5 Reasons Your Customers Aren't Completing Checkout
Isn't that the worst part of owning your own business? You KNOW that your customers are making their way to the very.last.step but they aren't clicking PURCHASE. Why?
That has to be the number one question so many retailers are asking themselves. There really is no way to know unless you ask them yourself. The good news is we do know a few things we can check off our list to ensure we lower those numbers.
Here are the TOP 5 reasons your customers aren't completing their purchase.
THE TRUST WASN'T THERE
According to this online study by Comodo Group, researchers found that over 76%(!!) of online shoppers are looking for your security seal before checking out. But not having it isn't the end-all. In fact, I don't add this to my websites unless it's requested because the response varies so much. If you have a great design & easy to navigate website, that number drops HUGELY to only 12%! So, it really varies.
(If you're my web design client & you'd like this added, simply send me an email & I'd be happy to add it in!)
You see, in 2016, the amount of online shopping scams has skyrocketed! If you're an avid Facebooker, you've noticed the foreign companies posting outfits that are JUST like other popular domestic boutiques items but for way less. They even LOVE to steal those boutiques' images and market to their customers. In the end, those who fall for it either don't get a product or they get an incredibly AWFUL version that is nothing like they expected. Those companies get your customers money while YOU lose their trust...and you didn't even do anything wrong.
Sucks huh? Even more of a reason to stay loyal to your social media accounts so that people know you're real & you're trustworthy. They want to see REAL PEOPLE, behind the scenes, real stories. Being pushy with your sales and never interacting with your customers is one way to lose their trust.
Other ways to gain their trust: send out VIP discounts to new subscribers, stay in their inbox with beautifully designed newsletters that help lower your unsubscribing rate & raise your conversion rate, stay active on social media and ENGAGE, get involved in the community & give back, update your website regularly even if that's just updating the colors or slideshow images, & ensure your contact information is easy to find!
YOUR SHIPPING COSTS WERE UNEXPECTED
I'm not one of those customers who assumes every shop offers free shipping. As a business owner, I expect you to charge for shipping. If I find a shop that offers free shipping on all orders, of course I'm excited!
The thing is: you need to let me know right off the bat.
In 2013, a disappointing 56% of online shoppers totally ditched their carts because they were shocked at the last minute by costs that could be unexpected taxes or a high ridiculous shipping cost.
Customers expect to pay for shipping, they really do. In a study I conducted in a boutique in 2014 & 2015, I scheduled five shipping costs to go live at various times over a four month period (July-October.)
SHIPPING COST 1: All orders over $50 get free shipping.
SHIPPING COST 2: All orders over $100 get free shipping.
SHIPPING COST 3: Shipping is free, no minimum.
SHIPPING COST 4: Shipping is $5 on all orders.
SHIPPING COST 5: Weight-based rates (under 1 pound, $2. 1-2 pounds, $4)
You want to know when I couldn't get rid of my products? When shipping was free. ISN'T THAT INSANE?! When I upped the shipping again, I found that people started purchasing again.
Not at a small rate, either. I had sales increases of over 60% during those times! I can't say why that is, although I wish I could, but I tell you that to say this: don't stress so much over not being able to offer free shipping. It's always appreciated but not everyone expects it.
YOUR WEBSITE IS HARD TO NAVIGATE
You can bet your bottom dollar that websites have to be three things: eye-catching, trust-worthy, and easy to navigate in order for your customers to want to give you their hard-earned money. Even speaking for myself: I won't buy ANYTHING from a website with awful design and it's not because I'm a designer.
I find that I trust online stores that take time to ensure their area of the world wide web is matching their brand. If your Instagram is sooooo drool-worthy but your website is completely the opposite, it kinda takes me aback...and I mean that in the nicest way possible.
Guess what? I'm not the only one. According to a 2013 study Shopify published, a whopping 17% abandoned their cart because they were concerned your website wasn't secure. This could be due to a number of things, but bad design can make it hard to gain their trust. And, a staggering 25% ditched their cart because the website was much too complicated.
Doesn't that make you a little nauseous? Even more reason to pay attention to the messages your conveying through your graphics, navigation, and overall aesthetic.
Ways to combat it: a thought-out navigation menu that is ORGANIZED with NEW ARRIVALS first because over 56% of online shoppers hit that button before anything else, an easy to use checkout page that matches the rest of the website, and high-resolution images that show your products.
YOUR ABANDONED CART EMAIL ISN'T EYE-CATCHING ENOUGH
We get it all the time, right? Those emails that remind us we forgot to check out (aka we just couldn't bite the bullet.) I do it, often. I'm a serious repeat offender of the abandoned cart movement because a lot of times I honestly just forget to check out.
One thing I know won't entice me to check out: a boring reminder. That's right - you should be optimizing your abandoned cart reminder emails JUST like you would with any other email.
If you follow some of the top dogs like J Crew & F21, you've seen their emails. So, do you know what your abandoned cart emails even look like?
If you're using Shopify, chances are they look like this...
and it's not pretty, right?
It's totally understandable that most Shopify store owners have no clue what their abandoned cart emails look like considering it's not something you notice right off the bat.
If your abandoned cart emails aren't converting to sales, you may want to reevaluate the process & chat with me about making it convert with better design.
Here are some fun examples from retailers I found on Pinterest. My favorite part of designing abandoned cart emails for online stores is the catchy phrases I get to come up with!
TIP: Don't start with an automatic discount to recover a shopping cart! You don't want your customers to think they can expect that every single time. Send them a simple reminder. If you send a second reminder, let THAT one be a discount. Or, don't even offer a discount - there's no shame! The choice is yours. Test them out & see what works best for your business.
YOU DON'T HAVE A GUEST CHECKOUT
I know you want to capture those emails, girlfriend (or boy!) In all reality, not all shoppers want their personal information out there in the wild. I'm one to opt out immediately if I never signed up in the first place.
You ever go shopping at the mall and the sales associate asks for your email? What do you say?
No thank you.
Is that just me? I don't want my email, phone number, address, and family information out in the open. Let's not even mention the amount of spam calls I get on my personal cell which has led me to stop giving me phone number out. It began by me answering a few simple phone calls from unknown numbers. The spam companies then tracked it to know that I'm an active cell-phone user and now it's out of control which has led me to not answer any phone number I don't recognize. I'm the same with email. They'll even use the area codes of those I talk to the most....tricky little bastards.
QUICK FIX: Log in to your shopify dashboard, click "settings > checkout" then click "Accounts are optional "
So this coming week, I encourage you to go through each of these steps and be proactive with ensuring your website is doing everything it possibly can to lower the amount of lost checkouts.
Have a question? Leave me a comment below & let's chat!