Imagine having a well-designed marketing plan for your ecommerce website. From the top of the funnel all the way to the bottom, customers are guided to your products through targeted SEO strategies, enticing paid advertisements, thoughtful email marketing messages, and engaging social media posts. Now, imagine getting customers through this funnel to checkout, all for them to abandon their cart. Frustrating? Extremely.
Cart abandonment is when a user visits an ecommerce site, adds items to their cart, but then leaves the site without making a purchase. If you think this a rare phenomenon, think again. Nearly 80% of online shoppers will abandon their cart without making a purchase; the question is why?
Generally speaking, users will fail to complete their purchase because of a barrier to entry, a confusing checkout process, or a checkout process that fails to provide options that the user desires. Cart abandonment affects many companies that do business online from retail stores to airlines.
How Can My Ecommerce Business Reduce Cart Abandonment?
If you are tired of users leaving items behind in their carts, or want to prevent this from happening on your website, follow these tips to reduce cart abandonment.
- Offer Several Payment/Shipping Options: If a customer feels that you do not provide enough payment or shipping options, you risk losing them to giants like Amazon. By being flexible in this regard, you can drastically reduce the number of carts that get abandoned on your site. Customers love free delivery and being able to pay by credit card, PayPal, ApplePay, and more, so ensure these are options at checkout.
- Present Clear Calls to Action: Confusing checkout processes lose customers. To ensure a customer completes their purchase, present clear calls to action, with easy to read buttons and clearly marked checkout steps. Also, present the total purchase price on every screen, as well as a complete list of items in the cart.
- Offer a Guest Checkout Option: Not all customers want to create an account with you, especially if they are first-time buyers. By providing a guest checkout option, you can allow new customers the anonymity they desire, while still being able to complete a purchase on your site.
- Be Helpful: During checkout, if a customer has a question, it is vital that they can see a clear place to submit a request online or access a phone number to call into customer service. Consider adding a small pop-up at the bottom of the checkout screen that is non-intrusive, but clearly marked.
- Provide a Save Cart Option: Many customers abandon their carts simply because they aren’t ready to make the purchase right away. By providing an option for customers to save their carts for a certain amount of time, it gives them the opportunity to come back on their own and you the chance to gather their information and add them to your contact list.
- Keep It Simple/Safe: Ultimately, customers want a simple checkout process that is safe and secure. By giving them this, you can reduce your overall cart abandonment rates.
Are you ready to reduce cart abandonment once and for all? Could you use some marketing strategies from industry experts? Reach out to us at Mar Dat today to schedule your free consultation. We look forward to working with you!