Use Your ERP Software to Avoid a “Big eCommerce Short”
This article compares increasing eCommerce sales to the housing market bubble. It discusses loss of sales in the checkout process that merchants might know about, calling it a new “big short.” The article continues to explain where the sales breakdowns occur, including the checkout process, consumer confidence in the merchant, and how payment declines are handled.
You can use your ERP system to help avoid each of those breakdown points. Using a smart checkout process and your ERP system to its potential, your eCommerce business can provide your customers with a smooth purchase process and the information you need to monitor it. Here are just a few ways to help protect your eCommerce business against abandoned carts:
Checkout process – Keep it simple. Show your shoppers the checkout flow to let them know what to expect. Keep it efficient with as few steps as possible. Giving customers an up-front shipping estimate, or the option to bypass registration (when appropriate) can eliminate some of the breakdown at checkout.
Trust – This is a big deal. Customers don’t want to think about security – they want you to. And if you’re not easy to contact, they may go elsewhere.
It can be complicated for any business to keep up with all the cyber attacks and payment fraud going on around us, but you must be vigilant. Keep up with your PCI DSS requirements, have a security process and an incident response plan, and train your employees on them. A good ERP system can help with features such as fraud scoring, and it will support your PCI DSS efforts to keep your sensitive data safe.
Make sure your customers can reach you immediately with any questions. Display your phone number where it can be easily and quickly seen. If a shopper has a question or problem navigating your site, make sure you can help. Keep Customer Service always at your customers’ fingertips, and make sure your customer service reps can pull up the customer’s shopping cart, edit it, and help the customer get through checkout if necessary.
Payment Declines – This is when knowing your business and your customers is so important. While you can detect patterns that are typical of fraud, you may also be flagging valid transactions, especially if you do business internationally.
Know Your Business – Where are your transactions failing? Put a process in place to check your data regularly, and follow it. Review the tools from your payment gateway(s), Google Analytics, and reports from your ERP system to see what might be causing a problem. And use these suggestions to recover up to 30% of abandoned carts with Email reminders. Use your data to your advantage by making adjustments where they’re needed.
It’s your business; be aware of it. Don’t bet against yourself.