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The average shopping cart abandonment rate is just over 65%. That’s right—65% of online shoppers abandon the shopping cart during the checkout process, and you already know that a good number of them don’t return.
For companies, this means lost sales and a hit to the bottom line. Obviously, it’s important to figure our why customers abandon shopping carts, so that you can take steps to reduce your shopping cart abandonment rate and make more sales.
So, exactly why do customers run away in the middle of checking out online? There are lots of different reasons, but let’s try to address some of the biggest ones.
High shipping costs—Shipping rates matter. While you might have a good price tag on your actual product, customers also consider shipping costs when making a purchase online. If your shipping rates are too high, you’re going to lose a lot of sales. That’s why many companies offer some sort of free shipping—whether it be on all purchases or only on orders that meet a minimum purchase amount.
Not quite ready to buy—Sometimes, a customer decides that he (or she) just isn’t ready to make a purchase. Maybe the customer was just doing the initial research on the product he’s considering, or maybe he decided that he wanted to do some comparison shopping before deciding to complete his purchase. Providing your visitors with ample product information coupled with a strong, urgent sales message can help you combat this issue.
The product is too expensive—We all hesitate when it comes to dropping a large sum of money. Products with high price tags typically have a longer buying cycle. Consumers tend to think more heavily about big purchases before completing them. One thing you can do to ease their concerns is to demonstrate why your product is still an excellent value even at its high price point. Do a clear job of explaining how your customer will benefit from the product.
Registration required to checkout—Requiring customers to register before they can make a purchase is like putting a huge DETOUR sign in the middle of the road to checkout. Most will just turn around and leave. Registration should be optional, not mandatory. Allow those who wish to checkout as guests to do so.
Asking for too much personal information—People are very protective of their personal information, and they don’t want to share any more of it online than they have to. Don’t ask your customers for any personal information you don’t need to complete the transaction.
Long, confusing checkout process—Is your checkout process making customers jump through one hoop after another? If it’s too long or too confusing, many shoppers will abandon the cart, never to return. The fewer steps needed to complete the transaction, the better. You can also add a status bar to the checkout screen, showing customers how far along they are in the checkout process.
Are you making any of these mistakes that cost you customers? What are some other reasons customers abandon shopping carts?
Share your thoughts by leaving a comment below.
When done properly, pay-per-click advertising can yield a tremendous return on investment. With PPC advertising, you can display relevant, targeted ads to searchers who are looking for the products and services your company offers. And since you only pay whenever someone clicks on your ad, it’s a cost-effective way to send high quality traffic to your website.
Of course, the first challenge is getting that click. You have to compete with other PPC ads plus the organic search results, so getting a click might be a little tougher than you would think. But if you follow these tips for writing your ads, your paid search result will stand out from the rest and earn you more clicks.
Write unique ads for each keyword—The worst thing you can do is to write a single, generic PPC ad and use that for all of the various keywords you’re targeting. You’ll end up with an unfocused, untargeted ad that doesn’t seem relevant to searchers. For each keyword you’re targeting, you should have unique ads based upon that search phrase. The more tailored and specific the ad is to the keyword, the better.
Include the keyword in the ad—If you’re creating a PPC ad for the keyword “red widgets,” include the phrase “red widgets” in your ad. Ideally, you should include it in the headline and in the ad copy. Whenever you include the keywords in your ad, Google will actually bold the phrase, making it stand out a little more in a crowded search results page.
Speak to the customer’s mindset—Understanding the psychology of how and why people search certain terms will help you create better ads that are targeted to the customer’s current mindset and predicament. Try to figure out what the customer’s need is when searching for a particular phrase, and try to know what stage of the buying cycle they would be in when using such a search query. Then, tailor your ad copy to speak to their current situation, so it really resonates with them.
Highlight a benefit—What’s your company’s unique selling proposition? Why should someone do business with you rather than one of your competitors? How will they benefit by using your product or service? Focus on highlighting this in your ad.
Have a strong offer—A great offer will motivate searchers to click. Maybe you’re offering a limited time discount on your product or service. Or maybe you’re offering free shipping on all purchases. Maybe a free consultation or free product demo. Have a clear, compelling offer that’s worth clicking to learn more about.
Test different ad copy—The only way to determine what’s working and what needs to be improved is to test out different variations of your ads. Believe it or not, sometimes changing just a single word in an ad can make all the difference when it comes to getting clicks and conversions. So, test everything, and see what gets you the most clicks.
Are your PPC ads getting clicks? What tips would you offer for writing better ads?
Share your thoughts by leaving a comment below.
Get off the fence, because this social media site is one of the hottest things going today.
With more than 10 million users, 12 million unique visitors each month, 9 million monthly Facebook-connected users, and the generation of higher levels of referral traffic to websites than YouTube, Google+, and Facebook combined, all signs point to Pinterest providing a great opportunity for savvy marketers to connect with their audience, drive traffic to their websites, and grow their brands.
But knowing that Pinterest offers a chance to build your brand and knowing how to do this are two completely different things. So, how can you actually grow your business with this fast-growing social media site? Here are 7 tips to help you out.
First things first—add a Pinterest button to your website. You want to have buttons on your blog posts, product pages, and other important pages on your website that allow visitors to instantly share that content on Pinterest. This is an important first step to driving Pinterest traffic back to your website.
It’s not all about you. While you do want to promote your own content and drive traffic back to your website, you should share other people’s content as well. Look for great content and photos related to your product or service and pin them onto your boards. This makes you a more interesting, diverse resource to your followers.
It’s a great idea to connect your Pinterest page to your company’s actual activities. For example, you can run Pinterest promotions, where you post great, exclusive deals on your products on your Pinterest page. That way, customers aren’t just liking and sharing the content you’re posting; they’re getting motivated to buy as well.
You can’t spread the message all on your own. Crowdsource to get your fans involved. Have them take unique, fun photos with your products. This shows others just how much customers truly love your products.
Just like with anything else, having success with Pinterest means putting in the time and effort to grow your presence on the site. There are no shortcuts to success. You have to put in the time to create, find, and share great content. You have to build relationships with your audience and with Pinterest influencers. This takes time, but if done properly, it can pay off tremendously.
One great thing about Pinterest is that it provides you with rich insights into your target audience’s interests. Take some time to explore the pages of your followers. What type of content are they sharing? What type of content do they like? By understanding this, you can tailor your pins to better match the interests of your followers.
Get found by optimizing your pins with relevant keywords and hashtags. For example, you might add “#food, #desserts, #cupcakes, #yummy” to a pin sharing a photo of a cupcake your restaurant serves. This will help people who are searching for specific content on Pinterest find you.
Is your business on Pinterest? Why or why not?
Share your thoughts by commenting below.
The fascinating business of Art