How do you prevent "Checkout Churn"?
Looking at my Stripe dashboard, I see that 2 people have made incomplete payments to my Solo Sponsor plan.
How do you all go about preventing checkout churn?
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Looking at my Stripe dashboard, I see that 2 people have made incomplete payments to my Solo Sponsor plan.
How do you all go about preventing checkout churn?
In my own experience on the other side of the checkout process... It's the coupon/promo code field that always trips me up. I go through all the steps of purchasing, up to the point of finally checking out. But as soon as I see a coupon code field, I think, "Hmm, there might be a code I could use to get this cheaper?"
And then I open another tab and spend lots of time searching for promo codes through search engines, social media, and forums. Sometimes, I'm left frustrated that I don't find a code, resentful that I still have to pay "full price." Sometimes, my searching around finds me a competitor, and I begin to reconsider. Rarely do I actually find a usable promo code.
All that to say... I'm of the opinion that coupon code fields have the potential to divert the customer's attention and derail what would have been a smooth and carefree checkout.
Actually I remember having this problem with Shopify. They had no option to remove Coupon from the checkout page, what I did was to add a 5% coupon and increase my price by 5% so that customers don't have to search for coupons elsewhere.
@kayz0r, that's a super smart strategy. I like that.
Also, what @chipmunkgeek said is super insightful. I've done this as well when purchasing through Shopify. That's why I hate coupon codes. They're bad for business.
I actually wrote a whole article on how detrimental coupons can be to eCommerce brands. But if I were to sum it up my thoughts on the subject, if you're going to use them, use them sparingly and strategically with dynamic URLs as opposed to coupon codes(e.i. cart abandonment emails, retargeting ads, loyalty programs, etc.).
You aren't alone in this problem. All eCommerce companies face this. The Baymard Institute found 69.57% of all online shoppers ditch their cargo, so creating an email sequence specifically for this segment is the best way to recapture these customers.
Send an email that reminds them that they have left items in their cart. If they don't convert, then follow-up with a dynamic coupon link. If they still don't convert, send one more that adds urgency (offer expiration, limited supply, etc.).
If you can recapture even 20% of those shoppers, you'll see a nice boost in revenue.
Good luck.
-John
@johnblust I remember watching a documentary about online shopping behavior on Youtube. The interesting part was the comment section where 40% of people saying that they add their card details and leave the website for 2 to 3 days to get extra discount. They say that this works on 90% of the websites. It seems engaged shoppers learned this trick and the majority of ecommerce platforms are using it.
Interesting, but I guess that makes sense. Do you happen to still have the link? I would love to watch it.
Cheers.
-John
Remove menus, back buttons and coupon fields. Have an abandoned checkout process in place.
Churnbuster might help with the canceled payment thing.
Good advice. I'll try these out. Thanks!
If you don't mind me asking, what's your abandoned checkout process?
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