Cart abandonment happens all the time in the world of
eCommerce. Users visit your site, start shopping and then close the tab before
checkout. Shopping cart abandonment is one of the most crucial problems for
online business to overcome. The average rate at which the average consumer
abandons their cart before making a purchase is 81%.
Unfortunately, it’s also impossible to mitigate against
entirely-some people will just inevitably abandon their carts before finishing
their purchase. That said, it is not impossible to improve your eCommerce
experience to reduce shopping cart abandonment.
How to Reduce Shopping Cart Abandonment
Build Trust in Your Transaction Forms
To offset hesitation of handing over money online, use your
transaction forms to establish trust. Include trust badges and seals, usually
available through your credit card processor, on checkout forms in a prominent position.
Ensure that your checkout forms look professional, that there are no spelling
errors or other mistakes on forms.
Include Images of Products Throughout the Purchasing Phase
Most people aren’t going to forget what is in their shopping
cart, however including images of the products they have placed in their cart
can be a “grounding” technique that reassures the customer of what they are
buying. It eliminates the possibility of distracting and hesitation when
buying.
Ensure that Navigation to Cart is Seamless
Consumers rarely decide on a purchase, select it and check
out in a single streamlined experience. You want to make it easy to move
between cart and store to reduce any friction during checkout. If you force
your visitor to click “back” or commit any other crimes against web navigation,
you need to re-think the navigational flow.
Offer Multiple Payment Options
Credit card options are a no-brainer, but today, consumers
have more choices than ever before of how to pay for good online. PayPal is
still going strong, and mobile payment systems such as Apple Pay and Google
Wallet are becoming increasingly popular.
Include a Strong Call to Action on Checkout Pages
You absolutely must have a strong, clear call to action that
strengthen the resolve of a prospect to complete their purchase. While it’s
important to include strong CTAs on your checkout pages, it’s equally important
to ensure that the messaging of these CTAs is consistent with others across
your site and marketing materials.
Make Saving Carts Effortless
Consumers expect to take advantage of the benefits of
shopping online, including the ability to return to an ongoing order –
sometimes repeatedly. To improve your conversion rates, make it effortless for
users to return to carts-in-progress. Saving a shopping cart should be as easy
as clicking a single button.
Offer Guest Checkout Options
Failing to offer a guest checkout option is one of the
leading causes of shopping cart abandonment. Approximately 14% of online
shoppers indicated that forcing them to log in to complete a purchase was enough
reason for them to abandon the process – a more serious obstacle than asking
for too much information and an overly complex checkout experience.
Be Clear About Shipping Costs
There are few things more frustrating about shopping online
than expecting to pay one price, only to discover you’re being stung with a
whole mess of hidden costs, fees, and surcharges – and one of the worst costs
to discover after you’ve begun the checkout process is outrageous shipping
charges.
Utilize Google Analytics
You can use tools in Google Analytics to examine your
conversion pathways to identify the “leakiest” parts of your process. Are your
conversion rates being affected by traffic from foreign countries dropping off
due to your shipping options? Is there a bottleneck you weren’t aware of in
some of your product pages? Is your site navigation more confusing to visitors
than you thought? These are all questions that can help you refine your
eCommerce experience.
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