There are many reasons why your customers might be abandoning their shopping carts before converting. On average, more than 80% of people who add products to their shopping cart abandon the checkout process.
It's impossible to know the reason for every abandoned cart, but the good news is that there are a few things you can do to help more customers overcome the hurdle and convert.
Here are the most common reasons for cart abandonment and what you can do about it.
High or unexpected shipping prices:
Arguably one of the biggest culprits for abandoned shopping carts is high or unexpected shipping costs.
Imagine this: Your customer just spent precious time filling their cart with treats. They are ready to buy so they start going through the checkout process only to find that the cost of their order has almost doubled due to shipping and duties. Chances are, that shopper is upset and leaves your store right then and there.
Make sure your online store clearly states your shipping costs somewhere that can be easily found. Being transparent not only allows buyers to make informed decisions, but it also goes a long way in making your brand appear trustworthy.
Modify your shipping costs:
If high shipping costs are preventing your customers from converting, you need to do a little research and see if there is a more cost-effective way to get your products to your customers. It is worth the effort to find the best deal for your clients, we promise.
If it's just not possible to reduce your shipping costs, consider absorbing some of those costs into your product prices. Research shows that people are willing to pay more for the same products if it means they don't have to pay a separate shipping fee.
Today's online shopper is smart and likes to do their research before they buy. This means that they will often fill your shopping cart and begin the checkout process to see what the final cost of your order will be, after shipping and additional fees apply. They will then do the same at similar stores and compare prices before deciding where to buy.
Popups to keep your attention:
Capturing the attention of these window shoppers with an added incentive to make a purchase is a great way to ensure a conversion. A pop-up sale with an intent to exit with a small discount, a free shipping offer, or a gift with purchase that is triggered when the buyer leaves the checkout page will help you differentiate yourself from your competition.
Online shoppers must trust the store they order from to make a purchase. Making your customers feel confident that their personal and payment information is safe with you is absolutely key.
It has security badges:
Clearly displaying SSL certificates or trust seals near your checkout forms is a great way to visually show your customers that your store is trustworthy. SSL certificates prove that a store's domain is verified and that the data being shared is encrypted.
Confusing or time-consuming payment:
If your customers can't figure out how to send an order, or if they have to go the extra mile or go through hurdles to make a purchase, they probably won't convert.
Test your checkout process by completing a purchase yourself to see where there can be friction. Use a critical eye, and maybe even have a friend do the same with fresh eyes. The journey from the cart to the shipment of an order should be as smooth and fast as possible.
Yes to calls to action, no to logins:
Your call to action, or CTA, during the checkout process is the checkout button itself. It must be instantly recognizable and impossible for your customers to miss. If your checkout button isn't attractive, try making it larger and in a contrasting color.
The payment process should involve as few steps as possible. This means that your customers don't want to create an account or sign up for a mailing list before they can complete their purchase. If your checkout process has roadblocks like this, consider moving these calls to action elsewhere on your website or offering a guest checkout option to make it easier for buyers to convert.
There are not enough payment options:
Not all of your customers will use the same preferred payment method. Offering just one, like PayPal, will alienate buyers who don't use or trust that service. Instead, offer a combination of credit cards, Interact, and PayPal. You might even consider offering a Buy Now Pay Later option to help drive conversions by eliminating large purchases.
The great thing about these solutions is that you can try one or all of them, and you are sure to see some improvement in your cart abandonment rates. Remember to view your store and your checkout process from your customers' perspective and make your conversion journey smooth.
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