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Reducing eCommerce cart abandonment

Reducing eCommerce cart abandonment

If your customers are selecting items and adding them to their cart but they’re failing to complete the checkout process, then you’ve got work to do.

Is a poor shopping experience resulting in cart abandonment? There could be many reasons why customers are failing to complete the checkout process, but it’s important to try and find out why.

Is it your pricing? Your content? Your design? Your checkout experience? Your site optimisation? The choice of payment types? Is your site secure? You need to answer each of these questions honestly and take action if any are causing customers to hesitate.

Did you know that around 35% of abandoned carts can be recovered through improving these issues?

Improve your checkout experience

A poor checkout experience will categorically lose you customers. Limit the risk of cart abandonment by offering a simple, straightforward but lightning-fast checkout experience – as well as a guest option.

Shoppers may sign up to a brand they know and trust but when shopping on a site for the first time, they may prefer to use a guest checkout as many customers will be reluctant to offer up their data and to sign up to more marketing emails.

Offer a host of payment methods

If you cannot offer a wealth of local and international al payment methods, you will lose customers. Only offering credit card payments, for instance, simply won’t cut it in this day and age.

You need to think carefully about which payment gateway to choose. If you limit the payment options on your website, mobile app or platform, you will quickly lose customers.

Fondy offers 300+ options including cards, bank transfer, online banking and digital wallets.

Save shopping carts and keep them visible

Statistics have shown that 24% of shoppers who abandon their cart are likely to return to it at a later stage. So, give your customers the option to save items in their shopping cart, but keep it in sight.

Many would-be buyers will disappear from your site to check the price of an item elsewhere so it’s very frustrating to return and find they have to search for their goods all over again.

For considered purchases, such as high-end or expensive items, some shoppers may take days to finalise their choice, so it’s worth playing the waiting game.

And think about discounting items. We are creatures of habit and who doesn’t love the word “Sale”. Many of us will purchase items even if we don’t particularly want or need them, all because they have the word “Sale” on them.

Think about the look and feel of your site

With many customers now making purchases via smartphones, responsive design is incredibly important. Your site should adapt to the device your customer is using, as well as be able to load quickly.

Customers are impatient. They want to get onto a website, and fast. If your site takes longer than two seconds to load, you will lose more than half of them. Even a one second delay will see 7% of customers drop off.

This may not sound like a lot until you realise that a website making £5,000 per day, a 1-second delay could potentially cost you £125,000 in lost revenue.

To test the speed of your site use a site such as Google Page Speed. Also, make sure you’re getting the optimum service from whoever hosts your website and ensure your imagery is fully optimised and not slowing down your customers’ experience.

Sorry about the lecture, but there is no excuse for shoddy content. You are competing with millions of other businesses. Your copy and imagery should stand out. No pixelated pics, no typos and no grammatical errors! And if you want more impact, add video selectively.

With eCommerce accounting for at least  50% of the market in 2020, particularly with more and more people shopping online due to COVID, this is something that should be foremost in your mind.

Give consideration to SEO

Search Engine Optimisation, or SEO, is the process of improving your site to increase its visibility for relevant searches – is something you must think about at all times.

If your website isn’t ranking with Google, then you aren’t getting traffic driven to your site and you’re losing potential customers. Keywords are incredibly important in your site’s content for Google to decide if you are worthy of a higher ranking so you can beat off the competition.

Straightforward navigation and search

It should be simple for your customers to find the information that they are seeking. They need a seamless journey from A to B. A simple, straightforward navigation is the only way to do this. If you can add a search facility, even better.

Make your CTAs clear

Your website should have several calls-to-action (CTA). They are basically instructions on what to do next. “Buy me”, “Learn more”, “Add to basket”, etc.

They shouldn’t be offensive or rude but should draw attention and appear above the fold so your customer doesn’t miss a key action in a potential purchase journey. Also, think about the colour of your CTA.

If customers like your site, brag about it!

If customers love your products, then let potential customers know. We are influenced by others buying a particular product. Just look at the ratings on Amazon. You might buy something with 5 stars and 3 reviews but you will definitely purchase something with 4 stars which 800 people have made the time to review.

Also, tap into the FOMO mentality. We often want what someone has, particularly if it’s hard to get hold of just because of Fear Of Missing Out.

Swift shipping and free returns

If you can factor in the cost, then offer fast, free shipping. It’s a huge enticement for customers. But if you do have to charge postage fees, then make sure this is very clear early on in the purchase journey. Customers hate getting to the checkout and discovering they have to pay what they feel is a high cost to get their goods.

Additionally, customers will hesitate to purchase from you if you don’t offer a simple refund or returns policy. They will be wary of parting with their hard-earned money if they think they will be left with a product which they can’t return.

Make getting in touch simple

Make sure your customers can reach you should they have any queries. And at the very least, guide them to an FAQ page where they can find the information that they need. While live chats are becoming commonplace, if you can’t offer this facility, a simple telephone number or email address (that will be checked!) will do.

Implement exit-intent pop-ups

Exit-intent pop-ups can be installed on any web page, including your checkout. They spot when a customer is leaving the purchase journey or the site and send a pop-up message saying something along the lines of “Sorry, to see you go. Is there anything else we can help with?” in a bid to keep them on the site. There are lots of sites that offer exit-intent content and are worth checking out.


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