Coach Marketing Secrets - Shopping Cart Mistake #4 That Will Kill Your Sales
So far in this series on shopping cart mistakes we’ve looked at payment options, streamlining the checkout process, and up-sells.
In mistake #4, we’ll look at something that many coaches and consultants over-look - customizing the shopping cart. Many think it is either unimportant, they don’t have the time or skill to do it, or they are trying to cut set-up expenses. But the result is that they end up losing sales.
Mistake #4 - Not customizing the look and feel of your shopping cart
You want customers to feel like they are still on your site throughout the buying process. If your shopping cart pages look different than your website, many customers will think that they have been hijacked to a different site and won’t feel secure about the purchase.
This usually happens when third-party shopping cart systems are used, such as 1ShoppingCart or PayPal.
The problem is usually one of the following situations:
1) The site uses a third-party shopping cart system, such as 1ShoppingCart or PayPal and doesn’t customize the look and feel settings.
Here are some things that can and should be customized on shopping cart pages:
- The header image or text at the top of the page
- The background colors and/or images
- Font colors and styles
- Adding logo images
2) The wrong graphics are shown on the shopping cart pages. They are not the same graphics the customer saw on the site they just came from.
This happens most often when you have several different sites and businesses, but you’re trying to process all your payments through the same shopping cart system.
So a customer clicks to buy something from www.acme-yarn.com and goes to the shopping cart page where they see a header graphic for YarnsRus.com, the parent or sister company.
If the customer doesn’t already know that the two companies are related, they are going to feel insecure about the purchase and not buy.
So remember to customize your shopping cart pages to match the look and feel of your website to the greatest extent that you can. This is a little more difficult when using third-party ecommerce systems.
So hire a webmaster or programmer if you can’t do it yourself. It’s an investment that will quickly pay for itself in increased sales.
In our next article, I’ll share mistake #5: Not having a secure checkout page. You don’t want to miss it. It’s the ultimate killer of sales.
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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