Shopping Cart Optimization That Saves Your Sales
How Well Is Your Shopping Cart Optimized?
Shopping cart optimization is an area where a lot of ecommerce websites go astray. The order process, which ends on the payment page, is a minefield many webmasters seem unaware of.
Yet getting a prospect as far as your payment page, and then making it easy for her to make a purchase, is your ultimate goal for your ecommerce website. This is why shopping cart optimization is so important.
Your health supplements ecommerce website is a complex system. It has a home page, category pages, product pages and a shopping cart, each interlinked with the other pages on your site.
When a visitor finds one of your web pages, she starts a journey of discovery through your site – unless she “bounces” (leaves your website after viewing just your first page).
And that page-by-page voyage ends, hopefully, with the visitor going through your shopping cart process and making a purchase.
Probably 90% of the copy on your website is written to try to get a visitor to reach your order page. But what happens if, after all that effort – because your shopping cart optimization's flawed – she abandons the order process before buying?
Let’s break this down.
Is Your Shopping Cart a Purse With Holes?
Susan gets 100 visitors a day to her vitamin supplements website, who actually reach her order page – but only 2% of those become her customers. That means she has two new customers every day, or 60 new customers a month.
Let's assume each of those customers spends £10 on their purchase from Susan. This translates into £600 extra every month.
But… if she closes the holes in her shopping cart process, through effective shopping cart optimization, she should be able to increase her number of paying customers.
A daily conversion rate of 9% would add seven more customers to her original two (210 more per month), spiking her profits by an extra £2,100 per month!
Don't Let Your Website Fail You on Its Last Lap
Your order process is the last lap of a prospect’s race through your website. Fall down here and all the effort you've put into optimizing your other 79 web pages is wasted!
You may have hired a professional to do your seo copywriting for all these pages, but decided to cut corners with your shopping cart optimization – to “save money”!
Sounds crazy, doesn’t it?
Yet many ecommerce websites have a badly optimized checkout system full of stumbling blocks. And the more obstacles your visitors face, the fewer of them will go on to complete your order process.
So, bearing in mind that shopping cart optimization is one of the most important parts of an ecommerce website, how well have you optimized your order process?
Have you tracked each stage of your checkout system and measured the abandon rate? Have you analysed where you’re falling down and made the needed tweaks to increase your sales?
And do you know what tweaks you need to make to lower your abandon rate?
Let me make them for you, and start plugging the leaks in your sales funnel today.