So close, yet so far. It’s the conversion that slipped through the shopping cart. Despite the popularity of online shopping, customers abandon their shopping carts all the time. If you run an ecommerce site you would know this all too well. Good news is, there are simple ways you can improve the shopping experience to help reduce cart abandonment.
There are many reasons why people abandon their shopping carts, some of which include:
- Shipping costs are too high
- Long estimated shipping time
- Customers comparing prices against a competitor
- Customers only browsing
- Poor navigation/ shopping experience
- Distracted by something else
Regardless of the reason, it’s a lost opportunity and with over 69% of shoppers abandoning their carts in 2017, it’s a growing problem for ecommerce sites big and small. To tackle the pain of shopping cart abandonment, here are 10 proven ways to lift your conversions.
Send targeted cart abandonment emails
One of the most effective ways to lure back customers is with a follow up email. Assuming you have already captured their email address, you can send a targeted email with the customer’s shopping cart and an enticing call to action or offer, to encourage them to complete their purchase.
Not everyone can offer free shipping, so if you can’t, make sure you are upfront about the potential shipping costs before customers get to the end of the checkout process. Something as simple as adding a shipping calculator to estimate costs before checkout, can help to reduce the shock of an unexpected ‘add on’ cost.
Make the shopping cart visible
Shoppers like to browse. Having a cart that is easily accessible and that saves your options makes it easier for customers to review their cart at a later date. Customers can also get distracted, so being able to see at a glance what items they have in their cart, can serve as a reminder that they haven’t completed their purchase yet.
Streamline your checkout
Make it as easy and quick as possible for customers to complete the checkout process. Provide guest checkout options rather than insisting they create an account upfront. You can easily ask customers to save their information for future purchases or to create an account once they have completed their purchase.
Create a sense of urgency
Displaying items low in stock is a great way to motivate customers to complete their purchase so they don’t miss out. If you are running a promotion, having a countdown timer displayed can indicate time is running out for customers to take advantage of your special offer.
Offer various payment options
Not everyone wants to pay for their purchase the same way, so the more options you provide the more customers you will be able to cater for – such as PayPal and Afterpay.
Highlight your security features
Shoppers want to know the site they are shopping on is secure, so having an SSL certificate is imperative to gain trust. Displaying security badges on your site also helps to instill confidence in customers, knowing their personal details won’t be compromised.
Enhance your visuals
Shopping online means you can’t physically touch what you’re buying, so having high quality images that showcase your products at different angles will help customers decide whether the product is right for them.
Provide easy assistance
Sometimes customers may have a question about a product or the checkout process. This is where having live chat enabled on your site is handy for instant confirmation. If your business isn’t equipped or resourced to handle live chat, then a basic FAQ page that is easily accessible can do the trick too.
Run remarketing campaigns
Win back customers by advertising to them while they browse other sites. You can target them with dynamic ads showing the items they didn’t purchase. By staying in their purchase mindset you may be able to encourage them to return and checkout.
Don’t forget, Google Analytics is also a great tool to identify funnel leaks and areas of your site that could be improved, to facilitate a better shopping experience and conversion pathway.
Want to improve cart abandonment rates on your ecommerce website? Contact us today and we’ll recommend the best solution for your business.