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40 Must-Use Tips to Cut Shopping Cart Abandonment Rate

If you are an online retailer, one of your goals is to lower your cart abandonment rate. On average, cart abandonment rate in ecommerce sites floats around 70%, with variations across different industries. This is a significant figure, which makes it all the more crucial for online entrepreneurs and developers to make the necessary changes to improve their layout and design. So, what causes customers to abandon their carts? Here are top reasons why customers abandon their online shopping cart.

  • Long and complicated checkout process
  • Poor checkout design
  • High additional costs (shipping, taxes, and other fees)
  • Inability to view total order cost upfront
  • Website errors
  • Slow delivery time
  • Unsatisfactory returns policy
  • Limited payment options
  • Credit card decline payments

So, how can you resolve cart abandonment given these causes? Here are some tips with which you can improve the cart abandonment rate. Through careful planning combined with these strategies, you can encourage a significant increase in sales in the long run.

  1. Forced signup is considered one of the major causes of cart abandonment during checkout. Instead, let customers complete their purchase as guests. You can give the option of signing up once they successfully complete their purchase.
  2. Make sure to include the registration in the checkout form. If first-time customers are required to complete a separate form, you will end up compromising both sales and new account registrations.
  3.  While it’s not advised to add extra steps in the checkout process, asking for customer email addresses is a good way to get in touch with your customers if they abandon their cart altogether. You can easily send them a checkout template via email, which in turn may influence them to complete their purchase in the near future.
  4. Adding checkout buttons at the top and bottom of the page saves time, hence customers are likely to take action sooner than you think.
  5. Give your customers a visual indicator of how far they’ve progressed in their online shopping experience. Conversion studies reveal that fewer clicks to check out lead to higher conversion rates, and consequently, lower cart abandonment rates.
  6. Incorporate credit card logos and security seals such as Verisign and BizRate to let customers know that your ecommerce site is secure and trustworthy.
  7. Give your customers the option to continue shopping at the checkout page. They may have forgotten to add something important to their card. Make sure to include a back button that allows customers to add more to their card without having to fill out the checkout form a second time.
  8. Use different colors for checkout and continue shopping buttons. Changing colors for these two buttons will reduce the chance of customers clicking the wrong one. It’s best to add plenty of space in between these buttons, especially when they are laid out side by side.
  9. Give your customers the option to create their own account on your site after checkout. Instead, add this step after completion of the order to reduce cart abandonment and increase sales. Customers are more willing to fill out a registration form as this also helps them track their purchases online.
  10. Enable customers to print or email their shopping cart content. In cases where users are buying for another person or business organization, it’s best to provide them a print or email option. By doing this, they can resume their shopping once their shopping cart content has been approved by the third party.
  11. Allow buyers to save the contents of their cart, so they can purchase it for later. You may also include an add to wishlist option which will enable them to checkout fast once they’re ready to push through their online purchase.
  12. Antivirus and browser software programs that are meant to stop popups may interfere with online shopping. These programs may potentially prevent you from identifying the exact reason why they left their shopping carts. If this is the case, it’s best to shoot them a follow-up email. Don’t forget to include discount codes or freebies to entice them in completing their orders.
  13. Always include important online shopping information such as links to FAQs, privacy policy, returns policy, and shipping details. They should be accessible to your customer at the checkout screen. It is also recommended to test a live chat option on the checkout page so that you can answer any concerns that they may have before completing a purchase.
  14. Let your customers review their purchase before completing an online transaction. This will allow them to check out the items they added to their cart as well as pertinent information provided including contact number and shipping address.
  15. Include a detailed product summary of orders. The product name and price aren’t enough for customers, so make sure to include other specific information including size, color, quantity, and customization options. By giving them these details, they can verify that they’ve made accurate orders and won’t be surprised when their orders arrive in the mail.
  16. You need to provide them with the different shipping methods available before they can even type their shopping address at the checkout page.
  17. Allow users to update the quantity or remove items from their online shopping cart. This system should be integrated on the checkout page, so they don’t have to go back to specific product pages. Again, the more times they are required to go back to previous pages, the less motivation to push forward with a purchase.
  18. Including related products before checkout is an excellent shopping cart practice. This is a good option to include, especially if you are selling items that typically have accessories, add-ons, or upgrades.
  19. Include customization options such as gift wrapping or adding a special message. These are extremely valuable add-ons, especially around the holidays. Adding a personal touch to online gifts is highly appreciated by customers due to their time-saving component.
  20. To make your eCommerce site more dynamic, include a product video or virtual demonstration on how they are to be used. Videos are appealing in that customers learn more benefits and features of products they are about to buy.
  21. Always provide customers their order number and your contact information for future inquiries. Not everyone is keen on using the live chat option, so make sure to provide them with your email and hotline for customer support.
  22.  Show the final price before processing payments. Customers abandon their carts because of the perceived price jump due to additional costs like shipping fees and taxes. By incorporating the final price, your customers are more prepared and willing to proceed with the online transaction.
  23. Update the availability status of products on your eCommerce site. Install an inventory tracking system that automatically updates you about available products and items that need replenishing.
  24. If you are offering a pre-ordering option on your site, let them know when the products will be available. It is also important to provide them with updates about when they can expect their orders in the mail.
  25. Feature product ratings and reviews. Testimonials from previous shoppers will increase their confidence in pushing through an online purchase.
  26. Showcase before and after price deals to encourage customers to process their orders quickly while the offers still stand.
  27. You may also show the shopper how much savings they can get when they push through a purchase. Huge savings before checkout will make them more excited to quickly process and complete their online shopping.
  28. Present shoppers of approximate arrival of orders. By typing in their zip code and shipping method preference, you can give them an approximation of when they can expect to finally receive their orders.
  29. Provide customers with clear and detailed download instructions. Whether you are selling digital goods or actual products, it’s a good idea to provide users with additional information, so they can easily download the information to their computer. Never assume that everyone knows how to go about downloading software on their computers or mobile devices.
  30. If you require them for additional information, provide them with a reason. Customers are more willing to share specific information about themselves if merchants provide them with honest reasons. Just make sure that additional details are imperative to your business and do not end up as useless bulk on your lead database.
  31. Free shipping is one of the factors that compel users to order and immediately process their online purchases. Of course, it’s not realistic to offer free shipping all the time as this can affect your bottom line. If you can afford to give free shipping orders occasionally then do consider free shipping.
  32. Offer free shipping to customers who spend a certain amount on your site. Add a progress bar on their shopping carts to let them know how close they are to reaching the free shipping threshold.
  33. Provide multiple payment and shipping options. Let your customers decide how fast they want to receive their order. Furthermore, it’s also a good idea to provide customers time-saving payment options such as Google Checkout, Apple Pay, and PayPal as opposed to typing in their credit card information.
  34. Place the latest promo codes on your website. Going to other sites to find promo codes and then returning to your site to apply the code can be tedious for customers. Keep the shoppers on your site longer by placing the promo code on the checkout page along with the field where they can apply it.
  35. Provide them with round-the-clock customer service and offer a 1-year return policy. If you want your site to be known for excellent customer service, include 24/7 customer service and a year-long returns policy. Studies reveal that a longer warranty and returns policy leads to fewer chances of returns and refunds request. You can earn the loyalty of customers when you have these policies in place.
  36. Offer financing options for high-ticket items. Payment options such as PayPal’s Bill Me Later and other installment plans from major credit card providers will help move expensive merchandise at a faster rate.
  37. If you are selling gadgets and technical equipment, it is beneficial to integrate installation and setup content for your customers to follow. These details are valuable, especially for first-time buyers.
  38. Reward customers with coupons and discounts in exchange for reviews or feedbacks. These perks will encourage customers to complete their online purchases and inspire recurrent purchases, too.
  39. Present shoppers with a loyalty program. By awarding them with points for every purchase, review, or feedback, you will help reduce cart abandonment and increase sales in the long run. The more points they accumulate, the more likely they are to purchase their needs from your site.
  40. Giveaways and samples with each successful order. If you want to generate a steady stream of sales from previous customers, complimentary samples and freebies will do the trick. This is especially beneficial for merchants that sell beauty and wellness products online.

We hope that these shopping cart abandonment strategies help you reel in more sales and increase conversion rates. Do not forget to conduct tweaks in the responsive and page load speed of your eCommerce site to enhance the overall shopping experience of your target audience.

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