Top 5 Reasons that your order page isn't converting
This post explores the top five reasons that your order page might not be converting to its full potential. Review these five critical elements of a high performing sales pages to ensure that you're doing everything necessary to maximize your close rates.
1. Your page isn't mobile responsive
Today, consumers are using their mobile phones to complete shopping experiences, and the rate is only continuing to grow. In 2017, 34.5% of US online ecommerce sales where completed with a mobile device. Within the next four years, that rate will grow to become greater than 50% of all ecommerce sales. Your order page MUST be mobile responsive.
And while buying on a mobile phone is increasing, nearly 80% of shoppers used a mobile phone inside of a physical store to either look up product reviews, compare prices or find alternative store locations.
As a result, having a site and an order page that's not mobile responsive will greatly reduce your opportunity to close a deal.
2. No streamlined check out process
Friction during checkout is one of the easiest ways to lose a potential customer. Your customers have a short attention span. The checkout process on your order page has to be simple and straight forward with a minimal number of clicks.
YES, there is basic information required to complete a sale, and customers expect that, but requiring additional data, asking questions, trying to upsell too hard. will result in a lost sale. The check out process has to be simple and quick.
Once a customer decides to make a purchase, you need to complete that sales ASAP. There will be plenty of time to upsell and establish a deeper relationship in the future (once you delight them with your product or service). But close while the closing is hot!
Here are some things to consider in your check out process:
3. No Guarantee
Online commerce is different that brick and mortar retail in one key aspect: the customer can't touch your product online. Every online buyer is thinking "do I want to get stuck with a product that doesn't meet my needs"?
The easiest way to remove this barrier is to include a guarantee for your product. In fact, it's a requirement for ecommerce, thanks in part to all of the scammers who've destroyed shopper trust. A guarantee helps to provide a level of trust in the selling process and is key to closing the deal.
There will be returns, but assuming that your product is solid, the bottom line is that that additional business that you'll get by closing with a guarantee should out weigh the cost of returns.
4. No Reviews
Amazon is the king of reviews. There is something deeply important in the power of reviews to sway a potential customer.
Some things to remember about including reviews:
5. No Social Proof
Lastly, social proof is another key closing enhancer. Like reviews, social proof helps a customer feel like they aren't alone in making a decision to do business with you.
Social proof can be in the form of: