Upping that online conversion rate
Only 7% of UK online shoppers visiting a website complete a purchase, according to the E-Business Benchmark Report from payment provider Sage Pay.
There are ways of upping e-commerce conversion rates though.
“When we compare what influences a purchase to why people go on to complete a purchase (72%) we found that customer expectations change,” the report says. “The factors that entice them to buy aren’t necessarily the exact same ones that keep them keen enough to part with their money.
“We’ve seen that usability at checkout is one factor, with awards and certifications and testimonials continuing to rank highly. Money back guarantees become less important here, and loyalty points account for slightly more at this stage of the purchase. The most influential factor is next day delivery.”
And more people go on to complete a purchase when there are fewer checkout pages. High performers in this department tend to enable customers to complete a purchase in just one or two pages. None of them use more than three pages.
