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How to Improve Conversion Rate of Your Ecommerce Store During Checkout?

Consumers today have great expectations. They’re accustomed to giant marketplaces’ gold standard ecommerce experience. They demand one-click shopping and fast, free shipping.

When faced with any inconvenience, they will ditch their carts and check out as a guest to avoid having to remember their password.

There is, however, a method that can completely change your brand’s ecommerce experiences.

We’ve compiled a list of essential strategies for improving checkout conversions, all of which are sure to keep customers and increase revenue.

Use Analytics to Track and Optimize Checkout Conversion

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In a physical store, you can use your eyes and technology to track how customers move through your store. The shop floor, on the other hand, does not include a tool like Google Analytics or Mixpanel. These technologies are ideal for demonstrating to the e-tailer how customers interact with your e-commerce site. Set things up right, and you’ll quickly discover where your pain points in the checkout process are.

The first step is to map out your conversion funnel. Most e-commerce sites follow the product page > cart > personal details > delivery > payment > transaction complete process. Your preferred analytics tool should be able to map these out for you. If you’re utilizing Google Analytics, there are a plethora of resources available to help you create your own checkout conversion funnel. You’ll notice where folks are leaving the process quite quickly.

Attrition is a typical problem in checkouts, and it might take the form of misleading messages, imprecise signposting, or something as simple as failing to localize terminology (zip code vs postal code for example). While these may not physically impede customers’ movement, they can certainly interrupt it.

Install Google Analytics even if you already have other analytics tools. The sheer number of useful tutorials available makes this a viable option for both newcomers and seasoned users. Installation is relatively simple; but, if you want to get the most out of it, you will need to invest some time into customization.

You can track interactions between form elements in Google Analytics and other platforms like Formissimo. You might see that the personal information page has a high exit rate, and you can use technology to figure out which form element is driving them to leave.

Furthermore, the settings listed above will allow you to view this data by country, device, and much more. For example, your form may not accept a specific sort of entry, prompting consumers using certain devices to abandon your checkout.

Set up instant Google Analytics ecommerce conversion alerts so you can closely monitor this and be notified of any changes, such as a broken form. This is a little-known, yet extremely useful, Google Analytics tool that is underutilized.

Use Live Chat to Convert Customers Real-Time

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How many times have you been trapped on a checkout page with no method to contact someone for assistance? Is it possible that the postal/zip code isn’t recognized? Or maybe your username is no longer valid, so you can’t sign in and use your information?

When progressing through the checkout, best practices advocate minimizing navigation items and other links on the page.

Streamlining the process makes sense. Why should clients be confused, and why should the presentation be cluttered, when simplicity and consistency are the keys to success? Learn what occurs when one of your clients has a problem. Some retailers provide an email contact number or URL. Others supply something even more valuable, particularly for the average customer’s time-crunched, quick gratification needs.

There’s no reason a virtual store shouldn’t have one as well. Installing a script on your website is quite simple, but you must have one or more operators ready to handle any inquiries.

The fact that a single operator can manage many ‘chat windows’ is a significant advantage of live chat. Customers can also send you an email if you are unavailable through live chat tools.

This feedback from customers will help you determine where you can enhance your checkout process, from shipping options to payment.

When you first start using live chat, focus on a single page and/or your most expensive traffic channel, such as paid search. Limit the amount of live chats so that you can scale up as needed. There’s no reason not to give it a shot, whether you’re a team of one or 1000.

Use this to send the basket data and the source of traffic through to help the chat attendant personalize the conversation experience. Some tools allow you to pass details from the user’s browser to a live chat client or contact form if you’re using one.

Request that your developer submit data to your analytics tool whenever a consumer contacts you via live chat or an online form, so you can measure the impact on conversion rate, basket size, and other important metrics

Keep Customers in Your Checkout Line With Real-Time Alerts

Website notifications are an excellent technique to keep clients in the checkout line. Especially if you can remind clients of the amazing deals they are about to miss out on or the limited time they have to take advantage of them. Consider your weekend sale. What about a subtle manner of notifying people in the checkout part that these discounts are going to expire?

You can convey the message in a variety of ways, including a pop-up at the bottom of the page, a modest banner across the top or bottom of the page, or, if you’re targeting users exiting the checkout, as a modal pop-up in the middle of the page.

A disruptive exit intent notification here can be a terrific approach to truly draw users back into your checkout, but be careful because using it in the most essential portion of your website could backfire. Fortunately, you’ve previously set up analytics and intelligence alerts, so you’ll be aware if something goes wrong.

Additional information, such as the marketing channel from which they arrived, can normally be passed to the notification tool. Reserve a unique offer for people who come through paid channels, when your cost per acquisition is higher and conversion is more important.

Another option is to provide data to your notification tool indicating if the user is a new or returning customer. Given that you’re aiming for lifelong value, perhaps you could offer them a specific loyalty incentive? Perhaps you just want to set aside unique incentives for new users because your cost per acquisition is essential. Whichever choice you select, this technology has the potential to increase consumer loyalty and brand engagement.

Make sure you test notifications on all of your critical devices. On a mobile device, a small pop-up on the bottom right of a desktop screen could fill up the entire screen. It only takes one blunder to lose a client for good.

Allow Customers to Abandon Cart, But With a Catch

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Allowing people to abandon their carts, let alone assisting them in doing so, makes no sense. Nonetheless, this is a rich solution that may lead to conversion later on. This coin has two sides to it. The first is the increasing number of mobile users visiting e-commerce sites, as well as the low ecommerce mobile conversion rates.

According to the theory, people frequently browse on their phones and then purchase later on their computers. The second point to consider is that no amount of incentives or promotions will persuade a user to make a purchase if they are not ready to do so. They could be waiting until payday, browsing a few different websites, or making plans for a future event.

Below are a few options to examine in this instance:

  • Save for later – the concept is that you actively advertise the option for the user to save their cart and return to it later. This is helpful in situations when your product is likely to be purchased around important dates.
  • Remind me later – this is similar to save for later, except you additionally send an email to the user at a later date.
  • Abandoned cart emails – these are a common, if not, slightly overused, practice in e-commerce. This is based on the notion that if a user leaves the website after you’ve acquired their email, they’re open to converting later thanks to a well-designed email inviting the customer to seal the deal.
  • Remarketing ads – This is based on targeting consumers with things they added to their cart but didn’t purchase using a cookie or email address, depending on the advertising platform in use. These might be hit or miss, so test them out to see if they work for your brand.

Even if it seems counterintuitive to offer an easy exit from your checkout, there are advantages to providing these options.

There are software programs that aid with cart abandonment and charge a percentage of the increase in sales as a commission. It’s a free opportunity to try things out, but be cautious about signing up for anything long-term in case it doesn’t work out.

Wrapping Up

We’ve offered a variety of approaches that have proven to be effective for our clients. Fill in the gaps where clients are almost ready to part with their money before moving on to other portions of the website.

We’ve included these techniques in the order in which we would recommend that any business use them. However, if you’ve previously adopted one or more of these, you’re already doing a fantastic job. If you’ve used all of the approaches, you’re far ahead of most businesses!

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