Conversion Tip 4: Provide clear delivery expectations
Long waits and unclear time expectations can both negatively
affect online shopping cart conversions (see Figure 2). To resolve
the latter issue, it is imperative that you clearly communicate
shipping times to manage customer expectations.
If you don't have an item in stock, or if an online customer's
shipping address requires long ground shipping times, consider
offering expedited shipping options. In some cases, getting the
customer's part quickly will be worth the extra expense and will seal
the online sale.
Another alternative for local shoppers is in-store pickup. Not
only does in-store pickup allow your local customers to get a product
more quickly and when it is most convenient for them, it also allows
you to consider showcasing larger pieces of inventory online that
are exclusively available for in-store pickup. This approach makes it
extremely convenient for a shopper who has completed the research
stage to make a commitment to that mower you've got in stock.
Conversion Tip 5: Make it easy to pay
Concerns around credit card security and identity theft are
rampant. As a result, some customers are afraid to use their credit
cards online. Giving customers the option to pay via PayPal or via
wire transfer can allay these fears and help convert the sale.
Conversion Tip 6: Don't let them go so easily
Take advantage of Google's Remarketing ads to reach out
to customers who have abandoned your site to encourage
conversion. Remarketing lets you reach people who have
previously visited your site, and show them relevant ads across
the web or when they search on Google. You can even show those
prospects a tailored message or an offer that will encourage them
to return to your site and complete their purchase. Interested?
Explore the details on Remarketing at http://bit.ly/1cciot4.
While you'll never eliminate abandoned cart syndrome,
following these steps will help you lower your abandonment rate
to boost your e-commerce profi ts. ■
1 http://bit.ly/1cUdaBF
2 http://bit.ly/1oD69jf
Article provided by ARI, creator of award-winning software solutions
that help equipment manufacturers, distributors and dealers "Sell More
Stuff!" – online and in-store. ARI removes the complexity of selling and
servicing new and used inventory, parts, garments and accessories for
customers in the outdoor power equipment, power sports, marine, RV,
automotive tire and wheel, and white goods industries. More than
22,000 equipment dealers, 195 distributors and 140 manufacturers
worldwide leverage ARI's website (www.arinet.com) and eCatalog
platforms to "Sell More Stuff!"
Nearly 1 in 4 online shoppers stopped short of
buying because the estimated delivery date
wasn't available, while 38 percent also opted out
if the delivery would take longer than a week.
Figure 2
Percent of abandoned carts,
based on estimated delivery time
40
35
30
25
20
15
10
5
0
38%
24%
16%
15%
8%
8 days or
more
Estimated
delivery date
not provided
6-7
days
4-5
days
3 days
or fewer
www.greenmediaonline.com Business Planning Guide December 2014 17
