February 20, 2019
“There’s many a slip between the cup and the lip” – the saying rings uncannily true in the context of getting your website visitors to culminate their online shopping by actually making a purchase. It has been observed that as many as 7 to 8 out of 10 online shoppers do not end up emptying their carts. Such high cart abandonment rates are discouraging, to say the least, and it is easy to blame it on buyers’ indecisiveness. However, if we really want to tackle this problem, it is important to understand the complex reasons behind this extremely common phenomenon and explore the workings of the minds of your customers.
Some common reasons for cart abandonment are as follows:
- Check out process is too complicated
- Registration process is long and demands too much information
- Price increase after shipping costs and tax comes as a shock
- Website takes too long to load
- Customer has online security concerns
Every cart abandoned is an opportunity lost and therefore this is an issue that must be taken seriously. We have summarized below some valuable pointers that you could incorporate into your online portal which would help reduce cart abandonment rates and increase chances of a successful purchase.
1. Be proactive about building credibility
When it comes to making an online purchase, trust is by far the biggest factor to play a role. You have to be able to convince your customers that they are making a sound decision and that you will be providing them with a secure transaction. Your website should appear professional and trustworthy enough for them to want to share their sensitive information. One way to instill confidence in the buyers is to display reputed security badges on your check out page – the most trusted one being Norton.
Another way to foster trust is to add reassuring copy that is aimed toward minimizing any anxiety towards making an online purchase. Offer them a money back guarantee and also add a useful FAQ section just below the check-out page.
2. Make navigation from shop to cart convenient
The key is to ensure a positive and annoyance free user experience. Make sure that the path from shopping to checkout is smooth and seamless. Eliminate the need for customers to have to press the “back” button after they have added an item to the cart. Have the cart visible on every page so they can return to it whenever they wish. The easier their online shopping journey the greater are the chances of it culminating in a purchase.
3. Offer free shipping
One of the most common reasons why customers abandon their shopping carts at the last moment is the added shipping and handling cost that spikes their bill. You could consider offering free shipping to eliminate this possibility. In case you feel that offering free shipping isn’t a viable option for you, you could set up a shipping threshold which would offset the cost of the freebie offered. This is a great way to reduce shopping cart abandonment and also to increase the average order value of your customers.
4. Be transparent and eliminate surprises
Display all the information about miscellaneous costs, applicable taxes and delivery date on the product page itself so that the customers are not in for any unpleasant surprises when they reach the check out. Being totally transparent and straightforward on your part helps the customer make an informed choice and reduces the chances of a last minute change of mind.
5. Offer multiple payment options
Keeping customer convenience top priority is an important way to lead them to making a successful transaction. Make available multiple payment options for your customers so they can choose the one they are most comfortable with. Although credit and debit cards are the preferred mode of payment, mobile wallets and Paypal are also becoming quite popular. Offering these alternate options also helps to cater to a global audience and makes dealing with diverse currencies easier.
6. Allow guest check-out
In case you do not provide the guest check out option – do add one immediately. Not many customers have the time and inclination to fill a form and create an account. It may in fact become a cause for irritation and annoyance for your prospective buyer. Ensure them a seamless process and watch your results improve by a considerable margin.
7. Remarketing
This is an effective way of luring customers who have left without making a purchase, back on to your website. Remarketing simply involves displaying your customised ads to those who have recently visited your website. These ads can follow your customer even on social networks and act as a reminder to taking a second look at their abandoned cart. You can use the remarketing strategy to get another chance at recovering lost customers.
8. Exit intent pop-up
If remarketing is stretching your advertising budget a tad more than you had anticipated, you could opt for an exit intent pop-up instead. This targets abandoning customers who are just about to leave your site by displaying a customized pop-up offering a discount on their purchase. The message prompts the visitors to re-think their decision and may even drive them towards going ahead with their initial intent to buy.
9. Email reminders about abandonment
Sending personalized messages to customers who have abandoned their cart, persuading them to complete their order can considerably bring down the abandonment rate. The key is creating highly relevant, eye-catching CTA along with an offer that is difficult to decline.
10. Add social proof
Social proof is like a testimony of your products from others who have used and approved of it. This helps build credibility and assures the customers that they are making a wise purchase decision. The way to add social proof is by requesting product reviews from your buyers and featuring them prominently on relevant pages of your site, including landing pages.
11. Attractive visuals
Online buyers cannot physically touch and feel products before buying them. Make up for this limitation by adding high resolution pictures and videos that clearly demonstrate the value of the product to the customer. Eye-catching visuals can definitely create a better impact and improve chances of conversion.
12. Offer a wish list
Offering a wish list where customers can save their favourite items for future consideration facilitates a purchase at a later date. It is like giving the potential sale a second chance and it also makes it easier for the customer to plan the purchase for a special occasion like a birthday or anniversary. It is a small but significant step to encourage customers to return to their carts.
13. Optimise for mobile
Online shoppers do their initial research for products on their smartphones. In case of 45% of online purchases, customers have visited your website prior to making the check-out transaction. Optimizing your site for mobile phone users will ensure a pleasant experience for them and take them closer to the purchase decision. It will also make your site stand apart from your competitors. Make the research phase a smooth one where it is easy for them to save their preferred products so that they can return later – prepared to complete the transaction.
14. Identify funnel leaks
Make friends with Google Analytics to obtain deeper insights into visitor behavior and understand your weak points. The visitor flow and conversion pathway feature shows you exactly at which point(s) your traffic is thinning and therefore not making it to the check-out. You can then work on improving those pages to ensure a smooth user experience.
15. Incorporate Live Chat on your website
It’s common for visitors to encounter some technical glitches while on their online shopping journey. It could be a problem with the payment or even a non-technical query that might need urgent attention. Having a live chat agent present and ready to assist your audience in real time can make all the difference between a successful conversion and an abandoned cart. Live Chat could also remind customers that they have items in their cart and encourage them to complete the process by providing a direct link to the check-out page.
In addition, you could include the live chat functionality too where bots can take the initial chat which can then be to human agents handle the more difficult questions and situations.
If you would like to know more about how to add the chatbot and live chat functionality do connect with us today.