A high shopping cart abandonment rate is one of the worst things in eCommerce management. After putting in all the effort to gain customers, you finally push them into the checkout funnel. But BOOM! They abandon their cart before completing the purchase.
It sucks, I know. But don’t lose hope yet. These proven techniques will help you nip shopping cart abandonment right in the bud.
- Use Email Retargeting
Use your favorite email service to send an email to your mailing list. That email will have a cookie embedded in the message. When the user opens the email, it drops the cookie in the user’s browser. Once their browser is cookies, they will see your ad when they browse the web.
This is one of the best ways to regain customers after their abandonment.
- Give Full Information about Extra Costs and Shipping Details
According to a survey, 56% of customers said they abandoned their shopping cart because they were presented with unexpected costs. That means you can kill the monster of abandonment by being straightforward about any extra costs.
The best thing you can do is not charge your customers any extra costs. But if you must add shipping costs or taxes, display everything early on in the process.
- Please send an Email Immediately After They Abandon
The earlier you reach out to them, the higher your chance to reel them back in. For example, if you are using some retargeting technology or an email service, send an email to the customer telling them how much their shopping cart misses them. The first few hours after their abandonment are particularly the most important.
- Remove Those Sign In Barriers
You bar the customer yourself from completing the purchase by using sign-in forms. Get rid of them. If you want to do it, use social sign-in instead.
- Keep the Process Short and Clear
Your checkout process should consist of 3-5 steps only. The shorter, the better.
Also, give them clear progress indicators. Use those progress bars to provide them with a feeling of forwarding momentum. Users like it.
- Make the Process Enjoyable For Them
Stay conversational with your customers even during the checkout process. Instead of using formal headlines like ‘Please Fill Out Your Details”, use something like “Where Should We Send Your Stuff? Please Let Us Know Your Address.”
Also, send them casual messages like “okay, we’re almost done” or “we just need more info here,” etc. Filling out forms can be agonizing, especially at the checkout stage when the customer is already tense. If you make it enjoyable for them, you can reduce the chances of abandonment.
- Display The Product On The Shopping Cart
During the checkout process, the customer is already overwrought. They have to fill in lengthy forms and give out their sensitive information.
But there is also one more thing that often nags them at this stage. Is the product displayed on the shopping cart the same that they saw on the product page? Are they buying the right product?
Displaying thumbnail images on the shopping cart will create a good continuity between the product page and the shopping cart. And the customer will have one less thing to worry about.
- Don’t Interrupt Your Customers With Surprises.
When the customer is about to pull out his credit card and fill in the card number, a pop-up surprises them, and they get confused. Then, when they fill in the form and click submit, an error message appears. Then a discount code request comes flying in.
These are all terrible surprises that customers hate. And it’s one of the factors why checkout processes go up in flames.
Slay the monster of abandonment by avoiding any nasty surprises. For example, if there are any errors because of missing fields in the form, let the customer know how to fix the error.
- Watch Your Website Speed
30% of customers leave the website if the page doesn’t load within 6-10 seconds. We have been hearing these statistics for a long time now. We know for a fact that website speed is tightly interlinked to conversion. The shopping cart page is one of those crucial pages which should be highly optimized for speed.
- Let the Customer Know How They Can Contact You
The goal is to take away all their worries so they can confidently complete the checkout process. Another way you can do that is by displaying your contact information prominently on the website’s footer. This way, you tell the customer how they can contact you if there is a problem. Make sure the address and phone number are provided. A contact us form is no good.
Also, please give them the option of live chat and phone support. This gives them one more boost of confidence. And make sure the live chat option is displayed right on the checkout page. Then, if the customer faces any issue during the process, they can use the support option and get help instead of abandoning it.
Faiza Farooqi is an eCommerce Manager at Codup who accepts challenging strategies and puts fantastic ideas on the table! She is an active community manager and also blogs at Codup Readers.