According to statistics gathered by independent research firm Baymard Institute, the worldwide shopping cart abandonment rate across industries sits at nearly 70 percent. That’s almost shockingly high. It means that if your site is anywhere near that average, you’re potentially missing out on almost three-quarters of your sales. We are trying to solve your query about decreasing your shopping cart abandonment rate.
But what exactly can you do about it? First and foremost, it’s important to understand that there will always be customers who abandon their carts. Just as not every customer who enters a brick and mortar store will make a purchase, there will always be customers who don’t follow through with a purchase.
They may just be comparison shopping and wanted to see what your prices look like after shipping, or their card may have been declined. If you maintain physical retail outlets, they might have decided to purchase in-store instead. Or they may simply have gotten distracted and forgot about their cart altogether.
Components Of Decreasing Shopping Cart Abandoned Rate
The best you can do for the above scenarios is a worldwide shopping cart abandoned rate email that you can automatically forward to people who leave your site without purchasing. It won’t bring everyone back, but it can lead to a decent chunk of recovered purchases. This email should include the following components of decreasing the shopping cart abandonment rate:
- A decent subject line. Keep it simple, conversational, and friendly, and let the recipient know who you are and why they’re receiving this message.
- A good call to action that encourages customers to follow-through and finalize their purchase.
- Well-drafted body copy in which your brand’s unique personality shines through, supported by graphics and colors that further emphasize that personality.
- Where relevant, photos, and information about the product or products in the abandoned cart.
- Mobile-friendly design.
- In some cases, a coupon or discount.
Those are the abandonment reasons you can’t control. Now let’s talk about the ones you can. Drawing on the Baymard study mentioned above, customers listed the following reasons for abandoning their cart:
- Extra costs (shipping, tax, fees) too high. This one’s easy to deal with. Reduce your fees as much as possible. Include as many of them as you can in the product’s listing so that customers don’t feel as though they’re being fleeced.
- Forced account creation. Don’t. Just don’t. Encourage your audience to create an account either before or after they make a purchase, but do not make it a requirement. If people feel like they have to jump through hoops just to purchase something from your brand, they’re likely going to go elsewhere.
- The total cost of the order wasn’t clear up front. Same deal as with high extra costs. Transparency is your friend here.
- The checkout process was too long or complicated. You want your customers to be able to make their purchases in as few steps as possible. Keep things streamlined: after adding an item to their cart, they should be able to enter their payment information, enter their shipping information, and hit “buy.”
- There weren’t enough payment methods. Provide support for credit cards, debit cards, and Paypal at a minimum.
- A bad return policy. This one’s self-explanatory. Put the customer first.
- Didn’t trust the website. Use trust badges, and make sure your website utilizes SSL encryption.
- Delivery would take too long. Provide multiple delivery options. You might be surprised how many people will pay extra for expedited shipping.
- Website errors. Test your checkout process extensively.
Shopping cart abandonment is arguably one of the most significant problems facing eCommerce. By understanding the causes, however, you can go a long way towards reducing yours. You won’t be able to get it to zero, but you will be able to make a difference in your conversion rate.
About the Author
Terry Cane is the COO at SEOHost.net, a reliable and supportive SEO hosting partner. You can follow/tweet her @SEOhostnet