10 Ways to Reduce Shopping Cart Abandonment

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As the e-commerce industry continues to grow, so does the competition. To stay ahead, businesses must find new and innovative ways to increase sales and conversion rates. One way to do this is to reduce shopping cart abandonment.

Shopping cart abandonment is a significant issue for e-commerce businesses. The average cart abandonment rate is about 69%. That means that for every 100 visitors to an online store, almost 70 of them will leave without making a purchase.

What’s So Bad About Shopping Cart Abandonment?

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There are a few reasons why shopping cart abandonment is a business problem. First, it’s a waste of marketing resources. Think about it – you’ve spent money to drive traffic to the site and get people interested in products. But if they abandon cart, you’ve essentially wasted that money.

Second, abandoned carts can negatively impact the conversion rate. This metric is a key performance indicator for e-commerce businesses; even a slight decrease can significantly impact the bottom line.

Finally, shopping cart abandonment often means something wrong with the checkout process. If customers have difficulty completing purchase, they’ll likely go to a competitor’s site, where the process is more straightforward.

How to Reduce Shopping Cart Abandonment

So, how can you reduce shopping cart abandonment and win back lost sales? Here are ten proven strategies.

Offer Free Shipping

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One of the most effective ways to reduce cart abandonment is to offer free shipping. Free shipping is one of the most critical factors in online shopping, and clients are often willing to abandon their cart if they’re faced with high shipping costs.

Customers want to know the total purchase cost before they complete the checkout process. If they’re surprised by high shipping costs at the end of the process, they’re likely to abandon their cart.

To avoid this, ensure that shipping costs are prominently displayed on all product pages and at checkout. And, if possible, offer free shipping on all orders.

Use Heatmap Tools to Identify Friction Points

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If you’re not sure where the checkout process is going wrong, heatmap tools can be a valuable resource. Heatmaps track where users click on a website and can help you identify areas of friction.

There are several different heatmap tools available, but one of the best is the Plerdy website heatmap tools.

Once you have a heatmap, take a look at where users are clicking and identify any areas that could be causing friction. Then, make the necessary changes to the checkout process to reduce friction and improve the user experience.

For example, if you see many users clicking on the “back” button during checkout, it could indicate something is wrong with your process. In this case, you might consider simplifying the checkout process or adding more clarity to CTAs to avoid shopping cart abandonment.

Provide Multiple Shipping Options

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In addition to offering free shipping, you should also provide multiple shipping options. For example, some clients want orders delivered as soon as possible, while others are willing to wait a few extra days for a lower shipping rate. You can accommodate all customers’ needs and reduce cart abandonment by offering multiple shipping options.

To do this, include a shipping calculator on product pages and at checkout. This will allow clients to see the different shipping options and choose the one that’s best for them. Be sure to include fast and slow shipping options to appeal to a broader range of clients. Some customers will prefer the convenience of fast shipping, while others will appreciate the savings of slow shipping.

Make the Checkout Process Easy

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The checkout process is another major factor in online shopping; cart abandonment is real. If the process is too long or complicated, customers will get frustrated and go to a competitor’s site that is better funded.

To avoid this, ensure your checkout process is as easy and streamlined as possible. This means including only the essential fields, such as shipping address and payment information. You should also provide a progress indicator so clients know how many steps are left in the process.

In addition, make sure that the checkout page is optimized for mobile devices. With more and more people shopping on their phones, making sure your checkout process is mobile-friendly is essential since cart abandonment also happens on mobile devices.

Allow Guest Checkouts

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Another way to streamline the checkout process is to allow guest checkouts, which means customers won’t have to create an account to complete purchases.

Allowing guest checkouts can be a significant advantage, as it eliminates one of the most significant barriers to online shopping. According to Zippia, 24% of clients abandon their cart because they’re required to create an account.

If you want to reduce shopping cart abandonment, allow customers to checkout as guests. This will streamline the process and make it more user-friendly, especially for those clients who are just making a one-time purchase.

Display Trust Symbols

When customers shop online, they want to be sure that personal information is safe and secure. This is especially true when clients are asked to enter credit card information during checkout.

To reduce cart abandonment, displaying trust symbols on the checkout page is essential. These symbols, such as the Better Business Bureau logo, show clients that your site is legitimate and that information is safe.

Other such symbols to use which will help avoid shopping cart abandonment include SSL certificates, trust seals, and security badges. By displaying symbols on checkout page, you can reduce customers’ concerns and increase their chances of completing purchases.

Offer Live Chat Support

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Another way to reduce cart abandonment is to offer live chat support. This allows customers to get help with purchases in real time, which can be a significant advantage if they’re having trouble completing the checkout process.

In addition, live chat support can be a great way to build client relationships. By offering help and support, you can create a positive customer experience that will keep them returning.

If you want to reduce shopping cart abandonment, consider offering live chat support, allowing customers to get the help they need and building confidence in your brand. One thing to think about is that you’ll need to schedule staff accordingly to be available during the day and night, especially if you have an international client base.

Clarify Your Return Policy

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Customers want to know that they can return an item if they’re not satisfied with it. If your return policy is unclear, clients may hesitate to purchase. This is especially true if they’re unsure about the size or fit of an item.

To avoid this and reduce cart abandonment simultaneously, ensure return policy is clear and easy to find. There are plenty of ways to do this, such as including a link to the policy on the checkout page or displaying it in the footer of the site.

Not only will this build confidence with your customers, but it will also reduce the likelihood of them returning an item. If they know they can return an item, they’ll be more likely to make a purchase, helping you avoid shopping cart abandonment issues.

Mark Pierce, CEO of Cloud Peak Law Group, says, “When customers are confident in their purchase, they’re much less likely to abandon their shopping cart. In addition, returns are a normal part of eCommerce. By having a well-designed return policy, you can increase sales and decrease shopping cart abandonment.”

Speed Up Your Site

Another major factor in online shopping is site speed. If the site is slow, customers will get frustrated and go to a competitor’s site.

To reduce cart abandonment, make sure the site is fast and responsive. You can optimize images and use a content delivery network (CDN).

A CDN is a network of servers that deliver user content based on location, which can be a significant advantage, as it can speed up site for users far from server. In addition, a CDN can improve your site’s security and reduce the risk of DDoS attacks.

Offer Discount Codes

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Discount codes can be a great way to reduce shopping cart abandonment. Customers who see a discount code are more likely to complete their purchase, as they don’t want to miss out on the savings.

You can display discount codes in many ways, such as on your checkout page or in abandoned cart emails. You can also offer discounts to clients who sign up for the email list.

Discount codes are a great way to reduce cart abandonment and increase sales. However, you should only offer discounts if you can afford to do so and if it’s a good return on investment. Otherwise, you may end up losing money on your purchases.

Conclusion on how to Reduce Shopping cart Abandonment

Reducing shopping cart abandonment can be a significant advantage for businesses, increasing sales and improving clients loyalty.

Clarifying the return policy, adding progress indicators to the checkout process, and offering discount codes are all ways to help with this. While these methods are essential, reducing site speed is one of the most effective ways to keep clients from leaving the site.

Using a content delivery network (CDN) and optimizing images, you can ensure that site is fast and responsive. This will keep customers happy and encourage them to return in the future.

Article by:
CEO Andrew Chornyy

CEO Plerdy — expert in SEO&CRO with over 11 years of experience.

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