We've all been there. You're all set to buy something, credit card in
hand, but for one reason or another you never close the deal.
Maybe the third time you were asked to enter your credit card number you
gave in. Perhaps it was the exorbitant shipping costs. Maybe the site crashed.
The truth is, there are at least seven things that send potential
customers fleeing in horror from your website. If you actually want people to
stick around and buy stuff from your site, you may want to take note of and
avoid these common pitfalls.
1.Your Site is Too Slow
Every
2 seconds of load time on your site equals an 8% abandonment rate. If you drop
your load time from 8 seconds to 2 seconds, your conversion rate actually jumps
up 74%.
It's easy to see why: Do you want to waste your time waiting for a site
to load?
Unfortunately, there are a lot of reasons why your site is loading so
slowly.
Many ecommerce sites are overloaded with third-party plug-ins for Facebook, Twitter and
ad networks — all of which can slow a site down. Another cause is cloud issues:
If you're using a content-delivery network (CDN), your site can slow to a crawl
if your service provider is having issues.
2.Your Site is Too Complicated
If
you're asking consumers to take more than five steps to buy something off your
site, then you're asking too much. Follow the below recommendations
·
Welcome/cart contents page
·
Bill-to section
·
Ship-to section
·
Payment module
·
Confirmation/thank you page
3.Your Credit Card Entry System is punishing
Here
you may also want to take. Is there anything more frustrating than entering
your name, address, 16-digit credit card number and three-digit security code,
and then restarting from scratch because you forgot your ZIP code? And yes why
not put the country first on the scroll instead of way down at the end, as it
would appear alphabetically?
There is a standard sequence of information for credit card information.
If you mess with that order (by putting the credit card number before the name
and address, for instance), then users are apt to enter the wrong info because
they've been trained to log such data in a certain sequence. "Follow the
industry standard."
4.You're charging Too Much for Shipping
If
you're charging more than 10% of the total cost of the item for shipping, then
you're charging too much. "You're probably depressing your sales
significantly. People are more likely to abandon your cart.
5.You're Overselling Your Tablet App
If
a potential customer visits your website on her iPad, that doesn't necessarily
mean that she's keen on downloading your iPad app. Don't over-invest in
customizing your mobile apps. Unless there's a clear value, most people figure,
'Why bother?
An alternative is to optimize your site for the tablet experience,make it responsive
something that few are doing right now.
6.Your Site Performs Horribly on Certain
Browsers
You
may be a Google Chrome fan, but there's a world full of people who are using
old versions of Internet Explorer. Have you tested your site on those other
browsers? Many sites don't perform well across various browsers, so people
abandon them.
7.You're Hitting Your Customers With
Irrelevant Offers
OK,
you've completed the sale. This person has indicated that they're interested in
what you're selling, so it's natural to conclude that they might want to buy
something from you in the future. So why not hit them with offers for things
that they're actually likely to buy?
For
instance, If a customer purchases a bed, the retailer besieged her with offers
for ... more beds. While deals on pillows or sheets might have made sense, a
bed is something you generally purchase every five or 10 years.
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