[MUSIC PLAYING] Taking the plunge and ordering from a business for the first time can feel like a huge decision. In a brick and mortar shop, the sales associate has the opportunity to build a trusting relationship with a first-time buyer and set expectations, leaving the customer happy with their purchase. A happy customer is more likely to return to the store, recommend it to their friends, or leave a positive product review.
Building trust and credibility online is done by committing to creating a great customer experience from start to finish. Let's take a look at some of the final stages of the customer journey. The cart page is where your customers will have a chance to review their order before checking out. It's also your last opportunity to engage with them while they're visiting your store.
Once a customer leaves the cart page, they'll proceed to the checkout page which is no longer controlled by your theme. You can use this opportunity to help customers feel prepared to take the plunge and complete their transaction. Don't forget to review what you've learned about your customers using your shopper profile worksheet. Shipping options will appear once the customer reaches the checkout page.
But if you have options like pick-up or local delivery, you might want to make this information available before the checkout. Options like this can help boost your conversions, but you'll also want to make sure that the customer knows what to expect once their order has been placed. You can use an announcement bar, a pop-up, an FAQ page, or the footer of your theme to share information about shipping options before checkout.
Try to think about the conversations a sales associate would have with a customer during checkout. Is there any important information about the order the customer should know, like a customer loyalty program or your return policy? Consider including an order note section in the cart page, a link to information about return and shipping policies, and any other information that's relevant to your customers' transaction.
Transparency is the most effective way to build trust and earn customer loyalty. From the cart page, the customer will proceed to the checkout page to complete their transaction.