5必须提供网站的电子商务结帐优化提示

结帐是您的客户购买之前面对的最后障碍，因此，正确的选择很重要。客户可以通过过度复杂的结帐过程以及缺乏有关定价，运输和交付的信息来推迟。作为电子商务商人，建立信任是客户关系的核心。要求客户将现金交换以换取他们仅在网页上看到的商品，这已经是信仰的飞跃，因此在安全且精简的结帐方面，品牌需要满足他们的期望。

Checkout optimization isn’t just about your customer’s shopping experience, it’s key for brands too, aseCommerce businesses lose $18 billion每年通过遗弃车。因此，确保精心设计的结帐过程对于产生收入以及基于信任的客户关系至关重要。结帐页面以不仅仅是一种方式为品牌提供服务，因为它也是收集在电子商务营销中非常有价值的客户数据的关键方法。然后，挑战是在转换的结帐页面之间取得平衡和collects data for brands, whilst providing a transparent and efficient process for customers. We’ve highlighted 5 key areas that brands can work on to optimize their checkout process for eCommerce success.

1. 简化您的结帐过程
2. 战略收集数据- identify organic influencers!
3. Use opportunities to up-sell and cross-sell
4. 提供清晰的运输和付款信息
5. Follow-up after cart abandonment

---

5必须为您的电子商务网站结帐优化提示:

---

简化您的结帐过程

大修结帐过程时要考虑的第一件事是它如何适合整个客户旅程。到达您的电子商务网站的客户应该能够轻松浏览您的产品，查找他们想要的东西，并继续付款，而不会遇到混乱。为了最大程度地减少可能导致遗弃车的挫败感，简化结帐过程很重要。这意味着在整个结帐过程中，从查看购物篮的内容，输入联系和交付信息到付款。这使人们大约要完成结帐的时间，并有助于确保他们拥有付款卡和交货地址信息。您甚至可以通过结帐时间表突出显示完整的步骤来使其在视觉上吸引人。无摩擦结帐的另一个好习惯是将所有内容构建到一个页面中，因此客户在不必点击不同页面的情况下获得了整个过程的概述。减少点击次数对于提高任何类型的转换至关重要，结帐过程也不例外！

一种将使您最忠实客户受益的选项，他们经常在您的电子商务网站上购物的是在快递结帐中构建，该结帐使用保存在客户个人资料中的信息来加快流程，从而使客户只需单击一次即可确认购买。这对品牌和消费者都是有益的，因为它为您的客户提供了有效的结帐和积极的体验，同时鼓励在忠实的客户群中重复购买。

在简化您当前的结帐过程时，在尝试新元素以查看哪些过程对您的品牌产生最多的转换时，最好尝试A/B测试。进行任何更改的最佳方法是从客户的角度来想象结帐，并努力减少任何不必要的元素。使用网站分析来学习何时精确的客户放弃结帐以查明可以改进的内容也很有用。分析客户需要多长时间完成结帐以查看是否有改进的时间也是一个好主意。确实，一项Baymard Institute的研究表明21% of consumerscited the reason for abandoning checkout was due to a process that was too long or overcomplicated. Understanding the downfalls of your current eCommerce checkout page, even if conversion remains high overall is key to ensuring high performance in the future.

---

战略收集数据

结帐页面请求的信息play a big role in conversion rates. Some customers will be comfortable creating a member profile whilst others will want to limit the information shared to what is strictly necessary. Brands can ensure data input is adapted for customers by giving them the option to create a membership account, whilst also allowing ‘guest’ checkout. Having a clearly indicated choice that doesn’t oblige customers to commit to creating an account will help them feel more at ease when buying from your website.

The data input stage can also be optimized by having auto-fill on certain form sections, such as automatic postal address lookup based on zip code. Some details like the country or area code of a phone number can also be auto-filled to save time. An additional tactic to ease filling out the form includes highlighting if there’s an error like a missing digit from a phone number or a misspelling of Gmail for example.

确定有机影响者

确保数据收集的另一种方法是您品牌战略性的，是在结帐期间捕获客户的社交手柄。虽然它可能不是结帐时需要的标准字段之一，例如电子邮件地址和付款信息，但我们确信您会确信它可以为您的品牌带来一切。捕获网站访问者的社交手柄使品牌直接了解客户的社交范围，这要归功于Upfluence Live Capture。The new tool is designed to draw social data such as follower count and engagement rate in order for brands to identify their most influential customers. These individuals have a huge potential for your brand and can be activated as organic influencers, brand ambassadors, and affiliates.

使用Upfluence Live Capturefield to collect social reach data. Recruiting influencers directly from your customer base leverages a pre-existing positive relationship between brand and customer to organically promote your brand on social media. Organic influencers who have a genuine appreciation for your brand and products have unparalleled authenticity when recommending your brand to their followers. This makes for compelling influencer campaigns with influential customers that already have an established influence within your online target market.

What’s more, theUpfluence integration with Shopifygives eCommerce brands unrivaled insight into customer influencer data combined with purchase history, indicating an influencer’s average spend and preferred products from your site. This builds a useful picture for brands, particularly during influencer outreach and campaign design as they can now use customer purchase data to drive their strategy. The integration offers an additional method to increase conversions through your checkout page, by generating native promo codes for influencers to share with their audience. Influencers can, therefore, play a big role in revenue generation as well as brand awareness. Using native promo codes that can be tracked directly boosts the number of conversions on your website, which is completely seamless thanks to theUpfluence + Shopifyintegration.

---

Use opportunities to upsell & cross-sell

Once a customer has made it to the checkout page, by now they have their heart set on their purchase. That said, some strategically placed product suggestions or customer reviews can encourage some last-minute additions to the basket. The key is not to be too intrusive and only make highly relevant suggestions, any other marketing at this stage would be an unwelcome distraction. A good example for a brand specializing in technology is to suggest a memory card, camera bag or wide-angle lens to anyone buying a DSLR camera as a way to increase the amount spent with additional purchases. Upselling can result in a customer swapping their original selection for a more expensive model. This could work by showing 5-star reviews of a more expensive item at checkout or displaying a more expensive product recommendation with the benefits clearly presented. Again, this could work well for a technology brand such as promoting a more expensive laptop that has additional features and positive reviews as an upgrade from their original choice.

---

提供清晰的运输和付款信息

如一开始所述，信任对于建立积极的客户关系至关重要，这始于成本的透明度。对于客户来说，隐藏成本是一个重大的关闭，导致他们放弃在结帐期间放弃订单。根据Baymard Institute, 50% of customersreport that extra costs being too high is the main reason they don’t follow through with a purchase. The nasty surprise of unexpected costs can be avoided with clear upfront messaging about international shipping costs, expected delivery dates, tax, and payment methods. eCommerce customers usually expect there to be a cost for shipping and knowing about it upfront means they can shop according to their budget from the very beginning and avoid disappointment when they get to checkout. You can even offer free shipping for purchases over a certain amount, which benefits brands by encouraging customers to reach a certain minimum spend to skip on shipping fees.

---

Follow-up after cart abandonment

Even with a checkout process that’s optimized for success, there will be some potential customers that slip through the net. In fact, of those visitors that do decide to abandon their cart at checkout,58％的报告that it’s because they were browsing and not ready to buy. This is fairly common because, with an abundance of eCommerce platforms to choose from, around81% of shoppersconduct research online before buying. This means that when cart abandonment does happen, a well-timed email with more information about the products they were browsing can be all that’s needed for them to reinitiate the process.

A well-crafted follow-up email in this context should highlight the value of your products by including product descriptions and 5-star product reviews as part of the email. It’s also an opportunity to highlight similar products that are on sale. This means customers have all the relevant information and a favorable recommendation that entices them to continue with their purchase. Brands can even use urgency tactics such as offering shipping for a limited time in order to persuade hesitant customers to buy the items in their basket.

Email campaigns are the channel of choice when aiming to reactivate customers, and email segmentation to target similar customer profiles is key to outreach that converts. Email campaigns, including cart abandonment sequences, can be transformed with greater strategic segmentation thanks to the Upfluence’sLive Capture integration with Klaviyo。最初捕获有关您的电子商务访问者的社交范围数据直接集成到您的Klaviyo CRM中，提供无与伦比的数据见解以丰富您的客户资料。这一额外的客户数据为高度针对性的电子邮件活动带来了新的可能性，从而产生了更多的转换。通过更好的细分，客户会收到他们发现与他们的需求相关的消息，并且更有可能采取行动而不是忽略电子邮件。

---

Conclusion

The checkout process is crucial to conversions and as such should be adapted to customers’ needs for transparency, ease, and efficiency to minimize the risk of cart abandonment. Optimization should focus on creating a smooth customer experience whilst reinforcing the trust between eCommerce brands and their clients. With no face-to-face customer service to provide a friendly face and immediate answers to customers’ questions and doubts, your eCommerce site, including the checkout page, must successfully guide customers through their journey to purchase. That’s why it’s so important to include certain built-in features such as auto-fill forms, and clear navigation and communication that will make sure your checkout page will be performing at its best!

结帐过程可以设计为为品牌和客户提供服务，通过在结帐期间捕获社交覆盖率数据，从而为品牌提供有关谁在客户群中具有影响力的新见解。有机影响者被激活以支持进一步的品牌增长的潜力是巨大的。无论是作为品牌大使，分支机构还是微型影响者，有影响力的客户都带来了真实性，并具有对品牌价值观的现有亲和力。