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“Unexpected extra costs” include, tax, fees, and of course, shipping.

To avoid shoppers abandoning their carts, then, make visitors aware of any extra costs upfront before they enter the checkout. You can also offer free shipping on orders above a specific value to reduce cart abandonment and increase average order value.

According to HubSpot, 24 percent of shoppers are ready to spend more to qualify for free shipping, so this is a great way to increase the average order value.

Whenever a visitor adds an item to their cart, track the basket value and trigger a campaign in the first step of your cart. Then, if the order value isn’t high enough, offer free shipping.

To encourage visitors to buy more, you could add product recommendations in your campaign with an “add to cart” call-to-action.

TAKEAWAY

Identify the reasons shoppers abandon checkout and address those reasons with an exit-intent campaign or with an abandoned cart email.

I think we can all agree that Amazon is a top contender in the e-commerce market.

Again, it comes down to convenience. If a prospect can buy all the different items they need in the same place, then it’s a no-brainer.
So, to accommodate this growing trend, consider selling on Amazon, if your country permits.

You can even add a call-to-action button on your site that links to the item on Amazon.

TAKEAWAY

To sell your products on Amazon, make the journey from your product page to the corresponding product page on Amazon as seamless as possible.

We’re creatures of habit. When it comes to buying online, we rely on our own and other’s experiences to influence our purchasing decisions.

Once consumers have had a good experience with a brand, they’re more likely to return to that brand and even recommend it to others.

That’s why you should try to get new customers to sign up for your loyalty program or your newsletter. Then you can reach out to them via email marketing and turn them into repeat buyers.

The best time to ask customers to do so is on your thank you page after they’ve bought from you.

TAKEAWAY

Consider where your customers are in the buyer’s journey. If they just bought something, they might not respond well to a sales email the next day. But if you target them over time with relevant offers based on their purchase history, they’ll most likely return to your store again.

Fifty-eight percent of consumers shop online due to online opening hours (or lack thereof).

The Internet never closes, making it easy for consumers to buy any product at any time.

Shopping, for many people, has never been more convenient.

But even though your online store doesn’t close, your customer service department does.

To get ahead of potential issues with prospects who can’t get in touch with you during out of office hours, create separate contact campaigns for opening hours and closing hours. That way, you can tell visitors when to expect a reply if your staff are offline.

TAKEAWAY

Schedule campaigns in advance to activate and deactivate on schedule. When you let prospects know when they can expect an answer they’ll be more patient with you (and more likely to buy).

We’ve all done it, haven’t we?

You want to buy something online, but you want to make sure you don’t overpay. So you go online to see if the product is available elsewhere at a lower price.

To avoid prospects abandoning a store online or off, many businesses use price matching.

With price matching, you can prevent prospects from buying the product from a competitor because of pricing.

If a consumer is in your physical store, the chances of them going elsewhere to buy a product if you offer price matching are slim.

TAKEAWAY

If you offer to match competitor prices, you need to make this visible in your store, both online and off. Have it appear on your front page, or as a sign in your physical store for greater visibility.

Mobile commerce is slowly gaining up on desktop.

It’s now the preferred device for browsing online, with desktop accounting for only 30 percent of online retail visits.

But desktop is still the go-to device when it comes to completing orders.

Mobile accounts for 46 percent of online orders, compared to 54 percent for desktop.

This creates a challenge for e-commerce:

The purchase path is no longer straightforward.

Consumers jump between channels and devices and their purchase habits are sporadic.

Potential customers will leave items in their cart on mobile and when they return to their cart on desktop—the items are gone.

With that in mind, you need to consider the user journey across devices if you want to optimize conversions.

TAKEAWAY

Integrate an omnichannel marketing strategy with real-time information across all channels and devices. This means updating information in real-time, so users can access their cart on any device and immediately check out and continue shopping.

This is a 17 percent year-on-year growth compared to 220 million in 2017.

With PayPal, prospects can buy products online without having to pull out their credit card, simplifying the checkout process further.

The quicker and easier a prospect can go through your checkout, the more likely they are to complete their purchase.

But this doesn’t mean credit card payments are dead. According to one report, 42 percent of online shoppers prefer to pay with their credit cards.

Bottom line? Giving visitors multiple payment options will increase conversion rates, and reduce cart abandonment.

TAKEAWAY

Survey your customers and find out what their preferred payment options are. The more relevant options you offer, the more money you stand to make.

Considering that more than a tenth of all retail sales are made online, you can’t underestimate the importance of continuously optimizing your online store.

Online shopping is becoming more popular than ever, and by 2021, e-commerce sales are expected to reach 17.5 percent of retail sales worldwide.

This means there’s more potential for e-tailers to increase traffic and conversions—and a chance to create a better online experience (an area most online stores fall short).

TAKEAWAY

Prioritize user experience above all. A compelling value proposition is worth nothing if visitors have a bad experience on your site. This is especially important when it comes to your checkout flow.

With an average conversion rate of only 2.72 percent, there’s much room for improvement for e-commerce.

Converting visitors into customers is getting harder because of the fierce competition online.

Much to the chagrin of many business owners, offering low prices or the best products is no longer enough. You need to offer a personal shopping experience for the individual visitor.

TAKEAWAY

Use your cookie settings to recognize returning customers and make it easy for them to buy again. You should also create campaigns that target specific visitor segments that haven’t bought from you before. The more personalized your campaigns are, the more likely they’ll become a customer or at least, an email lead.

People born between 1966-1981, or “Generation Xers,” make more online purchases than any other age group, averaging nearly 19 transactions per year.

This might come as a surprise to many considering Millennials are the digital natives of our society.

However, as Millennials grow older and enter the workforce and start families, their spending increases. It’s expected that Millennials’ online shopping will increase exponentially in the future and far surpass online spending by older generations.

So, if you want to market your products to Millennials, you need to create a value proposition they can identify with. Millennials view the products they buy as an extension of their image, and if a product doesn’t have a positive effect on their desired self-image, they won’t buy it.

TAKEAWAY

You need to sell Millennials on a story. Ask yourself, “What is the scenario in which your product will help them overcome a problem or make them feel better?”

I was shocked when I first read that statistic, but when you think about it, it makes sense.

On average, men spend $220 per transaction compared to $151 per transaction for women. So it’s not that men shop more than women—it’s that they spend more per transaction.

Male consumers are more likely to buy higher-priced items such as grooming products and electronics. Women, by contrast, tend to buy lower-priced items such as cosmetics and skincare products.

Moreover, when men shop online, they tend to be efficient, meaning they bulk buy to save time.

So, when selling to a male audience, you can boost conversions by offering related products and package deals.

TAKEAWAY

Only show items that are relevant to what’s already in the cart. If the related items go well with the item(s) in the cart, prospects are more likely to buy them too.

As of writing, there are 7.7 billion people in the World. That means 21.55 percent of the World’s population buy online, and in 2021, the number is expected to rise to over 2.14 billion.

That’s a huge pool of potential buyers.

So, if you’re not already selling online, these numbers should convince you to do so.

But with more people shopping online, more online businesses are emerging, creating a fierce and competitive marketplace.

This makes it harder for online businesses to stand out from competitors, and the need for new creative ways to promote your product rises.

TAKEAWAY

You can’t market to everyone, so it’s important to understand your target buyer to know what makes them tick. Personalize your marketing efforts to the individual and you’ll have a much better chance of surviving in the face of competition.

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