Ecommerce is already the preferred method of shopping for millions of Americans, and buying online is rapidly replacing in-person purchases. In a 2017 survey, more than half of Americans with internet access preferred online shopping over retail.

However, despite the increasing traffic online, 74% of small businesses haven’t adopted ecommerce. An even smaller percentage of small businesses have a streamlined checkout process and order pages that steadily convert.

We’ve compiled a list of five common mistakes that small businesses and entrepreneurs make when creating their order pages so you can successfully avoid them and optimize your sales process online.

1. Not Offering a Guarantee

One of the easiest ways to mitigate your customers’ biggest fears about buying your product is to address them with a guarantee right on your sales page and order page.

The goal is to promise your customers something that will take away their excuse not to buy right at that moment. Quell their fears by promising to make it right should you fail to deliver on your promise. For example: “If you don’t absolutely love our product, we’ll give you a full refund – 100% money back guaranteed.” Trust is essential in this exchange; ensuring it in your order pages will go a long way.

2. Not Providing Reviews

Customer product reviews are some of the most impactful elements you can include on an ecommerce product page. Not only do reviews show that your product is legit and that customers find value in your product, but they act as powerful social validators that have a direct impact on the amount of sales you make.

In fact, 85% of consumers trust online reviews as much as personal recommendations. Reviews have become an integral part of an online shopper’s experience, so much that it might come across as sketchy if your website doesn’t include any.

The North Face provides a great example of incorporating customer reviews on their product pages. They provide the ratings in two places — right underneath the product in the form of a star rating, and then more in depth reviews as customers visit the individual product page.

3. Not Including Social Proof

Like product reviews, social proof is both highly effective and necessary. Social proof is another way to build your online reputation and convince your customers to purchase. It can take multiple forms, including:

  • Media Logos – recognizable media outlets that have featured your product
  • Trust Seals and Certifications – security certifications and authorizations
  • Testimonials – positive remarks from people who have already purchased your product
  • Social Sharing – icons that make it easy for customers to share your product and see who has shared it in the past
  • Privacy Policy and Terms and Conditions – these create credibility for your site.
  • Influencer Reviews – a quote from or link to video reviewers and journalists who have given your product a run through

Pro tip: Generate your own privacy policy for free here.

4. Not Being Mobile-Responsive

Being mobile-responsive is essential. In the past year, 62% of shopping was done on a smartphone. While you might design your ecommerce website with a desktop or laptop in mind, it’s important to optimize it for mobile as well.

An alarming 84% of users have experienced difficulties completing a mobile transaction, so streamlining your mobile experience is an important way to win over customers. Most web page builders, like Ontraport pages, make it easy by automatically generating fully responsive mobile pages.

An easy way to check your web page’s mobile responsiveness is to inspect it on your desktop. Here’s how:

  1. Right click on your mouse > Inspect
  2. On the top of the screen you can choose to view your webpage as it appears on a mobile device.

3. From here, you can also check your mobile navigation to ensure that it’s easy to use on a mobile device.

5. Not Having a Streamlined Checkout Process

With the litany of web pages and products that are on the internet, consumers are extraordinarily picky. If your business has a checkout process that is confusing or cluttered, your customers can easily move on to a different page or even a different business.

Simplify the order process as much as possible: Reduce the number of steps customers need to take; minimize the questions or information you’re asking of your visitors, and test your order pages thoroughly before you push them live.

OC Web Kings

Use these guidelines to ensure your user checkout experience is intuitive and easy:

  • Use as few form fields as possible: The more you ask of your leads, the more you risk them not converting into customers. Stick to the required form fields like name, email, credit card and shipping address. Include only what you need to get your product to your customers.
  • Keep it free of clutter: Make sure your order page is void of outbound links or unnecessary copy that will distract them from completing their purchases.
  • Provide clarity: Consider the questions your customers will potentially have during check out, and answer them.
  • Offer great customer service: Provide the phone number or email for your customers to contact you if they have questions.
  • Avoid surprises: Make sure you’ve communicated clearly throughout the sales process and that your promises are confirmed on the order page to avoid last-minute cart abandonment.

About Tatiana Doscher
Campaign Strategist Tatiana Doscher is a graduate of the University of California, Santa Barbara with a dual B.A. in Communication and Global Studies. After working with several small and local businesses, Tatiana joined Ontraport’s Marketing team. She loves running, hiking and enjoying Santa Barbara’s beautiful beaches.