Shopping cart abandonment is a frustrating reality that virtually all e-commerce companies face. On average, a whopping 75.6% of all online retail purchases are abandoned before customers click “complete.”
There are many reasons shoppers abandon their shopping carts, and some of them are uncontrollable. But there are also steps you can take before, during, and after the loss of sale to reduce shopping cart abandonment and even get your customer to complete a purchase at a later date.
1. Improve your customer journey:
Your e-commerce site should pay special attention to your customer journey to make sure that from browsing to checkout, everything is as streamlined, simple, and speedy as it can possibly be.
Having an organized and user-friendly webpage, especially during checkout, lessens stress and anxiety as your customers shop. Also, reducing your page load times will help keep conversions high.
2. Be transparent about costs:
Sixty percent of shoppers abandon their carts after extra costs such as taxes and shipping fees are factored in. Consider this when deciding if and when you’ll offer free shipping to your shoppers.
You’ll also want to be as transparent as possible about taxes and fees. A good way to avoid annoyance and irritation is to state all costs from the outset. You can also try bundling extra shipping costs into the product price, that way you can offer “free shipping” to customers at a price you can afford.
3. Accept mobile wallets:
Increase mobile conversions by allowing customers to utilize a one-click checkout on your site. Accepting multiple payment options such as Apple Pay and Google Pay make one-click checkouts possible, because the customers preferred shipping, billing, and payment info is already securely stored.
Additionally, allowing users to checkout as guests rather than having to register for an account will improve your conversation rates by reducing form-fields and simplifying the process.
4. Remind abandoned cart shoppers what they lost:
After you’ve lost the sale, you need to act fast — you can get the customer to come back with a good marketing strategy in place. As a customer abandons checkout, have an exit-intent pop up appear, asking them if they are sure they want to leave.
If your potential customer still cancels the sale, send them an email reminder about your product, or place the product as an ad on their social media pages. You’ll want to strike 3 to 12 hours after the lost sale for best results.
Fundera recently shared an Infographic with 9 reasons your customers are abandoning their shopping carts (and how to stop them). Read on for some more great tips on avoiding shopping cart abandonment: