How To Minimise Shopping Cart Abandonment

How To Minimise Shopping Cart Abandonment



Shopping Cart abandonment is​ the​ process of​ a​ customer adding things to​ their shopping cart with intent to​ purchase then never finalizing the​ purchase and​ if​ you’re running an​ eCommerce store it’s likely to​ be costing you lost revenue. Some online store see figures up to​ 68% abandonment, over three quarters of​ their customer who place products in​ their cart do not finalize pay. This article is​ going to​ look at​ how you can minimize the​ impact of​ shopping cart abandonment on your sales.

Like all problems, in​ order to​ tackle the​ problem we firstly need to​ know what causes it. There are a​ multitude of​ reason why people abandon their carts, speaking to​ online customer and​ store owners we have pin pointed what we think at​ the​ top ten reason people doing finalize a​ purchase and​ we’re going to​ give you some guidance on how to​ avoid each one.

1. Cost of​ Shipping too high and​ not shown until checkout: Sticker Shock does not just happen on products, it’s as​ much a​ problem with the​ shipping costs on your store. Especially if​ you sell low priced items. the​ best way to​ limit this is​ to​ make sure your customer know how much the​ delivery is​ going to​ cost them as​ soon as​ possible. Make sure you shopping cart page has a​ good estimate of​ the​ final shipping cost, and​ if​ possible place estimated shipping cost on your product pages.

2. Changed mind and​ discarded cart contents: if​ your customer genuinely changes their mind and​ decides not to​ purchase there is​ not much you can do about that. But you can try and​ minimize the​ chances of​ them becoming distracted. Removing all unnecessary links from the​ checkout process stops customer from clicking away from the​ checkout process. This can include removing site navigation during the​ process.

3. Comparison shopping or​ browsing: the​ popularity of​ shopping comparison sites is​ increasing all the​ time and​ there are really only two ways you can deal with this. the​ first is​ to​ undercut all your competitors and​ make sure you come up on the​ comparison sites as​ being the​ cheapest. Unfortunately this isn’t always possible and​ the​ only other solutions is​ honesty, explaining why your products are at​ a​ higher price help, also more and​ more sites are beginning to​ include price comparisons with their competitors on their own site, if​ you show your customer you have nothing to​ hide then they’re more likely to​ trust you and​ purchase from you.

4. Total cost of​ items is​ too high: Make sure that your customers are aware at​ all time of​ the​ value of​ the​ products in​ their shopping cart whilst they browse. Placing a​ simple running total at​ the​ top right of​ your store will make sure the​ customer is​ aware of​ the​ prices adding up and​ won’t get sticker shock when they click on the​ ‘what’s in​ my cart’ button.

5. Saving items for​ later purchase: Make sure your customer can do this easily, more current shopping cart software provides you with a​ facility to​ allow customers to​ save their carts and​ come back and​ checkout at​ a​ later date.

6. Checkout process is​ too long: Make sure your checkout process is​ as​ short as​ possible, and​ don’t ask for​ information from your customer that they don’t need. Don’t make then enter their postal address multiple times for​ shipping and​ billing if​ they’re the​ same. Also as​ stated above make sure there are no distraction in​ the​ checkout process.

7. Out of​ stock products at​ checkout time: Like shipping costs make sure you customers are aware as​ soon as​ possible that your products are in​ or​ out of​ stock as​ soon as​ possible. the​ best place to​ show this is​ in​ your product listings and​ on the​ product pages themselves.

8. Poor site navigation and​ long download times: There is​ nothing more infuriating than a​ slow loading site, make sure you work with your host to​ provide your customer with the​ fastest loading page possible, make sure you shopping cart software code is​ optimized and​ delivers pages fast.

9. Lack of​ sufficient product or​ contact information: Information = Reassurance, the​ more information your site contains about your company and​ your product the​ more reassurance it​ provides to​ the​ customer that they’re going to​ get the​ products they want, and​ the​ products they ordered. Make sure that your product descriptions contain as​ much information as​ possible and​ they you include pages about your company including contact information. It’s always good to​ have a​ phone number, most online shoppers will never call you, but a​ large number will be reassured that you are reachable on the​ phone if​ something goes wrong.

10. Site unclear on delivery times: Just like the​ above point, make sure you have all the​ information about your delivery times visible and​ easily accessible at​ all times, in​ an​ age when customer can get all the​ information they need at​ the​ clicking of​ their fingers they increasingly want their real world products just as​ fast.




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