The other day I was doing some consulting for a website seller who told me that “It’s just wasn’t like it used to be in Google search.”
He told me that his biggest problem was people leaving his shopping card, and almost 55% of his revenue had disappeared.
Keeping people in the cart and buying is the holy grail of ecommerce. Today we’re giving out the top tricks, secrets and hacks to keeping people in the cart.
These come from the most successful ecommerce shops in history, so apply these and you’ll optimize every visitor you get.
Photo Credit ProgrammableWeb.com
- The Long Game
Online, this means engaging in a conversation that’s worth having with them. If they’re leaving, they’re leaving, but it doesn’t mean you can’t be there when they’re ready to buy.
Here’s are the top ways to do that:
Photo Credit HubSpot.com
Once you create buyer personas, you’ll know how to convince the visitors to come back. You’ll know if they respond to discounts, promotions or social.
If you analyze the data in the other three tactics above, you’ll know exactly what to use.
This is quite a bit of work, but once it’s set up and you’re in the habit of reviewing it, you’ll see your bounce rate drop.
- Use A Tripwire To Collect New Buyers
Creating a trip wire is offering the user something they can’t refuse. Doing this means creating something of amazing value. Put this in the main focus on your landing page.
Spotify.com has a great one with a free 30 day trial. It’s up to you to find your trip wire. Make sure it has the things that cause people to buy.
- Offer them something they want (music)
- Offer them something they know they can get out of (30 day trial)
- Make sure it sounds amazing (Premium & unlimited are both great)
- After the click, make it seamless
After you do trip them, make sure they don’t bounce. Taking the offer should only be 1 click. There are some creative ways to make that happen (for those of you who think it’s impossible).
- Psychologically Convincing Them To Buy
The most effective way is to use color and image to your advantage. There are two easy ways to do this.
When you are designing your landing pages with the item inside, use this chart to make sure you create strong emotions associated with color.
Photo Credit CinCopa.com
The other way you can do it, is with amazing images. This area of neuromarketing still hasn’t been fully realized yet. What we do know is that images drive very strong emotions.
Take a look at how FoodTruckEmpire.com does it. it’s sneaky, but it works every time. Images of raw ingredients tell people with both color contrast and images, that this product is good.
- Stop Asking People To Marry You
You (hopefully) wouldn’t agree with this question on a first date, so stop asking your customers this on your site.
Don’t ask them to sign up, until after the sale.
Wait until they’ve checked out, and then ask them for their registration.
How can you track their data if they’re not registered? Check out what WalMart.com does.
Three options. Sign In, Guest or Create Account. The less you put in their face, the more conversions you’ll have. Work on getting things as minimalist as possible.
- Make This 1 Things Extremely Obvious
People need to be reminded of things, and it’s a great way to grow revenue in your shopping cart. Here’s how to do it.
Every time the customer logs in, show them the items they previously added to their shopping cart. Do this using color & image phycology.
Amazon.com shows the items you have already in your cart every time you log on. As opposed to the below example of a store not showing it.
Photo From wpexplorer.com
- Life Hack For Making It Easy For Them To Pay
Offer all of the payment options available and clearly display them. This may take some time if you’re a new business, but doing this will be worth it.
A combined 76% of customers use a credit or debit card of some form. If you don’t offer all of the options, you’re missing out. What’s worse is, you’ll never get their business.
Make sure to display them clearly.
WalMart.com is good exmaple. They chose to display all of the payment images in addition to a drop down box. Why?
Because they know people look for their payment method image first.
- Have The Right Click Depth
We call it click depth because people will only go so far down into a site. After that they tend to get bored and leave.
Here’s a great view in Google Analytics showing how many clicks people will tolerate.
Depending on the industry and store you’re working with, there are different averages you can follow.
The goal is to get the purchase as close to 1 click as possible.
Build visual workflows of a user going through your shopping cart and find out where the unnecessary clicks are and eliminate them. This may take quite a bit of work, but you’ll save tons over the long run.
Here’s what one looks like from Amazon.com
Only leave the absolute necessary pages here. Lave out promotions, social sharing, everything.
- Use The “Always On Top” Theory With Your Cart
It’s frustrating for users if they have to search for their shopping cart. You’ve got to find a way to always encourage them to buy, and items in a cart is the way to do it.
Make the cart a part of the native page at all times, even in mobile. Movies Unlimited did a test where they allowed visitors to see their cart from a drop down list. That move alone decreased their abandonment over 4%.
See it in Amazon on the right? Have this in every page of your store.
- You May Have Been Breaking Their Trust
Repeat business is critical, so the buyer experience has to be good. If a buyer doesn’t have a good experience, he’s probably not going to come back.
Customers know they have options, so it’s a race to see who can please them the most. Before we talk about trust, here are some hidden ways you can please your customers.
Talk about your why. If you show your customers what you stand for, you’ll attract like minded people who want to do business with you. This will develop into your core customer base.
Stroke Their Ego. Everyone loves it, and doing this sets the relationship off on the right foot. Use colors, images, the idea of themselves to convert them to loyal influencers.
Budget doesn’t matter. For most people, it’s all about the value, and for anyone who isn’t about value, you don’t want them as a customer. Create value.
Customers like businesses who know them. This is a lesson in data collection, email marketing, and content marketing.
Now, here’s the way you keep breaking their trust. Stop this now.
Don’t charge any hidden charges. This is really important if you want repeat business. This is an old marketing trick that doesn’t work any more. Be transparent about the end charge.
The airline I fly with, UnitedAirlines.com is a great example of this. When they quote a price, that’s the end price at the payment screen. Make sure you’re doing the same.
- Have A Great Shipping Strategy
There are different kinds. Test something that works for you, and the show it very clearly in all of your marketing imagery. Incorporate it into the language of your service staff, if you have them.
UPS.com is a great exmaple of knowing their value and promoting it. They’ve priced things so much that they know that $9.95 works in their sweet spot to attract new customers, even if they lose money on some of the shipments.
Three major shipping strategies:
Incremental Flat Fees. Charging 5% or 10% or 15% may make all the difference in the world to your profit. Test it for each section, and you might see significant jumps in purchases based on your market.
Threshold Strategy. Test a shipping threshold that’s just over your carts value and you may see the average checkout value go up. 3 months is a good testing time frame.
Delivery Time Strategy. If you’re operating in an industry that this is a big deal for, test different shipping times for the different time zones. Make sure you always show the time of shipment.
- Chase Customers Down The Street
Retargeting has gotten really useful over the last few years. Build optimized funnels for each check out path and item your customer visits.
Time the release of discounts. This means you’ll show them the exact item they wanted to buy, at a later time (days or weeks) at a discount.
This Bonobos.com ad does exactly that. Give me a 20% discount, and it’s intrusive.
Even more detailed, you time release ads, or only show them paired with specific site’s content as your user browses the web. This helps in using neuromarketing to influence them to buy.
My favorite retargeting platform is AdRoll.com With this platform you can target users in Facebook, all over the web, and only pick certain times & types of content to match ads with.
There are more ways to help customers buy more consistently and at high prices. More on that on another post on the blog. Next time we’ll explore each of those more closely.