In this article, we’ll share with you practical and proven ways to cut down on cart abandonment in your store online.
An average of 7.52 percent of online shopping sessions end with the item being placed in a shopping cart. However, the mean conversion rate of eCommerce stores is just 1.89 percent. The reason for this is that many shopping carts are abandoned and unchecked.
If you’re seeking ways to boost the sales of your eCommerce business, abandoning your shopping cart is among the first items you consider. Learn more about how to recover the lost revenue for your business.
What is Cart Abandonment?
Cart abandonment occurs when the customer on your website adds an item to their cart but does not check out or pay for it.
Abandoned carts can be found for any purchase made online where the customer starts the checkout process but does not complete it, for example, a sign-up process for a software item or the booking form of an online travel website. We’ll look at this through the perspective of shopping in an eCommerce store.
Why Cart Abandonment Happens
The first step in your journey to decreasing shopping abandonment from carts is to know the reason why customers leave a website without going through. Once you know this, you’ll begin to see solutions appear.
There are many reasons to abandon carts. Research from Baymard provides the following reasons customers give for quitting their coaches during checkout:
I didn’t feel safe for my personal credit card details – – 19 percent
The checkout process is too long or difficult. process: A lengthy or complicated checkout process
I didn’t get the total cost of my order up-front I could only see 17 percent
We can categorize the most common reasons for abandoning carts into the categories below:
How to Reduce Shopping Cart Abandonment
We’ll now move on to the most effective, reliable, and actionable ways to decrease cart abandonment in your store online.
Provide Clear CTAs
The way to purchase should be clearly marked out for the buyer. Don’t let anything fall to guesswork or put unnecessary thought on the customers’ plates.
Utilize a call to action to let customers know that an item has been added to their cart and include large, easy-to-read buttons that show how customers are able to get to the checkout page to complete their purchase.
Use a One-Page Checkout
Every step added to the checkout process gives you an opportunity for your customer to be annoyed and quit or their attention to wander off.
It should be as easy as you can, and ideally, by putting all the necessary information on the same page. Do not add extra work by making additional clicks.
Offer a Range of Payment Options
The payment information is among the largest friction points when it comes to checkout.
On the other side, it’s a hassle to stand up, look for the card, and enter the details of your credit card. Also, there’s a problem with trust that has many users being hesitant to give their credit card information to a shady website.
It is possible to overcome the issues by offering a variety of payment choices. A lot of customers prefer secure mobile payment solutions such as Google Pay, Apple Pay, Shop Pay, or PayPal, particularly when they are shopping on new sites.
You might also think about offering Buy Now Pay Later options such as Klarna or Afterpay.
Provide Flexible and Affordable Shipping Options
Shipping is a major factor in eCommerce. We require speedy, reliable, affordable, and inexpensive (ideally, no cost) shipping.
The ability to provide better shipping options than any other is the primary reason Amazon is so well-known.
The high cost of shipping is the main reason behind abandoning shopping carts. However, for some customers, it’s more important to obtain the item fast rather than receive it for free shipping.
According to a study by Advantec, the free shipping option is the primary shipping consideration among 49% of customers, and an additional 9% of people prioritize “low-cost” shipping. In the case of 31% of customers, the most important consideration is quick or same-day shipping.
In the ideal scenario, you’ll be able to offer free shipping and quick; however, in the event that you don’t, let your customers select between different options based on what’s important to them. Pay for speedy delivery or reduce costs for shipping and wait a couple of days for their item.
Save Customer Details for Smooth Checkout
It is possible to create repeat sales for loyal customers more easily by storing their contact information and facilitating a speedy checkout procedure each time they visit.
It was mentioned before that entering your card information and delivery information at checkout can be a source of friction. If you’re a returning customer, You’ll decrease cart abandonment when you eliminate some of the hassle and let people complete payment in a few clicks.
Offer Guest Checkout Options
The ability to save customer information helps returning customers sign up; however, a lot of people aren’t keen on doing this.
Based on the information we presented earlier, 25% of customers abandon their shopping carts due to the fact that they were required to set up an account (the second most frequent reason for abandoning carts).
The guest checkout option is a pleasure for these customers by giving them the opportunity to purchase without providing a plethora of personal details to an eCommerce website that they do not know about.
Show Savings at Checkout
The full cost that they’ve paid, including fees and shipping, could create a lot of rethinking for shoppers upon reaching the payment page (especially in the case of buying more than one item).
You can counter price perception by clearly showing savings on discounted products or discount coupons applied in conjunction with the checkout prices.
It is even better to combine these numbers to show the total amount you saved across the entire cart.
If you can make them notice the savings instead of what the buyer is planning to spend, you can make them feel like they’re receiving an excellent value for your purchase and lessen the hesitancy to purchase based on cost.
Enable Live Chat
Live chat is a great way to answer any question or issue customers face that is preventing them from finishing their purchase.
Most times, customers will ask easy questions that can be addressed by a support agent (or perhaps the AI chatbot). But if the client has to look for and locate the answers on their own, there’s a higher chance that they’ll be bounced and move on to another.
Use Exit-Intent Popups
Exit-intent popups are among the most commonly used tools utilized by eCommerce stores to avoid abandoning carts. They are activated when a user goes to a different tab or shifts their cursor toward the “X” button.
You can configure this to trigger a particular popup in the event that it appears like someone is leaving and has an item that has not been paid for in their cart. It will remind them to pay attention before they become distracted and abandon their cart.