From the course: Lead Generation Foundations (2019)
Purchase process
- According to an independent web usability research institute, the average shopping cart abandonment rate is 70%. And according to a joint study by MasterCard and Oxford University, one third of online purchases are abandoned at checkout because people can't remember their passwords. When people are ready to make a purchase, make sure you create a positive experience. I hear customers complain all the time that online checkout processes are too long or complicated. So I'll focus here on the website checkout process. Here are some tips so you won't lose your customer checkout, and they will complete that purchase. Let's start with flexibility. Allow purchases with or without online registration. Some people view a registration form as prolonging the process or invading their privacy. Give people the option either to register or check out as a guest. Offer multiple shipping and payment options. Some people may want the product in a rush, and be willing to pay for that. Or, some might prefer free or low cost shipping, and receive the product whenever it arrives. Or, maybe someone only likes to use a debit card or a credit card. Make shopping cart modifications quick and easy. For example, if someone wants to change or delete an item, or change the quantity before finalizing their purchase. Next, simplify the experience through clear, simple language and graphics. Make the checkout link stand out, easy to locate, and not surrounded by lots of clutter. Include visuals and links on the order summary screen during the prepay and final shopping cart review. Include a photo of the item with a link to its page and the quantity so customers can verify details. Integrate the checkout graphics with your overall website look and feel. Make the transition to checkout seamless by using similar colors, fonts and font size, imagery, buttons or icons, and copy tone. Finally, communicate in a transparent, honest way. Be clear whether an item is in or out of stock. If something is not immediately available, let the customer know before they check out and pay. Offer a pre-order option, or to receive an email when the product is available. Share your return policy. According to a study by a leading provider of website conversion intelligence, 67% of customers check shipping and return policies before making their purchase. And not surprisingly, 58% of customers want a hassle-free, no questions asked return policy. Keep customers apprised of when they'll receive their package through email or text opt-in updates and easy links to track the status of the package. And remember, say thank you. Send a confirmation email thanking customers for their order, to show your appreciation, and include an order summary and delivery estimate. To get started, I recommend taking notes about purchase processes you've experienced as a customer. Think through parts of the process you liked, or anything that may have bothered you. And keep those insights in mind as you create your brand's online purchase process. You can apply these learnings to create a seamless, positive purchase experience for your brand.
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