerce website. For many, we do both. Learn more here. And, if you’re interested in working for Blueport, check out our e-commerce jobs on our careers page.