The Maverick Entrepreneur™ Series
Basic eCommerce Fundamentals
eCommerce can be VERY complex. To offer a world-class customer experience, retailers must incorporate technologies and functionality that exceeds rising customer expectations.
On the flip side, however, site fundamentals still play a very large role in converting visitors into customers. Many retailers surprisingly lose sight of these site basics and leave significant sales on the table. This brief examines 4 quick “fundamentals” every eCommerce manager cannot afford to lose sight of.
Speed has become less of a problem due to the penetration of broadband, but don’t forget that a significant number of people still shop by a dial-up connection. When creating a site framework, designers and e-commerce teams should ensure that the site is developed with pages loading in less than 9 seconds (over a dial-up connection).
Our recommended page size is within 60-70k in bytes. At that amount, sites will likely load within the maximum wait time of 9 seconds. Online retailers should avoid flash at all costs within their transactional site. Flash’s artistic aspects may help you establish a brand presence – but it will likely lose potential customers before they have even searched within your store.
Image is important
Images are a very important aspect of selling online and are often neglected. All product images should be of the highest resolution possible, be much larger than the product page original, and have
multiple views. Dynamic imaging capabilities can improve the user experience to an even higher level by increasing interactivity (zoom & rotate). At a minimum – retailers should have at least two additional views outside of the product page image to help build emotion.
Be my guest
Shoppers do not like being forced to do anything, especially when they are ready to open their wallets. Forcing a shopper to register on your site before purchasing can drive a portion of your traffic to your competitors. Too often, shoppers do not have the time or the inclination to fill out a lengthy form explaining what types of information they desire.
When possible offer the ability to check out as a guest. You will see less customer leakage within the checkout process and can still offer the option to register when the sale is completed.
Make sure it’s “above the fold”
Your homepage is the most important page within your eCommerce store. It sets the initial tone for the shopping experience and offers your best promotions and products to your visitors. Users typically visually scan a web page from top to bottom and then from left to right.
Abandoned Cart Notifications – The following is provided courtesy of Shopify:
Why Online Retailers Are Losing 67.45% of Sales and What to Do About It
You’re losing money. We haven’t even met, yet I know this because the data supports it; that each and every day you’re losing potential orders on your website. Cart abandonment causes online retailers a great deal of pain. How much pain?
According to Baymard Institute, a web research company in the UK, 67.45% of online shopping carts are abandoned. Think about that. For every 100 potential customers, 67 of them will leave without purchasing. How much would your revenues increase if you were capturing those sales instead of losing them?
Let’s look at a quick example. If you’re currently making $15,000/mo in online revenue and could turn just 25% of those abandoned orders into sales, you’d make an extra $45,000 each year.
Baymard’s study is important because it’s a collection of 22 different studies containing statistics on e-commerce shopping cart abandonment. Their number is the average of those 22 studies. Some sources report a much higher abandonment rate – as high as 80.3%.
Many Shoppers Do Leave Without Paying
Clearly, shopping cart abandonment is a big problem. Now we’ll look at why. According to Statistics, there are 14 main reasons why shoppers abandon their carts.
Approaches to Reducing Shopping Cart Abandonment
There are two ways to deal with shoppers leaving your store before buying. They can be broken down into two groups:
1) Before Cart Abandonment
2) After Cart Abandonment
There are some effective solutions to increasing your sales and reducing lost customers thru Cart Abandonment.
For a comprehensive and informative solution to this issue, CLICK HERE to visit Shopify for this FREE information.
If you are interested in additional information as outlined in this article, need assistance in applying this information, or just want more resources, contact us for FREE (no obligation) and we will do our best to accommodate you.