Did you know that on average around 69% eCommerce potential buyers don’t finish their purchase?
What Is Cart Abandonment?
Abandonment is an eCommerce term which describes a web page visitor who left the page without finishing a desired action. Probably the most common (and the most annoying) abandonment is shopping cart abandonment – visitors who add items to the shopping cart and leave without purchasing the items.
Cart, or basket abandonment, may be the most obvious. However, there are several types of abandonment across different sectors.
Why Are Your Shoppers Abandoning Carts?
You don’t have to become a marketing guru to know that every audience segment is different. Unlike that, a lot of consumers have similar buying habits. They share similar feelings when it comes to buying – they all get frustrated over certain kinds of things and they all leave your eShop if you make some of the mistakes that we will discuss later on.
Research from Statista shows some of the reasons why customers may abandon carts:
And these are just some of the many reasons why your customers might be walking away.
5 Ways to Make Customers Buy Your Products and Retain Cart Abandonment
1. Increase Trust
Sometimes, you can earn your customers trust only by allowing both good and bad reviews on your website. If you only keep your good reviews and delete the bad ones, they will look fake, pumped and exaggerated.
One in five people say that they use online written reviews to help them change their mind. Keep in mind that millennial shoppers are heavily dependent on opinions of others when it comes to comparing which products to buy.
2. Avoid Shock Factor
One of the main reasons for cart abandonment are unexpected costs. Typically these are taxing, shipping, and other related costs that most often show at the end of the buying process. It’s even worse if they are automatically accounted into the price.
To reduce cart abandonment due to price issues, make sure your shipping costs are transparent while the customer is browsing through your products. You can also add a shipping calculator before checkout to estimate shipping costs and minimize negative surprises.
3. Use Cart Abandonment Emails or Pop-Ups
If you’ve never used exit pop-ups it’s about time! This is an excellent opportunity for you to maximize your conversions.
OptinMonster is a very powerful tool that will help you achieve it quickly, without any web development knowledge needed.
Start by installing these pop-ups on shopping cart and checkout pages. It will detect when a user is about to leave the page and send a popup message that encourages them to stay by offering some great deal or presenting more information. For example, when someone is about to leave your shop, you can offer them a coupon with 10% off.
4. Guest Checkout Options
It is always much easier for you when your clients need to login in order to buy something. You can see their buying history, preferences, gather information to offer them products that they need, etc. But some of them will want to explore your website first and creating an account right at the beginning will back them off.
They yet need to decide whether to buy or not, the last thing you want is them giving up because of things that don’t really matter.
You can always gather the necessary information later in the buying process or ask to remember them if they want to repeat the purchase.
5. Simplify Navigation
There is no better way to lose customers than confusing navigation. It is a main reason why you should hire someone who understands funnels, and web development to build your ecommerce shop. You need to create a story that will lead them naturally to the buying process.
Yet, if you want to do it for yourself here are some advices you should follow:
- Make sure that your call to action button works and that there are no external links that will guide them away from your website
- Stick to just one call to action button to avoid any confusion
- Make it simple and avoid any unnecessary steps
- When it comes to the purchasing process – don’t ask for too much personal information