Once you’ve attracted leads to your website, it should be a breeze to turn them into paying customers, right? Not always. Even the most qualified prospects can fall off during the buying process. That’s why we consulted Jordan Gal, an entrepreneur who streamlined the conversion pipeline in his own successful e-commerce business, to learn how to optimize your e-commerce site and customer journey.
1. Find out how your customers really shop
Although you’re an expert on your products or services, you may not be an expert on how customers shop for them. Get inside your consumer’s head and use a website visitor tracking tool like Pure Chat to see how what pages shoppers look at and where they get held up.
2. Break it down
Once you’re tracking site visitors, you’ll see patterns that indicate which products are most sought after. Use this data and reflect on customer feedback from live chat or sales calls to see if certain categories or products should be added to the navigation.
3. Give buyers everything they need
Shoppers want to know how a product serves them before they buy. Make sure you’re clearly expressing the benefits by working in “so that” statements. For example: “We provide solar lights with a 40-foot extension cord so that you can keep your flagpole lit at night.”
4. Invest in photography
Now that photo-based social media sites are a lead magnet for many businesses, photography is doing double-duty. Fortunately, anyone can take high-resolution images with their phone, so amping things up is just a matter of some basic education and finding a solid editing app.
5. Reviews matter
The average shopper spends six hours on research before making a buying decision. A large part of this process is finding recommendations from customers or friends. Make sure consumers can access this information and feature reviews from trusted, external sources.
6. Use the 10-foot test
It needs to be ridiculously easy for shoppers to checkout. How ridiculously easy? Consumers should be able to instantly identify the checkout button—even from 10 feet back. To make that possible experiment with different button sizes, locations, or colors to add clarity.
7. De-emphasize distractions
In 2015, the average human attention span was just over eight seconds (yes, that is less than a goldfish). Streamline your checkout process by removing navigation options, advertising, and any other website element that could drive shoppers away from the goal: a purchase.
8. Offer help at the right time
More than 83 percent of shoppers need help at some point during a purchase. That’s why it’s essential to offer assistance at this crucial time with live chat. Set your chat box to automatically pop up on checkout pages, so customers can talk to a real human and ask last minute questions.
9. Give shoppers what they expect
The checkout page is not the place to get fancy. Remove friction and give online shoppers exactly what they expect: a clear series of fields that ask for their name, address, and billing information. Also, offer to allow buyers to checkout with Paypal for an even quicker option.
10. Don’t force registration
Yes, next time it will be easier for customers if they’ve registered on your site. But the signup process can feel like a nuisance to a first-time shopper. Reducing friction in the buying process is essential, so the commitment that comes with registration shouldn’t be a requirement.
11. Use trust symbols
They may seem a little cheesy, but trust logos increase the trustworthiness of your site to 75 percent of shoppers. Try to add as much credibility to your site as possible and make people feel safe about their purchase.
12. Save abandoned carts
No matter what, some shoppers won’t convert. After all, 68 percent of online transactions are abandoned. You can send hyper-targeted email campaigns to buyers who left mid-purchase and turn them into loyal customers.
This article was written by Arielle Hurst from Business2Community and was legally licensed through the NewsCred publisher network.