BEAVER FALLS, PA, August 3, 2010 – For e-commerce companies, shopping cart abandonment is an ever-present setback. Customers visit the site, engage with the brand, research the products, and finally start the purchasing process – only to discard their order, often without explanation. The average shopping cart abandonment rate is estimated to be somewhere between 60 and 70 percent. Efforts to optimize the checkout process for customers can result in immediate increases in revenue.
Pegasus Associates Lighting’s recent efforts to improve its checkout process proved to be quite invaluable. The e-commerce lighting distributor took steps to ensure customers felt more comfortable and informed during the checkout process. The results: a 15% decrease in checkout abandonment rate and a 6% increase on average order size. Pegasus Lighting’s successful strategies demonstrate how minor adjustments can have a great impact on the bottom line for online retailers.
Ambiguous shipping and return policies are some of the most common reasons for a shopper to discard an order. Pegasus Lighting’s goal was to make every single customer who initiated the checkout process knowledgeable about existing company policies to eliminate confusion and uncertainty. The online retailer updated the header and footer of its checkout pages to make its Return, Shipping, and Payment policies easier to find and advertised Pegasus Lighting’s 30-Day Satisfaction Guarantee policy.
According to a recent survey of US online shoppers, 22% of people abandon their carts because they can’t find contact information for customer support. Pegasus Lighting’s updates to the header and footer of the checkout pages also increased the visibility of the company’s contact information. A live text chat link and toll-free customer service number were placed under a bold, prominent heading: “Need Assistance with Your Order?”
Finally, the online lighting retailer streamlined the design of the checkout process to provide customers with an easy-to-read interface and increased the visibility of its security seal communicating to its customers that their information is safe and secure. The fact that these small changes decreased one company’s checkout abandonment rate by as much as 15% in less than three months shows how much potential there is across the industry for improvement.
About Pegasus Associates Lighting
Founded in 1993, Pegasus Associates Lighting is a lighting distributor with a strong Internet presence selling “unique lighting products for your special needs.” The company, based near Pittsburgh in Beaver Falls, PA, with another office location in Raleigh, NC, attracts both individual and corporate shoppers who value a learning experience in lighting, competitive pricing, and an easy-to-use, intuitive website. For more information, visit www.PegasusAssociates.com.
ChrisJ [at] PegasusAssociates [dot] com