On average, 7.5 out of 10 people abandon their shopping carts. Likewise, based on our readers’ response, their results  for shopping cart abandonment seem to fall within that range.

How do you stop this hemorrhage? How do you increase your orders or leads and decrease the number of people leaving your shopping cart page?

The most obvious reason for shopping cart abandonment goes back to the way shopping carts were constructed 10 years ago. It’s changing now, but back then, order forms were a very complicated process.

Still today, many marketers have 3, 4, 5, 6, or as many as 10 different sections or pages for taking a customer’s order over the web.

Your shopping cart should have no more than two steps, one if possible.

Break a multi-step into simple steps. If you’re not careful, shopping carts can turn into a “tombstone page.”

And, your shopping cart should include direct response copy: powerful, sales-driven copy that will help not only to stop shopping cart abandonment, but will also help upsell and cross-sell additional products and services.

This includes:

  • A powerful positive acceptance statement (PAS). For example, Yes! I want to become a member of Wine of the Month Club and get my two free bottles of wine today.
  • A reminder of the valued-added piece that prospects will receive if they purchase from you (in other words, a free gift)
  • A guarantee, near the credit card information
  • Your company’s contact information

 

These elements remind prospects of the benefits of saying YES to your offer….and also help build trust that keep them from backing out of the offer.

Remember how I told you that 7.5 out of 10 people abandon their shopping carts?

We’ve seen increases of 300% to 400% for clients who have followed our direct response rules, and use only a 1 to 3-part order form on the shopping cart page.

Almost every shopping cart my staff and I are creating has 1 to 2 clicks and that’s it!

The more clicks, the more drop-offs.

Put yourself in your prospects’ shoes and take yourself through your order-taking process. Does it feel good, or is it overwhelming? Are you convinced to respond “Yes” to your own offer?

Here’s a short video about shopping cart abandonment. It’s about 2 minutes long.

I can help you get your shopping cart to just a few clicks … making sales faster than ever. Give me a call at (310) 212-5727 or email Caleb at [email protected].

Here are the rest of this week’s articles: