Tips to Reduce Shopping Cart Abandonment
The shopping cart abandonment shouldn't be taken lighltly by webmasters because it actually accounts for every missed opportunity to convert for most e-commerce site owners. That it is a common negative occurrence in many e-commerce only makes it a critical problem that should be addressed as soon possible. However prevalent this issue is, though, finding a solution to it is not rocket science.
According to research conducted on the subject, the reasons for shopping cart abandonment are commonly the following: hidden prices, forced and lengthy registration processes, the user is simply browsing, limited security and payment options, and checkout processes that are difficult to understand and navigate through. Evidently, majority of the reasons are rooted on the user's experience on the online store. To overcome these issues, consider these tips:
1.) Make your site more responsive to customers - Learn to empathize with common customer woes while online shopping like lack of security. It also wouldn't hurt to simplify site navigation and make your site more mobile-friendly. Additionally, images, besides written content, are one of your trump cards so make sure that they aren't too small and are readily visible.
2.) Improve the checkout process by guiding users properly - Customers want to be guided as much as possible whenever they are shopping online. You can do this by highlighting and indicating the step that they are currently in and providing them with as much information as possible as they progress. Keep the steps to minimal 3-5 only.
3.) Offer more than one payment method - Don't settle on Paypal alone. A lot of users tend to use credit cards so make sure to add those platforms as well. Other recommended payment methods include Google Wallet and MasterPass.
4.) Don't force your customers to register an account in your site - Let them place guest orders. A lot of successful e-commerce sites are proof enough of the efficacy of allowing users to checkout without signing up for an account.
5.) Prioritize on bettering on-site user experience - Slow loading times almost always lead to the 'X' button, so make sure to enhance your site's speed. Also, customer's are not immune to mistakes and letting them correct any errors in their order with a 'Back' button could prove to be extremely helpful.
6.) Highlight your site's reputation by making trust elements readily available and viewable - Positive reviews about your site obviously boost its trustworthiness. Trust symbols like Antivirus certificates and the Paypal logo really do well in inhibiting customers' fear of shopping online so display them liberally.
In conclusion, providing a solution to shopping cart abandonment all boils down to enhancing your site so as to cater to your costomers' basic shopping needs and preferences. This is the only way for you to gain their trust, which, in turn, almost always leads to better conversion rates.
This infographic from Forix highlights the main causes of cart abandonment, and provides tips that online retailers must follow to reduce the frequency of cart abandonment on their sites.