This is a very simple lesson in increasing your conversion for online sales. Who doesn’t want that? It’s a very simple process I learned a few years ago to dramatically help increase the likelihood that your prospect will actually finish what they have committed to buy – so you get more product sales and revenues as a result.
The issue at hand? Cart abandonment. What is that you may ask? Well, we’re probably all guilty of it in one way or the other. Ever gone to a website and proceeded to add items to your shopping cart only to arrive at the checkout area where you submit your credit card and billing information and you decide to change your mind? Doubts about the products you’re buying in any way shape or form may have changed your mind – but ultimately you decided AGAINST moving ahead with the purchase and backed out. That my friends, is cart abandonment.
Our role as online marketers is trying to minimize cart abandonment as much as possible for our prospects on our website and sales pages.
Instead of driving prospects to a long order form where you ask for ALL of the billing and order information at once, break it up into multiple steps.
Step 1: Ask for name and email. That’s it. It’s less intimidating and overwhelming for the prospect since they don’t have to enter all their information at once. For one, it takes less time for them to fill out and less information to enter, so almost all of them will do it. They don’t have the time to think twice about their buying decision and doubt their choice or reconsider if buying is ACTUALLY what they ultimately want.For two, the actual process of having a prospect grab their wallet to physically get their credit card and then enter it online is a lot to ask. They may not bother and decide to not proceed with buying.
Step 2: After they enter their name and email, on the next page you can ask them to fill out the additional information that is needed to complete the order such as billing and credit card information.
Now, you might be wondering why bother with this two step process and not just ask for it all at once? In some cases the more steps you ask a prospect to go through, the less likely they are to complete the sale. Yes, but do you have any idea how many prospects don’t even get to step 1 because they’ve already decided not to continue buying? I’ve heard percentages as high as 75% Ouch! That’s a lot of missed sale opportunities.
Just understanding how many prospects complete step 1 and don’t finish step 2 is huge for understanding how many missed sales opportunities are happening. Plus, with all the leads filling out step 1 and not completing step 2, you have an amazing opportunity to follow up with those prospects via email or phone to encourage them to finish the buying process. You can email them the next day re-confirming their decision to buy and encourage them to do so. Heck, if you’re offering a product with a high price point (say more than $97) it might be worth spending 15 minutes on the phone with the prospect to actually close the sale. And, with some of the feedback you get on the email and phone from the prospect about why they did NOT finish the buying process – you can understand what is missing in your sales processing to make it more compelling and engaging for them to finish the sale. That analysis is priceless!
The follow up process can be a simple 2-3 email campaign following up on those leads in an auto-responder process and perhaps inviting them to a phone conversation with you. You can even automate it using a standard auto-responder campaign in your email marketing system.
One last tip to help increase buying during the sales process: Use a very simple status bar on your order forms as they move from one step to the next. This will inform them how far along in the process they are so they know (percentage wise) how much of the process is left for them to complete. If they get to step 2 and realize the status indicates they are 75% complete, they are more likely to finish the sales process and complete the transaction so they can ultimately get what you are selling them – and more revenue for you!
Until next time… Learn It, Love It, Live It!
Review the current online process you have in place for allowing prospects to purchase your programs and services online. Consider including a 1 step process to capture name and email FIRST – before moving them onto the step 2 where you ask for all the other billing information. Track the results and see how many prospects never actually finished the buying process and you can follow up with them offline to close the sale. Interested in finding out more about shopping cart strategies and other authentic Internet marketing strategies to help grow your online business? The Authentic List Building Coaching program can show you exactly how you can authentically add up to 1,000 new qualified prospects to your business each month. People who really “get” your message and are eager and ready to become your client or buy your products. And, you could do this authentically, quickly and consistently, without being spammy or icky, but just by being you. How would that make a difference in your life? I created this one-of-a-kind program to personally walk you through the same secrets we used (and continue to use daily) to add over 1,000 highly targeted and qualified leads to our list each month for the last 12 months. To see the presentation I created for you about authentic list building principles [IMPORTANT VIDEO], go here.
Want to use this article on your website or your own ezine? No problem! But here is what you MUST include: Derek Fredrickson, Authentic Internet Marketing Specialist, is founder of the Authentic Internet Marketing System, the proven step-by-step program that shows you exactly how to authentically market your business online, in record time…guaranteed. To get your F.R.E.E. videos and receive his authentic internet marketing articles on attracting more leads and converting more sales online to multiply your current revenues, visit www.derekfredrickson.com.