Online shoppers are demanding - and rightly so! Because nowhere are so many sellers pushing themselves onto one spot as on the World Wide Web. You should, therefore, ask:

What do your online customers actually expect?

Your online customers primarily expect - beside top prices and service - transparency, convenience, security and reliability when shopping online. Recent studies have shown that a very high proportion of initiated order transactions are broken off before being completed. Very often the reason for abandoned orders is a lack of transparency and clarity in the ordering process.

If while buying online doubt arises as to the reliability, security and seriousness of the online operator, e.g. because product prices, claims for warranty or delivery times are not correctly communicated or the ordering process is unclear, the big danger exists that the customer loses trust in your online store and aborts his order. Few more reasons why you may suffer from the hands of abandoned orders are:

1. High shipping prices or long delivery times
2. Comparison shopping and browsing
3. Changed Mind
4. Total cost of items is too high
5. Checkout process is too long
6. Checkout requires too much personal information
7. Site requires registration before purchase
8. Site is unstable or unreliable
9. Checkout process is confusing

In addition, it is highly likely that this customer will never visit your store again and is lost to your company.

However, if you manage to put across a “good feeling” in using your e-commerce site, you have made a significant step towards success in online commerce. Prospective customers who you do not disappoint in the entire handling process, from product selection to ordering, payment, delivery and after-sales services will become loyal patrons who trust you for a long time.

The following overview summarizes the most important demands, needs and wishes of online customers. Companies should consistently orient their e-commerce offerings to these customer demands, to build an online sales success and to secure it for the long term.

1. Fast and easy product search
2. Clear navigation and fast loading times
3. Comprehensive, detailed product information in text and images
4. Inexpensive product prices
5. Show stock availability on the product page
6. Information about current availability
7. Simple, easy and secure ordering and payment
8. Choice of different payment methods
9. Fast order processing with automatic order confirmation
10. Fast and punctual delivery with logistics tracking
11. Return option (money-back guarantee)
12. Security through encrypted data transfer
13. Option for contacting merchant (e-mail, chat)
14. Give meaningful error messages
15. Offer compelling purchase incentives
16. Make the most of cross and up-sell

Now you have different options to reduce shopping cart abandonment. Every site is different, with their own issues. Some of these tips will result in dramatic improvements; others may not do much at all. Test each one that’s appropriate. Improve conversion rate one step at a time.