MarketingSherpa data puts the average ecommerce shopping-cart abandonment rate at 59.8%. Why do nearly 60% of online shoppers abandon their carts at some point in the process? The answer is that they lose trust, are surprised with unexpected charges or become frustrated with the process. Here are ways to improve your business web design and make the shopping experience easier for your customers.

1. Show Shipping Prices: No-one likes hidden or surprise fees, especially as they have their credit card in hand and waiting to pay. Allow customers to see shipping charges up front by entering only their zip code.
2. Eliminate Registration to Purchase: Remove Member Registration until after the sale is completed. Permit an anonymous shopping experience. In a JupiterResearch Consumer Survey 19.3 percent of respondents didn’t want to register to make a purchase.
3. Promotion Code: According to a study done at Vanderbilt, the presence of a promo code causes people to leave. People without codes feel like they are paying too much and leave at a 20% or so higher rate than if no promo code field exists on the page.
4. Build Confidence and Trust: Streamline your checkout process. Let customers know how many steps there. Display a progress indicator to let them know where they are, and how much further they need to go. Clearly identify each next step.
5. Provide Purchase Options: Offer phone numbers or an online chat assistance. Some visitors may be uncomfortable with completing a purchase online and want to place an order by phone or mail in an order with a check.
6. Re-assure Shoppers: Prominently display text that says “Returns are Easy” that is linked to your returns policy. Add security icons to overcome consumer security concerns. Use third party services like Hacker Safe and VeriSign.
7. Product Thumbnail Images: Make it easy for visitors to remember what they are purchasing. Display product thumbnail images next to the product names in the shopping cart as a visual reminder. Remember, visitors don’t know the product names as well as you do.

This entry was posted on Saturday, July 12th, 2008 at 5:43 am and is filed under Internet Marketing, Website Design. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.