If you sell products directly on your website, you will have a shopping cart abandonment rate. Unfortunately, shopping cart abandonment is a fact of e-commerce websites. This doesn’t mean you have to accept your current level of abandonment.
In fact, there is quite a lot you can do to reduce shopping cart abandonment rates. They are all cost-effective, and they will all help you increase sales.
What is Shopping Cart Abandonment?
Shopping cart abandonment is when a visitor to your website adds items to a shopping cart but then does not fully complete the purchase. They could abandon the purchase immediately after they put the items in the cart or they could abandon it at any stage up to the point of giving final confirmation.
There are many reasons for visitors abandoning shopping carts. They include not feeling the website is secure, being surprised by an additional price, or becoming frustrated with a complicated checkout process.
How to Reduce Shopping Cart Abandonment Rates
- Add SSL encryption to your website. More and more people are now familiar with what this shopping cart abandonment rate, plus their website browser often tells them whether or not the website they are visiting is secure.
- Make the checkout process on your website as simple as possible. One of the best ways to do this is to go through the process yourself using both a computer and a mobile device. You should also get someone you trust from outside your business to go through the process and give you honest feedback.
- Ensure the pages on your website load fast. Even though the visitor is in the checkout process and is in the frame of mind to make a purchase, they will quickly go somewhere else if your pages take too long to load.
- Include delivery and other added costs upfront. This is one of the most important tips as forcing customers to get into the checkout process before you give them a delivery price results in a bad user experience. It also increases your shopping cart abandonment rate.
- Offer guarantees, such as money back guarantees, to make the purchase feel less risky to the customer.
- Don’t force people making a purchase on your website to register an account. You might like them to register an account for various reasons, but this additional layer in the checkout process often leads to a higher shopping cart abandonment rate. Therefore, give visitors the option of checking out as a guest.
- Add a call to action to your shopping cart to remind and encourage visitors to complete the checkout process.
- Add multiple ways to pay to stop visitors from abandoning the shopping cart because they can’t pay using the method you require.
- Adding a progress indicator is a simple but effective method of showing the visitor how much more they have to do to complete the checkout process. This clarity will keep them engaged for longer.
- Add trust logos such as Verified by Visa, Norton Secured, MasterCard SecureCode, etc.
- Analyse how visitors progress through your checkout process, paying particular attention to stages where they drop out. You can get this information from Google Analytics and it can help you identify areas for improvement.
- This final tip accepts the fact that even when you do all the above, you will still have visitors who abandon their shopping carts. These may not be completely lost, however, if you use remarketing advertising campaigns to win them back.