Create better conversion at checkout?
-
I'm getting extremely poor conversion rates at checkout..would like to hear some ideas to increase checkout.
Last month we had 60 users who added to cart, and only 7 who converted. We offer merchant CC, PayPal, and GCO, so I don't believe payment options is the reason for the exit. Any ideas?
-
Can you look at your analytics and see if there's one particular browser that is or is not converting? Maybe IE is throwing some type of security error, and the devs only tested in Firefox and Chrome and don't see that error?
-
In order to get specific : can you provide the live link ?
-
If you have funnels for the checkout process I would analyse if the conversion rate has dropped historically and if so, if it then relates to a drop of visitor traffic.
Just because a user adds an item to the cart is not necessarily a very strong purchase intent. Depending on the vertical conversions might just be okay if in the range of 3-5%. Reading through whitepapers, cart-abandonment seems to average at around 60%.
The funnel analysis would be your first starting point (in conjunction with a visitor analysis - i.e. newly registered users vs repeat buyers).
I would improve conversion through some call to action:
- Display a "only xx left" or "save XX %".
- It sounds your cart is saved - in which case you can send follow-up emails with a strong call to action - similar as above or offer a coupon/discount if checkout is done with 24 hours
-
William, considering your answers, here's what I suggest. Find a few of your friends, family etc and ask them to place a test order on your website. Have them choose a random product and then complete checkout either by using your credit card or a test credit card and cancel those orders, do not process them.
Just quietly watch them while they place an order. Don't guide them. See if they encounter any issues. Sometimes we don't see the issues that customers might be seeing them.
This exercise can't hurt right?
-
- Are you asking for sensitive information?
Just general billing and shipping address. And CC if not using PP and GCO.
- Are you asking for a LOT of information?
Nope just information labeled above. MAYBE...don't even need to register for an account.
- Anything on that page that might cause trust issues
Nothing just the cart and the 3 steps at the top, checkout and single page checkout and receipt.
- Is it clear (REALLY clear) what they are meant to do next?
Yes, fill in billing and select payment and 'place order'
- What doubts might come in to their mind at that point?
Not too sure, but it is not cheaply priced items. All items are $100 and up.
- Where they intending to checkout, or just doing that to see final price?
The price is already listed when customer views the product listing.
-
Some things to consider:
How is the page loading? Does it take awhile? Have there been any other bugs on that end? Try testing out the check-out process to make sure.
Are the 60 users unique users? Or is it a smaller number who see the cart page frequently due to extended length of shopping?
Do they return to the cart a day or so later to complete the purchase?
-
How deeply are you analysing your checkout path? That is a very low conversion rate, so I'd imagine that there is a specific issue causing problems.
As Nakul suggests; anything around shipping (or other "surprise" charges like taxes) can be a killer. Look at the step(s) that users are bailing and think about what new information comes to light at that point. Also consider the interaction you are asking them to make at that point:
- Are you asking for sensitive information?
- Are you asking for a LOT of information?
- Anything on that page that might cause trust issues
- Is it clear (REALLY clear) what they are meant to do next?
- What doubts might come in to their mind at that point?
- Where they intending to checkout, or just doing that to see final price?
I've never seen much result from trust logos. In fact using images of padlocks together with reassuring messages can sometimes be more effective than expensive trust badges. However the idea should be to find potential issues and eliminate them.
-
Free shipping on every item, trusted seals and payments accepted on footer and sidebar.
In terms of prices, it varies and I'm assuming if they add to cart, they would also be willing to pay that price.
-
Does your competition offer Free Shipping ? Are people looking for Free Shipping ?
Trusted Seals / Logos during Checkout Funnel ?Look at Competition in your niche and see what's different in terms of prices, user experience, security issues and so on.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Experiences Tracking Phone Call Conversions?
Tracking conversions via phone call can be challenging. The Adwords phone ads only register a conversion if someone clicks on the phone number from their mobile phone. In many cases a landing page on a website has a lead/contact form AND a phone number displayed. The user calling that number would not be registered as a conversion unless you setup multiple virtual forwarding phone numbers for prominent keywords, ad groups and/or campaigns. This can be costly for smaller advertisers. Has anyone done or know of any empirical data on the average percentage of leads generated via phone call versus online form on a landing page. I know it can vary from business type to business type (and the form layout itself will have a modest effect.) More specifically I'm interested in the professional business services industry such as Engineering, Surveying, Commercial Real Estate, Accounting, etc. So for example if you conversion rate for online form submission on a landing page is 3%, and your phone number is prominently displayed, what would be a realistic ballpark estimate for the actual conversion rate including phone calls? 25% more? 50% more? Double? "Ballpark" is the keyword here. Just seeing if anyone has measured this and what their results were.
Conversion Rate Optimization | | JCCMoz1 -
How to track conversions from a third party email campaign?
Heyy.. New to the Moz community, first question so here goes! I'm going to be running an email campaign with an e-magazine and I want to know how to track conversions from the email they're sending out so I can monitor success/failure. I've found Google's URL builder:
Conversion Rate Optimization | | 9868john
https://support.google.com/analytics/answer/1033867?hl=en
But this doesn't really explain what i'm trying to do. Can anyone of you in this fine community shed some light on this please?
Johnny1 -
Large changes in conversions with consistent traffic
Hi Everyone, I am looking for some help, I have just taken over a campaign for a client and we are seeing huge changes in conversion rates overnight. The client is selling a health product and is consistently getting around 1-2k visitors per day. We are getting about 6% of the traffic to the buy page consistently. However, we have found that one day the order process may convert 1/20 of these visitors and another day it could be 1/80. We are only talking about 5-20 sales per day, but I am really confused why one day it can convert so well and another so poorly. The traffic being sent is the same and all other factors are the same (no split testing). There seems to be no logic, the day of the week does not seem to impact, it almost seems random. If anybody has any recommended places to look that would be very helpful as at the moment I am at a loss. Example: Sunday 15th Visitors: 1,279
Conversion Rate Optimization | | Twist360
Order Page: 240
Sales: 3
Declines: 3 Monday 16th Visitors: 1,407
Order Page: 323
Sales: 17
Declines: 51 -
Question about conversion rate in ppc
Hi guys, Im managing the campaigns in the company that im working and so far i think that the results are o.k more or less. The problem is how can i really know if it is o.k ?
Conversion Rate Optimization | | WayneRooney
I really don’t have any data to compare to… For example, this is campaign from the insurance niche from the uk : Clicks – 132
Impr – 6,958
CTR- 1.90%
Conversion – 20 (Not inducing the one that calls the office)
Conversion rate – 16%
Total cost – 704£ How can i know by these number that the campaign is working ? Same here (T-shirts campaign for the Spanish market): Clicks – 1,219
Impr – 26,177
CTR- 4.66%
Conversion – 56
Conversion rate – 4.5%
Total cost – 493€ Probably you will say, check how much you spend and how much you got back ?
This is also a problem for me. I can see the numbers of the conversion but because we are not eCommerce so i cant really know the total income. Do you know if there’s is a way that each for quote that coming to our system
so i will know where it came from ? Like a comment in the url or something ? I think that 90% of our income/quotes comes from the organic as we are ranking very high in Google so its a bit mixed in the system. Any feedback or tips here on this will be very welcome…0 -
Suggestions for Conversion Rate Optimization low cost companies?
Does anyone have a list of suggestions for lower cost companies to do conversions. I am a new business and just wanted my "Cart" check out with maybe some suggestions for improvement and a little testing to see if it is done correctly. Thank you, Boo
Conversion Rate Optimization | | Boodreaux0 -
Rel=author: inactive google+ better than no authorship?
some doubts about implementing rel=author: I have no google+ account so far and I have no intention to start activities in google+. Shall I still add rel=author and create a new empty google+ account (without google+ activity but using gmail) or would you recommend rather not to add rel=author in this case? I have 2 sites ranking in top10 SERP for my targeted keyword. One online shop and on another domain a non-commercial site with information on the topic. Would you rather associate same or different google+ accounts (from different people) with these two sites for both rel=author and rel=publisher? thanks.
Conversion Rate Optimization | | lcourse0 -
Is it better to get a new site instead of maintaining a category? I'm stuck.
If you had a website "Food for Dogs" and: Food for German shepherds was improving in search traffic & conversions Snack Food for German shepherds had no change and never resulted in conversions but resulted in many leads for #1 Food for Poodles was unchanged but improving conversions Here's the kicker... Food Container for Dogs was super high traffic but with no conversions or any activity to other categories Would you redirect "food container for dogs" to a different site and delete that tab from the original site completely? It's still related but does not offer any $ value or leads to any of the other categories. Just note that we have a different interest in this category that will support the other categories at one time, but not any time soon. We also have a major group on LinkedIN that's grown to thousands of members for the "food container for dogs" category. On top of it all, the "food container for dogs" has been increasing in rank on Google for several keyphrases to positions 2-5 (nationally) Other important question: Would keeping "food container for dogs" influence the ranking of the other keywords? (by dilution of the site's PR or any other reason?)
Conversion Rate Optimization | | HMCOE0 -
Adwords Conversion Optimiser
OK Mozers! Here's the situation (my parents went away on a weeks vacation...) • I am managing an online furniture retail website Infurn .com • Our budget is 500 euro per day and we need basically 20% cost per sale and im hovering at 30 - 35% • I recently was given the opportunity to participate in The Conversion Optimiser which allows you to set a desired CPA and Google works its magic geting you that target by adjusting your bids accordingly using historical campaign data. • Is this something I should use? Or should I continue to hone my ad groups, bids, products, landing pages, and ad copy until I reach my 15 - 20% CPA goal? Thanks!
Conversion Rate Optimization | | TheGrid0