Australian store owners are constantly asking me about the box in their Google Analytics which reads ‘Bounce Rate’.
“What does it mean?”
Bounce Rate = The percentage of visitors to a website whom leave after viewing only one page.
In no uncertain terms, you’re losing money. Or potentially losing a good chunk of sales.
Store owners around the world are constantly trying to mitigate missed opportunities. Sometimes at the expense of their brand value. That’s a whole other conversation.
According to Baymard Institute, a web research company in the UK, 67.45% of online shopping carts are abandoned.
I’ll show you how someone might be leaving and some tactical ways I reduce bounce rates on ecommerce stores and sites.
Why a Shopper Leaves Without Paying (Besides Potentially Having a Crap Product)
Unexpected Shipping Prices
A huge 56% of shoppers said that having been presented with unexpected costs at their cart is the main reason they don’t want to buy an item.
I’m constantly trying to get my customers to build in pricing and offer the shipping FREE to avoid confusion. I set the bar low for users to buy, you can test drunk users online as a bit of fun.
Website Was Too Slow
WooCommerce store owners often get into this position. They don’t consult a professional and end up with $5 hosting from GoDaddy and get themselves into a spot of bother.
They do have the ability to customise a hell of a lot more.
If you’re hosting your store with Shopify, you’re ok here because their platform is backed by good hosts. Though you are quite limited by a closed platform.
Price Was in Foreign Currency
Simple enough. Someone sees a pound sign and automatically thinks there will be a wait time. Or a exorbitant currency exchange on top of the price.
Tactical Ways to Reduce Shopping Cart Abandonment
Display Security Logos & Level of Security
Show credit-cards you offer prominently around the checkout button. This will improve a lot more trust online.
Have Quick Checkout Setup
Make Editing the Cart Easy
People get used to things like routine. So model other carts and don’t change things up too much. You’re basically having this as the same as every other cart and want someone to give you money.
However, don’t be afraid to upsell.
Offer Different Payment Methods
Braintree is another popular contender which I’ve used only once. They now position themselves is the all-in-one payments partner. The CEO did go to my clients physical store to check things out which impressed me.
Have Live Chat
Check out Intercom. They utilise machine learning so you can focus on your to-do list. You can have your user troubleshoot in your tone without you.
Worried about it not sounding like you? It is. You’ve written it. Change language to suit when you learn what customers are after.
Avoid Long Registration Forms
People are dropping off your site because you’re making them complete too many steps before purchase.
Make it as easy as possible by reducing the number of input fields.
I’d also recommend you include social sign-up, and kill any address fields for digital products.
Add User Testimonials
Offer up a meaningful, direct testimonial in a well-positioned area and you can assure your user realises what it means to purchase from your business.
Offer Price Guarantees & Refunds
So sure of your product? Offer a guarantee. A great way to bust any objection.
Lastly Show-Off the Product Image!
Grant Cardone describes the way someone buys is when they see more value than the price they are offered, the buyer will buy!
The image below (found on my Linked In) illustrates my point.
Over to You!
As a business owner what would you want to implement immediately? Knowing the why behind common bounce rate issues will help you make better store decisions. You can start by implementing some of these tactics and you should see increase in revenue.