If you run an ecommerce website with a shopping cart, you’re probably all too familiar with the concept of shopping cart abandonment. Just in case you don’t know what it is, shopping cart abandonment occurs when a visitor begins the checkout process but backs out at some point.
Obviously, you can’t eliminate shopping cart abandonment altogether, but there are some simple things you can do to reduce the rate and get more sales.
To understand how to reduce shopping cart abandonment rates, you need to first understand some of the things that cause customers to back out. A few of the most common reasons include:
- Comparison shipping
- High shipping costs
- Lengthy checkout process
- Lack of trust for the retailer
- Technical issues
Now that you know why customers leave shopping carts, let’s talk about some of the things you can do to keep them from doing it.
- Make sure your website looks credible—Simply put, online shoppers are very skeptical. They don’t trust companies they don’t know. It’s your job to earn their trust. You can do this by having a well-designed, professional-looking website with strong content. Include testimonials whenever possible as customers tend to trust their peers’ opinions.
- Cross- and up-sell whenever possible—Recommend complementary items to shoppers based on what they’ve added to their shopping cart. Many of the top online retailers do this. It’s a great way to earn more money and to keep customers moving forward in the checkout process. Just make sure you don’t go over the top with it to where it becomes intrusive.
- Offer multiple payment options—Not only should you accept all the major credit cards, but you should also add options for those who wish to use Paypal and other popular payment methods. The more payment options you accept, the more customers you can accommodate.
- Offer multiple shipping options—High shipping costs is a top reason customers back out of the checkout process. One way to combat this is by offering customers a range of shipping options. This way, they can find one that meets their budget.
- Reduce the number of steps in the checkout process—The longer the checkout process, the more opportunities the customer has to rethink their decision and abandon the checkout process. Keep the checkout process as short and simple as possible.
- Show customers their progress—Adding a progress bar to the checkout screen helps customers see how far along they are in the checkout process. This way, they know that they’re almost done, so they’ll be likelier to finish up.
- Check your shopping cart regularly to ensure proper performance—Don’t let technical issues cost you customers. Keep testing your shopping cart to make sure it works properly at all times.
What are some of your best tips for lowering shopping cart abandonment rate?
Posted on Tue, November 9, 2010
by Brian Waraksa filed under