Shopping cart abandonment is one of the biggest snags for the online retail industry. According to Baymard Institute, close to 68% of shopping carts are abandoned online. This means, two-thirds of the time online shoppers add to their cart – only to leave the items there. Maddening, right?
Let’s look at the problem slightly differently. You put in so much effort to drive visitors to your site. They spent time browsing your site, and carefully selected items that took their fancy. These visitors are closest to the money, and this segment actually comprises a HUGE opportunity.
So, if you’re an online retailer – the great news is that there’s a lot that can be done to bring those cart abandonment rates down. In this post, we’ll show you 9 simple ways to do just that, and bring back visitors (who probably left your website to watch the latest trailer of Game of Thrones). If you get this right, it won’t be long before you see an upsurge in conversions.
- Simplify the Checkout Process
Reduce the number of pages involved in the checkout process. You may not want to present customers with additional forms or questions at this stage. As for what is essential, and make the checkout process as painless as possible – just the way you’d like it if you made an online purchase.
- Offer Guest Checkout
The checkout process is a great place to collect data about your potential buyers – but forcing them to create an account with your store, can be a serious obstacle to completing a purchase. By offering a guest checkout, you will have to sacrifice on some useful data – but ultimately, you make things easier for your customers – and that’s what it’s all about.
- Set Up An Abandoned Cart Email
If you’ve captured an email address in the first steps of the checkout process, you can send a triggered email (or triggered coupon) which may save the sale.
Here’s a snapshot of an abandonment email we love.
- Provide a Variety of Payment Options
If you’re only offering a single payment option (or very few choices), you’re putting unnecessary obstacles between your prospects and your sales. PayPal is still going strong (somehow), but mobile payment systems such as Apple Pay and Google Wallet are becoming increasingly popular, particularly among younger demographics.
- Use Remarketing
Remarketing is absolutely essential for ecommerce retailers. Facebook and Google Ads are great for displaying products that attracted visitors to your site.
- Specify All Costs Upfront – Especially Shipping
Nobody likes additional surprise charges as they are checking out. As an online retailer, it is important that you’re as forthcoming about shipping costs as you possibly can be, rather than sneaking those costs in toward the end of a transaction. It is also important to specify delivery estimates with regard to shipping.
- Include a Clear Call to Action on Checkout Pages
Checkout pages are the perfect place for strong, clear calls to action that strengthen the resolve of the prospect to complete their purchase.
- Offer Discounts/Incentives Via Exit Intent Popups
When a user moves their mouse to exit your store, you can show them a special offer via an exit intent popup. It’s a great way to re-engage potential customers on their way out the door.
- Make It Easy To Contact You
If you offer telephone support for your online sales, your contact information should be prominently displayed on your store. This will help customers who have questions get their answers quickly, and keep them engaged throughout the process.
Do you have any doubts or tips to share about cart abandonment? Let us know in the comments section.
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