In today’s digital age, online shopping has become a convenient way for people to purchase products without leaving their homes. However, the rise in online shopping has also brought with it the issue of shopping cart abandonment, where customers add items to their carts but then leave the website without making a purchase. In this article, we will discuss the causes and effects of digital shopping cart abandonment and offer eight strategic tips for reducing it.
Improve Your Mobile Checkout Experience
With 72.9% of all eCommerce purchases happening on mobile devices, according to Statista, it’s crucial to optimize the mobile checkout experience. Unfortunately, mobile devices also have the highest rate of shopping cart abandonment at 74%, compared to 62% on tablets and 61% on PCs. Here’s what you can do to reduce friction and improve the user experience for your mobile shoppers:
- Simplify the checkout process: Make sure the checkout flow is simple and quick for mobile users. Avoid requiring shoppers to tap and fill in numerous small fields on each page of the checkout process. Keep the number of pages to a minimum and ensure that each page loads quickly.
- Enable cart editing: Allow shoppers to view and edit their carts at any time during the checkout process, without having to go back to the previous page.
- Provide clear information: Make sure that all pertinent information, such as costs, promotions, return policy, and estimated delivery date, is clear and easy to understand.
Reduce Complexity and Minimize Clicks
Reducing the complexity and number of clicks required to complete the checkout process can help you reduce shopping cart abandonment on all devices. Here’s what you can do to streamline your checkout process:
- Only include necessary fields: Don’t ask for information that isn’t required to execute the transaction. For example, don’t ask shoppers to rate their experience on your website or subscribe to your newsletter before they complete the payment.
- Offer guest checkout: Give shoppers the option to check out as a guest, instead of requiring them to create an account. This makes it easier for shoppers in a hurry to quickly complete their purchase.
- Be targeted with product recommendations: Avoid including random or unrelated product recommendations on the cart page. Instead, be super targeted and relevant with any product recommendations you include, and make it easy for shoppers to add these items to their carts.
- Allow shoppers to save information: Give shoppers the option to save their shipping, billing, and credit card information to speed up the checkout process in future sessions.
Customer trust is crucial to building a strong community of shoppers and increasing conversions. Here’s how you can increase trust and reduce shopping cart abandonment:
- Ensure payment security: Make sure your technical infrastructure is PCI DSS compliant and equipped with fraud prevention tools. Display recognizable payment security symbols and badges on the checkout page to reassure shoppers.
- Use social proof: Display user-generated content, customer reviews, and ratings on your site to show new shoppers that others have successfully and safely made purchases from your site.
Customer trust is crucial to the success of any eCommerce business, and a lack of trust can contribute to shopping cart abandonment.
Accept a Variety of Payment Methods
Consumers today have a range of options when it comes to accessing and spending their money. By giving shoppers the ability to choose the payment method that feels the safest, fastest, and most convenient to them, you can make checking out easier and more appealing. Here are two payment options to consider adding to your site:
- Shopping apps or digital wallets: Offer shoppers the option to pay with shopping apps or digital wallets, such as PayPal, Venmo, Shop Pay, Apple Pay, Samsung Pay, or Google Pay.
- Buy now, pay later (BNPL) services: BNPL services are becoming increasingly popular, , particularly among younger generations who are drawn to the convenience and flexibility they offer. BPNL services allow shoppers to purchase items now and pay for them later, often in installments. This makes it easier for people to buy expensive items that they might not otherwise be able to afford, or to budget their spending more effectively. Examples of BNPL services include Klarna, Afterpay, Affirm, and Sezzle.
By offering shoppers a choice of payment methods, you can make the checkout process easier and more appealing. Offering these payment options can cater to consumers’ preferences and even boost your average order value.
Provide Exceptional Customer Service
Providing exceptional customer service is a critical aspect of running a successful e-commerce business.
- It can help to differentiate your brand from your competitors and build customer loyalty.
- Happy customers are more likely to make repeat purchases and recommend your business to others.
- Offering a variety of support options, such as email, phone, live chat, and a comprehensive FAQ section, can help to ensure that customers have a positive experience and can quickly get the answers they need.
- Train your customer service team to be knowledgeable, friendly, and responsive, and to always put the customer first.
Provide Clear Shipping and Delivery Information
Providing clear shipping and delivery information can help build trust and prevent shopping cart abandonment. Make sure to specify shipping costs, estimated delivery dates, and any shipping restrictions upfront. This information can help shoppers make informed decisions and increase their likelihood of completing a purchase.
Offer Free Shipping and Returns
Offering free shipping and returns can be a strong motivator for shoppers and help reduce shopping cart abandonment. According to a study by RetailMeNot, free shipping is the number one factor that drives online shopping behavior, with 81% of consumers reporting that they are more likely to make a purchase if free shipping is available.
Reducing shopping cart abandonment is a key aspect of e-commerce success. By following the tips outlined in this article, you can effectively address common pain points and create a more seamless shopping experience for your customers. From optimizing the checkout process, to offering flexible payment options, to providing exceptional customer service, there is a lot you can do to reduce shopping cart abandonment and increase conversions.
So, what are you waiting for? Start implementing these tips today and watch your sales and customer satisfaction soar. Don’t let abandoned shopping carts become a thing of the past. Make your online store a place where customers can shop with ease and confidence.
And remember, if you ever need a hand or have any questions, we’re here for you. Happy selling!