How to Decrease Shopping Cart Abandonment Rate

Convincing your leads that they should buy from you and not from other online retailers is a multi-tier process. It comprises UX design, marketing, and psychology. And even if you’ve managed to show your potential customers why your offer is better than others, they can still abandon the shopping cart before they make the purchase. According to the data available on Statista, about 77% of e-commerce orders in the last quarter of 2017 were abandoned.

That’s why every website owner should take some precautions to simplify the checkout and purchase procedure. This is what we think you can do to achieve that goal and reduce the cart abandonment rate.

Don’t force registration at checkout

Once a lead has reached the checkout page, you should do your best not to interrupt them with any additional requests. At that point, the only thing you need from them is to make a purchase and become your customer.

Because of that, you should skip the registration process during the purchase and checkout. In other words, your website needs to allow its visitors to buy items without prior registration.

Some website owners think that they’ll miss a great opportunity to additionally populate their client list if they don’t ask for registration. However, this could have a completely opposite effect: a visitor could get distracted or annoyed by such a request and simply leave the purchase and the cart.

As for the registration itself, you can always use post-purchase email hacks and contact your client a few hours or days after the purchase. Here you can ask if they would like to register to your website and have a chance to get some additional benefits.

Speed up the checkout procedure

Let’s stay a bit longer in the checkout area. If the content and offers on your website have turned a random customer into a lead and now they’re willing to make a purchase from you, it’s vital to speed up the checkout procedure.

First and foremost, avoid any large images that could slow down the load time of the checkout page.

Also, the part of your website where payments are made should be ad-free, so that the visitor who has reached that area can pay for the goods in their cart in a relaxed way. An ad or a pop-up window could draw their attention to something completely different, which might result in cart abandonment.

For instance, some websites require that their new customers leave only their email address and the credit card number. Such an utterly simplified payment procedure reduces the risk of shopping termination. You can read more about checkout page optimization in this informative article on the Kissmetrics website.

Enable cart-saving options

Many Internet users wander from website to website, comparing prices, looking for the best value for their money. After all, these shopping perks have made the Internet such a popular place for all sorts of trade.

However, what’s practical for shoppers doesn’t always have to be convenient for traders. What can happen during their searches is that they add items to the cart on your website and then accidentally close that window before they make the purchase.

In order to help them get back to where they left, you can enable some cart-saving options to their websites. Thanks to that option, a visitor who unintentionally closed the cart or the website before they made the purchase will find the same cart and the items once they come back to that website.

While web developers can add such options manually to your website, you can also go for some ready-made plugins for saving carts. For example, if you are using WooCommerce, here you can find more info about creating a cart restore plugin.

Keep the cart in sight

Having the cart follow your visitors throughout the website will yield several benefits.

Firstly, your customers will always know what they’ve added to it and they’ll bear in mind that eventually, they need to pay for those items.

Apart from that, when a cart is constantly with your customers, it’s highly likely that they’ll add more items to it. That way, keeping the cart in sight might nudge them to spend more money on your website.

In a nutshell, adding a cart icon to the menu bar and keeping it available throughout the website is a great hack to reduce the cart abandonment rate on your website.

Stay trustworthy throughout the purchase

Online shoppers often claim that they abandon carts because the terms on the websites in question aren’t consistent throughout the purchase process.

This is why it’s extremely important to learn the basics of eCommerce website launching procedure from day one.

It would be a shame to invest your time, knowledge and energy in creating content, putting together products, and defining your buyer personas, only to lose customers to inaccurate product price details.

For starters, your product descriptions need to be 100% precise and accurate. Also, the price you put to each and every product has to be the same on the product page and in the checkout section.

What sometimes happens on eCommerce websites is that product pages don’t contain additional costs, such as shipping, fees, and taxes.

It’s strongly recommended not to use such tricks on your website because they could ruin your reputation.

However, even if you’re completely straightforward when it comes to prices and expenses, the shipping rates might vary from country to country. This is where you should opt for a shipping calculator. Luckily, all the mainstream eCommerce platforms offer some easily installed plugins and additions. Find out more about them in reviews on WordPress.org.

Offer a plethora of payment methods

Running an eCommerce website in this day and age means going the extra mile and offering your potential customers a bit more than others.

Since the online market has a global character, you’ll have visitors from all parts of the world. Each of them will have their own payment preferences. Some buyers will give the advantage to credit cards, while some others will prefer just transferring money from their online payment accounts.

It’s crucial to anticipate such demands and offer a plethora of payment methods on your website. This will increase the odds that they’ll make the purchase once they get to the checkout page.

Likewise, it’s wise to have a reliable invoicing system by your side, as well as an integrated currency calculator on your website. These features will make the entire shopping process easier and more convenient for your visitors and buyers.

Conclusion

E-traders are facing numerous challenges in the contemporary eCommerce environment, from fiercer competition to customers’ growing demands. If you offer the visitors of your website some shopping and payment perks presented in his article, they’ll be more likely to complete their purchases. This is a big step towards reducing and eliminating the cart abandonment rate on your website.

Mark Thomasson
Mark is a biz-dev hero at Invoicebus - a simple invoicing service that gets your invoices paid faster. He passionately blogs on topics that help small biz owners succeed in their business. He is also a lifelong learner who practices mindfulness and enjoys long walks in nature more than anything else.
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