10 Best Ways to Reduce Cart Abandonment
The eCommerce world is an exciting arena where you make money by selling products you love. Most of the time, one of the problems eCommerce entrepreneurs encounter is lack of traffic. But of what use is traffic if potential buyers end up abandoning their cart? There are a lot of ways you can avoid this from happening.
Table of Contents
- 1Integrate Exit-Intent Popups
- 2Improve Customer Experience
- 3Enable Guest Checkout
- 4Offer Various Payment Options
- 5Use Scarcity
- 6Reduce Shipping Price
- 7Build Trust With Secure Payment Options
- 8Reliable Customer Service
- 9Add Social Proof
- 10Run A Promotion
- 11Email Retargeting
- 12Provide Full Shipping Disclosure
- 13Reach Out When They Have Just Abandoned Their Carts
- 14Use Messenger Retargeting
- 15Remove Signups
- 16Have a Short Checkout Process
- 17Don’t Overcomplicate Your Shopping Cart
- 18Have a Save for Later Button
- 19Have a Way to Assist Your Customer When They Are Checking Out
- 20Have an Engaging Product Page
- 21Have a One-Click Buy Button
- 22Test Your Checkout System
- 23Test Your Site Speed
- 24Check if You Have an Editable Cart
- 25Have a Return Policy
- 26Have a Clear Delivery Policy
- 27Add Testimonials
- 28But Don’t Add Other Products
- 29Regularly Review your Process
- 30Show That Your Products Are Limited
- 31Retarget Customers With Cart Abandonment Emails
- 32BONUS: Integrate a Referral Program into your Checkout Page
What Is Cart Abandonment?
Cart abandonment is a common phenomenon in the business world. Not only does it happen to eCommerce store owners, but it also happens to owners of brick and mortar stores. Ever gone to your local grocery store, added some items to your cart only to put everything back into the shelve? It happens, and the reasons could be enormous.
When it comes to cart abandonment in the eCommerce world, the reasons could be countless, perhaps because the store is sluggish, no evident navigation, and so on. Cart abandonment happens when a buyer refuses to check out after adding some items in the cart.
In this article, you’re going to learn diverse ways to reduce cart abandonment. If you’re smart, you might even eliminate cart abandonment in your store, although it is improbable but possible. Are you ready to reduce cart abandonment? Let’s go!
If you’re running a store and you’re yet to use this incredible mechanism, then you’re the cause of the cart abandonment. Perhaps that’s harsh, but that’s the bitter truth. With Exit-intent popup, you will be able to detect when a buyer is about to abandon cart, then present the buyer with a mouthwatering deal they can’t resist.
You can install this pop on any page, including the shopping cart and checkout page. It all depends on what you want, and your reason for establishing the exit-intent popup. For example, you can present a buyer with a coupon code that slashes a product by some percentage when they want to exit the page. That way, they would change their mind and proceed.
This trick is straightforward and effective in reducing cart abandonment. OptinMonster’s exit-intent technology is very exceptional and sophisticated in that regard. It can present a well-tailored message whenever a buyer is about to abandon the cart.
If the buyer succeeds in abandoning the cart, the battle is not lost yet. You can send them an abandonment cart email sequence, which would urge them to return and complete their order. When it comes to reducing cart abandonment, this trick works big time.
Some tiny elements on your website can make or mar your journey as an eCommerce business. In other words, there are little details that can repulse customers, causing them to abandon a cart. Your strategy should be to improve the customer experience.
Take Shopify, for instance. Over 39% of customers were found not to complete their orders due to a website time out error. No doubt, this caused the buyer to use the back button and never return. By fixing this anomaly, they were able to skyrocket sales. Aside from timeout error as the case was with Shopify, here are some ways to improve customer experience and reduce cart abandonment.
- Using A Mobile-Friendly Theme – The number of mobile users is almost flying over the chart, and the mistake you will make is overlooking your mobile users. It is no longer news that about 79% of your visitors are on mobile. By using a mobile-friendly theme, you would be able to reduce cart abandonment.
- Load Speed – Speed is very crucial because no one has the patience to wait an eternity for an order to process. A slow website is a turn-off and would affect your store’s overall performance. Not only would it increase cart abandonment, but your ranking on Google search results would also be significantly affected. Use a tool like GTMetrix to test your website loading speed, then work further in making it faster.
- Use Attractive Product Images – A picture they say is worth a thousand words. In that case, you need to invest in high-quality product pictures. By using an image that is of high-quality, you would be able to build trust and consequently reduce cart abandonment.
It is often a common practice to request potential buyers to create an account before they can make orders. But that practice is becoming obsolete as it leads to a high bounce rate and cart abandonment. A way around this is to enable guest checkout. That way, serious buyers don’t need to pass through the rigorous process of signing up.
Inputting information, confirming the email address, and returning to the store is exhausting and time-consuming. Tear down that barrier by utilizing this feature. Perhaps later, when the order is complete, you can ask them to sign up for an account.
If you’re using WooCommerce or Shopify, all you need to enable this feature is just a tick on a checkbox. On WooCommerce, go to the checkout page, then allow guest checkout.
On Shopify, you can enable this feature by selecting “Accounts are optional” in your customer account setting.
When they have successfully made an order, they can create an account at the end of the checkout process. Do you want to reduce cart abandonment? Use this technique, and you will notice a difference.
You might have a lightning speed store, a guest enabled checkout, and still suffer cart abandonment. The reason for this could be offering a few payment options. According to a study by ComScore, about 65% of online shoppers want to see tons of payment options at the checkout page. That way, you allow them to choose the method they prefer.
By knowing your target market, you will know the ideal payment options to include. In general, options like American Express, Mastercard, PayPal, Visa, etc. are the best bet. If you want to go the extra mile, you might even include a bitcoin option.
When you have numerous payment options, you give your customers more options. If you’re a new business, you will be able to determine the top prospects and eliminate those rarely used. There are lots of tools that would even allow you to manage numerous payment options all at once. One of them is MindMeister. With this remarkable tool, your users can pay using American Express, Discover Card, MasterCard, PayPal, Diners Club, etc.
With this tip, you would be able to reduce cart abandonment and increase orders exponentially.
Humans are always battling with FOMO (Fear of missing out), and you can exploit that and reduce cart abandonment. Sometimes, what people need is a little urge or motivation to complete an order. With this trick, you will be able to do that without hassle.
To do this, display the number of units of the product remaining. In other words, telling the buyer that there are only a few of this item left, you will be able to compel them to make that order for fear of missing out.
Another way to explore this nature is to use a countdown clock. There are a lot of apps or plugins which you can use to do this. When you display a countdown, the customer feels anxious almost immediately and more likely to make an order for fear of missing out.
There are tons of eCommerce stores using this strategy, and the result is always impressive. The fact is, they go in detail to tell the size and styles already sold.
Ridiculous shipping can be a considerable factor affecting store revenue. With giants like Amazon spoiling their customers with fast and cheap delivery services, you need to give them a reason to order from your store.
If you don’t figure out a way to reduce shipping costs or possibly offer free shipping, you would be competing with these giants. You won’t survive!
There are tons of strategies you can use to go around this. The first is adding shipping expenses to the price of the product. In other words, the product selling edge becomes free shipping.
You will be making money and reducing cart abandonment using this simple technique. Free shipping doesn’t mean you’re forgoing shipping costs, and it means you are adding the expenses to the product. By doing so, customers would have more reason why they should complete the order.
In the eCommerce world, faith in your services is a very costly commodity. It would be foolish to hand over your wallet to a stranger, right? Of course! That is why you need to build trust with your customers if you must reduce cart abandonment.
To build trust, you need transparency. Your customers need to be sure that their details are safe, and that they can trust you. If they don’t trust your platform, they would abandon the cart and go to a more reliable store. To solve this, try and add trust badges and payment providers icons on your website. It shows that your website is safe to make a purchase.
When a customer trusts your platform, they would be free to purchase as much as they want without fear. To build that trust further, feature reviews from people who already bought the product. When customers believe in your business, you can expect not only a reduction in cart abandonment but an increase in average order value and customer retention.
One of the reasons customers often abandon cart is when there is no one around to answer their questions. Ever gone to a store and you have a question, but it seems there is no one to answer you? It is a terrible experience, and you often end up leaving without buying the product. The same rule applies in the eCommerce business.
You need to assure your customers that you’re there whenever they need you. Poor customer support is among the reasons for cart abandonment. Before some customers complete their orders, they might have a question regarding the product or perhaps encountered a technical issue. Have numerous channels through which your customers can reach you, and always be ready to respond whenever you get a message.
The most popular channel for eCommerce owners are:
Social media handles, etc.
Social media is important so you must always pay attention to it.
People go where the crowd is. It is an innate ability and often one that secures them from making a wrong decision. When customers are on the fence about making a purchase, social proof is what you need to get them to decide. By displaying how your products have helped people, you will be able to convince them to complete their order.
There are numerous ways to add social proofs to your store, and they include:
Integrating customer review
Feature reviews or testimonials on your other landing pages in your store
Use an application such as ‘Notify’ to show customers who else is purchasing your product.
Social proof would help your customer decide whether to checkout or abandon the cart. If the reviews are positive, they are most likely to complete the order.
Following a study by Statista, 8% of customers forgo their cart if there is no ongoing discount promo. The majority of your customers love deals, and they can cross seven oceans to get them. The same report also revealed that about 46% of people often abandon their cart if the coupon code doesn’t work. It further buttresses the point that your customers are die-hard deal seekers.
If you want to reduce cart abandonment, you might want to run a promotion and offer discounts. Through this, you will be able to build customer trust, royalty, and their lifetime value.
You can always put the prospects who have left products in their carts in your record and reach out to them via email. The great thing about doing this is that you know that they have left the cart to reach out to them to get them to come back. Many eCommerce marketers find this a perfect opportunity to promote their products at a discounted rate for a limited time. This is usually enough to get the prospect back into their shopping carts to proceed with the transaction.
Here’s the problem with most eCommerce websites. While their products may have affordable prices, they don’t usually include the shipping fee in the price tag. Because of this, the buyer is often surprised when he sees the extra shipping charges on the checkout page.
To counter this, you can combine the shipping fee with the product price. Then, you can just disclose that the price already includes the shipping fee. This way, you no longer have to reduce the shipping rate. You just removed the element of surprise by being transparent.
You don’t have to do anything fancy. You can just reach out when they abandon their carts. The worst thing you can do as an eCommerce website owner is to ignore this matter. If you do, you’ll find that you have tons of prospects wanting to buy from you but never did. You need to set up a system to reach out to people who have abandoned their carts. You can do this through a pop-up, or you can just have a chat box pop up to ask them if they need help.
You can also use Facebook Messenger to reach the customers who have abandoned their carts. If you integrate user accounts with Facebook, you can easily send them a message if they failed to check out. To do this, you will need to ask for your prospect’s permission. When they create an account on your website, you can ask for their consent to send messages via Facebook Messenger.
You can also remove signups. This is also a common reason why your prospects may leave their carts. They may be ready to purchase but may have second thoughts about signing up for your website. Often, it is because the signup form requires too much information. While it is necessary to ask for their full name and address, if you will deliver the product, it is essential to remove other details that will just confuse the customer. Even if you have a signup system, you don’t have to require your buyers to do this. There should always be a guest option so that they can buy without registration.
Some eCommerce sellers love to spruce up their shop, and this may include their checkout process. The problem with this approach is that it can overwhelm your buyers. As a rule, it helps to keep your checkout steps to three. Anything more than that can usually overwhelm the buyer.
In the same way, don’t add too many elements and buttons to your shopping cart that it ends up keeping your buyers in analysis paralysis. You’ll want your buyers to see the products they have added and a way to check out. You can put a space for discount codes, and that’s it. Don’t add product recommendations. Don’t add points. You can always tally these when the prospect has successfully proceeded with his purchase. Also, don’t add links. They will not only confuse your customer, but it will also motivate them to move away from your checkout page and abandon their carts.
Many online buyers have this habit of adding products to their shopping carts to go back to it when they decide to buy. These people have not made up their minds on whether or not they like to buy from you. They just want to add the product to their carts so that they can easily find it. This is quite common, especially if you have hundreds and thousands of products in your eCommerce site.
An excellent solution for this is the ‘Save for Later’ button. With this option, your prospects no longer have to use the shopping cart as a bookmark section. They can just go to their ‘save for later’ section to find the products.
For some customers, buying from an eCommerce store can be too complicated. This may be because they are not used to buying online, or they are just technologically challenged. It is then your goal as an eCommerce seller to assist them in the purchase process.
You can make it easy for them to buy from you if you assist them. Some online stores have a chatbox pop-up when the customer is taking too much time before they check out. They usually ask if they can help the customer. This is a helpful approach, for it makes the customer feel that they are not alone, and they can easily talk to you if they need it.
Your product page should sell your product. It should be more than just a page where they can add a product to their carts and check out. It should also include all the product benefits and features. Some sellers love to feature products in single product pages. They work because it allows customers to focus on the product and believe that it will help them solve their problems.
Some buy buttons are fancy. They don’t direct you to the checkout page at once. For some, they take you to a series of pages before you can make your purchase. For others, it means that you have to go through multiple steps before you can check out. This does not look sexy to e-commerce buyers. Simple is always better. You need to ensure that buy buttons do what they are supposed to do, and that helps your prospects buy your products.
You will never know if your checkout system is malfunctioning unless you test it. So if you have a new eCommerce website, you must check your checkout system before launching your business. Testing can save you a lot of headaches, for it will lower cart abandonment and help your customers quickly buy from you. A weak checkout system can cost your customers, for they will have no way to proceed with their purchase. So be a good eCommerce seller and always test your checkout system.
Another thing that you need to test is your site speed. Site speed can make or break your website. If your site has too many elements and takes a long time to load, your prospects may just leave your cart and look elsewhere. We live in the age of technology, where everything is fast and have instant access. So if it takes a long time for your customers to get access to your site or your cart, they will leave.
Fortunately, there are some things you can do to speed up your website. First, you can compress images. There are websites like TinyPic that help you to do this. You can upload your pictures on these sites, and they will generate similar yet low memory file versions.
A customer’s worst nightmare is a non-editable shopping cart. Put yourself in the shoes of your customers. They have added some products into their shopping cart. They then found that they want to add another one and remove what they have already added. If there is no edit option, they are stuck. And this can lead them just to leave the cart altogether and start from scratch. Where does this leave you? This means that you’ll get multiple abandoned carts. So if you want to lower your cart abandonment rates, be sure that you have an editable cart.
Your customer will want the reassurance that you will stand by them if they are not that pleased with your products. They need to know that you have a return policy. This should be written on the checkout page, or it should at least have a link to it. This works in lowering cart abandonment rates and driving up your sales.
Similarly, you should also have a clear delivery policy. For retail products, customers usually want to know how long before they get their delivery. You must have an estimate for this. While delivery times may vary, you can always set a range. You can also edit the ranges depending on the customer’s location.
The delivery policy should also be prominently placed on the checkout page. Some checkout pages have their systems in tabs. This way, it doesn’t interfere with the checkout process but is available for review if it needs it.
Sometimes, your customers need some social proof before they buy from you. This is the reason why it doesn’t hurt to add some testimonials in your checkout pages. Some online sellers add a quote from one of their customers on top of the checkout page. It serves as a reminder that other people have bought from you, and you can be trusted.
It is vital to limit your customers when it comes to clicking away from your checkout page. If you link so many related products, they may just leave. While some eCommerce sellers may advocate promoting associated products on the product page, it is not recommended on the checkout page. The checkout page is where the prospect has already made up his mind about buying. You don’t want to convince him otherwise by giving him multiple products.
If your checkout process is working perfectly now doesn’t mean that it will continue to work in the future. Regular reviews are essential to ensure that the checkout process is working seamlessly. Why do you need to do this? Well, software and platforms update themselves. New features are added, and platforms change. You’ll want your business to adapt to this change. And you will be able to do that with a constant review process.
You can also show that your products are limited by listing the number of stocks available. This warns prospects who have added products to their carts that they will not be available for long. This triggers the fear of missing out or a scarcity mindset and pushes your prospects to click on that buy button and proceed with the purchase. You can set a limited number of stocks for your products. Then, you can set your checkout pages to display the number of stocks in the red. If you couple this with a message like “Limited Stocks” or “This product will be sold out soon,” you’ll have a fantastic offer that your customers will not be able to resist.
One best tip for dealing with shopping cart abandonment is to go after them with remarketing campaigns.
In fact, remarketing is indispensable for any eCommerce business to gain back the sales loss from potential customers who already come so close to crossing the line. You can try:
- Facebook Messenger to retarget shopping cart abandoners by sending a message if they failed to checkout. Before that, just ask permission from customers for connecting with their Facebook account
- Remarketing with Google Adwords is another option, especially for products that may not have innate visual appeal or difficult to convey with imagery
- Send cart abandonment emails to remind customers about their forgotten carts as well as entice them to come back and complete the purchase through an email marketing abandoned cart software
While I am an advocate of not overcomplicating your checkout page, there is one thing that you can integrate into these pages with ease. You can integrate your referral program. This will help you to get referrals for discount codes right before they check out. This works because the prospects are already decided that they want to buy from you. You are just giving them a push by giving them a discount code as a reward.
There are numerous ways that you can implore to reduce cart abandonment in your eCommerce store. The most important thing is to discover where the problem lies, then solve it. Perhaps the reason you have an increased cart abandonment is that your store is slow, or maybe you aren’t offering the ideal payment options. If you implement the tips in this article, you will notice an increase in sales.