6 Ways to Decrease Ecommerce Cart Abandonment Rate
So you’ve been successful in getting more traffic on your website, but you’ve noticed that not as many people are making purchases. This can be especially discouraging if you have invested a lot of money in ads. This is a common problem that many retailers face, and one of the main reasons for it is shopping cart abandonment.
Shopping cart abandonment refers to people adding products to their cart but not completing the purchase. It is important for eCommerce companies to examine and monitor shopping cart abandonment rate. That way, they can have a better idea of the site’s revenue and conversion rates.
There are several reasons why people do this that might not be in your control, such as not having enough money to complete the purchase at that time, wanting to save those items for later, or wanting to think about purchasing for some time before coming back.
However, if you’ve noticed that there is a high cart abandonment rate in your ecommerce shop, this could be an indicator that some tweaks are needed.
Although it’s impossible to fully eliminate shopping cart abandonment, there are several things that might make people more likely to abandon their carts without making a purchase, some of which you yourself might have noticed during online shopping. There are also some features you’ll want to consider adding to your site to address these factors.
This article will examine some of the best tips for effectively decreasing your ecommerce cart abandonment rate.
1. Offer multiple payment methods
The first and main reason why people may abandon their shopping cart is that your website doesn’t offer a variety of payment options. For example, many people make use of online wallets, different credit and debit cards, and even bank transfers to complete their purchase.
However, when one or more of these options isn’t available, it creates severe obstacles for the buyer that makes them less likely to complete the purchase. One way to overcome this obstacle is to use a payment system such as Wix Payments, which is an easy method for allowing the most popular payments to be used on your website without needing third-parties.
With Wix Payments, people can choose between a variety of credit/debit card companies and e-wallets, as well as companies such as Klarna and Pay Now depending on the region. That way, the website will be more accessible, making people more likely to purchase.
2. Make your website easy to navigate
Nowadays, we are used to having everything available right at our fingertips. However, when we have to put a lot of work into doing something, we’re less likely to actually do it. The same goes for online shopping.
Considering how easy it has become for people to shop, add items to their cart, continue shopping, and check out when they’re done, people are not likely to use websites that make this process more difficult.
The easier your website is to navigate, the more likely you are to attract potential customers who will eventually become buyers. The fewer clicks they have to make between choosing and purchasing, the better. There are many ways to make this process more streamlined, even to the point where customers can check out right on the product page.
3. Be transparent about costs
Have you ever done some online shopping only to find that you have to pay exorbitant fees in shipping or taxes in the middle of the checkout process? How likely were you to complete your purchase after that? Well, the same is true for your customers.
If you’re not upfront about fees such as taxes, shipping, gift wrapping, etc. in the beginning, people are not going to be pleased when they reach that part of the checkout process. Make sure your customers know what to expect before they make the purchase so they are more likely to continue.
4. Allow users to check out as guests
Not everyone is interested in making an account or signing up for emails, and that’s fine. However, when that is a mandatory step for checking out, people are less likely to do it. That’s why you must allow customers to check out as guests.
You can always give your customers the option to sign up for emails or an account at a later point, or you can allow them to save their checkout information when they reach the confirmation page. Giving people options will make them more likely to shop on your website.
5. Let customers see what they are purchasing throughout checkout
Sometimes, mistakes happen when people are online shopping, such as buying too many of one item or buying the wrong thing altogether. When people shop in person, they are able to see and feel what they are buying, but this isn’t the case when shopping online.
However, if people want to double-check before hitting the confirmation button, they should be able to do this via thumbnails or other indicators throughout the checkout process that will enable them to see exactly what and how many of each item they are purchasing.
If they have to go back to their bag, and thus have all their information deleted, they’re not likely to complete the purchase. Provide thumbnails throughout the checkout process so that customers can double-check what they’re getting.
6. Provide customers with assurance that their information is safe
When shopping online, we give websites a lot of sensitive information, such as our credit card number, security code, and address. Everyone wants to make sure that this information is safe, and luckily, that’s not too difficult to do.
First, you can make sure that your website is secure, which makes it less likely for hackers to obtain information. Next, you can provide symbols such as PCI-DSS compliance to assure customers. PCI-DSS refers to making sure that all the measures are in place on your website to prevent data breaches when customers input their cardholder information.
With these assurances, you can gain more trust for your website, which will lead to a lower shopping cart abandonment rate.