Do your customers tell you that your e -commerce website is a shopping pleasure? maybe not! Although some people really like to shop online, few people praise the actual purchase experience.
We buy the goods and services we need or want. Whether we enjoy the shopping experience, some are personal preferences, and some are the ability of merchants to understand customers. Unlike physical store owners, e -commerce companies have no chance to judge body language and check whether customers are satisfied. At best, they can provide real -time or automatic chat help.
When it comes to the final shopping commitment, the physical store is easy. They accept the payment, swipe the card (usually), and then pack the items to a small enough portable. Once you queue up, customers rarely change their minds and abandon the shopping cart.
If only e -commerce business owners can be so simple! On the contrary, they will see frustrating website statistics, pointing out that shopping carts have given up and website out of the website. They have no chance to turn the charm to customers who are about to exit quickly.
Although creative and thoughtful designers can make e -commerce websites a simple And the satisfactory shopping experience, but spending money is never an interesting thing. However, there are some ways to reduce trouble during the actual checkout process, and may even reduce the giving up rate of shopping carts in the process.
E -commerce puts the burden of checkout on the shoppers
We have noticed how easy it is for the physical store owner to receive. Their customers even queue up to buy!
Although the virtual queue is relatively small in the e -commerce world, the burden of checkout is completely borne by customers. Therefore, the website owner needs to ensure that their checkout
is
99.99% of the time. A difficult task, but it is completely possible!
Mobile Friendship
. First, the owner of the e -commerce must ensure that the checkout runs well on mobile devices. There are more people using mobile devices than ever, and these numbers are increasing every month. If your checkout page is not suitable for the smartphone screen, you will make it difficult for mobile shoppers and may close more than half of potential customers.
Make sure the button should not be too close: more than one -third of the online shoppers hold their equipment with one hand and navigate with their thumb. Remember, mobile shoppers do not use mouse browsing and shopping. Crazy Egg recommends forgetting the role of the mouse and designing a checkout page for the thumb: Almost half of the mobile shoppers use one hand to shop on the mobile phone and guide the thumb. More than a third of people holding their mobile phones with one hand and navigation with the thumb of the other hand. And because the thumb is thicker than the mouse pointer, please make sure the button should not be too close.
Use Google Analytics or other trusted tools to determine the mobile platform for checkout. If your client is a heavy iPhone user, make sure you use Apple Pay. If Android dominates your checkout, make sure other mobile wallets are used with the software.
The most important thing is that the checkout process should be completely on these smaller screens. visible. When the content disappears from the laptop or tablet screen, it is annoying enough; it may be angry on a smartphone!
User friendship
. Do some UX tests before using the payment processor, especially for mobile checkout applications. Here are some items to be looking for:
Do not throw additional content that has nothing to do with the actual checkout process on the payment page, and slow down the payment speed, especially for mobile devices. Let customers focus on the completion of the transaction.
However, it can include a thumbnail of the items to be purchased and choose the color as much as possible. You hope to minimize returns and/or refund, which is time -consuming for sellers and customers, and photos can make shoppers convince them that they buy the right commodity.
It is important to add sales in e -commerce, but the payment page is not a place. Publish additional sales information, such as \”For your [Project] to see this great accessory!\” Once it is added to the shopping cart.
When the billing place is the same as the delivery location, the check mark is automatically filled. Even on the laptop/desktop, it is easy to type the wrong word.
Security
. Needless to say: your site must have a reliable condom stream (SSL) and display the certificate of the certificate. According to Bluesnap’s
payment processing KPI
Library , 18% of customers who abandoned the shopping cart mentioned safety issues. (See the free PDF.)
According to the data of Bluesnap, 18 % Of the customers who gave up shopping carts mentioned safety issues
Ending the terrorist rule of the station registration!
Some UX and payment experts surveyed by USER ZOOM investigated by the UX insight emphasized the registered oppression -requesting people to register on the e -commerce website before buying -this is unnecessary and counterproductive on the e -commerce accounting page. step. As Justin Rondeau of Digital Marketer said, this is the last straw for some shoppers: password is enough!
Each sales are important. Buy buyers once or twice may eventually decide to register and get coupons, free delivery, and other rewards you provide. However, unless you are Amazon, unless the customer register on your website or refusing the service will hurt you, Rondeau said.
Alex Birkett’s Alex Birkett of HubSpot, requiring the registration will increase the friction of the purchase process- This is the opposite of the goal you want to achieve. On the contrary, please use the thank you page to invite people who just purchased from your website to register. You can also use it to add sales, provide coupons or discounts for purchases in the next 15 days, or ask people to conduct fast (no more than five issues) investigations, whether there are rewards. Only collect the things required to complete the transaction. If there is a problem with the order (you should explain the unlikely), let the client designate whether they are more willing to contact emails, telephones or text messages. Although I am glad to get a lot of contact information, not everyone is willing to distribute this information. Remember, the law requires you to ask if they are willing to add to your email list -you can’t just do it as just because they give you their address.
Make registered shoppers easily reset the password
People who set accounts on your website may forget their password. Salecycle’s Graham Charleton told User Zoom that people only remember the password they often use -that is, almost every day. Many people are heard about hackingChange the password during major news, but soon forget the password.
as a seller, you must tolerate and provide relatively fast and easy to your registered customers Password retrieval while maintaining security. Garrett Dimon writes an article for the email manager Postmark, which provides the following prompts that allow the password to reset the password through emails:
Do not confirm or deny the existence of relevant user accounts. Set the login software to determine whether the user account exists. It is proposed to send emails to help users establish a new password
Create two emails to be sent according to the problem:
A email sends it to the customer confirmed by the account. , Including a link to reset password.
Another email recommends that no user account is associated with the email address provided, and it is recommended that customers try to use another email address they may use when registering.
Show as much information as possible before processing the payment
Although you don’t want to delay the final goal -get the \”order order\” Click -but you really want to be as transparent as possible. Therefore, make sure your final payment page displays the total amount, including tax.
为运费提供一些余地
你不能玩税收，但You can play charges. Free delivery is an excellent way to attract and retain new customers. Consider provided it in the following circumstances: For the first time, the customer places an order in your store regularly arranged orders
more than a certain number of quantities Order
The first order for free delivery is a good way to encourage new customers to buy. Coupled with competitive prices with competitiveness, it creates a positive first experience, thus cultivating loyalty to your website -this means continuous orders.
Consider providing free delivery services for the items replaced by customers, especially those that they may not consider often. When you send reminds an email to look forward to the next delivery, you have a good additional sales opportunity. I plan to buy new fish tank filters from pet supply points every three months. One year later, someone asked me (I think it is very wise) if you need new air pumps (no) or pipelines (yes). OhI also need water test strips.
When the customer spends more than a certain amount (before tax), many websites provide free delivery for free delivery. Safe service. You can decide the amount based on when you no longer need to transport any fees. For many consumer products, this sweet point is $ 50. Check the list of free delivery costs from various e -commerce websites.
Finally, some companies have always provided free delivery services by incorporating these costs into their product costs. Even if the customer understands that nothing is really free, many people don’t like to see the freight. Some people think they are additional \”surprise costs\” and therefore give up shopping carts.
The cost of the shipping cost in the product also helps customers understand the exact cost they can see on the payment summary page. Essence Detailed understanding of how to set up free delivery for Woocommerce.
To provide a free delivery method, you must add it to the delivery area, and you can add it to any number of delivery areas. read more.
Honesty estimation of the goods arrival date
Provide customers with accurate information about when they expect the goods to arrive in transparency, and it is also a practice that all e -commerce websites should be adopted.
I very much believe It is best to be stricter. If you estimate that delivery will be completed within three days, please do not tell customers for five to eight days. Some people do not want the parcels to sit outside their front door and arrange delivery to their office on weekdays. If you are sure there will be delivery on the weekend, please tell them.
The delivery tracking of Woocommerce is a concise extension that allows you to send an email to your client, which contains a link to track their orders -learn more.
Add the cargo tracking information to your order so that customers know when it is expected to be delivered. In each step, let customers continue shopping I rarely complete my online shopping once, and when I shop, I often check my shopping cart What is the cost I am running. Amazon once had a button labeled \”Continue Shopping\”, and I often use it.
I’m not sure why Amazon decides to delete this button. The only way I can continue shopping is to click on the footage of its homepage. The retreat is just to bring me to the last page of the checkout process. Obviously, I am not the only person who is confused about it: I discussed this issue at the Amazon seller forum a few years ago.
In any case, I don’t understand why you don’t want to make shoppers continue to shop; after all, this is why you list the complementary projects with the product description. Better, bring the shoppers back to the last category page they visited before they add to the shopping cart. Both Wal -Mart and Jiuxi do this, just as Linda Bustos pointed out in a good article about this topic in get elastic. That’s the way. Or, before the customer tells you that they are ready, don’t even bring them to the checkout page, and keep an operating tab about shopping carts in the upper left corner of each page.
If you provide free delivery services that exceed a certain amount, please remind your customers and list their distance with this goal. Always provide PayPal! On Wordcamp Phoenix 218, Woocommerce expert Chris Lema urged his audience to use PayPal as a payment option. Many customers leave the balance in it and think of it as \”free funds\” to make it useful to buy it. Customers use it is much faster than entering the credit card number.
Some physical stores avoid using American Express because it charges higher fees. But if you sell high -end products, don’t mark it. I recently talked to a bank lawyer. He said he only shopping on the American Express online because the banks providing Visa and MasterCard \”do not care about their customers who have suffered fraud.\” Now, although all credit cards and customers cannot avoid fraud, the U.S. Express does have outstanding resources.
According to an article on Finder.com, the time rate of timely response to all fraud activities on the customer account of the United States is 100%, and the closing rate is close to 60%.
Verify the physical address and store them for registered customers
Let customers have the opportunity to automatically verify their address. Before you process the payment, please check the bills and transportation details.
Sometimes verifying the address is like providing ZIP+4 code or as fast as the office address matches the suite number. OnlyMake sure that users cover and update the address.
The registered customers who should ask the change or modify the address should hope that this is their new default address, as a replacement address, or a gift.Give them a free gift card, they can engrav them.
Make sure the payment page is accurate and the completion speed is quite fast, even for non -registered customers.
Your goal is not just to complete the sales: you want the entire customer experience to be very satisfactory, from product research to payment, payment and delivery.The last step -payment -is where it is easily collapsed, so please make sure you have a process that can run quickly without failure.A positive customer experience can bring repeated access, recommendation, and enthusiastic comments, and eventually bring another registration.
I hope these tips will be helpful to you!If you have other ideas to make e -commerce checkout a pleasure rather than suffering, please tell me in the comments.
Some UX and payment experts surveyed by USER ZOOM investigated by the UX insight emphasized the registered oppression -requesting people to register on the e -commerce website before buying -this is unnecessary and counterproductive on the e -commerce accounting page. step. As Justin Rondeau of
