The Empty Shopping Cart Syndrome: Converting Web Traffic to Sales

The Empty Shopping Cart Syndrome: Converting Web Traffic to Sales

What happened this past holiday season? You had a great holiday offer that attracted consumers to your website, but yet the traffic spike was not reflected in your sales. The results above are from what is can be referred to as “empty shopping cart syndrome.“ On average, 71 percent of online shopping carts are left before a purchase is made. To avoid an empty shopping cart on your small business website, here are a few tips.

1. Be Transparent with Prices
To be blunt, consumers hate hidden fees. When shoppers are ready to checkout, be sure to clearly state any shipping costs that will be accessed with the final purchase.

2. Promote Website Security
Web security and identity theft is an ever-growing concern for online shoppers. Therefore, it’s important to make it clear that all business transactions on your website will be safe and secure. By showing a seal of approval from an established security company, you will be assuring your customers that their personal and financial information will be kept safe from malicious attacks.

3. Be Flexible with Purchasing Options
From PayPal to credit card options, it’s important to accept as many forms of payment as possible. There’s nothing worse than for a shopper to complete an order only to find out your small business does not accept payments through PayPal. Not only should you be flexible with purchasing options, but also you should be promoting these options throughout the entire purchasing process, not only at the final checkout.

4. Provide Chat for Customer Support
Your description may be clear to you, but there are many times shoppers will have questions regarding your products’ functionality and will forgo the purchase. To avoid shopping cart abandonment, provide a chat option for any questions that may arise.

5. Make for an Easy Return
No matter how well optimized your checkout process is, there is always the chance for a consumer to second-guess their purchase. For those times, make sure it’s easy for the shopper to return to their original shopping cart, by creating wish lists or sending a friendly email reminder.

Not every visitor to your site is going to become a customer, but with the proper checkout process, you can increase those odds and cure your small business’ website from the empty shopping cart syndrome.

Do you plan to revamp your checkout process this year? Hit up the comments below and let us know what your plans are for 2012! 

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Brian Sutter

Brian Sutter

Director of Marketing at Wasp Barcode
Brian Sutter is the Director of Marketing at Wasp, responsible for the development and execution of the company’s marketing strategy. His role encompasses brand management, direct and channel marketing, public relations, advertising, and social media. He also writes and speaks on topics related to helping small business owners grow their business and improve operational efficiency.
Brian Sutter
Brian Sutter