Leaky funnels aren’t just annoying for mechanics: they have marketers everywhere banging their heads against the wall. If this is your problem, you’re not alone. There are many reasons why customers drop out late in the sales process. Fortunately, there’s almost always something you can do about it. Here are a few top reasons and easy fixes.
High shipping cost
The customer gets to the checkout, sees how the total spikes with taxes and shipping, and gives up the purchase. It happens a lot.In fact, 28% of customers say they’ll abandon their cart if hit with unexpected costs. There’s not much you can do about these extra costs, but you can help ease your customers’ sticker shock. Make the shipping rates clear before they get to the final checkout form. You can even include a “calculate shipping costs” feature so they know early on what they’re in for.
Poor customer service
This is probably the biggest reason why you’re losing returning customers. Loyal customers are extremely valuable, so don’t let them walk out the door like this! People who have bad experiences with customer service are very likely to abandon purchases, post negative reviews on social media and not return to the company. In case of complaints, a simple response can make a big difference. Make it easy for customers to reach you, and give the customer service team enough autonomy to resolve any issues they’re faced with. Train your team in positivity, empathy and communication. Through customer service, you’ll be also able to get to know your customers better.
Pushing too hard
Your customers are interested in your product because they have a problem and they think your specific product can solve it. That’s what they’re here for – not as a captive audience for marketing your whole inventory. Leave the aggressive sales tactics behind. Bullying your customers, trying to upsell, sending tons of transaction-based emails or pushing other products will just send customers to your less-annoying competitors. Keep it classy. Always stay oriented towards serving your customers and solving their problems. On your landing page, make your pitch before you start talking about money. You should only ask people to make a purchase when they’re ready to say yes.
The payment option isn’t mobile-friendly
More customers than ever are shopping over mobile. Mobile commerce is now 30% of all e-commerce in the US! So if your landing page isn’t mobile responsive or your payment page doesn’t work on smartphones, you have a big problem. Run UX tests and customer surveys to rule this out.
Concerns about data and security
A lot of people are leery of entering their personal information, contact information, and credit cards into a website form – and with good reason. Your job is to make them feel safe when they do this. Gain trust with testimonials, especially with pictures of real people, and other trust signals like awards and certifications on the purchase page. Only ask for information that’s really necessary, and be clear about how their data will be used.
Something happens IRL
Sometimes people get distracted while they’re making a purchase. The phone rings or they can’t find their credit card, and they’re gone. This is why it’s a good idea to ask for an email address right away. Then, if they don’t finish the purchase, you can send a follow-up email. All they need to finish the purchase might be a little reminder.
Losing customers, especially late in the funnel, is never fun. However, it’s all part of the game. The most important thing is to understand why they’re dropping out and how you can help them. After all, you already know they want your product! You just have to make sure they get it.