6 Ways to Reduce Shopping Cart Abandonment
- Customer Experience, eCommerce

6 Ways to Reduce Shopping Cart Abandonment

The ecommerce industry continues to grow and attract hundreds if not thousands of entrepreneurs from all parts of the world. New online stores are developed and launched every day, indicating that people prefer online shopping to walking into the conventional brick-and-mortar store.

Apart from having a user-friendly, responsive website, and adhering to recommended ecommerce development techniques it would help if you came up with ways of ensuring that potential customers who land on the site buy your products or services before they leave. Research shows that globally, 67.91% of shopping carts are abandoned.

Based on this statistic, 2 out of 3 people who add products to the shopping cart don’t complete the purchase. Your eCommerce website is not immune to this challenge regardless of how optimized it is or your reputation in the market.

Here are six hacks that you can use to reduce shopping cart abandonment today.

1.   Use Exit-Intent Popups

Exit-intent popups are designed to capture the attention of the user just before they abandon the shopping cart. It displays a running campaign with incentives such as a promotional discount or coupon code that they can redeem.

Concisely, the incentive is meant to encourage customers who are not sure whether purchasing your product is a good idea to go ahead and buy it. Make sure that the words used in the popup are “juicy” or compelling enough to achieve the best results. You can also go the extra mile to use visuals and different color fonts to grasp their attention.

2.   Send Out Personalized Messages via Email

First, not all customers are fond of popups. Some install plugins on their browsers to block them, as advertisers use them excessively on websites. There is also another group of customers who are skeptical about popups.

One sure way of reconnecting with these groups of customers is by sending personalized messages via email. The main intent of the messages should be to encourage them to visit your website again to complete the purchase.

A simple phrase such as “we believe you made a huge mistake” will incentivize them to log in to their account and check whether the product is discounted or still available. The secret is understanding why the customer failed to complete the purchase and then sending a message that resonates with their previous interaction with your eCommerce website.

Be sure also to include their name in the message to establish a deep connection and elicit positive emotions. Some of the leading online stores manage to win back more than 5% of visitors who initially abandon their shopping carts.

As your business grows, carry out split tests to know which personalized message formats and visuals deliver the best results.

3.   Free Shipping Works Like Magic

A majority of online shoppers hate to pay additional fees to cater to shipping the products to their location. They prefer and gravitate towards brands that offer free shipping. Such unexpected or other costs lock out many customers who don’t have the money to cater to the shipping fees.

Get ahead of the competition by adjusting the prices to cover your bottom line. Come up with a way of footing the shipping fees and some of the taxes in the pricing. More importantly, inform the customers that they won’t be charged shipping fees at the initial stages of the sales funnel.

4.   Create Urgency

Have you ever wondered why a large percentage of the ads you come across online have an expiry date? Well, it’s because the brands want customers to spring into action as soon as they see the ad. You can use the same strategy to reduce shopping cart abandonment today.

Don’t just send out promotional offers or discounts via email. Set a timeframe when the discount is available. For example, you can decide to give customers a 20% if they act immediately. However, make sure that the deal is valuable to them and does not hurt your profit margin.

Be even more innovative by including a countdown timer in the discount banner. There are two types of countdown banners that you can use for this purpose; static countdown timer and dynamic countdown timer.

The static countdown timer is ideal for instances when a sale or promotion has a fixed end date. On the other hand, a dynamic countdown timer is tailored to give potential customers an equal amount of time to leverage your special offer.

5.   Calculate Incentive-Based on Total Order Cost

WooCommerce is one of the platforms that allows users to create campaign triggers based on the total cost of the products added to the cart. That is, you can create a specific discount popup based on how much the customer will pay.

This strategy is super effective as it cushions you from spending too much money on unspecified/sitewide discounts. The sales and finance teams should work together to calculate the ideal discount percentage for different cart totals.

If well-executed, this hack will reduce cart abandonment by giving customers a reason to purchase your products and ensure that you get the highest profit possible from each sale.

6.   Use Social Proof and Trust Badges

Some customers fail to complete a purchase because they don’t trust your product or the payment processing system. One sure way of circumventing this hurdle is by using trust badges, especially if you accept credit card payments.

The trust badges are usually small icons that show customers that the online store is accredited and the payments are processed through secure servers. Make sure that the icons are strategically placed in a conspicuous area of the checkout page.

Social proof such as videos of genuine customers using the product or positive testimonials can encourage hesitant customers to checkout. Social proof notifications can also get the job done by showing details of customers who purchase your product in real-time. The message can be displayed when a new customer:

  • Purchase a product
  • Subscribe to a service package
  • Joins your emailing list
  • Register for a webinar

Ideally, the message should resonate with what the hesitant customer has added to the shopping cart.

Final Thoughts

Shopping cart abandonment is a major challenge to many online stores. Use the above tips to reduce it. Don’t be afraid to experiment with different popups and messages to know the best ways of reconnecting with the customers.

6 Ways to Reduce Shopping Cart Abandonment

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About Vincent Batutay

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