This is the first step, which differentiates the casual browser from a serious one. From the moment a visitor adds products to the cart it is important for the brand to steward the visitor to the finish line. We could analyze customer behavior and profile by segmenting those who have added items to basket to those who have not, what is their demographic make-up and visit behavior on the website (how many times they visit in a week, which days of the week they visit, through which referrers, browsers, devices, etc.). Further segment the audience who add products into the cart and the time they took for the same. Did they have 1-2 visits, 3-5 visits, 5-10 visits or 10+ visits before they started adding products into the cart and how it differs by the category that they are shopping and the value of the items added to the cart?
Obviously providing a free delivery/ shipping option is going to increase conversion immediately, however most ecommerce vendors’ profit margin is linked to the shipping cost. The below provided infographic, clearly calls out shipping cost as the lynch-pin to conversion.
And once the order has been placed it is important to show and reassure the customer that the order has been placed and they can expect to receive it on a certain date. Use this page to also experiment loyalty building by promoting loyalty programs, social media pages and take them back to the home page.
In short, the checkout process is the most critical step in the conversion funnel and each step needs to be scrutinized and the process fine-tuned with a continuous improvement and optimization program.