1. Smooth operator

The journey on which you take your visitors undoubtedly contributes to their confidence in your online store, and their ‘convertability’. Your main objective is to make their experience seamless, problem free and directed.

2. It’s all about trust

By making their path to purchase easy that includes being transparent about charges up front i.e. don’t try springing a last-minute shipping charge on them, it is one of the top reasons for cart abandonment. Also, whilst we’re on the subject of trust, your potential customers are concerned about the security of online payments, so make sure your secure certificate is up to date and relevant trust marks are prominent.

3. What else can I do

Directing your visitors experience, means making it easy to find and purchase what they want. If you do want to entice into an additional impulse buy then introducing an upsell opportunity can be a good way of increasing that basket value. We recommend you utilise a single instance of a limited range of product suggestions related to their basket contents. Just because you have multiple opportunities to upsell, you don’t have to use them all!

4. Tell me something good

The fact is, we have always lived in a recommendation economy, whether the neighbour or a colleague recommended a product or service, or whether you’re checking out online reviews, your reputation and the quality of the product you sell counts. It’s clear that where a potential purchaser has been able to find help on-site and seen positive customer reviews, the trust increases and they are more inclined to get that ‘feel good factor’ about committing to the purchase.

5. Check it out now!

Your checkout method/process has got to be quick and clear. The number of steps and the time it takes to checkout can have a direct impact on customers abandoning their carts. More than 2 steps and on average you lose about 20% with every step thereafter.

6. Be our guest

The other sin when it comes to checking out seems to be insisting that all customers create an account before being able to purchase. Giving people the option to checkout as a guest greatly increases the chance they will commit to the purchase. Simply put, the less work they have to do, the greater the chance of converting their interest to a sale.

7. It’s all about the money

Offering a selection of payment methods is a standard customer expectation. Providing a wide range of credit and debit card options along with PayPal, mobile or other secure payment sites is an important consideration, as is, where appropriate new methods for making monthly payments against purchases. The easier you make the path to purchase, the more likely you are to convert browsers into customers.

8. Take that and party

Flexible delivery and return mechanisms are vital to secure the sale. The ability to choose home delivery or store collection and giving a low cost or preferably free option increases the chances of your shopper feeling happy they will receive the goods at a price, time and location that suits them.

9. Return to sender

Another real worry for online shoppers is that when they receive the item/s, they might not be suitable, for example they might not fit, be a different colour to what was expected, or maybe even damaged. Making your returns policy as simple as you can will mean you see a decrease in drop outs at this stage as buyer anxiety drops.

10. Shock to the heart

Most importantly ensure your technology is robust, so that your customers don’t suffer any errors or crashes during their first engagements with you. A site crashing during checkout could mean that not only do you lose that sale, but you lose them as a potential customer altogether.


Read our Ecommerce made simple in 7 easy steps to give you some further ideas to improving your sales.