A new ScanAlert research report, released by MarketingSherpa, shows that consumers are delaying around 34 hours and 19 minutes, from the moment they first click to enter an ecommerce website, to the time of purchase (conversion).
When this study was first conducted back in 2005, consumers were only taking an average of 19 hours to convert – in 2 years this has risen by 80%!
Anne Holland, Content Director for MarketingSherpa gives the following 4 tips to improve conversion, and reduce the time visitors might take to make a purchase decision.
1. Add “About Us” blurbs to every conceivable entry point
Who are you? Why should visitors purchase something from your website? Is your business trustworthy? Are you easily contactable?
Holland suggests that some ‘About Us’ copy on all website entry pages is the best way to assure potential customers that your online business is trustworthy – maybe just the push a visitor needs when deciding to make a purchase!
2. Grab email addresses early on – before the shopping cart
Ask visitors if they would like to opt-in for email communications before they hit the cart, This makes it easier for you to target them with appropriate promotions, offer discounts or even offer to help them should they abandon the shopping journey.
3. Content: give more product info than the competition does
Generally, the higher the consumer involvement in a product the more information they need to make a purchase decision. For customers that may be taking their time to make up their mind, and buy, provide as much information as possible to encourage purchase.
4. Exclusive here-only bonuses
If you carry products that are “dime a dozen” online, then maybe you should distinguish your service by offering a free gift, or something extra, with your top selling items. Holland even recommends offering an eBook, or white paper, on a subject related to the product (e.g. Top 10 Tips for Landscape Photography or 50 Card Games for Fun). Basically, something for nothing!!
The increased freedom and security of shopping online has bred a new form of comparison shopper. Now that we are free to browse an infinite number of online stores, we are no longer limited to shops within our immediate geographical location. Website owners need to cater for shoppers that are comparing everything from price and shipping costs to merchant branding and evidence of trustworthiness.
If you’re struggling to put yourself in your customer’s shoes, when looking at your website conversion, then ask friends, business associates or even family, to do a ‘mystery shop’ on your website. Often, you will be surprised with their suggestions, what they like and what they don’t like! Start from there!