1. Keep it simple. The simpler
it is for visitors to complete a purchase the more purchases (and
fewer shopping cart abandonments) you’ll see. Make it simple to
find the product and go through the checkout process.
2. Provide complete contact
information including a telephone number. Buyers want to know
you’re real and they want to know how to reach you in case of a
problem.
3. Provide encouragement throughout
the checkout process. The best way to do this is to let buyers
know what stage of checkout they’ve reached, and to provide them
with highlighted signage to let them know what to do next.
4. Use product pictures in
shopping carts. This reminds visitors what’s in their carts.
It also reinforces, in the visitor’s mind, the reason(s) for the
purchase.
5. Link back to the product page.
After an item has been placed in the shopping cart, the visitor
should be able to click on the item and be directed back to the
product page in a new window for example. This makes buying
comparisons easier and ensures the visitor has the right item for
his/her needs without leaving the shopping cart.
6. Don’t keep shipping costs a
secret. Nothing kills a conversion faster than a $19.95 shipping
and handling charge on a $10 item. Provide shipping cost information
on the first page of the checkout.
7. Is it backordered? The
visitor finally reaches the end of the checkout only to discover that
the item isn’t in stock. Do you think they’ll come back when the
item comes in? They won’t.
8. Provide complete product
information including sizes, colors, styles and other product
descriptors. This will cut down on product returns because buyers
will know what they’re actually purchasing. Avoid hyping products
for the same reason.
9. Keep terms of service (TOS)
simple and unambiguous. What’s your guarantee? What’s your
return policy? Eliminate the boilerplate and give them the facts.
10. Provide a menu of payment
gateways. Not all buyers want to pay by credit card. Some don’t
even have a credit card. Buyers should be given the option to pay by
debit card, personal check (snail mail), PayPal and other similar
services, bank transfer and, if the want to stop by to pick it up,
you’ll even take cash.
11. Never blame the buyer. When
a potential buyer clicks on the wrong link, or forgets to enter all
data fields, put up a message explaining the problem and how to fix
it. The customer is always right and it’s always your fault.
Period.
12. Offer gift cards. Some
buyers just don’t know what to buy as a gift. A gift card solves
the problem.
13. Use real testimonials.
If you’re doing it right, you’ve gotten good feedback from some
buyers. Ask permission to use their testimonials. Don’t use fake
testimonials signed by Diane E., California. It’s an obvious fake
testimonial.
14. Provide a customer service line.
Outsource it if it isn’t part of the budget but buyers want to know
there’s help in setting it up, whatever “it” is.
15. Avoid distracting links. If
your home page is crammed with PPC ads and links to other sites, it’s
distracting and you’ll see a lot more bounces (visitors who never
get past the home page).
16. Offer incentives. Free
shipping encourages buyers. So do upgrades, i.e. “Spend at least
$50 and receive 10% off your entire purchase.” Some buyers will do
the math and figure out they’re getting something for half price.
17. Welcome repeat visitors by name.
Your customer data base is filled with solid gold information
including names, purchase amounts, items purchased and so on. First,
welcome a return buyer by name. Then, offer suggestions for purchase
based on individual buying histories. (See Amazon.com for examples of
using data base information to boost conversion ratios.)
18. Provide a currency converter.
Not all buyers will be using your country’s currency. Make it
easy to convert from euros to drachmas to dollars.
19. Offer a free newsletter. Your
regular buyers will appreciate it when they’re notified ahead of
time of upcoming specials, new product launches and other site
related information.
20. Add a forum. This is a great
way for buyers to share information, make recommendations and
complain. It’s also a great way for you to handle complaints
quickly, with the resolution posted right there on the
complaint thread.
21. Provide informational content on
your site. This establishes your credentials and credibility as
an authority, whether you’re selling kayaks or bake ware.
22. Learn from your competitors.
Visit the sites of more-established competitors to see what
they’re doing to convert. How is the homepage designed? Navigation?
Checkout? You can’t copyright an idea so you might as well “borrow”
from the best.
23. Improve site stickiness. In
other words, give buyers a reason to return. Some suggestions? The
Sale of the Day, Tip of the Day, Your Horoscope, This Day in History,
etc. This keeps your site green and visitors returning.
24. Let buyers post product reviews.
Nothing sells better than a positive review from another buyer. Of
course, the converse is true, too. Nothing will kill a sale faster
than a bad review. And if a product receives lots of bad reviews,
drop it from your product line.
25. Target your site’s skin to
your demographic. If you’re selling collectible knives, your
site should have a certain “look” and that look doesn’t include
pastels and prissy type. Big, bold and manly – that’s the way to
go. On the other hand, if you’re selling needlepoint patterns, a
nice pastel background with little flowers works perfectly.
Search engine optimization is designed
to attract search engine spiders. It’s also intended to ensure that
your site is accurately and completely optimized. But, once traffic
arrives on site, conversion optimization takes over.
Keep it simple. Keep it easy. Keep it honest. Not only will you see a boost in conversion ratio, you’ll also see a nice pop in return buyers. And they’re the best buyers any web site owner could ask for.