After investing your time and effort into creating perfect products and placing a lot of marketing to attract your target customers, one thing still remains ‒ Your online customers can either checkout or abandon your site.
In data by Baymard Institute, cart abandonment rates are about 70% on average.
Here’s the thing: If your customers are not completing their purchases, none of your effort matters.
The success of your e-commerce website depends on whatever sales you can make and the people that you attract to your website. That said, we have listed down 13 ways on how you can reduce cart abandonment on your online store:
1. Speed Up Your Website
Your page speed is one of the most crucial page optimization efforts. Customers leave a site if it takes more than three seconds to load.
According to AliExpress’ data, they found out that reducing their page’s load time up to 36 percent boosted their orders to up to 10.5 percent and a 27 percent increase in conversion rate for brand new customers.
Here are some ideas to speed up your site:
- Optimize your images
- Cache your content
- Offload and cache various files like MP3 and PDFs
- Use a Content Delivery Network (CDN)
- Keep your WordPress database optimized
2. Simplify Your Navigation
The more clicks that you need to put someone through, the more they will likely leave your site and will not go through a purchase.
In fact, according to Statista, 25% abandon their shopping carts because of overly complicated site navigation.
Ideally, landing on the desired page should not take three clicks from the homepage. For example, Homepage → Product Page → Add to Cart → Checkout.
3. Make the Checkout Process Smooth
Make the checkout process smooth by eliminating the need for mandatory signup and offering a guest checkout.
People do not want to feel forced into creating an account. Provide an option for your customers to check-out as guests, especially if it is just a single item purchase.
The process of creating an account can be frustrating because of the following reasons:
- It is time-consuming
- They do not want to receive marketing messages.
The easiest solution is to give them an option to check out as a guest. Then, just have a button for the password to make an account. Even a simple button can do wonders for your sales.
4. Accept Multiple Payment Methods
On the process of designing e-commerce check-out pages, you do not want anything to stop you from providing your customers with a satisfying and rewarding experience.
However, if you only offer a single payment option or relatively fewer payment options, you are placing a major obstacle between your customers and your sales.
Credit card options should be, of course, a mainstay. But you should also offer mobile payment systems like Google Wallet, Apple Pay, and Paypal, especially if you cater to a much younger demographic.
Providing more payment options eliminates the need for a customer to abandon their cart and choose your competitors. More payment options mean giving customers what they want ‒ and that is what it is it all about.
5. Offer Free Shipping
According to Forrester Research, 40 percent of visitors who abandon their shipping carts do so because the shipping is not free.
So, whenever possible, try to cover for shipping expenses or provide order fulfillment options that will provide customers the impression that delivery will not cost them that much.
If you cannot offer free shipping, then you could still schedule promotional periods that will cover the costs of delivery. You could also give them an incentive where you add to the transaction’s value. That way, it will be easier for them to accept the cost of delivery charges.
Such incentives could be in the form of a loyalty program, free samples, or discounts for future purchases.
6. Add Social Proof
Social proof is a great way to decrease your shipping cart abandonment rates.
It could be psychologically fascinating as well, as it is a phenomenon where people lean on the actions of others to help them come up with their own decisions.
Hence, it is one of the best ways to reduce shopping cart abandonment.
7. Optimize for Mobile
Businesses, in general, are seeing more and more traffic coming in from mobile users. That is precisely why e-commerce optimization in mobile should be as crucial as desktop.
Remember that mobile shoppers are always on the go. They love multitasking, whether they are at home, waiting for a conference, or meeting to start. The user experience should be catered to their unique needs and behaviors.
Here are some ways to optimize the performance of your mobile check-out process:
- Have a prominent CTA that instills a sense of urgency and is great for shoppers that are always in a hurry.
- Add a “save for later” button so that shoppers could save anything in their cart as they continue shopping later on.
- Offer special incentives as well, like coupons and other discounts, exclusive only for mobile check-out.
8. Keep the Cart Visible
Users who abandon their shopping carts may still want to save items for future purchases.
So, if you want them to come back for these items later, then you must keep their cart in a clear view. Otherwise, it is going to be out of sight and out of mind.
9. Reduce Price Shock
No one wants to add items in their cart, and when they are finally ready to check out, they will find hidden costs like shipping fees and additional taxes added on the total amount.
Having these unexpected price shocks somehow gives your customers the feeling that your business is not being upfront with them.
Most customers do not like surprises, such as additional fees. That’s why you need to make them aware of any extra costs before they add items in their cart.
You can do this by adding a button on the product page, which calculates the total shipping costs for them.
10. Implement Exit-Intent Popups
If you have never used exit-intent pop-ups before, well, they are a great way to maximize your conversions.
They could be installed on any page like your shopping cart and other checkout pages. These usually work by detecting when a user is about to leave and enticing them to stay by offering them an exciting deal or giving them more information.
If a shopper still leaves without making a purchase, you can send them an abandoned cart email, something that we will discuss more below.
11. Send an Abandoned Cart Email
One of the easiest ways to decrease shopping cart abandonment is to send them an abandoned cart email.
Email automation services, such as MailChimp, can be used to send cart abandonment emails automatically. This is an excellent opportunity to market your products, as well as remind your customers of the purchases that they have left behind.
You can make your abandoned cart email stand out with the following tips:
- Use a catchy subject line
- Creatively showcase your brand’s value through your copy
- Highlight a popular subject
- Cautiously offer your customers a discount
- Remind your prospects of the points they have accumulated
12. Have a Clear and Flexible Return Policy
Data from Return Cloud suggests that 66 percent of shoppers agree that the better the return policy of a company, the more they are willing to buy.
That makes sense. Because most online shoppers cannot touch or check the products physically, they will not buy if the product is less likely to look similar in person.
If you do not offer a return policy yet, you can do a test run to find out if it is something that you want to do. Here’s how you can make this happen:
- For 30 days, you can offer free returns for all your products. Once the trial is over, compare the sales that you have managed to generate in the 30 days with your previous sales.
- Deduct the total cost of returns from an increased number of sales to know whether or not a flexible return policy will work for you.
You can start off with a few products if you want. You could also specify particular geographical locations where you would offer return policies.
13. Offer a reliable customer service
Isn’t it frustrating that you want to buy something in a store, you have a question running through your mind, and yet you realize that there is no one around to help?
You would not want that to happen to you when you walk in a store. So do your online customers.
Poor customer support (or a lack of it) is one of the main reasons why a lot of shopping carts end up abandoned. Some shoppers were not able to go through a purchase become of some technical issue. Or maybe they have nagging questions about the delivery, refund policy, or about your product.
You need to let your customers know that you are available on the times that they need you the most. You should also remember that people will prefer to communicate with you on different channels, so they could be utilizing various ways to contact you.
Here are some popular communication channels for online shoppers:
- Live chat
- DMs on social media
- FAQ page
- Social media comments
While you cannot completely avoid shopping cart abandonment, there are several steps that you can take to reduce it. Not to mention that it helps you ensure that you are providing great customer experience as best as you can be.
By acting on the following tips we have mentioned above, not only will you be able to boost your store’s conversion rates, but you will have a much better customer experience.