How to get shoppers to complete the sale. Last of a two-part series.
Last week, we discussed shopping cart abandonment and reviewed 10 tips to help minimize that abandonment. Below are the remaining 10 tips. This isn't an exhaustive list but should give you a few new ideas:
Now you have 20 different ways to reduce shopping cart abandonment. Every site is different, of course, with its own environment and issues. Don't obsess about abandonment rates. Many people use shopping carts as place holders for considering items. Help those who want to check out and may have questions, doubts, or obstacles holding them back.
Some of these tips will result in dramatic improvements, others may not do much at all. Test each one that's appropriate. Improve conversion rate one step at a time. Let me know what you tried and how it worked.
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Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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