Chauncey: All right welcome back to the Being Found Show. We’re talking about streamlining your ecommerce checkout process. There’s a list of steps and tools that you can implement to make your customers’ purchasing process easier.
Now I realize that everything we talk about is like some daunting task. I don’t expect somebody to do all these things. These are things to have in your mind and you just have to take into consideration. So don’t go out of your way to do them unless you’re willing to spend some time and money and say I want my check out process perfect and optimized and I want everything great and I want it done now.
Figure Out What is Causing Your Customer Frustration
Chauncey: Pick something to start with. Go through your site and find something that makes you think that’s frustrating. Send your husband or your wife through it and have them tell you that’s frustrating. Take one of your kids and have him go through it because that’s a different generation. Try to find a different generation, try to find a different type of person you know and have them go through and tell you what they find frustrating. If you find that three different people struggle in the same place, you know what to fix.
Jake: And if you’re shopping online look at those other stores and what makes them easy. See if you can take a step in that direction.
Chauncey: Right. I always try to give business owners a break on this because most business owners are really working 24/7 and they’re not online consumers. Their family tends to be consumers but they tend not to be, and when they are consumers it tends to be in a more B2B environment. And so I say be aware when you’re making those purchases as to what’s great and what’s not but go out there and get somebody who is a consumer, somebody who shops without that analytical mind that you’re applying to it. You need somebody just to do it who will say Yeah this sucks. After they tell you what their pain point is you can narrow down the problem and figure out how to solve it.
Jake: You also said something that I feel like we really need to mention on the show. If your company is B2B don’t think you can slack on this. I think it was Google who did a study and found that B2B customers are as inclined to not go with a vendor because of a poor checkout process or a confusing website. You shouldn’t think that just because you aren’t selling B2C that you can have a bad or old fashioned website or check out process.
Chauncey: I bet you one of the pain points is that if I’m doing B2B in my shopping, my time is valuable and if this guys site holds me back, I need to go over to this other guy. Another one is probably that you’re spending other people’s money, especially if you’re not the owner, and you don’t want a confusing check out process because you’re scared to hit that order button.
Be Generous With Payment/Checkout Options
Chauncey: There is a line with everything, and you don’t want it to be confusing. You don’t want to stick on 12000 payment options, but you do want to have a couple of choices so that people have options there don’t require a membership or log in. You can give them the opportunity to become a member or even entice them a bit like, “If you become a member so that we can market to you in the future we’ll give you 5 percent off your purchase,” or something like that but don’t make them become a member. Basically, when you make somebody become a member, you’re making them put in more information, and you’re making it painfully aware to them that you are collecting their personal information. Now entice them, and maybe you’re going to get those people who are already kind of aware that the entire internet is taking your personal information anyway and they’re going to take the five percent off. You’re going to lose those other people if you don’t leave options open for them.
Jake: Yeah I’ve done it myself. I don’t really want to get e-mails from this company, so I just buy it from someone else.
Chauncey: If you’re creating a membership, including an opt-out from the e-mails or make them opt-in so the choice is theirs. I don’t even like having that checkbox automatically checked. I find it shady. You know I think let those people make the choice for themselves but as a business, you need to include the option and take the chance.
Jake: I like the auto checkbox.
Chauncey: As a business or as a marketer?
Jake: As a marketer. As a consumer, if I don’t want to subscribe to email lists, I will just unclick it.
Put Security Features Everywhere and Request Only the Necessary Information
Chauncey: As a marketer and an internet guy, I’m aware that I could put a ton of badges on my website that doesn’t mean anything. But still, they help. And so, of course, I am definitely what is called a white hat marketer. I don’t do anything shady when it comes to marketing. I’m not trying to trick anybody. So when I put these badges up, I draw attention to the fact that we have an SSL. When I have a badge saying that PayPal is secured, I make sure we really offer those things and those things do help and in conversion. I was actually kind of surprised that they did. Being an Internet-ologist, I was aware that I could just put up anything I want there. I could have a badge saying your information will be shredded by supershredder.com without it actually being verified or even existing.
Jake: I find that really interesting too. I would not have expected that would have a huge impact on whether or not people bought from them. But then again I mean I never shopped in the Internet’s infancy. And maybe if someone had when it was the Wild West, maybe they still have that fear that putting your credit card into the field when you go to pay for something, that you are exposing your information.
Offer Free Shipping
Chauncey: A 2016 survey retail study showed that 9 out of 10 consumers say free shipping is the number one incentive to shop online more.
Jake: I believe it. Amazon has set the standard, and if you are not meeting it, they’ll go there.
Chauncey: Yeah absolutely. If nothing else the logic is there that I’m going to pay ten dollars at my local store for a doodad or I’m going to pay ten dollars online for doodad plus shipping. So I might as well just pick it up from my local store while I’m there. Now I realize with certain products it is more difficult. I work with a company out of out of Vancouver, Washington that sells like float tubes and tents and stuff like that. Some of these big heavy items are expensive to ship. You also might consider including shipping in the cost of the item and then advertising free shipping, which is again that incentive. If that sounds shady to you, know that it’s not. We’re just letting people know that when we say ten dollars we mean ten dollars and everything is included.
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