I love browsing online stores but buying experience really matters to me. I frequently get excited about buying something only to give up before purchasing.
Why? I thought that maybe I was just a serial cart-abandoner but have since found out that it’s not just me.
A whopping 67 percent of shopping carts are abandoned before the buyer completes the purchase, according to a recent report by Baymard Institute.
So why do so many buyers like me give up during the buying experience?
I’m ready to buy, credit card in hand, but when it comes down to it, I really don’t enjoy the actual online buying process. There’s nothing worse to me than getting all excited, then clicking to buy – only to get hit with an unattractive, out-of-context third-party payment form, asking me to sign into my account. I have an account? What’s my password? Which email address did I use to sign up? It’s all too hard, so I give up.
The most valuable thing that a customer takes with them when they purchase is how it made them feel. Is your transaction process detracting from your customer’s experience? Your growing business is reflected in everything that you present to them, so if you’re giving your buyers a clunky payment process then that’s what they’ll take away with them.
Some questions to ask yourself about the buying experience for your online store:
- Is it enjoyable and easy to buy from you?
- Will your customer tell another person about their experience? Will it be positive or negative?
- Do you enjoy your own buying experience? Is it a smooth process? Test it out – take notes.
- What do you do after the transaction to further enhance your customer’s experience? Do you redirect your customer to a thank you page, follow up with a personal message, or delight people with your packaging?