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:

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    Eliminate unnecessary form fields - only include the minimum number of fields to securely complete the sale.
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    Offer multiple options to pay - only offering a single payment option can quickly kill a sale (if the customer can't or doesn't like the payment options)
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    Put everything on a single page - note that multi-step check out processes make it hard to back up in the process if the customer makes a mistake.
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    Answer Questions - provide all of the detail necessary for the customer to make the purchase. Consider any questions which they might have and answer them proactively. The check out page should be a living document - test and optimize it.
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    Limit upsells -  YES: the checkout process is a key point to attempt an upsell, but don't sell so hard that you drive the customer away. Suggesting other related purchases can increase revenue, but it can also distract the customer.

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.

Amazon Customer Review example

Some things to remember about including reviews: 

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    Reviews should always be true and honest.
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    Setup work flow to solicit customer reviews post sale. Follow up every sale with a request to submit a review.
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    Include a plug-in that automates the collection of reviews. Make it as easy as possible for your customers to contribute a review.
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    Reward your customer for contributing a review. Offering a discount on a future purchase or a coupon is a nice way to say "thank you" for a review. At a minimum, you should send a thank you email.
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    Don't filter reviews. This follows point 1, customers are swayed by honest feedback, not by 100% positive reviews.
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    Reviews can be the best method to improve your product or service. Setting up a review system provides one of the best ways to track customer sentiment. Reads all reviews, and respond to negative reviews ASAP. Angry customers often have an honest issue that can be resolved when you respond quickly. This can be one of the best ways to turn detractors into champions.

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:

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    Customer Logos - This can be a difficult element to get due to restrictions that some companies have in allowing the use of their logos. However, you should make it a practice to always ask your key customers and partners for the use of their logos in your marketing and sales.
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    Key Influencer Quotes - Having key influencers recommend your product can be a key deal closer. However, finding and getting agreement from key influencers will be a tough job.
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    Social Sharing Icons - Always include social sharing icons on your product content.
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    Testimonials - Product testimonials are a key selling device.
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    Trust Seals or Certifications

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