So what is a deal breaker? Simple, these are the things in your cart that shoppers fret about, thus causing them not to make a purchase. So while every shopping cart, product and website is different, there are some very common factors which cause your shoppers to leave. Let’s address them and some of the solutions you can use to set your shopper’s minds at ease.
We are going to address these issues in a common navigational flow, so that you get a feel for the entire process.
Step 1 Landing Page:
Certainly many people do land on your main page, but usually not as many as your other pages combined. So treating only your main page with some TLC will certainly do nothing for the majority of your customers.
Landing Page Factors:
- Trust: Is your phone number (preferably toll free) highly visible and easy to find?
- Navigation: Can your shoppers easily navigate your shop to other interests and products?
- Text: Does each page have enough text near the top of the page for shoppers to scan and determine that this is where they should be?
- Images: Are your images, descriptive, fresh and professional?
- Load: Do your shoppers have to wait and wait for your pages to load?
- Presentation: Does your site work and display properly in all browsers?
Step 1/2 Product Page Marketing:
Many brick and mortar stores spend high dollars to hire the best salesmen they can, they do this to improve sales and be successful. But what about your ecommerce website? You are not going to have the individualized opportunity to make the sale. So let’s eliminate some of the common stresses and frustrations your shoppers experience.
- Is your price clearly marked?
- Are options easy to use and find?
- Are your description and images detailed enough for shoppers to make a decision?
- Is your return policy and payment methods posted clearly and easy to understand?
- Can they contact you easily from the product page to ask a question?
- Do you have live help of some sort?
- Is your add to cart button clear and noticeable?
- Is your product information above the fold on your pages, or do your shoppers have to continuously scroll?
- Is your price fair and competitive?
Step 2 Shopping Cart Summary Page:
This is a very difficult page to measure the genuine abandonment because so many people will check shipping prices here or return many times with additional items. However, I suspect that this is likely the most crucial deal breaker of all.
- Can I clearly get the shipping cost without giving you my information or creating an account?
- Do you display a secured seal, phone number and other trust factors here?
- Do you have a “Checkout Now” button above the fold as well as below?
- Do you use pictures of the products within your cart summary?
- Can I change my quantities and remove products easily and logically?
- Is this page fast enough to deliver the data, such as a shipping quote, before I become impatient and leave?
Step 3 Checkout:
If you have been thinking about abandonment and conversions at all, this is likely where you spent most of your time. While I agree this is a very large factor, I would also say that most of you are probably losing them well before checkout.
- Is the text and information sorted properly and easy to read?
- Are your payment, shipping and other options clearly noted?
- Do you force shoppers to reconsider by making them create an account?
- Do you tell your shoppers how long the shipment will take in your checkout?
- If your checkout is several steps, do you control the flow and keep shoppers on track by removing distractions and highlighting the necessary action areas?
- Is your checkout secured with SSL? Do you have a broken lock?
- Do you bother your shoppers in checkout with pop up offers and other things to get them off track?
Step 4 Checkout Success:
- While this may seem obvious, you would really be surprised… But do you thank your shoppers after checking out?
- Do they get an order summary, shipping and customer service information on your checkout success page?
- Do they receive a TEXT email (for maximum deliver-ability) with their receipt and order information following checkout?
- Do you welcome your shoppers back with a coupon or loyalty program?
While this is certainly not meant to be a bible for your usability, it is rather intended to make you think and consider the fears, stresses and reasons shoppers leave your site. I find that many shop owners have never checked out on their own site…. and many more stumble to describe the navigation needed to direct me to a certain product. Certainly, you and your staff should know your website inside and out. Just think, if it’s hard for you can you imagine your shopper’s frustration?