Disclaimer: There are no miracles. Shopping cart abandonment will probably always exist. That’s a fact every company has to deal with. However, there are things you can do to minimize it.
There’s a visitor in your checkout page. He adds a product to the shopping cart and leaves.
This is a common reality for most e-commerce companies. In 2015, four trillion dollars are estimated to have been lost in abandoned shopping carts. A recent study by the Baymard Institute tells us that 69.23% is the average documented online shopping cart abandonment rate.
Different reasons may be causing this abandonment rate:
– People just want to compare prices
– Customers are surprised by unexpected shipping costs and taxes at the final steps of the funnel
– The checkout process is too long and confusing
– Security issues – your website doesn’t look trustworthy enough
– You don’t have guest checkout (everyone has to open an account with you)
– The website has errors or crashes all the time
What to do then?
The first thing is to understand which one of the reasons is influencing abandonment in your particular case and work on it.
Solving the issue normally requires 3 types of intervention:
1. Rethink your website’s usability
According to that same study, it’s estimated that an average large e-commerce website can benefit from a 35.26% increase in their conversion rate just by improving the checkout design.
Just to give you an order of magnitude, this improvement would provide an additional 260 billion dollars to the e-commerce industry, roughly speaking.
2. Ask people what you can improve
If you have tried everything, thought about every detail, and you still see that high abandonment rate, there’s something else you can do. Ask people why they didn’t finish their purchase and if there’s something you can improve to make their experience better. You can show a survey on the website when they are about to leave, or send an email afterwards.
This will give you a better understanding of what your real flaws are and can be an excellent base for further improvement.
3. Act upon abandonment
Most companies already work on topics 1 and 2, but they show some limitations with this one: the ability to prevent abandonment with targeted communication and proactive help.
If you’re analysing visitor behaviour in real time, you can act once you detect any sort of abandonment intention. That way you raise the chances of converting those visitors.
People are less likely to leave the site if they know there’s someone on the other side of the screen willing to help.
Here are some of the things that you can do:
- Proactively offer personalizsd help through chat or by enabling a phone call request (Click2Call)
- Show an offer when the user is inactive for more than 5 seconds
- Show an offer when the user moves the mouse towards the close button
- Offer help when the user makes a step back in the funnel
- Offer help if you detect the user is making more than one or two errors in form filling (logging in or filling credit card data, for instance).
- Ask for the visitor’s email when he’s about to leave (if he’s not already logged in). This will allow you to send basket retargeting emails and try to have some of these people finish their purchases later. Whilst this doesn’t prevent page abandonment, it will allow you to improve overall acquisition rates