12 Ways to Combat Shopping Cart Abandonment on Your eCommerce Store
Imagine if shopping in real-world was exactly the same as shopping online. You walk into a store, start filling your basket, but suddenly get distracted by anyone and then walk out of the store making no purchase. This scenario sounds unlikely, right? But this happens all the time in eCommerce stores.
What is shopping cart abandonment?
You call a shopping cart as abandoned when a customer adds items to their shopping cart but leave before completing the transaction, sometimes never to return. Shopping cart abandonment is one of the issues most eCommerce businesses face. While a certain degree of cart abandonment is expected, it is possible to improve the eCommerce conversion.
12 ways to reduce the shopping cart abandonment rate in your eCommerce site.
- Detail extra costs if any
One of the top reasons that shoppers give for cart abandonment is either extra costs or high shipping charges. The best way to solve this is to offer free shipping to your customers. While you have to bear the costs associated with free shipping, there are several reasons to feel good about it. Free shipping not only increases sales and revenue, but your loyal customers will also definitely love it. Some shoppers prefer paying for faster delivery when the situation demands it. But otherwise, with equal delivery times and the same service, most customers would rather not prefer to pay to have an order shipped.
Don’t worry; there are different ways to significantly reduce shipping costs. Discovering the right combination of carrier and service level for each shipment and minimize packaging etc. can help to manage shipping expense. You can also limit free shipping offers in a way that you need not offer free shipping to all your customers. You can limit it to certain locations or beyond a shopping limit. If at all you offer shipping costs, ensure that you clearly display it on your checkout page and homepage. Online shoppers don’t like last-minute surprises regarding costs. Avoid surprises of any kind.
- Send an email immediately after the shopper abandons
When the customer abandons, reel them back in by sending notifications and emails. Make your copy shine by using simple yet catchy content. Use casual tone in your content and call to action. The last thing you want to do is to invade into a customer’s Inbox with a bad attitude. If you are looking forward to how to deal with abandonment, demand nothing. Just check in to remind them. Recover your sales by being unique in a cluttered user inbox.
- Simplify your forms
This may sound obvious, but there are some websites that take you through multiple forms to complete a purchase. No one enjoys filling too many forms, so make it as effortless as possible. Avoid asking irrelevant questions about whether third-party websites can send them marketing emails they will never read. If your web forms are on the longer side, separate it into different pages. This helps you in dealing with abandonment effectively. Multiple page segregation will help to keep your forms organized, and it gives a better overview for users while filling out the forms. If you want to display additional information, instead of displaying extra fields that may or may not be needed, you can show and hide fields as necessary.
- One-Click Shopping
One-Click Shopping is allowing your customers to make purchases with using a predefined address and payment methods. Amazon has a one-click shopping button which got expired in 2017. But it has made billions with their one-click purchase button. One-click shopping works if the buyer is already a customer. One-click definitely played a significant role in Amazon’s success. Amazon’s patented one-click technology was licensed to other eCommerce retailers mainly Apple and is today a standard online shopping convenience.
- Boost your website Speed
The loading time of your website is an important part of any eCommerce site’s user experience. But website visitors care more about speed than the appealing elements you add to your site. The eCommerce platform isn’t just losing money due to slow loading, a slow homepage or checkout page can harm your brand image and increase cart abandonment. 50% of the customers who visit an eCommerce site expects not to wait longer than 2 or 3 seconds for a page to load. After that, 40% of visitors abandon a page or cart. Improving your website’s loading speed is a tangible way to improve the user experience for both small and big sized businesses. It helps you in overcoming abandonment issues to a larger extent. It is quite easy to check pages and perform minor tweaks in server configuration, coding or optimize features to see a big improvement in page loading speed.
- Display Your Return Policy
Convenient return policies are critical to developing customer loyalty. But still, most eCommerce stores continue to make the process onerous. The anticipation of things going wrong after delivery can sometimes cripple shoppers before they purchase. Offer your customers a better understanding of your return policies. A clear return, refunds, and exchange policies show that you as a brand offer a stellar customer service experience.
Additionally, never put your customers in a position where they have to hunt for return policies on your store. Let the customers who have already shopped from your them that if they don’t like any products, they can always return it. Being your customer’s biggest advocate is the best way to retain customer loyalty.
- Make Shipping Time as Quick as Possible
To speed up the delivery process, you can simplify the internal processes so that it is simple, quick, and efficient. There are always more ways to improve your delivery performance and while you do that, keep your customers informed as well. Even if you are unable to help the slow delivery, you can make customers satisfied as you keep them updated about what is happening. To avoid unpleasant surprises, it is recommended to include a general warning on your policy page that international shipments may take time to clear custom formalities. Make sure you do the documentations right so that there aren’t any unwanted delays.
- Keep the cart visible
Over 25% of customers who abandon their shopping cart uses it to save the products for future consideration. So if you want to bring them back to it later, it is important to keep the cart in clear view. Otherwise, if it’s out of sight, it goes out of mind as well. This can be done by simply placing the cart icon in the screen’s corner in a way it expands when someone clicks over it.
Amazon serves as an excellent example. Amazon’s cart even shows the number of items inside it so customers are reminded at a glance that the purchase is pending. If you are looking for different ways on how to convert abandoned carts, you can add customized cart icons in your menu bar which will help your customers to remember it all the time.
- Allow guest checkout
Guest checkout refers to the ability for customers to make a purchase from your online store without actually logging into an account. Guest checkout doesn’t store any information like username, passwords, shipping address, etc. Customer information is applied to a single order and hence not store for future use. Customers love guest checkout as it is very convenient compared to providing information, confirming the email address, and then returning to the cart when they have plenty of other options to choose from. This definitely helps with reducing cart abandonment rate. However, eCommerce stores can face some problems like difficulty in reviewing and tracking orders, customer service, exchanges, and returns, etc. This is not the case for every store, for some stores, guest account check-ins are great. Guest checkout is beneficial to stores who are least likely to have frequent orders from the same customers.
- Break up Checkout Into Multiple Pages
Typing and inputting itself is a challenge, and it is more challenging if your users are browsing from a mobile device. This is why you have to keep the text input to the minimum on your checkout page. Keep in mind that before getting to the checkout page, users would have been only browsing, choosing options, and pressing buttons. The checkout is the only page that will require keyboard input entry. Breaking up the forms like checkout page into multiple pages will not only take up half of the screen, it also makes the whole things appear more simple. This ensures that visitors are not intimidated by long-forms and helps in dealing with abandonment.
- Make Getting in Touch Easy
It is quite common that customers would have questions during the checkout process. This is why it is important to place your customer service section in a visible place on the homepage. A chat feature is also an ideal option if you are ready to offer it. Cart abandonment issues test shows that one reason why visitors leave the cart is that they didn’t find the product they are looking for or they don’t have confusions regarding the product. Offering them a helping hand at this particular stage will help in improving your sales. If you can’t offer a live chat, a customer service phone number will also serve the purpose. Just make it easy for your customers to get in touch with you when they require.
- Offer a variety of payment methods
Studies indicate that over 56% of online shoppers want to see a variety of payment options at the checkout. The payment choices your customers prefer will vary so it is important to understand your buyer persona. In general, include the basic cards like MasterCard, Visa, American express, Wallets, and PayPal. This is will help in overcoming abandonment issues a variety of payment methods will attract a broad category of customers.
The problem of cart abandonment is quite common in the eCommerce world. It is an alarming situation that raises a threat to improving sales and maximizing profit. However, you can effortlessly reduce the shopping cart abandonment rates to a significant level if you put yourself in the customer’s shoes. We hope this blog has given you more ideas to reduce the abandonment rate and to maximize your revenue.