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
-
UX and/or Conversion Help for Ecommerce
Good Morning, We recently revamped and relaunched our ecommerce website and we believe we have built a great site that is easy to navigate, find what you're looking for, get all details, and purchase. We were hoping to get some of the Moz community to take a look at the site and let us know if you have any suggestions on usability or conversion techniques that we could implement to improve user experience and amount of orders placed. You can view our site here Looking forward to your feedback. Thanks in advance
Conversion Rate Optimization | | Prime850 -
How to track conversions?
Hi Mozers, Anyone know how I can go about finding what my conversion is on my site? Or how to go about setting up tracking?
Conversion Rate Optimization | | edward-may0 -
Suggestions to Improve Worst Conversion Form Ever Designed?
My commercial real estate web site has about the worst conversion form ever designed (http://www.nyc-officespace-leader.com/visitor-details). The form appears whenever a visitor does a property search. If they do not release their phone number and email address they don't get results. The form only gets completed 25% of the time and often the contact details are wrong. The visitors either exit the site at that page or go to the listing or neighborhood pages to view listings without doing a filtered search. In an attempt to increase conversions we are softening the form and not making completion mandatory. After entering an inquiry the visitor will be shown three property listings before the form pops up, The idea being that once they have seen product they will be more inclined to release contact info. Also, the form will appear once they have viewed three listings anywhere on the site, not just for search results. Unlike the existing conversion form (http://www.nyc-officespace-leader.com/visitor-details) we are trying to keep the text very concise. The new form will be Java script rather than a URL. Can anyone offer some ideas on how to make the text of these new forms more enticing? The forms are listed below. We will probably show the first one after the visitor views 3 listings and the variation of it after the visitor views another 3 listings. ** FORM #1** Quit wasting time searching for listings. (watch icon) Call me to discuss available space. Yes No --------------------------------------------------------------------------------------------------------- FORM #2 Don’t search for listings, we will do it for you. We have off market listings that no one knows about. Contact us now about off market listings. Yes No ----------------------------------------------------------------------------------------------------------- Thanks, Alan
Conversion Rate Optimization | | Kingalan11 -
Can someone give me some good articles about conversion?
I finally bought the seo moz pro version. I consider myself pretty knowledgeable in seo, content/social media marketing, but I am a rookie at conversion optimization. HELP PLEASE! I am trying to convert traffic into phone calls and/or contact forms.
Conversion Rate Optimization | | SwanJob0 -
Does adding a well scripted and produced video help significantly in conversions from visits to my divorce lawyer website to calls for my services?
Should the addition of well scripted and produced video to my divorce lawyer website increase my conversions and, if so, to what extent?
Conversion Rate Optimization | | hildebrandlaw0 -
Conversion Rate Optimization Coruses?
Hi is there any well recognized certified courses like Google Analytics or Adwords qualification that Google offers. I'm after a course which is on split testing, multivariate testing and CRO overall. Any suggestions?
Conversion Rate Optimization | | monster990 -
I am trying to make my site a better user experience please help
Hi, i want someone to review my site and let me know what steps i need to do to make it a better experience for the user and to lower my bounce rate which is about 67 at the moment. I am trying to get the advertising and the user friendly to match, i need the adverts to make money and need to make sure i have them in the right place so they get clicked more. I want to reduce my bounce rate and want people to not just read one page but to go to different pages and would like advice on what i need to do. here is the site http://www.in2town.co.uk and here are the example pages that i would like to focus on to increase the user friendly and keep people on my site while making sure i have the adverts in the right place http://www.in2town.co.uk/news/gossip-celebrity/alex-reid-says-he-is-fed-up-with-chantelle-houghton-lies http://in2town.co.uk/news/travel-holiday-news/sainsburys-customers-10-points-back-on-easyjet-flights-with-nectar http://in2town.co.uk/news/small-business-news/how-emerging-technology-can-help-reduce-small-business-costs I am looking for ideas on how to increase the experience and how to keep people longer on my site while at the same time have people clicking the ads by increasing the conversion rate.
Conversion Rate Optimization | | ClaireH-1848860