Let’s face it, getting the attention of a potential customer is getting harder and harder. They fall out of your funnel all the way to the end. We have to accept this to different degrees, less so if you have a solid conversion rate optimization strategy. The worst place to have them fall out of your funnel is the checkout page. If you aren’t split-testing already, then the checkout page might be the best place to start.
Really though, do your research and figure out where you are losing the most potential customers and start there. When you are ready to optimize that checkout page, here are six things you might want to try adjusting.
- What? Remove all currency symbols. Here in the states it is the “$” that we are talking about. Try replacing it with “USD”. Remember though, the USD would go after the price. So, instead of $47, use 47usd.
Why? A study by Sheryl E. Kimes Ph.D at Cornell University showed noticeable differences on the check totals at St. Andrew’s, the restaurant at the Culinary Institute of America, in Hyde Park, New York. Those who received menus with numerical-only pricing spent “significantly more” than those who had “$” and “.00” in their menu.
- What? Don’t make the price giant. Instead, keep the price relatively the same size as the rest of the content on the page.
Why? Marketing Professors at Clark University and University of Connecticut discovered that buyers perceive prices to be a better value when the price isn’t larger than the other elements on a page.
- What? Offer free shipping.
Why? Research shows that free shipping decreases cart abandonment and is more appealing to the prospective buyer than a discount. This is true EVEN when the discount is worth MORE than the free shipping!
- What? Set the free shipping threshold (if you have one) to an amount greater than the average total purchase amount. I’m sure you’ve seen this before. It looks like “FREE SHIPPING on all orders over $99.”
Why? You don’t want the free shipping offer costing you more than the gain. Doing it this way will almost certainly increase your average order amount.
- What? Reframe “FREE Shipping”. Instead, suggest to your potential buyer that you are going to pay for the shipping. “We’ll pay your shipping”.
Why? You are reframing this in the buyers mind. Instead of telling them what they get, you are letting them know what you are giving them. Instead of them earning free shipping, you are earning their gratitude. Even if this is subconscious on their part, you benefit.
- What? Use softer words for buttons. Instead of “Order Now” or “Place Your Order”, use something like “Continue”.
Why? Phrases like “Place your Order” are often times linked mentally to spending money. Buyer’s Remorse can begin as soon as the buyer has imagines finishing the purchase. Using softer words will often disconnect that mental link.
Now go and try some of these and let me know, in the comments, your findings. Remember though, in split-testing, most experiments do not offer significant change. Don’t get discouraged when you don’t immediately see huge results. The huge gains in split-testing come from an active and prolonged approach to optimization.
[su_spoiler title=”Additional note” open=”no” style=”default” icon=”plus” anchor=”” class=””]Numbers 1 and 2 both work on AND offline.[/su_spoiler]