Coach Marketing Secrets - Shopping Cart Mistake #3 That Will Kill Your Sales
You need more than a buy now button to your webpage in order to make sales online. There’s an entire buying psychology going through your client’s mind during their online shopping experience.
When you understand the psychology, your checkout process flows naturally and smoothly. When you ignore it, customers abandon their shopping carts and leave in the middle of the checkout.
This article series looks at the 5 biggest mistakes that coaches and consultants make with their shopping carts.
Mistake #3 - Offering multiple up-sells on multiple webpages
When someone decides to buy your product or service, your goal is to get them to the “Submit Order” button as quickly as possible and in as few clicks as possible.
We’ve already talked about the importance of streamlining the checkout process in “Mistake #2 - Not streamlining the checkout process.” That streamlining is especially important when offering up-sells.
So what are up-sells?
Up-sells are offers to buy additional products or services. You customer has already decided to buy a particular product and you suggest other related products that they may be interested in. For example, if they buy a audio training course, you can offer them the written transcripts as an upsell.
These offers are made during the checkout process, usually right after the customer clicks the “Buy Now” button. They are a great way to increase your income and help clients get more value from your products and services.
But the best place for an up-sell is right on the checkout page.
When you ask customers to go through page after page of up-sell offers before checking out, you create “up-sell hell.” Customers get frustrated and confused and end up leaving your site before completing the purchase.
The place I usually come across “up-sell hell” is when buying domain names. First, they ask if I want to buy the .net and .info names as well. How about the .me or .biz? Do I want to get the privacy option? Email account? Hosting for the domain? Do I need a SSL certificate?
Five pages later, I finally get to fill in my payment information. It’s a very frustrating process. I know many of you reading this are nodding your heads.
So here are the do’s and the don’ts.
- Do offer up-sells on your checkout page. But only offer one or two related and complimentary items.
- Don’t offer unrelated items in an upsell.
- Don’t add extra webpages to your checkout process just to offer more up-sells. You’ll end up with fewer completed sales and less income - which defeats the purpose of offering up-sells in the first place.
In our next article, I’ll share mistake #4: Not customizing the look and feel of your shopping cart.
About Karen: Karen Brunet is a “Shopping Cart Queen Certified” service provider and Shopping Cart Secrets member She provides PayPal and 1ShoppingCart expert services to coaches and consultants.
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