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Key Takeaways As you’re examining your company’s shopping experience, look for signs of over-engineering.
Take a stroll through your product pages and see if you’re saying a lot while giving customers too little of the details they want, and check in with customer service teams for customer feedback.
Focus your upsells on the individual customer so that they’re relevant, personal and not intrusive, i.e. waiting to add upsell suggestions until the checkout page, so it’s providing intuitive recommendations.
In a complicated world, shoppers crave simplified online transactions. Instead, they are getting a steady diet of unnecessarily complicated user experiences.
Indeed, the reality of digital clutter within the ecommerce ecosystem has many consumers walking out the virtual door. Case in point, according to recent PYMNTS research, the checkout process can make or break a buy: Around half of people take ease into consideration when making purchases from a website. And when the path gets too rocky or frustrating, they will disappear. In fact, the Baymard Institute reports that cart abandonment rates have reached an average staggering rate of around 70%.
These statistics point to a growing need for uninterrupted, seamless virtual shopping processes because the pain the customers feel is real — and they are happy to pass it along to your company in the form of reduced profits. On the other hand, if your brand sells online and you make purchases easier for consumers, you stand to gain a competitive position in your market.
This means going back to the drawing board when it comes to the customer journeys you have created. To improve the flow of the ecommerce funnels on your site, consider making updates based on a few key tactics.
1. Lean into innovation without inundation
Many businesses and teams mistakenly believe that innovation requires making a process more complex or intricate. It doesn’t. When it comes to reimagining a shopping process, innovation can often mean taking away extraneous actions that don’t add any benefits to the consumer.
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