E-Commerce: the Perfect Shopping Cart Page

E-Commerce: the Perfect Shopping Cart Page

In previous posts, we talked about the product page and the category page. This time we will talk about the shopping cart page, which plays a key role turning visits into sales in any e-commerce store. When we analysed product and category pages, we distinguished between the attention, capture, and decision stages which e-commerce users go thought. However, this approach doesn’t apply to the shopping cart page, but rather we must focus exclusively on the decision stage. The reason to focus on this stage is that the user’s attention has already been captured, and he or she is already interested in one or several products: The user has already browsed through the website, so that attention stage is over. The user has displayed interest in one or several products by adding them to the shopping cart. After the user has already paid attention and shown an interest, your online store faces its first hurdle when it comes to final conversion (sales), particularly in the case of new users. Recurring customers can be assumed to have...
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Why Are Shopping Carts Abandoned in Online Stores?

Why Are Shopping Carts Abandoned in Online Stores?

We already said several times that most online stores focus most of their efforts and budget in traffic capture. It seems to be generally accepted that if a website’s conversion rate is 2%, increasing traffic is the best thing to increase revenues .However, sales can also be increased by improving conversion rates, and one of the best strategies in this respect is trying to reduce shopping cart abandonment rates. Depending on the study, the shopping cart abandonment rate in e-commerce is approximately 70%. The first thing to try and reduce this percentage is examining why customers abandon shopping carts. Some of the main reasons why a user abandons a shopping cart in an online store are the following: A high total price. Some stores add taxes and delivery costs at the end of the shopping process. When the customer sees the final cost, he or she leaves. It’s as if we went to a restaurant, asked for the bill, and WHAM! The prices on the menu didn’t include VAT. The difference...
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eCommerce: the Perfect Checkout Page

eCommerce: the Perfect Checkout Page

Unlike the product page, the category page, and the shopping cart page, in the case of the checkout page one cannot talk only about a specific page, but about the entire checkout process. In addition, the attention, capture, and decision-making criteria do not apply to identify the key elements for the page. Once they are in the checkout page, your customers will have successfully gone through these stages, and you must focus on conversion, completing the sale. You should bear in mind that in most cases the customer has already decided to buy. There is no need to sell: the only thing you can do is ruin everything. The perfect checkout page In a similar way as in the shopping cart page, where conversion also plays a significant role, one of the key points to complete the sale consists in generating sufficient trust in users, or, put otherwise, designing a page or process that prevents uncertainty or mistrust, as far as possible. So, before listing the various elements in...
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eCommerce: the Perfect Purchase End

eCommerce: the Perfect Purchase End

In previous posts we examined the main pages that are usually found in an eCommerce websites: the home page, the category page, the shopping cart page, and the checkout page. This time we will examine the final page and the purchase confirmation and monitoring emails. Generally speaking, many of the criteria which we discussed when we spoke about store pages are aimed at capturing the attention of potential customers, increasing their level of interest, and finally, triggering the purchase decision. All these criteria combine to guide users towards conversion, where conversion means making a sale. However, in most eCommerce stores, the goal should go beyond making a single sale. The goal is to turn users into usual customers who make recurrent purchases. eCommerce: the perfect purchase end? To achieve this goal, many tools must be used, as well as design and layout criteria that have an impact on all the store pages, as we discussed in previous posts. Generally speaking, and to summarise, the goal is to provide the...
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4 Tips for your E-Mail Marketing

4 Tips for your E-Mail Marketing

Email campaigns are a used by many companies and has proven its benefits in many many cases. Here we list a few and concrete topics to try to increase the conversions when we are using an email campaign strategy. 1. Make the opt-in process easy. It seems easy: you need your user email to send news and offers. There are different options in this step: you can ask for the email when your user reaches your site (maybe a bit intrusive), you can use a little form (in this case, be careful: choose the right place for it and write the right call to action message), or you can use a social process (via Facebook for instance). Think about this: 66% of people prefer social sign-up instead of filling out a form. 2. Say "Welcome". The first message is maybe one of the most important. Some studies reveal that the first welcome email sent to users generates six times the revenue of...
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E-commerce Usability: Checkout

E-commerce Usability: Checkout

There is much talk about usability and "user experience" in e-commerce, but they are always global concepts that can lead to ambiguities. Let's focus today on some basic points about the process of "Checkout" of our shop: 1. Do not force the customer to register during the"checkout". If he/she goes there, it is assumed he wants to finish the purchase. Anything not related to that is noise, and could make the customer to leave without paying. 2. Do not wait for the last step to show the final price using discount vouchers, shipping costs, etc.. The sooner the better, you will avoid possible confusion and frustration. 3. If you have no SSL certificate for your store, at least make sure that the customer makes the payment through a secure gateway, if not you will lose the customer!. Security builds confidence. 4. The more payment and shipping options, the better. Every customer may have his own preferences regarding logistics company. 5. The confirmation page and the e-mail with the invoice, must contain all the necessary information the customer may require. Also add contact information of the "Customer Support Service". 6. The customers may forget things during the Checkout process. Help him by offering product recommendations that are of interest. Personalized recommendations after "Checkout" make customers feel that you're still thinking about their needs, increasing trust and intimacy. 7. Optimize the checkout process, making...
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