A customer has finally added some items to their cart on your website. You're already thinking about how you can use that money, right?

Not so fast! Items added to shopping carts do not automatically translate to a completed transaction. There is a lot that could go wrong from the point an item is added to when final payment is processed.

That's why it is important to have a simple and effective shopping cart and checkout process.

Approximately three quarters of online shopping cart purchases are abandoned!

If you've noticed customers disengaging after adding items to their cart, then you likely have an "abandonment" issue.

There are many reasons why customers abandon shopping carts. As an online vendor, it is your job to make sure they don't have a reason to abandon their transaction.

Making the checkout process overly complicated, limiting options or having too many steps to checkout can and will prevent sales being completed.

Remember - not all your customers are "tech savvy", so make things as easy and simple as possible or you'll miss out on sales that were very close to being "money in the bank".

Tip #1 Minimize the Checkout Process

This is likely the most important piece of ecommerce advice we can give you. No one wants to go through a 10 step process that takes 5 minutes to complete!

Create a checkout process taking as few steps as possible. The simpler, the better!

Have someone other than yourself test the process. Preferably, someone who isn't "tech savvy". If they can do it without confusion - and report it doesn't take long to complete - you've hit the right mark.

Tip #2 Do Not Make People Sign Up

Do not make your potential customers sign up to complete a purchase. It will just add another step to the checkout process and give them a reason to abandon their cart.

Tip #3 Make sure your checkout process is technically sound.

If a technical issue or error message crops up, your customers will be scared away. This is especially important as more and more people use mobile devices to complete online transactions.

Error free processes speak to your credibility - your trust and authority - so make sure you test thoroughly.

Tip #4 Be up front about shipping

Almost half of shopping cart abandonment are a result of high shipping costs or hidden fees. Do not hide things from your potential customers!

Be up front about shipping charges. Ensure your process adds shipping charges to the final price as soon as items are added to your online carts.

Again, this speaks to your credibility. If customers think you are hiding something, they will abandon your online store.

Tip #5 Offer multiple payment options

Some people prefer to pay via credit card. Others like to use PayPal. The answer is to provide multiple payment options.

If you limit your payment options, you will also limit your potential customers.

Tip #6 Provide reassurance

Making an online purchase can be a bit scary for some of your customers. There are many people who just don't trust the internet and are leery of online transactions.

Put their mind at ease. Make sure you use "reinforcement logos" showing your credentials, offer a money back guarantee and ensure your website uses secure online order software.

Improving the efficiency of your shopping cart (and process) is not the only method for improving online sales.

Read 5 Ways to Increase eCommerce Revenue Through Various Touchpoints.
http://www.whitespace.on.ca/Blog/bid/101985/5-Ways-To-Increase-eCommerce-Re...

www.whitespace.on.ca/blog

The truth is that not every person who adds an item to their shopping cart is ready to buy.

However, this doesn't mean you should just let them go on their way. Give customers an option to save shopping cart items and allow them to resume their shopping later.

Doing so gives people a reason to come back and makes it easier for them to complete a transaction when they are ready to make a purchase.

Give us a call. We would be happy to discuss shopping cart abandonment and ecommerce with you, exploring ways to increase your conversion rates.

We can be reached at 416-449-9559 or drop us an email at murray@whitespace.on.ca or penny@whitespace.on.ca

If you'd like a free marketing evaluation, just let us know. We'd be happy to help!