This blog post was written for a shopping cart abandonment app in 2016. The company has since been acquired.
If your potential customers don’t have trust in your checkout process or have some hesitation, it’s going to lead to more abandoned carts and you losing out on sales.
Thankfully there are a few simple steps you can take to alleviate your visitors’ anxiety and get them through the checkout process without feeling nervous.
Show Your Security Credentials
Buyers want some reassurance that when they hand over their financial details, their information will be secure. Showing your buyers that you have a secure checkout process and that their details are safe is a huge part of removing doubts and anxieties.
Even something as simple as a badge from your SSL provider showing you have a secure checkout can give your customers some peace of mind that you take security seriously and that you’re taking necessary precautions.
As with financial information, people want to know that their personal information is safe and they’re not dealing with someone who is going to rent out, sell or give that information away to anyone else.
Your Refund Policy or Guarantee
It’s natural, especially if someone is buying from you for the first time, to have some doubts about whether they will be happy with your business and the quality you provide, and if not, how they can get their money back.
The simplest way to deal with this is to have your refund policy and a guarantee, if you offer one, as prominent and as visible as possible throughout your checkout process. So putting both on your sales page and again on the checkout page as an extra reminder gives your buyer some reassurance that if they’re not happy with their purchase, they can get their money back easily.
It’s a simple but effective way of removing someone’s hesitation to purchase.
Show Off What You’ve Done
In other words, testimonials, reviews and depending on your line of work, maybe a portfolio.
Collect as many testimonials and pieces of positive feedback as you can from existing or past customers and show it off throughout your sales and checkout process. It will be reassuring for potential first-time customers to see real people being able to vouch for you and your business.
Having your contact information visible and available is an excellent way of demonstrating that you’re contactable if there are any problems, which again, can reassure your buyers that they’re in safe hands.
While an email address is useful, a phone number means someone can contact you immediately and an address means you can be pinned to a physical location. Both of these can give buyers a bit more confidence that should any problems arise, someone will be on hand to provide a solution.
There aren’t many things that can create doubt in a buyer’s mind as easily as having no follow-up once a transaction has gone through. It can at times look like a case of taking their money and running and can lead to some quick refund requests due to post-buying anxiety.
At the very least your customers should receive an order confirmation, and ideally regular status updates until they have received their order. This isn’t just to remove their anxiety, but it is actually one of the basics of providing good customer service.
There are plenty of reasons why anxiety can cause someone to abandon their shopping cart mid-transaction and it’s important to do what you can to show that you’re providing a safe, secure, trusted environment to do business in.
If you haven’t already taken care of these elements in your checkout process, then I strongly recommend you do so.
If your business is still suffering from high shopping cart abandonment rates, even with these measures in place, then there may be something else causing it and it would be a good idea to speak to an expert.
Here at [REDACTED], we have experience of helping a variety of businesses recover shopping carts and boost their sales. Some examples include:
- Over 70% of abandoned revenue recovered for a hotel in Honduras
- Over 30% of abandoned revenue recovered for a hotel in New York City
- Over $30,000 in abandoned revenue was recovered for a single e-commerce website.
If you’d like to start recovering lost revenue from abandoned carts on your website then sign up for a free demo and see how [REDACTED] can help you.
Click here to sign up for your free demo today!