Earlier this year, when we conducted our e-Business Benchmark report, we found that small businesses were converting just 6% of their website visitors into customers.
The simple fact is, as an online business, you will always get more dropouts than converted customers. This can be for a number of reasons; including usability issues, security concerns or just simply consumer-based behavior.
We found in our annual e-Business Benchmark report that dropouts are most prevalent in the following places:
This shows that all the hard work of getting people to your site, helping them find what they need and offering them a compelling deal, can be so easily undone by a poor purchase process.
Here’s our top ways to decrease those dropouts:
Dropouts on the basket-page
-Provide good links
Add a link to allow your customers to continue shopping from the checkout page. If they have forgotten to put something in their basket, there’s nothing worse than hitting the back button and finding everything has been deleted from the basket.
-Let buyers create a wish list
Consumer behaviour is constantly changing. We’ve recently seen more and more consumers ’window-shopping’ by using the basket page as a place to keep track of items they want to buy at a later stage. By allowing them to create a wish list , you are solving two problems at once, it will stop consumers using the basket page as an online storage area, and by asking them to register for an account to be able to use this functionality, you have their details for re-targeting campaigns.
Dropouts on the payment page
Too much choice is just as bad as too little. Consumers can be overwhelmed by too many options so make sure you’re only offering payment types that your customers actually use. If you need to collect information from your customers, think about accordion style pages that expand as your customer reaches them so you’re asking customers to complete bite-size chunks.
An easy way to reassure customers is to customise your payment pages, either with your own brand or joint branding of your logo and that of a reputable payment gateway.
Dropouts on the 3D secure page
-Make sure there are no surprises
To stop customers dropping out on the 3D secure page, make sure they know what to expect when they get there. For a consumer who is not too familiar with online shopping, to suddenly reach a 3D secure box asking for a password that they may have created a long time ago, if at all, can be off-putting. If you let them know beforehand that they will be redirected to a 3D Secure page and what the scheme is, there’s no element of surprise and they can continue their purchase with confidence.
Drop-outs on the Confirmation page
-Confirm the items are still in stock
If you make a point to do this before your shopper hits the basket page, you will see a reduced amount of dropouts due to consumers getting most of the way through the buying process before realising that their much-wanted product is out of stock.
-Show the final price before the checkout
Likewise this is important for encouraging your shoppers to convert. Customers can dropout due to their perceived idea of the cost of shipping/delivery. Also if you have any special offers running, try and have this update the total amount before the checkout page -by saving money, your shopper may be tempted to place another item in their basket.
If you have seen high numbers of dropouts or alternatively if you have any other tips for preventing these, share them with us below!