In 2019, it’s not enough to have good products and a decent website. Customers expect more. In fact, 26% of customers say they will find another company to buy from if they have one bad experience with a brand, and 92% say they will stop shopping at a company after three bad experiences.

Your site experience starts with your marketing efforts and continues through your eCommerce checkout process. Even if your customers find what they want on your site, a bad checkout will drive them away from a purchase. If you haven’t audited your checkout process recently, it’s time to review some best practices for improving the customer experience and your eCommerce checkout process.

Offer Live Chat

live chat

If you’re looking for a new way to grow your business, then live chat could be your answer. In fact, just having live chat available on your website can have a significant impact on sales.

A study conducted by FurstPerson found that as many as 77% of customers won’t make a purchase on a website if there’s no live chat option available. Plus, chat is a great way to bring visitors back to your website. Emarketer discovered that 63% of customers were more likely to return to a website that offers live chat.

Speed and superior customer service are key components to closing sales. Shoppers with questions want them answered immediately so they can complete their purchases and get on with their days. Forrester’s “Raising the Bar” report found that 1 in 5 customers is willing to stop using a product or service for slow response times via online chat. The longer their questions go unanswered, the more likely they will abandon their carts and find the answer (and product) elsewhere.

Ensure Security

secure payment

A leading cause of abandonment is a distrust of payment security. The eCommerce world has been rocked by massive information leaks. Customers are understandably skittish about releasing their personal details and payment information.

If you have certifications from the Better Business Bureau and other organizations that validate you as a business, display them during your checkout process. Almost 70 percent of customers have serious concerns about how companies handle their data. If customers don’t trust your website, they aren’t going to buy from you.

Use the Data

online shopping

You need to understand your customers and their interactions with your site if you’re going to improve your eCommerce experience. A strong analytics strategy will help you understand how users are getting to your site and what they’re doing once they get there.

It’s a good idea to measure what percentage of your audience makes a purchase after they come to your site, but you can gain even more insight by looking at the visitors who don’t make a purchase. You can analyze the following metrics for insights into non-buyer habits:

  1. How long are they on your site before they leave?
  2. From which pages do they leave? (these are called bounces)
  3. How are they navigating your site?

In order to generate the best insights through the analysis of this data, some companies use automated solutions such as enterprise resource planning (ERP) software to collect and analyze the data while creating actionable insights for the team.

Final Thoughts

All in all, your eCommerce checkout page is one of the most important parts of your online store. You can’t win sales and grow your business if you can’t get consumers to convert.

Companies should build secure and seamless checkout processes. Even a small error or distraction can have a serious impact on your bottom line. Get as much feedback from customers on their user experience as you can; it will help you identify and correct problem areas.

If you want to increase your conversions, streamline your checkout page. Offer your customers live chat and secure transactional solutions. When you make checkout the least difficult part of your customer’s eCommerce journey, you can count on conversions.

Henry Garrett is a marketing professional and avid technology aficionado. When he’s not scouring the web for the latest news from Silicon Valley, you can find him in the gym or at home watching the latest soccer match.