1) The price: Let’s start with the very basic. Are you even making it to the shopping cart? We know your product is of great value, but is it competitively priced within your marketplace? Take a moment to review what your competitors are charging. Are you falling even close to what a customer might expect to pay for a product similar to yours? You have a profit margin to maintain—yes. But don’t have it be at the cost of potential customers.
2) Too many pages: Think about your golf businesses online checkout process as if it were an actual checkout lane. Your customers want to be in the “10 items or less” lane, and they expect it to run quick and orderly. Simplify the process on your site by eliminating unnecessary steps, combining relevant content on pages, and providing a status bar along the way so your customer knows what to expect up front or how much longer they have to go.
3) Requiring registration-upfront: Of course this benefits you as a business—you collect emails, pertinent visitor information—but at the cost of countless other site visitors who just want to take a look at what you’ve got to offer. At the very least, provide visitors with a “Guest” option so they can shop around your site and THEN make a purchase—and provide their information.
4) The experience: Does the experience your customers have on your website transfer over to your checkout process? Many times you’ll find great looking, well-functioning websites, but as soon as you get to their checkout, it gets clunky, there’s no branding, the tone doesn’t match up. Don’t let this be your golf customers’ final takeaway. Maintain your brand’s look and feel through these critical steps, provide information up front (shipping fees, taxes, etc.) so your customer is confident in making their purchase, and provide a confirmation page or follow up email to ensure that your golf product is on its way.
5) Technical issues: Your customer is one click away from having your life-changing golf product shipped to their door when…”sorry, page failed to load” or some other error message that makes them bang the keyboard and silently curse you. Be sure to test every element of your shopping cart before you launch, go through every page and product, and provide an easy to access forum so your customers can provide with feedback directly.
Need help optimizing your shopping cart so you can provide YOUR customers with the best experience? We can help. See how we create golf websites that focus on online conversion.
1) The price: Let’s start with the very basic. Are you even making it to the shopping cart? We know your product is of g...