eCommerce: How to Prevent "Shopping Cart Abandonment"

Posted by Nolan Wilson

on Wed, Apr 16, 2014 @ 07:30 AM

A customer has finally added some items to their online shopping cart on your website, and you are already thinking about how you can use that money - not so fast. Items added to the shopping cart does not automatically mean the transaction is a given. There is a lot that could go wrong from the point an item is added to when final payment is processed. This is why it is so important to have a simple and effective shopping cart and checkout process on your website.


eCommerce  How to Prevent Shopping Cart Abandonment


Approximately Three Quarters
of Online Shopping Cart Purchases
are Abandoned by Customers

If you have noticed that you have had several customers disengage once they have added items to their shopping cart on your website, then you likely have a “shopping cart abandonment” issue.

6 Tips for Preventing "Shopping Cart Abandonment"

There are many reasons why customers abandon their online shopping carts. As an online vendor, it is your job to not give them a reason to abandon their transaction. Making the checkout process overly complicated, limiting options, or having too many steps can and will prevent sales from being completed.

The important thing to keep in mind is that not all of your customers are tech savvy – so make things as easy and simple as possible, or you will miss out on sales that were virtually money in the bank.

  1. Minimize the checkout process: This is perhaps the most important piece of advice that eCommerce sites need to take into account. No one wants to go through a ten step process that takes 5 minutes to complete. Create a checkout process that takes as few steps as possible. The simpler the better!
  2. Don’t make people sign up: Don’t force your customers to sign up to make a purchase. It will just add another step to the checkout process, and it will give them a reason to abandon their shopping cart.
  3. Make sure the checkout process it technically sound: If there is an issue or error message, you will scare away a lot of customers. This is becoming increasingly important as more people use mobile devices to complete transactions online.
  4. Be upfront about shipping: Almost half of shopping cart abandonment cases are a result of high shipping costs or hidden fees. Be upfront about shipping, and have it automatically added to the final price as soon as people add items to their shopping cart.
  5. Offer multiple payment options: Some people prefer to pay via credit card, others like to use PayPal – the trick is to have multiple options to give your customers. Only offering payment through PayPal could limit the number of customers who will complete a transaction.
  6. Provide reassurance: Making an online purchase is scary for some of your customers. There are many people who still do not trust the Internet to do transactions online. To put their mind at ease, make sure that you use reinforcement logos that show your credentials, offer a money back guarantee, and ensure that your website uses secure online ordering software.

Looking to Increase eCommerce Revenue?

Improving the efficiency of your shopping cart is not the only way that you can improve online sales. Learn about 5 Ways To Increase eCommerce Revenue Through Various Touchpoints

Not Everyone is Ready to Buy
The truth is that not every person who adds an item to their online shopping cart is ready to buy. However, this doesn’t mean that you should just let them go on their merry way. Give customers an option to save the items in their shopping cart and allow them to resume their shopping at a later time. This gives people a reason to come back, and it also makes it easier for them to complete their transaction when they are ready to make a purchase.

Want to improve your online sales process?
Give us a call! We would be happy to discuss shopping cart abandonment with you and explore ways to increase your conversion rates.

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Photo Credit: schizoform via photopin

Written by Nolan Wilson

Nolan is an avid writer, go figure! But more specifically, writing inbound online is his passion, and he's really, really good at it. You can follow Nolan on Twitter.

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