Consumers who shop online have embraced it as a hassle-free way to shop. They don’t have to endure long lines at the checkout point or wait until someone helps them with a product enquiry. But, as convenient as online shopping is, many customers find that every purchase they complete still feels like the first time. This is because some merchants treat them as new users instead of pulling them right into the fold.
It’s a reality of ecommerce that you will not be able to convert everyone that lands on your website. With global shopping cart abandonment on eCommerce websites sitting at between 60% and 70%, you want to put in all effort to deliver an engaging customer experience — one that is personal, fast, and easy.
Using available customer data, your online business can instill a sense of déjà vu - that feeling of familiarity - every time an existing customer visits your website. Do this, and you’ll have a better chance of getting them spend more money and convert.
Use customer login area to speed up checkout
Customers inherently do not tolerate a sign-up page and will simply leave instead of having to come up with/remember passwords. However, getting a customer to create a user account can streamline all repurchases by giving them easy access to past purchases and pre-filled shipping details.
Customers with a user account simply have to login and checkout as your website will automatically submits the relevant shipping and credit card details. The best way to convince new customers to create an account is to have them sign up after they’ve made their first purchase.
Depending on the type of eCommerce business you own, you could consider charging a cardholder on a prearranged schedule. This saves the customer the trouble of having to enter their credit card details on a regular basis. Offering a secure recurring billing payment process will allow you to run your day-to-day transactions with customers more efficiently.
Save search history
With all the consumer data you’ve been collecting, you can get a clearer picture of customers preferences and shopping habits. This will enable you to create a more personalised, pleasurable shopping experience. For example, based on what the customer has searched or ordered in the past, you can make tailored recommendations for them when they return. Knowing which products customers will likely go for, will also eliminate the need to search the product all over again.
Persistent shopping cart
A persistent shopping card allows customers to access products previously placed in their virtual cart any time after they have logged out. This is a great feature since customers can resume their shopping experience without having to use the search bar again.
Furthermore, many customers shop on an array of devices so a persistent shopping cart has the potential to enhance the user experience by offering an uninterrupted buying process.
In addition, many purchases take place between multiple devices with customers researching on a mobile device prior to buying - or even completing the transaction from their phone or tablet. When logged in, persistent shopping carts follow a user across devices.
When it appears that customers have forgotten about their abandoned shopping cart, online merchants can send out personalised emails with an incentive (such as free shipping or discounts) to recapture the sale.
For most customers, shopping online is a four-step process - they log in, search for products, place items in the virtual basket and pay for their order. Sometimes they don’t complete all these steps. But, either way, the above tips will help you sweeten the deal by offering them a more smoother journey toward checkout.