How to increase the conversion rate of your shopping cart?
To increase your conversion rate you need your visitors to buy your products, i.e. to add items to the shopping cart and pay for them. In short: convert them into customers.
At first glance it seems very easy, doesn't it? But increasing the number of conversions can be a challenging task; especially because there are many factors involved in the process and some can cause the potential buyer to abandon the cart.
For example:
- Unnecessarily complicated payment process
- Hidden costs
- Website loading speed
- Difficult return policy, etc.
The good news is that there are effective solutions that can definitely increase your conversion rate. Here are five of them.
1: Increase speed
A website that does not load quickly or has cumbersome checkout processes will negatively affect the conversion rate. In fact, a one-second delay can cause many visitors to lose interest in making a purchase.
Consider increasing the loading speed of your online shop and automating processes in your ecommerce. What can you do to do this?
- Deletes mandatory records
Even if you think this might affect the growth of your online shop, it is an option to consider. By removing the requirement to register or create an account, you can provide a better shopping experience for today's consumers who demand immediacy. When we require them to spend time creating accounts or registering, many choose to go elsewhere and are unlikely to return.
Therefore, it is best to offer them purchasing options without entering unnecessary information.
What can we do so that this does not affect the growth of the user database? You can retrieve the data in other ways. For example, you can send them e-mails to become members of a loyalty programme.
The important thing is that you find a way to request it, without interfering with the purchase process.
In fact, if the customer 's experience is satisfactory, they will return and will certainly see the benefits of creating an account.
- Avoid unnecessary fields in the payment process.
Once a shopper has selected and added products to the cart, they want to confirm their order and receive it quickly. If he/she has to fill in unnecessary fields to complete the purchase, he/she will abandon the cart.
Therefore, if you want to conduct a survey or ask them to recommend your products, set up the site so that they appear at the end; after the customer has made the purchase. This way your users will have the possibility to decide whether to share their data and you won't lose the sale.
Remember that to increase the conversion rate, the payment process must be fast, simple and secure.
2: More friendly prices
Most people love to shop; but hardly anyone wants to shop when the price is too high; which inevitably leads them to buy less.
For these cases, implement strategies that offer lower prices.
Another option is to focus your marketing message on the experience and utility of your product or service. This is an effective way to reach buyers who have a tighter wallet.
Of course, you should consider all types of customers, as well as the type of product or service you are selling.
3: Free shipping
Online shoppers appreciate the convenience and additional benefits. If possible, provide a free shipping option. This will make shoppers realise that they can save money and increase your conversion rate.
Offering free shipping can make all the difference in closing a sale. It also provides an excellent opportunity to add value to the shopping experience on your e-commerce site.
Make sure you manage the logistics of your online shop efficiently. This way you can cover the lost margin with free shipping.
4: Create an urgency
Have you ever decided to buy a product and then left it for another time? What if you knew that the next time you came back, it would no longer be available?
Urgency arises when customers know that the product or offer is limited. With a "low stock indicator" you can tell them that there are only a few quantities, and they will probably rush to buy.
5: Reliable payment gateway
The checkout phase is the most crucial aspect of the entire shopping experience; it is also where the chances of losing a sale increase.
Make sure you choose a secure, fast and easy payment system, which will be vital for building confidence in future purchases and building customer loyalty.
On the other hand, offering a good payment gateway is a way to increase the conversion rate of your cart as you will be able to provide different payment methods that adapt to the particular needs of each user:
- cash payments
- credit cards
- bank transfers.
Conclusion
Increasing your website's conversion rate is an ongoing job. You need to get as many visitors as possible to make a purchase (and come back for more!).
By implementing the right solutions, you can reduce cart abandonment rates. Among them consider:
- Improve the loading speed of your page.
- Enrich the user experience by offering additional benefits such as free shipping and attractive prices.
- Optimise the payment process of your ecommerce.
Of all these, optimising the checkout process is crucial. When your customers trust the payment method, they will complete the purchase and come back again and again.
With PAGO46 your customers and users can buy your products or services and pay for them in cash. In this way you can reach potential customers who do not have a bank account (or do not wish to use it) and who are also interested in your services by targeting an underserved market that could well add purchases to your cart.
Get in touch with our sales team and see your eCommerce conversion rate increase rapidly.
If you liked this article, you might be interested:
Payment gateway: why should you have one in your SME?
Process automation in your eCommerce is possible with PAGO46
4 Self-service Strategies to Implement in your eCommerce
