Bop Design Advises on Proper E-commerce Practices in Response to Healthcare.gov Checkout Findings

San Diego based marketing firm stresses importance of ease and transparency for customers.

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Healthcare.gov

Seconds saved on the customer end translates to dollars earned for the business.

San Diego, CA (PRWEB) December 20, 2013

Yesterday, a report was released stating between 60 to 80 percent of Healthcare.gov visitors abandoned their purchase during the checkout process. As Healthcare.gov struggles to retain site visitors after a poor launch last month, San Diego marketing firm Bop Design shares E-commerce solutions for B2B businesses to implement for a successful marketing strategy.

“There are many reasons as to why users may abandon traditional E-commerce sites, yet the high percentage is alarming when users are purchasing what is now a required commodity,” says Jeremy Durant, business principal of Bop Design.

The following are four solutions to a inefficient E-commerce systems that feature similar checkout abandonment rates:

Transparent pricing

“Oftentimes users leave their full shopping carts due to sticker shock upon checkout,” says Durant. If selling products or services on a website, communicate costs upfront before users even begin the shopping process.

Confusing checkout process

While the process from browsing to sale may seem simple, highlighting where an individual is in the checkout process is critical to reduce confusion and frustration. Allowing as much flexibility as possible for shoppers to change shipping and billing options, modify their cart or even save and return at a later date makes a big difference between a loyal and angry consumer.

Excessive security checks

“It’s important to ensure spam bots aren’t attempting to purchase and hack into your sales process, but it’s equally as important that those security checkpoints aren’t driving away your customer,” says Durant. Durant suggests picking one method (such as a CAPTCHA) and use sparingly in the checkout process (e.g. in the very beginning or before point of sale).

Not user-friendly form completion

Picky company form completion can frustrate a customer. “Do you complete your phone number as ‘555-555-5555’ or ‘(555) 555-5555’? If you only conduct business in the U.S., why would your list countries alphabetically?” says Durant. He continues that seconds saved on the customer end translates to dollars earned for the business.

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Bop Design is a San Diego marketing agency with offices also in Orange County, CA and the New York metro area. Specializing in B2B marketing, Bop Design creates holistic marketing plans geared toward lead generation and business development. Bop Design offers services in branding, logo design, website design and development, responsive web design, SEO, PPC, social media, and content marketing. http://www.bopdesign.com.


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