Join Dina Shapiro for an in-depth discussion in this video Make the purchase process clear and simple, part of Lead Generation Foundations.
- You've moved your leads through the process, now they're ready to buy. So it's really important to create a positive purchase experience. Let's start in this video with making the purchase process clear and simple. Today's ecommerce can be a great experience. You comfortably sit in your home or office, compare products and make a purchase that's best for you. Sounds simple, right? Well, it's not always that easy. Sometimes, you're led down a confusing path with unexpected twists and turns while making an online purchase.
The result? Frustration. The average shopping cart abandonment rate is an incredible 71%. When you develop your website checkout process, make sure to think from the customer's point of view. What will be a great experience, so customers won't abandon your site and will complete an online purchase? How can you streamline your purchase process and make it really simply for a customer to make their purchase? Let's talk about several ways. Allow purchases either with or without online registration.
Let people check out as a guest if they don't want to fill out a registration form. Some people view a registration form as prolonging the process or invading their privacy. Request shipping information before billing. Shipping's really important to customers. They want to know when and where they'll receive their product before they provide payment information. Offer a variety of payment options. 24% of online shoppers abandon their cart because they find out their method of payment isn't accepted.
By offering a range of options, your customer is sure to find a suitable form of payment to make the purchase. Make the checkout link easy to find so people don't have to search. It should be easy to locate, obvious, and not surrounded by lots of clutter. Integrate the checkout graphics with your overall website look and feel. Your customers are used to a certain branded look and feel on your site. Make sure the transition to checkout is seemless by using the same background colors, fonts and font size, imagery, buttons and copy tone.
Be clear about what's in stock and don't hide item availability. If something's out of stock, let the customer know right away. And if the product will be available at a future date, offer a preorder option or to send an email when the product is available. Make shopping cart modifications quick and easy, like adding items or changing the quantity before finalizing the purchase. Include visuals and links on the order summary screen during shopping cart review, such as a photo of the item, desired quantity, item specifications, and a link to the item page in case someone needs to verify something.
Offer multiple shipping options. Let customers choose which shipping method is right for them. Offer a range from express to standard so customers receive their purchase when they need it. Provide a delivery estimate so customers know when to expect their merchandise. Be transparent about your return policy. Studies show that 86% of customers check shipping and return policies as a precaution before buying online. And remember to always say thank you.
Send a confirmation email thanking customers for their order and include an order summary and delivery estimate. By following these tips to make the online purchse process clear and simple, you'll create a positive customer experience and avoid shopping cart abandonment, which will drive sales.
Finally, discover how to monitor your customer's experience after the sale, reward their loyalty, and measure your program's performance. By the end of the course, you'll have the tools and action plan to keep optimizing your lead generation strategy and expand your customer reach.
- Setting goals
- Publishing engaging content
- Creating compelling offers and calls to action
- Optimizing landing pages
- Developing databases
- Transforming leads into customers
- Making the purchase process clear and simple
- Monitoring social channels
- Measuring results