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E-book Publishing: How To Cure Checkout Cancellation
There will always be some customers who, for one reason or another, get cold feet after clicking the "Buy Now" button after they have decided to purchase your e-book.
Although the sale has not been closed, all is not yet lost as far as doing business with that particular customer is concerned.
In this article I want to show you one way to try and win back customers who cancel their order at the checkout stage. This method gives you another throw of the dice, another chance to turn the prospect into a customer who is willing and eager to pay to download e-books and other goodies from your home based website. It is simple to set up, yet it is something that many Internet marketers neglect to do.
Checkout Cancellation Cure
If your online payment provider is worth its salt, it will include a feature that allows you to direct prospects who cancel at the checkout stage to a Checkout Cancellation page.
For example, when you create a "Buy Now" button on PayPal, you have the option of directing any customers who fail to complete the order "to a specific page (URL) after checkout cancellation".
I would strongly advise you to make a point of setting up such a page so you can take control of the customer's post-cancellation experience.
The page should be very simple, perhaps with your header at the top, but otherwise plain and basic to ensure that it instantly downloads when the customer is redirected.
What should you put on your Checkout Cancellation page?
Remember that this is your last chance to recapture your customer before he or she clicks away, perhaps never to return. You should aim at least to capture their email address and you might also want to try another pitch, either with the same e-book or software package or with a different one that is related to the product that the customer was interested in.
But before you do anything else, thank The Customer! Thank the customer for showing interest in your product, and then make your last-ditch pitch.
Email Capture Tactic
If you aim to capture the customer's email address, I suggest you set up a brief survey on the reasons why the customer pulled out of the purchase. For example, you could offer several reasons with check boxes next to them so that the customer can check the ones that apply. Add a field for further comments, plus a name and an email address field and a sent button. Include an option to receive your free newsletter, with a nice incentive such as a free e-book that you do not advertise elsewhere, for example.
As the customer has only just cancelled the order it is likely that his reason for cancelling will still be strongly impressed in his mind and this makes it quite likely that he will want to express it to you, the seller, if you give him a chance. Even if the customer turns down the newsletter, you are still entitled to respond to the survey with a personal thank-you email...
You need to inject some urgency into this part of the message because as far as the customer is concerned that the transaction is over and he is on his way out of the door...
Lower Your Price Tactic
Some Internet marketers like to offer the customer the same package at a lower price and report that this drives up their sales volume as customers are happy to download e-books at a cheaper price than they were first offered.
It can certainly be effective in the short term. However, there is also a risk that by offering the same e-book download package at a steep discount to customers who declined the first offer, you may end up damaging your image. Many customers will carry away with them a feeling that they have been manipulated. If a customer has made purchases from you in the past he may feel that he has somehow been "cheated" simply because he did not cancel the initial purchase phase on those previous orders.
Offer A Different Package At A Lower Price
Bearing in mind what has just been said, I feel that it would be better to offer a different package at a lower price.
For example, if you were selling an e-book with a bundle of downloadable "freebies", why not offer the same book for a reduced price, BUT also reduce the number of freebies that come with it. That way, if price was the main sticking point for the customer, you may win the sale without the customer feeling that he was being cheated the first time around.
Inject Urgency...
If you are aiming to make a sale on the Checkout Cancellation page, you will need to inject some urgency into your sales copy and arrest your customer's attention while he is still warm from the recent aborted purchase. Emphasize this is the only place where you are making this offer, and it is "now or never" - your Checkout Cancellation page is now working as an OTO (one time offer) page.
Once your page is ready, set up a "Cancel" directory on your web e-panel and upload the page to that directory. If you sell several e-books you might want to tailor a specific Checkout Cancellation page for each product and upload all of them to the Cancel directory.
Once the mechanism is set up you can forget about it and let it do its work for you. However, to be truly professional about it, you will need to track and test the results. Test and tweak, test and tweak. Your aims should be (1) to increase the percentage of customers who complete the transaction the first time around and pay to download your e-books, and (2) to raise the percentage of sales or sign ups from those who need a second chance - on your "Checkout Cancellation" page.
Author Resource:-
Nial Robbins is the owner http://www.NDR-HomeBiz.com, the site for the best home business opportunities, free home based business training and to earn money on line.
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