Shopping cart abandonment is something most e-commerce businesses would like to avoid. A customer adds products to their cart but abandons it before making a purchase. So close, yet so far.
When we dig a little deeper, we find that the shopping cart abandonment rate is often linked to a problem (or problems) with the checkout process. Tracking and understanding this metric can be the difference between made or lost revenue for e-commerce business owners.
Below we have seven proven ways to reduce shopping cart abandonment, to help improve those conversions.
Offering free shipping
Free shipping has always been one of the most effective ways to reduce shopping cart abandonment. The checkout process is often abruptly ended when an unexpected shipping cost is added to the cart.
In some cases, the shipping fee can be more than the cart total for the products, which does not scream value for the smart online shopper order. Avoid this issue by making it clear that one of your store’s benefits is the offer of free shipping. Mention this on your product pages, or offer it as an abandoned cart email to customers who have jumped ship too early. This is one of the easiest ways to increase revenue from your e-commerce store.
Enable a guest checkout
First-time customers, in particular, can be put off by the requirement of the need to create an account when purchasing online. The option to avoid this with a guest checkout can significantly improve sales.
While we understand the benefits of customers with account profiles, the option for a guest checkout shows that you value your customer’s time, which can reduce cart abandonment considerably.
Speed up your checkout process and ask customers to create an account for promotions after the purchase is complete which can be part of your push notification marketing campaign. Always remember, a key way to avoid shopping account abandonment is to reduce the friction for buyers who are clearly considering a purchase.
Offer multiple payment solutions
We know online shoppers will abandon shopping carts if their preferred payment solution is not offered. From PayPal to credit cards, offering a payment processor that your consumers are comfortable with helps instill trust, especially with new buyers. It is easy to ensure they complete the sale on their first round, than having to try and win back customers later.
Where possible, offer a mix of payment processors and onboard third-party options if need be. Customers like to have choices, and anything you can do to make shopping easier or make your customers feel safer will help boost your sales figures.
Some popular payment solutions to consider include:
- Amazon Pay
- American Express
- Apple Pay
- Google Pay
Simplify your checkout
It is crucial that you consider the average time it takes for a customer to complete a purchase on your site. Start by analyzing and evaluating your checkout process and compare it to that of your competition.
The goal is to simplify your checkout process to make it easy for customers to buy from you. A single-page layout is preferable compared with multi-page checkouts, but it will depend on what works best for your store. A recent case study found that switching to a single-page checkout saw a 21.8% boost in sales.
Use a progress indicator
Whether it is online or in-person, shoppers hate waiting. When standing in a physical line, you can see how long the wait will be. Replicate this in your digital store with a progress bar, so your customer will know exactly how long the checkout or purchase process will take.
A progress indicator lets the customer know how much further they must travel until the transaction is completed. This improves the quality of the checkout process while also reducing shopping cart abandonment by offering transparency over the order status.
A great example of this is Dominos Pizza. If you have ever ordered from them, you’ll notice that their progress bar is extremely detailed. Not only does it let you know how far you are from completing the order, but also what stage of cooking at delivery your pizza is at.
Offer thumbnails in the shopping cart
Remind people of what they are buying, so they never lose sight of the product. The items they want are great reminders to finish the sale. The more they picture their lives with these new things, the more likely they are to complete the purchase. Thumbnails of every product should be present in the cart throughout the checkout process.
Reduce the risk of customer distraction, and check out this case study on Macy’s, which is one of the largest retailers in the world, to see how important thumbnails are for the user experience. Speaking of an improved user experience, you should also consider sending shoppers to the perfect product which will in turn help you sell more products, engage new audiences, and learn more about your customers with a product recommendation quiz.
Improve your page load times
Finally, there are plenty of reasons why websites slow down over time, so it is vital that you keep on top of your page load times. Your overall website performance can greatly improve customer satisfaction if it is running like a well-oiled machine. This simple fix is a very worthy investment of your time.
A good page load time sits between 0-4 seconds for conversion rates, as the first five seconds of a page load have the highest impact. Ideally, the best e-commerce conversion rates occur on pages that have load times between 0-2 seconds. Assess the elements on your page; do you have large imagery that is creating a lad on the load time? Optimize where possible to ensure a faster experience for your consumers and enjoy improved results.