Pricing and the quality of your products are only half of the equation for most online businesses today. You’re probably asking yourself what the other half is, and the answer to that is the customer experience. Making an effort to reduce as much friction from your online process can significantly improve your sales and return percentages. The following are the top four suggestions for improving your customer experience and reducing friction. 

Send Them Directly to Checkout

This might be an unpopular opinion, but it’s strongly believed that once a customer has added an item to their cart, they should be sent directly there rather than to another sales page. DiviLover explains that if you have a well-crafted sales page, then you don’t have to persuade them to go on with a purchase that is already in their cart. Often, a customer will feel frustrated having to go through hoops to pay. 

Identify Customer Pain Points

The number one way that you can reduce the chances of having bad customer experiences is to learn from past issues. Understanding who your customer is and what has led them to contact you about a problem is the first step you should take. Then, empathize with your customer and learn how you can do better next time, thus providing less friction for future customers. A good way to communicate with your customers about this is through live chat software. This way, they can communicate with you in real time about what the problems are and you can solve them right away.

Accepting Major Cards

One of the most common complaints from customers when shopping online is the inability to use their major credit cards to pay for their item. Customers often prefer to use major credit cards due to their high level of security. Thus, they will often back out of a purchase if they don’t feel safe paying in another form. Merchant One advises that whichever payment processing system you use, you should make sure it offers sufficient fraud protection.

Make Your Site Accessible

Having a high sales number can only be achieved by having as many people as possible go through your website and checkout page. However, WeGeek says that if your current platform is not cross-browser compatible, then you will no doubt see a higher number of people leaving your page and a lower number of people actually buying your product. Utilizing software such as Google Analytics can help you determine how many people are actually leaving your site. 

In the end, if a customer sees your sales pitch and decides to buy your product but leaves at the checkout process, you should blame no one but yourself.  Reducing friction at checkout is one of the easiest things that you can do to increase sales. Thus, this must get your undivided attention the minute you see any issues with customer transactions.

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