Understanding consumer’s behavior while viewing a shopping website is critical to success in eCommerce fulfillment. Consumers often add items to their shopping carts so they can easily access the product later. Often the initial purchase is put off because buyers want more time to look for a better price, a lower shipping cost, or simply are not ready to buy. However a buyer with an item stored in their shopping cart is more likely to purchase the product at a later date than someone visiting the same store for the first time.
With the shopping cart playing a critical step in eCommerce fulfillment, there are several simple ways to avoid shopping cart abandonment. Providing a guest checkout as opposed to making the customer create a login or account is a simple way to prevent shopping cart abandonment. Use information collected during the guest checkout to make an account on behalf of the customer after the transaction is completed.
To smooth out eCommerce fulfillment, make sure that shipping costs are up front. Customers often balk at purchases when surprised with a high shipping cost at the end of the checkout. If you have free or flat-rate shipping, be sure to post it prominently on your site.
Another source of shopping cart abandonment occurs when customers get tripped up with error messages. Use Google Analytics as a way to keep track of and rectify any error messages that might slow down the buying experience. Error messages during checkout are the biggest turnoff for customers in eCommerce fulfillment.
Finally avoid adding offers during the checkout process. Make sure the deal is complete before making any other offers or services. Focusing exclusively on what is in the customer’s shopping basket improves the odds the transaction will be completed.
FW Warehousing is headquartered in St. Louis, Missouri with Midwest warehouse distribution centers in Kansas City, Indianapolis and St. Louis totaling more than four million square feet. Founded in 1949 with a focus on food-grade storage, FW later broadened its services to include contract warehousing, dry storage, hazardous material and chemical storage, temperature-controlled storage, product distribution and B2B and B2C fulfillment.
FW Warehousing has more than 50 years of experience in third-party 3PL logistics and has been ranked in the top 100 Third Party Logistic Companies in the country by Inbound Logistics magazine.
For more information about FW Warehousing and its complete warehousing, fulfillment and logistics capabilities, visit the FW Warehousing website.