How to Get More eCommerce Conversions
Even with the right online store software and tightly managed inventory processes, you may notice you aren't seeing as many conversions as you hoped when you sell wine online. Shopping cart abandonment could be to blame, but you don't have to let your online wine store struggle.
In fact, the Baymard Institute released a statistic that some ecommerce websites experience abandonment rates of nearly 70 percent, Copy Blogger stated. Price is often a cause for shopping cart abandonment, but it's certainly not the only one, and it may not be the issue you need to fix. Asking shoppers to take too many steps or fill in too many fields before completing their purchases could send them away. A feeling or poor security is a major detractor. And many shoppers don't want to be forced to register for an account with your site. However, if your site is free from these other problems, customers won't be as concerned with price.
Security is a top priority for online shoppers in the wake of several high-profile retail data breaches, Penny Sansevieri, CEO of Marketing Experts, wrote for Huffington Post's blog. Having the best deals won't keep customers on your site if they feel like their financial information isn't secure. You may want to include a badge for your point of sale software to boost the sense of security on your winery's website. Wording like "secure checkout" can make a big difference.
How to avoid shopping cart abandonment
Online wine sales represent a huge opportunity for wineries, but you can't capitalize on this unless you have a high-functioning website that converts visitors. Here are several features that could be detracting from the overall effectiveness of your site:
1. Hidden shipping costs
Cost-effective wine shipping is essential for getting consumers to complete the purchase. Shipping discounts may be even more effective for increasing conversion rates than product discounts, Copy Blogger said. Some customers expect to see the total cost - including shipping fees - displayed before they reach the checkout page. Because shipping wine can be cost-prohibitive, it may be a good idea to include an estimate as shoppers add items to their carts.
2. The checkout process is too long
According to Sansevieri, each click consumers are forced to make can cost you 5 percent of your traffic. If there are several steps of pages before completing the purchase, you could see high abandonment rates, and this isn't even accounting for price or shipping expenses. If you are promoting a particular seasonal wine, you may be able to gain higher conversion rates from adding a section on the home page of your site. Visitors don't want to dig through every page of the site. In addition, Copy Blogger recommended streamlining the number of fields people need to fill out to finish the transaction.
3. Forcing people to register for an account
Being required to sign up for the website can quickly send shoppers packing. Citing data from Luke Wroblewski and Jared Spool, Copy Blogger said cart abandonment can be reduced by as much as 45 percent by showing a Continue button rather than Register. You can see more purchases if you give customers the option to shop as guest and register for an account after completing the purchase. If it's an absolute necessity to have visitors create an account, streamline the process to make it as painless as possible. You can add a short explanation why registration is necessary. Another option is simply requiring shoppers to enter their email addresses to proceed. This can ease the tension of account creation.