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Software companies exert significant amounts
of effort promoting their software and driving
traffic to their website, yet they often fail
to examine the purchase process that customers
encounter after arriving at the site. If someone
enters the purchase process, chances are very
good that they have already determined that your
software is compatible, and that they have money
and an interest in purchasing your software...
all of which are critical when converting a potential
customer into a purchasing customer. Many software
developers can increase their sales "close" rate
and reduce shopping cart abandonment by improving
the purchase process...
1. Reduce Steps
Reduce the number of steps required to complete
an order. The order process should require as
few "clicks" as possible. Think of it this way
-- for every additional "click" in the order process,
you run the risk of losing some customers. In
other words, the fewer clicks required, the more
orders will be completed.
2. Secure Form
The website order form should clearly indicate
that it is secure, and most online shoppers now
know how to check for such security. Website security
will instill confidence in the buyer.
3. Remove Redundancy
Do not require the customer to "re-enter" information
in the order form. The order process will often
require the customer's "delivery" address, but
then will also ask for a "billing" address for
the credit card transaction. Provide an option
that will let the customer copy the data from
one section to the other if both addresses are
the same, so the customer does not have to retype
the same information.
4. Communicate
Clearly communicate how and when the order will
be shipped. If you display a "box shot" but the
product is delivered digitally, be sure to clearly
indicate that the customer will receive an email
with a registration key or download instructions,
but not an actual box and program on disc. (but
consider offering them as an add-on up-sell!)
5. Guarantees
Include information about any money-back guarantees
on the order form. This will provide the purchaser
an additional reassurance that they are doing
the right thing.
6. No Options
Remove all other navigation options from the
order process, so that customers are not distracted
into clicking away before completing the order.
Once the customer enters the purchase process,
they should be guided toward completing the order,
and nothing else. Remove any distractions or extraneous
links.
7. No Surprises
Do not add any additional handling or shipping
fees in the final steps of the order. Clearly
display such costs on the website, so that there
are no "hidden" charges that take the customer
by surprise. Additional fees that are added in
the final stages, even when they are legitimate,
will often frustrate customers and they may abandon
the order.
8. Payment Options
Offer a wide variety of payment options. The
last thing you want to happen is for the customer
to decide to purchase your product, but then be
unable to pay with the options they have available.
Offer customers a variety of mechanisms and payment
options.
9. Professional Design
The order pages should be professionally designed,
and should use quality images. An unprofessional
web design in your order pages will make potential
customers hesitate before spending their money.
If possible, design and brand the order pages
to match the rest of your website, which will
not only reassure the customer, but will also
help to reinforce your brand.
10. Do Not Rely On Scripts
Many web browsers now turn off javascript and
lock their systems down. Stick to the basics when
it comes to order pages. Avoid forcing customers
to use any scripts or browser add-ons to complete
an order.
Reducing the number of customers who abandon
your shopping cart will increase your bottom line.
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Developer
101
Reduce Shopping Cart Abandonment