During heavy shopping seasons like Christmas and back to school, you hear a lot about the problems of shopping cart abandonment. In fact, many studies put it at over 60%!
So do you need to worry about shopping cart abandonment in your information products business? Let’s examine the evidence:
1. One of the main reasons that buyers say they abandon their shopping cart is high shipping fees. Irritatingly enough, most vendors don’t show you the shipping fee until you are in the process of checking out. By then your only choice is to buy or abandon your cart.
But in your information products business you are generally shipping electrons – because your products are digital. So there is no shipping costs to surprise the buyer on their way to check out.
2. A second reason often cited for abandonment of the shopping cart is that most sites do not provide a way to put things into your cart – in case you want to buy them later. Essentially there’s no way to say “I’m thinking about this. Maybe I’ll buy it in the future.”
Instead, your only choice is to add it to the cart – and then when you need to leave the site (with the idea that you might return later to buy what you marked), they count it as “abandoned” and clean out your cart.
As a digital marketer you don’t have this problem. Generally you are selling one product from one site. They can buy it now – or buy it later. It’s just a matter of revisiting the site.
Of course, it’s in your best interest to close the sale on their first visit. But common wisdom (and a lot of research) tell us that most people take several exposures to an idea or product before they buy. So ideally you want to get an email address so that you can follow up. In fact, that’s the reason most information marketers use Optin pages – so they can follow up on potential sales.
3. Finally many customers rebel at ecommerce sites that require you to create an account before you check out. If it’s a site that you use regularly, it makes sense. But many times you’re buying a one-time gift. And the last thing you need is one more password to remember and one more site sending email. The solution? Don’t check out – and now you’ve just become a shopping cart abandonment statistic.
Of course, as a digital marketer you will need the buyer’s information. But that is only gathered as part of the check out process, not in the form of creating an account before they checkout. Timing is everything!
So based on those three primary reasons that people give for abandoning a shopping cart full of great stuff, it appears that you have nothing to worry about when you sell digital products.
Shopping cart abandonment is not an issue for digital sellers. In fact, unless you have a multiple-step checkout process (most likely the result of multiple upsells), your shopping cart abandonment rate is probably very low.
And just to be sure you keep that shopping cart abandonment rate at nearly zero, go ahead and put the price of your product on the sales page and tell them there is no shipping. Naturally you also want to provide full details on your product, so that the potential buyer doesn’t feel like they need more information before making the decision to buy.
Finally, make it easy for them to decide whether or not they want the upsell – before they start the checkout process.
With just a few simple steps, you’ll be able to brag on a very low shopping cart abandonment rate.
Dr. Jeanette Cates in an Internet strategist who helps authors and coaches leverage their expertise into Online Success. She provides a step-by-step process for succeeding online in the Online Success Incubator.
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