214 Why Farm Customers Abandon the Cart (and How to Fix It)
June 7, 2023 by Corinna
What if I told you that the average cart abandonment rate across all industries is 69%?
This week, I was placing an online order for poly bags for our farm’s pack shed — we’ll need a LOT for the season. But as I was reading the product description, I couldn’t tell if this was the “right bag.” I went to look at the actual box in my pack shed to read the label. I copied down the product number, and all the specs like 1.5 mil and 1.8 gallon — just so I could make sure it was the same bag. But the product description didn’t have those details. I actually found myself squinting at the poorly lit, fuzzy product photo — trying to decide if I wanted to take a chance and just order them. In the end, I had to call the company and ask clarifying questions.
I felt friction. I was annoyed. I almost gave up — especially when I realized I’d have to call someone.
How many times does a similar type experience happen for your new clients? Are you inadvertently creating friction in the actual buying process?
In today’s episode, I provide you with a checklist of essential elements to evaluate in your checkout process, ensuring a seamless checkout, so that your customers aren’t experiencing any confusion or speed bumps when they try to “BUY NOW.”
After you listen to the show, I want you to do a detailed audit of your new buyer’s journey, and uncover some of the places that are confusing your new clients and making them abandon ship. I bet you’ll find something you didn’t realize was there.
Remember: the goal is NO FRICTION.
This podcast was sponsored by Local Line, the leading e-commerce platform for the local food system. Try Local Line for your farm today! Local Line is offering a free premium feature for free for one year on top of your paid subscription. Claim your discount by signing up for a Local Line account today and using the coupon code: MDF2023. Head to my special affiliate link to get started: www.mydigitalfarmer.com/localline
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Some of the resources mentioned in this episode:
I share this list of “optimized CTA button text” in today’s episode:
- Proceed” instead of “Continue to Checkout” or “Complete Purchase”
- “Submit” instead of “Place Order” or “Finalize Purchase”
- “Next” instead of “Review Order” or “Confirm Details”
- “Click Here” without specifying the action, such as “Click Here to Proceed with Payment”
- “Continue” without indicating the next step, like “Continue to Payment” or “Continue to Shipping Options”
- “Finalize” without clarifying what is being finalized, such as “Finalize Your Order”
- “Register” instead of “Create an Account” or “Sign Up”
- “Upgrade” without indicating what is being upgraded, like “Upgrade Shipping” or “Upgrade to Premium”
Join my free email list! I have a great “email onboarding sequence” that will guide you through the marketing jungle over the course of several months. Each week, you’ll get a new email with suggestions and tips to make your marketing better.
Accelerator Group Coaching with Corinna — get on the wait list for this 15-member group Mastermind and Farm Marketing School experience.
Episode 151 Creative Badges for Your Product Descriptions
Episode 213 How to Tell Customers What to Do in 3 Easy Steps
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