5 Ways to Reduce Shopping Cart Abandonment

November 2, 2017

8:30 am

Getting customers through the shopping cart can drastically impact your conversion rate. And if the process is laborious, expect more people to bail. According to a study done by the Baymard Institute the average shopping cart abandonment rate is 68 percent. The study also reveals that a third of these are due to a long or confusing checkout process. To avoid losing out on potential sales, it’s important to invest some time into your checkout experience. Here are 5 ways to reduce shopping cart abandonment.

Simplify the Process

A long or confusing checkout process is a turn-off for customers, and simplifying the process will help maintain a customer’s interest long enough for them to make the purchase.

The most common checkout-crime committed by store owners is the ‘sign-in’ barrier. How many times have you come across ‘Are you a new or returning customer? Sign in or create an account’? This forces the user to remember whether they have an account, and if so, their login details. If they don’t have an account then they are confronted by the unnecessary process of creating one.

Instead of forcing a customer to choose, make use of a discreet and optional, ‘Already have an account? Sign in here’ button. This in no way impedes the checkout process for the customer. This is a solution demonstrated on the Ray-ban website. Another option is to have a guest checkout and grab their email during the process.

Create Sales Funnels After the Sale

If you want to create sales funnels, then do this after the purchase has gone through, on a confirmation page. Here you can encourage a customer to create an account, and also offer a discount code for their next purchase.

Shipping Transparency

Hiding your shipping prices until the end of the checkout process will irritate users. By the time they discover the price, they will be frustrated and more likely to look elsewhere or decide it’s too expensive.

According to a survey by UPS, two of the main reasons for abandon checkouts are high shipping costs or shipping prices revealed too late. Improve your process and be transparent. If you need a zip-code to calculate delivery, then allow the customer to do this on a ‘shipping information’ page, without requiring them to checkout first.

Get Creative With Visuals

Attractive, branded checkouts are far more professional and appealing. Using your company’s colour scheme along the way, and including any applicable security logos will help to build trust.

A progress indicator is useful for counteracting customer fatigue. They know where they are in the process and it encourages them to continue to the end. The Whiskey Exchange website offers a great example of this.

Create Visuals

Finally, if you require a lot of information from customers then create visual ways to obtain this. Endless dropdown boxes and text fields can become frustrating for users and time-consuming to fill out. Consider creative ways to get around this. A booking checkout on The Hireman training website allows customers to select the number of people to be booked on a course by using a slider or by clicking on a row of icons.

More Reasons Customers Leave

A survey conducted by UPS reveals the top eight reasons for abandon checkouts. Take a look at these reasons, and consider whether any of them may apply to your own website. The great news is that fixing them should be fairly straightforward.

  • Shipping costs too high
  • Only went through the checkout process to compare the prices between different sites
  • Not ready to make a purchase
  • Order value was not high enough to qualify for free shipping
  • Shipping/handling costs revealed too late
  • Preferred payment option not listed
  • Slow loading pages

Read more ecommerce strategies at TechCo

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By day Emma works as a freelance digital strategist in the vibrant City of London. By night she can be found glued to her laptop, blogging about the latest technology trends. As a freelancer, Emma is free to travel as she pleases and has taken up house-sitting for individuals across the Globe. Freelancer, traveller and entrepreneur, Emma is keen to explore the freedom afforded to us by technology.

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