Does this sound familiar? You’ve opened your online business, stocked it with stellar products, and have unleashed great marketing campaigns to drive traffic. Only problem is your abandoned cart rate is too high while conversion rates are abysmal. I can see you pulling your hair out and screaming, “Why is this happening?”

The answer could be that your ecommerce site isn’t fully optimized to boost conversions. Despite all of your efforts, if you haven’t proactively built your site to address potential customer concerns, your online business could be missing out on easy sales.

So what can you do to turn things around? Check out the following 6 fixes to plug your conversion leak:

1. Don’t surprise customers with last minute shipping charges.

A recent eMarketer article notes that 46% of surveyed online shoppers abandon their cart due to high shipping charges. This makes sense – think of the last time you tried ordering something online, only to find a huge shipping fee tacked on before checkout.

As online business owners, we know that shipping is a part of life, but customers don’t feel the same way. People now view cyber shopping as an extension of retail shopping, so they don’t expect to pay for shipping. Thus, if your customers are surprised by an “extraneous” shipping cost, they’ll quickly hide their credit cards and flee from your site.

To help address this problem, make sure your customers can calculate shipping costs before entering their personal information. If they can see the charge ahead of time, they won’t experience such a kneejerk reaction. It also helps to offer various shipping methods at different price points. And if you can, consider offering free shipping for orders of a certain amount or launching a promotion for discounted shipping.

2. Remind shoppers that customer service is a call or click away.

Another difference between shopping in a retail store and an online store is the lack of visible customer service. By providing reassurance that a human is on the other side of the transaction, you can quickly make a world of difference.

Tackle this issue by explicitly placing contact information across your ecommerce site. The quickest fix is listing your phone number and live chat icon within your template. It’s also highly recommended to have a dedicated “contact us” page for quick customer reference. Include your return policy on this page – customers will appreciate your transparency while you enjoy a drop in contested returns.

3. Tempt customers to make an impulse purchase.

Have you ever bought that candy bar or magazine while waiting in the grocery checkout? Fortunately impulse purchasing also transcends to online shopping. Capitalize on this behavior by listing promotions throughout your ecommerce site, including your navigation menu. If customers are consistently reminded of an offer, they’re more likely to use it.

You can also encourage impulse buys by listing related products or accessories on your product or checkout pages. Some merchants even analyze the contents of an order and send a follow-up email offering a discount for a similar product. Whatever the case, playing into a shopper’s impulsive nature can help boost your overall order values.

4. Make shoppers feel secure.

Even though ecommerce has been growing in popularity for years, customers are still a bit hesitant to send their hard-earned dollars over an invisible wire. Mix that with countless reports of credit card fraud and online identity theft and you have a perfect storm for security concerns.

To help quell these fears, make sure your SSL and security seals appear in the navigation menu of your ecommerce site. Many online business owners will write dedicated content to reinforce security measures for their customers. In other words, if you’ve taken steps to make your site more secure, tell customers how that makes them safe. In this day and age, security is a big selling point – don’t be afraid to use it.

5. Tell customers how to pay.

One of the most irritating experiences an online shopper can endure is adding the perfect product to their cart, only to find their preferred payment method isn’t accepted. When this happens, a potentially loyal customer leaves with a bad taste in their mouth and no reason to return.

The solution to this is a no-brainer – all you have to do is tell customers how they can pay. You can do this by adding credit card logos to your navigation menus and/or footer. This simple addition sets expectations long before the checkout process begins.

6. Let others do the selling for you.

In a world where we’re bombarded with advertisements, receiving an objective opinion is always welcome. When a customer receives validation that your product is of great value to someone else, it often tips the scale towards a conversion.

Your shopping cart software should allow you to place customer reviews directly on your product pages. It also helps to have testimonials throughout your site that illustrate customer appreciation for your products and customer service.

Another idea is to provide direct links from your ecommerce site to your social media sites, like Facebook and Twitter. If a potential customer lands on your social pages and sees positive conversations, they’re much more likely to trust your brand and buy.

Now get out there and turn your site into a conversion machine.

Happy selling!