Cart abandonment is a significant concern for online retailers, with nearly 70% of potential buyers leaving the checkout process without completing their purchase. It can be frustrating to see potential customers come so close to finalising their transaction, only to abandon their cart. In this article, we will explore the reasons behind cart abandonment and discuss effective strategies to minimise this issue. It is important to note that it is not only related to quality eCommerce website design there are tonnes of other factors also, let’s understand each in detail.
Table of content
- Provide guest checkout
- Keep your prices competitive
- Assess your shipping costs
- Display shopping information throughout the checkout
- Make the checkout process simple
- Be transparent about costs and discounts
- Offer various payment options
- Offer a secure checkout experience
- Fast delivery time
- Avoid short cart session
- Leverage reviews, social proof, and brand trust
- Provide easy refund and return policy
- Include a checkout progress bar
- Provide live chat or phone support
- Optimise website speed
- Utilise remarketing ads
- Abandoned cart email series
Close to 70% cart abandonment is a big number and hence we should do all we can to improve it, let’s get started.
Provide guest checkout
One of the main reasons customers abandon their carts is the requirement to create an account.
Registering for an account is a waste of time for occasional buyers as it involves multiple steps including email verification & setting up a password.
While regular buyers will prefer to register to save their checkout time, this is not suitable for casual buyers.
Offering a guest checkout option allows users to make a purchase without the hassle of registration. By removing this barrier, you can increase the chances of conversion.
Keep your prices competitive
Competitive pricing is crucial to attract customers and encourage them to complete their purchases. Regularly review your pricing strategy and compare it with your competitors.
Even in the final steps of checkout, the customer may double-check the prices elsewhere before committing to buy. These days it just takes a few seconds to open a new tab and quickly check if there is any better deal available online.
Offering competitive prices can help differentiate your business and minimise cart abandonment.
Assess your shipping costs
Generally, speaking this is one of the main reasons for abandoning the cart. It is so easy for customers to checkout with there is free shipping.
High shipping costs often deter customers from completing their purchases. Evaluate your shipping fees and consider offering free or discounted shipping options, especially for orders above a certain threshold.
Most importantly, review your competition’s shipping price to ensure you have a competitive shipping cost for your potential buyers to consider.
Clearly communicate shipping costs upfront to manage customer expectations.
Display shopping information throughout the checkout
Keep customers informed about their shopping progress throughout the checkout process. Display a summary of their cart, including product details, quantities, and prices.
Displaying shopping information throughout the checkout process is crucial for any eCommerce website. It serves multiple purposes that are essential for a seamless and transparent shopping experience.
By displaying a summary of the shopping cart, including product details, quantities, and prices, customers can easily review and confirm their order details. This allows them to ensure that they have selected the correct items and quantities before proceeding to checkout. Displaying this information also helps prevent any last-minute surprises or mistakes, reducing the likelihood of abandoned carts due to incorrect orders.
When people don’t find the full information they may go back & forth and may leave the checkout.
This transparency helps customers review their orders and provides a sense of reassurance before finalising the purchase.
Make the checkout process simple
A complicated and lengthy checkout process can frustrate customers and lead to abandonment. Simplify the process by minimising the number of steps required to complete the purchase. Remove unnecessary form fields and enable autofill features to make it easier for customers to enter their information.
A simple and easy checkout process helps reduce cart abandonment rates. When customers face complications or confusion during checkout, they may become frustrated and abandon their purchases. Simplifying the process removes unnecessary barriers and friction points, making it more likely for customers to complete their transactions. By providing a seamless and hassle-free checkout experience, businesses can increase conversion rates and ultimately boost revenue.
Pay attention to each page and field in the checkout process, work with a UI expert and optimise your checkout pages to boost the conversion rate. Ideally, it should be considered during the eCommerce website design process.
Be transparent about costs and discounts
Customers appreciate transparency when it comes to costs and discounts.
Clearly display the total order cost, including taxes and fees, and ensure any applied discounts are prominently visible. Hidden costs and surprise fees can lead to cart abandonment.
Being transparent about costs and discounts is essential for an eCommerce website for several reasons.
Firstly, transparency builds trust with customers. By clearly stating the costs associated with a product or service, including taxes, shipping fees, and any additional charges, businesses establish credibility and honesty. This transparency assures customers that there are no hidden costs or surprises during the checkout process.
Moreover, transparently displaying discounts and promotions helps create a sense of value for customers. When customers are aware of the savings they can enjoy through discounts or special offers, it incentivises them to make a purchase. Clear communication about discounts also prevents any misunderstandings or confusion, ensuring customers feel confident in their decision to take advantage of the promotion.
Overall, transparency about costs and discounts fosters trust enhances the shopping experience, and encourages customer loyalty. By being upfront and open about pricing and promotions, businesses can build strong relationships with their customers and establish a positive reputation in the competitive eCommerce market.
Offer various payment options
Different customers have different payment preferences.
Providing a variety of payment options, such as major credit cards, PayPal & EFT, caters to a broader audience and increases the likelihood of conversion.
Offer a secure checkout experience
Secure checkout is paramount for influencing checkout behaviour on an eCommerce website. When customers feel confident that their payment information is protected, they are more likely to complete their purchases.
Displaying trust symbols and security badges helps instil confidence in the payment process.
One effective way to build trust is by prominently displaying SSL certificate logos. SSL (Secure Sockets Layer) is a standard security technology that establishes an encrypted link between a web server and a browser. By showcasing the SSL certificate logo, customers can visually identify that their data is being transmitted securely, safeguarding their sensitive information such as credit card details.
Displaying other trust symbols and security badges further reinforces the commitment to customer data protection. Trust symbols such as verified payment gateway logos, industry certifications, or security seals from reputable organisations create an additional layer of assurance for customers.
Normal people may not understand the underlying security technology but by displaying appropriate messaging it will impact their behaviour.
Fast delivery time
Customers appreciate knowing when they can expect to receive their purchase. Provide an estimated delivery timeframe during the checkout process to manage expectations.
Clearly communicate any delays or backorders to avoid surprises and maintain customer satisfaction.
Avoid short cart session
Setting short time limits for cart sessions can create a sense of urgency, but it can also lead to abandoned carts. Allow customers ample time to browse and complete their purchases without feeling rushed.
Implementing a reminder system can help gently nudge customers who have items in their cart but have not yet checked out.
You should have a cookie-based cart session which will be active for a longer duration.
People are busy, make it easier for customers to check out even when they will return later.
Leverage reviews, social proof, and brand trust
Displaying customer reviews and testimonials can significantly impact a customer’s decision to proceed with a purchase. Highlight positive feedback and social proof to build trust and credibility. Incorporate trust seals and security badges to reassure customers that their personal information is protected.
Provide easy refund and return policy
Offering hassle-free return policies and easy refund processes instils confidence in customers. Clearly communicate your return policy and make it simple for customers to initiate returns or exchanges.
Offering free returns can alleviate customer concerns about making a wrong purchase decision. Prominently communicate your free return policy, making it clear and easily accessible. This commitment to customer satisfaction can boost confidence and encourage customers to finalise their purchases.
A straightforward and customer-centric refund process can increase trust and reduce cart abandonment.
Include a checkout progress bar
A checkout progress bar provides customers with a visual representation of their progress and the steps remaining. It reduces uncertainty and provides a sense of control, thereby improving the overall checkout experience. Customers are more likely to proceed when they can see how close they are to completing their purchase.
Provide live chat or phone support
Real-time customer support can address any concerns or questions customers may have during the checkout process. Offering live chat or phone support allows customers to receive immediate assistance, helping them make informed decisions and reducing cart abandonment.
Optimise website speed
A slow-loading website can frustrate customers and lead to abandonment. Ensure your website is optimised for speed by compressing images, minimising unnecessary scripts, and leveraging caching techniques. A fast and responsive website enhances the overall user experience and improves conversion rates.
Utilise remarketing ads
Take advantage of remarketing techniques to re-engage customers who have abandoned their carts. Implement targeted ads or personalised emails reminding them of the items left behind. Offering incentives, such as exclusive discounts or free shipping, can entice customers to return and complete their purchases.
Facebook & Google re-marketing is highly recommended to consider to re-target abandoned cart customers.
Abandoned cart email series
Implementing an email series specifically tailored for abandoned cart users is a recommended strategy to regain their interest and encourage them to complete their purchases. This thoughtful approach recognises that some customers may have become distracted or simply forgotten about their pending transactions. By sending a reminder email, you can effectively prompt them to reinitiate the checkout process.
For other abandoned cart users who require an extra incentive to seal the deal, a well-timed discount code email can work wonders in persuading them to convert. Offering a limited-time discount can create a sense of urgency and motivate hesitant customers to take action and complete their purchases.
In addition to discounts, providing a free shipping option can be a powerful incentive for abandoned cart users. By removing the cost barrier associated with shipping fees, customers are more likely to be enticed to finalise their purchase. This gesture demonstrates a commitment to exceptional customer service and can significantly increase the likelihood of conversion.
By implementing an abandoned cart email series that includes reminder emails, discount code emails, and free shipping offers, businesses can effectively re-engage with potential customers who have shown interest in their products but haven’t yet completed their purchase. This strategic approach can help recapture lost sales, improve conversion rates, and enhance the overall profitability of the eCommerce business.