There is no online retailer in the world that is not struggling with shopping cart abandonment. This is an ongoing problem that causes a lot of frustration for online retailers but unfortunately, it is a common phenomenon that cannot be completely eliminated. The reason you walk into a regular store without buying anything is that people will come to your online store, add products to the cart, and end up not buying them. Still, there are practical ways to mitigate this issue.
The average shopping cart abandonment rate is around 70%, while mobile users give up an incredible 85.65% of the purchases they want. This could be because the customer was clicking around just for fun or just out of curiosity; They may not have the time required to complete the purchase, or they may have browsed with their mobile phone and found it very difficult to complete the purchase.
These figures are worrying for online business owners, who are always trying their best to pique the interest of potential buyers and drive sales and revenue. While it is natural for many customers to abandon their shopping cart during the checkout process, understanding why they did it can help your company reduce shopping cart abandonment.
In the article below we share some of the most practical ways to reduce cart abandonment and encourage more visitors to complete their purchases.
remove extra cost
By far the most common reason for abandoning a shopping cart are unexpected, additional costs that show up. For example, introducing free shipping would significantly reduce the number of abandoned shopping carts, although at the same time it could mean more cost to you as a business owner.
Free shipping is one of the best ways to encourage your customers to complete their purchases. In fact, 73% of customers are more likely to shop online if shipping is free and fast.
Simplify website navigation
It’s important to make your website user-friendly, easy to navigate, and easy to switch between cart and store if you want to see as many customers as possible completing your transaction. The more complex your website, the less likely customers are to purchase items in their shopping carts. Nowadays, people want to quickly add things to their cart and continue browsing the rest of the list.
Some online stores have made it possible for customers to check out directly from the product page. This reduced the number of clicks and page views required to complete the transaction. It is being highly appreciated by the buyers. For this reason, try to make it easy for your customers to add items to their cart and take them back to the checkout page when they’re ready to make their purchase.
Also, enticing a visitor to create an account with you may sound tempting, but it can result in decreased sales and failure to get back customers. So evaluate whether it’s worth it to force visitors to create an account on your page or whether it makes more sense to allow them to shop as guests.
Offer payment methods that customers trust
There are many ways to get paid online today. Many customers often prefer to have different payment options available and even have a preference for certain ones. This is a great practical way to reduce cart abandonment. Payment security is a concern for many customers. Therefore, being able to use their preferred payment method will increase their trust and loyalty. Customers want to feel secure giving their credit card details and paying for something. Especially online where they do not receive the item immediately.
As a result, it’s a good idea to offer at least two different payment methods. For example, card payments and invoicing. Keep in mind that your presentation of payment methods is at least as important as the methods themselves. Making payments should be easy and frictionless and should allow them to review payments so as to avoid any technical issues.
Some discrepancies during the purchase process, such as missing SSL certificates, design flaws and outdated layout can cause a customer to feel insecure and abandon their shopping cart.
provide good customer support
Many customers consider online stores to be impersonal. They believe that communication is lacking in many cases. The customer is looking for something akin to human interaction. From what we have read earlier, we can understand that many doubts often arise in the process of buying. Customers want to feel safe during and after their purchase.
Many consumers also believe that they will feel more confident about their purchase if they receive better advice and support so that you can use chatbots and live chat to keep in touch with consumers and address their concerns. Consider it a good way. If you fail to provide good customer support, it may prompt shoppers to abandon their shopping carts.
No matter how hard you try, you can’t control cart abandonment. However, there are some practical ways to reduce this. By reducing portions and making some improvements, you can convert reluctant visitors into eager customers and increase sales.