Avoid cart abandonments It is one of the main challenges for many online stores, who see their efforts to generate sales go to waste at the last minute.
But to know how to avoid cart abandonment online, the first thing you should know is why customers do not finalize their purchases.
Why do users abandon the cart
According to the data it offers The report of Statista users abandon the shopping cart for various reasons:
- 56% due to unexpected bedtime
- 37% because I was just browsing
- 36% because they found a better price
- 32% because the final price too expensive
- 26% decided not to buy
- 25% because navigation was too difficult for them
- 24% by mistake on the page
- 21% due to too long a process
- 18% for excessive payment validations
- 17% for distrust of payment security
- 16% because they considered the shipping options to be inadequate
- 15% due to excessive page load time
- 13% for prices in foreign currency
- 11% because the payment was declined
Solutions to avoid to prevent customers from abandoning the cart in your online store
With the above in mind, it is easy to determine that a large part of the reasons for abandonment can be avoided. The marketing agency Online Marketing Rebels offers a number of solutions to avoid these dropouts. These are some of them.
Retargeting as a play-off strategy
Retargeting is very effective to win back customers. By sending an email, you can insert a cookie on the user's IP, so that you can see ads related to the products in which they were interested.
Avoid additional costs
Eliminating additional costs is an effective solution to avoid dropouts. Shipping costs together with extra costs hinder the payment process. If you have no choice but to include them, please report them as early as possible in the checkout process.
Simplify the registration process
If the user who wants to buy from your eCommerce must register to log in, they may leave due to the laziness of completing the information, especially if they have to do so before seeing how their cart looks. If your business model requires user registration, a good option is to register through an account on Social Networks.
Check-Out has to be agile
A checkout process cannot take too many steps. Therefore, the payment has to be agile and simple. Ideally, it should take 3-5 steps.
Show a progress bar
Progress reassures the user. The user can feel calmer if you indicate that they are progressing in their payment process. Either through messages or with a bar that indicates the percentage of progression.
All the call to action must be clear
All the call to action they are also necessary in the shopping cart. Telling the user what to do will help them get on the road to purchase.
Includes the ability to save the order
A cart is also often used as a wish list. ^ Therefore, saving the order will help to retrieve it as soon as desired and to finalize the check-out.
It uses communication systems that push the user
An interactive navigation is very effective for the customer to make the purchase. The forms are cold and impersonal but the short messages help to empathize: "Come on, your order is almost underway" or "A little more information here and the order will be on its way." They are short and colloquial messages that will create a more pleasant experience for the user.
Limiting options increases sales
Links on the shopping cart page are not a good idea. If you distract the user or ask him out, your abandonment rate will grow. For example, adding related products before finalizing the purchase causes the user to leave to investigate other options. In the end, scattering over one page and another will make you walk away without buying anything.
Include images of the products in the cart
When users add products to the cart, they are not sure whether what they wanted was actually included. Including a thumbnail image of the article will offer greater security to the user. Create a more visual experience and you will keep the user more active during the purchase process.
One click to buy
A big culprit that users want to buy faster and faster is Amazon: with its registration system, the user can purchase a product with just one click; there are no deliberations or time to think much if that article is what you want. If your business does not require user registration, you will not be able to implement this system.
Avoid surprises
Any kind of unexpected message increases the abandonment rate. A surprise during the purchase process is a big problem to finish the payment. The user is nervous because he has to make sure of many things: that this is really the product he wants, that the delivery address is the same or different from the billing address, that the order will arrive just in time ... and among all those sufferings it appears a pop-up with an unexpected message; a request to implement a discount coupon, an incomplete field ... The user will leave saturated. So don't create interruptions and let the potential customer focus on completing their purchase.
Invest in the speed of your eCommerce
When the site is slow, customers go to another website. Making your site faster will help reduce the abandonment rate, so make sure your purchase page is the fastest on the entire site.
Secure Socket Layers Offer Peace of Mind
It is about adding an SSL (Secure Sockets Layer) or secure connection layer that is proven to significantly reduce the abandonment rate. The user sees reinforced security through this element and feels protected, that is why it is a good and very profitable investment that is worth adding to the design and programming of your website.
Your contact at the foot of the page gives confidence
More elements that help to gain the trust of the user: add a footer with the address and data of your company. Seeing that behind that website, there is a physical address to contact or resort to can be a great element that helps the user to trust your website before than another.
Chat or phones reinforce the payment page
The more customer support options you offer, the more sales you will have. A confusing purchase process or clueless clients can have support in personalized attention, either through a chat or through a telephone line.
Create many payment options
Do not limit the payment, if it is necessary to load more your products but offering many possibilities for the purchase, will help reduce the abandonment rate.
Source - ecommerce news