My new side hobby has me trying to understand the psyche of the online shopper.
Online shopping is a BIG business, and as a store owner, there is a heap of research, data and statistics available to us on shopping cart abandonment, and ways to improve/increase sales.
So what are some barriers to buying online? And why do shoppers abandon their purchases right at the. last. minute?
Here are 4 simple things we can do to improve the user experience of our online store, and help increase conversion rates:
1. Show me the Scale! (#yelled, #jerrymaguirestyle)
According to Baymard Institute, All Products Need at Least One ‘In Scale’ Image (28% of sites get it wrong)
“When users shop at brick and mortar stores, it’s easy for them to judge the scale of products they’re interested in.”
“The research study revealed that 42% of users will attempt to gauge the overall scale and size of a product from its product images.”
“When only traditional “Cut Out” images — just showing the product on a white background — are offered, users have a very difficult time getting an accurate impression of the product’s overall size. When it’s difficult to judge scale from product images, users have to work needlessly hard to determine product sizes, and were repeatedly observed to instead simply draw inaccurate conclusions about the size of the depicted item.
What we can do: Provide in-scale product images to assist and excite shoppers, and reduce frustration. Full article here.
2. Establish Trust
“More than 75% of consumers had chosen against making a purchase because they didn’t recognize the trust logos””Remember that, by asking your customers to fill out a transaction form, you’re essentially asking them to trust you with their personal information”
This one blew me away. It’s so simple – and probably something all our stores offer/provide, we just aren’t advertising it properly.
What we can do: Advertise our payment partner logos. Shoppers respond well to recognised and commonplace payment gateways. Full article here.
3. Include a shopping cart progress indicators
Would you like fries with that? Do you have an Everyday rewards card? Would you like to purchase a bag for an extra $2 that directly supports X charity? All irritants for the consumer that slow the purchase process, and increase the likelihood of abandonment.
“By clearly showing customers where they are in the checkout process, you’re eliminating the potential worry that actually buying something from you is going to take more time than the prospect is willing to commit.”
What we can do: Provide a progress indicator, with as few steps as possible. Customer needs to know purchase will be painless. Full article here.
4. Be Clear about shipping costs, and offer free postage where possible (possibly factored into pricing?)
Shopping cart abandonment will happen! Not everyone is ready to buy, but we really need to capitalise on those who are. This graphic via Baymard is an eye opener – 61% of people were turned off by extra costs like shipping,
Kissmetrics agree that offering free shipping can be profitable, along with offering free shipping over a minimum spend. See their article on how you can implement this on your store.
All the research suggests a few simple changes might make all the difference at the checkout, so let’s get to it!