Window Shopping: How to Turn "Just Lookers" into Buyers

Nothing is more frustrating to a retailer than the shopper who dithers for weeks before buying, or worse walks away with nothing.

This "just looking" behavior is highly prevalent online. In fact, over half of all online shoppers abandon their carts part way through the check out process.

Part of the problem is the web makes it easy for people to search hundreds if not thousands of retail stores - from giant superstores to mom and pop websites - to compare products and prices before they actually buy.

But, there are ways to reduce the number of "just lookers" and encourage them to complete the checkout process and buy from you.

I don't believe the number of steps in the shopping cart check out process is a huge factor in "just looking" behavior. If people are set on buying a product from you, they'll find a way no matter how many steps your cart has.

That's not to say, you shouldn't reduce the number steps if you can, but it's more important to take a look at your site and your shopping cart through the eyes of a customer and then effectively address their questions and concerns.

Let's take a look at what's going on in the mind of a typical "just looking" shopper and set about addressing potential problems.

"Can I trust you?"

Take a long hard look at your site and ask yourself the following:

Can this company be trusted? Will they send me my product quickly or at all? Will they take care of any returns? And is my personal information, including my credit card details safe in their hands?

If there's any doubt in your mind about any of these questions, address them by creating a "comfort zone". In other words, emphasize security, address privacy concerns and return policies in a prominent place on every page.

"I know it's here somewhere but I can't find it."

Provide a keyword search function - preferably one enabled with descriptive terms - for customers who want to find products quickly and easily. It only takes a second for shoppers to find a competitor.

"There's just not enough product information."

Give your customers as much product information as you can, taking into account different buying styles.

And make sure you provide them with quality product photographs preferably with the option to zoom in, zoom out, and with alternative views. Better product information and photographs increase customer confidence and conversions while reducing returns.

"I'm sure I can get this cheaper somewhere else."

If you're selling brand name products that are offered on EBay or other sites at a severe discount, try implementing a price matching function.

In other words, give your customers the opportunity to send you a report if they find the product at lower price. Then, confirm the details and offer them the product at the lower price.

Implementing strategies like this gives your customers a sense of control and communicates to the customer that you're doing everything you can to offer lower prices.

"Where am I?" It doesn't matter how many steps you have in your checkout, if your customers don't know where they are in the process they'll soon become disoriented - especially if they have to leave the process half way through to answer the door or pick up the telephone.

Label your shopping cart steps clearly. For example: Step One: Enter Shipping and Billing information. Step Two: Enter payment details. Step Three: Review and Place Order.

And, always give them the opportunity to review their previous steps and a way to move forward to their current step without having to start from scratch.

"Remind me why am I buying this?"

Once a shopper has made the decision to purchase, don't let their commitment waver. Placing a thumbnail image of the product inside the cart will act as a "visual trigger" that helps reinforce your customer's reason for wanting the product in the first place.

"How much!"

There's nothing more frustrating than getting to the end of the checkout process only to discover your $50 item is going to cost you $70 once shipping and taxes have been added. Let your customers know how much the total cost will be right away.

"Oops!"

If your customer forgets to fill in some information, or they fill it out incorrectly, let them know clearly and politely what needs to be corrected. Never make them feel foolish - it's your fault not theirs.

"But I want to talk to a real person." If your customer has a problem during checkout, or they want additional information on a product or they just need help making a decision, give them a toll-free telephone number to call.

And while you're at it, how about letting them order by fax if they prefer.

"Help! I don't have a credit card."

Make it easy for anyone to purchase from your site by offering alternative ways to pay. Accept checks, Pay Pal or any other means you can to get the money from your customer.

"Phew! Thank goodness that's over but where's my order confirmation?"

Always send an auto responder email immediately confirming in detail your customer's order.

Then let them know when their order has been shipped and provide them with a tracking number. It also helps to follow up with customers after a few weeks to make sure they're happy with their purchase and ask for feedback.