Can you imagine if in-person shopping mimicked online shopping? Just picture it: people would enter a store, begin placing items in their cart, unexpectedly become distracted . . . and just leave their cart and head out of the store. Some might come back the next day expecting their half-full cart to be right where they left it!
Sure, this scenario is improbable in the real world, but in the eCommerce world, this phenomenon occurs quite frequently. When shoppers add items to their cart and exit your website without completing a purchase, it’s known as cart abandonment. And it’s become a mounting problem for today’s online businesses. In fact, Baymard estimates the average cart abandonment rate to fall around a whopping 69%.
While cart abandonment cannot be circumvented entirely, your business can implement a variety of strategies to significantly reduce cart abandonment and improve the user experience.
A common reason shoppers are deterred from completing the checkout process is the lack of a guest checkout option. Not everyone has the desire – or time – to create an account and share their personal information. Providing a guest checkout option will remove unnecessary barriers for consumers and allow them to complete the purchasing process confidently.
Whether you’re supplying a first-time buyer with a discount, or a returning customer is utilizing a promo code or loyalty reward, always display how much they’ve saved compared to the original product price. Doing so reminds consumers that they’re receiving a great deal and will effectively convert more shoppers into paying customers. Also, keep in mind that time-limited sales can create a sense of urgency, and displaying a countdown clock is a powerful way to persuade shoppers to take action.
Convenience is key. By providing multiple payment options – i.e., Amazon Pay, PayPal, Apple Pay, etc. – consumers can select their preferred payment method and avoid filling out additional billing information. Offering the right payment integrations can drastically reduce cart abandonment.
Another effective way to reduce cart abandonment is to offer free shipping. Removing this extra cost will ensure a customer’s spending expectations are aligned with the total purchase price. This is especially beneficial for converting first-time customers and driving long-term customer loyalty. According to a study conducted by Jungle Scout, 66% of consumers expect free shipping on their online orders, with 80% expecting free shipping on purchases that exceed a certain dollar amount.
Cart abandonment often happens when shoppers are unclear about the next step of the checkout process. Exercising transparency through calls-to-action (CTAs) can help demystify the process and establish clear expectations. Leverage wording that’s familiar, such as “Add to Cart” and “Buy Now” to communicate to shoppers how the checkout process will unfold. Similarly, you can prevent cart abandonment by making it clear that customers will have the opportunity to review their purchase before prompting them with a “Confirm and Pay” button.
To decrease cart abandonment, make sure users can easily navigate between their cart and your store – whether they are clicking from a desktop or tapping via their smartphone. This functionality allows customers to check on particular items within their cart, as well as add additional items without hassle. Additionally, product pages should be accessible within your checkout workflow. For instance, the products listed in a user’s cart should have clickable URLs, so customers can navigate to those pages if needed.
Contrary to popular belief, offering an enticing refund and return policy won’t simply chip away at your profit margins without any tangible benefit. In reality, a strong return and refund policy drives trust, loyalty, and repeat business – which is particularly beneficial for new businesses or companies traversing new markets where they need to establish rapport with their target consumer base.
A standard return window for eCommerce sellers is 30 days. However, suppose a customer’s order arrives defective or incorrect due to an error made on your side of the transaction. In that case, your business should supply that shopper with an exchange or refund. Otherwise, you put your business at risk of accumulating negative reviews, which will inhibit your ability to scale long-term (and can harm your brand’s reputation).
Many of your cart abandonment woes are preventable when you implement the right strategies. In addition to initiatives like optimizing your website, it’s integral to establish a seamless consumer experience from start to finish. This includes things like providing quick, two-day shipping and hiccup-free order fulfillment.
At Smart Warehousing, we’re your one-stop shop for all your eCommerce fulfillment needs. Discover how our experience and technology can reduce costs, improve your bottom line, and optimize your supply chain by contacting us today.