According to a recent blog post, “What Makes Shopper’s Click? A Lesson in E-Commerce Consumer Psychology”—once shoppers reach the checkout stage of a business website, they bail almost 70% of the time. So, not only are you losing out on the revenue from those potential sales, there are additional losses of the time and money spent on the efforts used to drive traffic to your business website in the first place.
The next logical question then is…”What tweaks are you making to your web pages to improve the chances that your prospects stay longer on your site and ultimately become your client or customer?”
The blog post published on ConversionScientist.com and written by Emma Bostwick goes on to list the reasons why shoppers abandon website pages prematurely and what page elements you should be paying close attention to by tweaking them and keeping your prospects on your pages.
Visuals *92.6% of visitors say the “visuals” help them decide (in 90 seconds or less) whether or not they’ll stay around to buy.
Images *58% more sales are made online when there are “multiple product shots” posted.
Videos *52% of visitors are willing to stay on a website longer when product videos are posted.
Product Reviews *85% of visitors read online reviews for local businesses before buying.
Discount Promos *57% of visitors say they would not buy if there hadn’t been an online coupon or discount code available.
Shipping *59% of visitors say shipping costs help them determine whether or not they ultimately make an online purchase.
Payment Type *59% of online buyers say they abandon a cart if their preferred method of payment is NOT available.
Emma’s post gives some general design advice on how to cut down on abandonment rate—use a design that is simple and clear, that guides visitors through the checkout process easily.
One way she says this can be done is by adding a “checkout progress bar” in view so that shoppers know where they are in the buying process.
And as I always say…once you’ve tweaked these elements, it is a good idea to test variations of them in A/B tests for each to find out what brings your business the maximum ROI for the time and money you spend on your online business efforts.
Read Emma’s post regarding consumer behavior and e-commerce websites here!