So the amount of visits to your site is high and yet you’re left scratching your head asking why your site isn’t converting; what can be done about this?
Here are a number of reasons why the conversions aren’t happening:
· Security concerns – customers need to be assured that they are buying from a trusted source, if there’s any doubt, customers will be reluctant to dispense with their money. So any icons of quality approved merchant services (Paypal, Paypoint) or CAPTCHA codes and SSL encryption data lend your site an air of credibility that will reassure your clients. On the other hand, there may be too much security, which can be distracting and tedious, particularly when a customer is trying to make a quick purchase.
· Hidden extra costs – VAT and Delivery costs are expected, but anything extra and your customers will feel short-changed. According to an Entrepreneur report, a whole 56% of customers abandon the checkout upon discovering extra costs. Make sure you are not misleading your target customers by making all compulsory charges fully visible from the off.
· Forced registration – While more a B2C problem than a wholesale one, customers do not like to be forced into registering with your company; politely give them the option, certainly, but don’t make registering a necessity!
· Slow loading times/crashing – Perhaps an obvious one, but if the website is slow, unresponsive or if it recurrently crashes during the checkout stage, customers are very likely to lose patience and abandon payment. Up to 57% of customers will abandon a web page if it takes more than 60 seconds to load, and this is very likely to apply to the checkout too. When these problems are encountered, corrective action must be taken immediately, to avoid further drop-offs at the checkout.
· Too many stages – Ideally, the only steps necessary in the checkout process are the shipping details, the billing details and the order confirmation. Too many steps, particularly ones that users will deem unnecessary, will not make a favourable impression. A one page checkout will partially resolve this, as it reduces the checkout process by over a minute, according to a report by the IDW agency; this also has the advantage of preventing slow loading times between different checkout stages, and reduces the chance of the page crashing overall.
In the case of multi-stage checkout, our team at Williams Commerce can help you determine why your ecommerce site is not converting effectively. Using Google Analytics, our team can track each stage of the checkout process using a multi-channel ‘funnel’. With this method, we can identify the exact moment where your customers jettison their order in the checkout process, and can make recommendations how you can turn around your conversion rate.
Worried your website is not converting effectively enough? Call us on 0116 326 1116 or get in touch via our contact page to find out how we can help you increase your conversion rate.
Sources: http://www.entrepreneur.com/article/232003 (Accessed: 13/03/2014)
http://www.iwdagency.com/blog/benefits-of-a-page-checkout/ (Accessed: 13/03/2014)