3 Ways to Combat Cart Abandonment Online


3 Ways to Combat Cart Abandonment Online

As an e-commerce owner there’s nothing like the feeling of checking into your live analytics to watch just how many people are shopping on your site.  All the excitement and anticipation of those sales.  I get giddy feeling their love.

Yet there is nothing more deflating than downloading the report which tells you how many of them have abandoned their purchase and left your site.  You come down with a very large THUD.

Earlier this year, Baymard Institute reported that the average e-commerce shopping cart abandonment rate is almost 69%.  That means that just over three in every ten purchasers actually finish their purchase. Staggering statistic isn’t it?

Today I’m going to show you three things you can do to reduce cart abandonment and grow your sales (and feel their love again).

1. Shipping Incentives

I believe high delivery charges are the number one reason that people abandon shopping carts. They hate the surprise of seeing a high postage cost at the end of the checkout process. I’ve recently undertaken a survey of more than 1800 Australian mums and they were incredibly vocal in their desire for free shipping.

Consider restructuring your pricing and looking at whether you could introduce free shipping into your business.  If this is not financially feasible, look at implementing a free shipping offer when they spend over a certain amount.

By setting this number above your average basket value you can encourage people to purchase a bit more.  Otherwise you could look at using a Free Shipping offer for a limited time promotion.

Another aspect I encourage you to look at is to communicate and promote your shipping charges.  Don’t make your potential customer go all the way through to your purchase page and insert all their details before you reveal your shipping costs. You are more likely to irritate them.

Whatever you do to improve your shipping costs for customers, make sure you promote it.  Communicate it via your social media, feature the change in your newsletter and ensure it is clearly displayed on your website.

2. Customer Experience

Improving your customer experience can reduce your cart abandonment rate and increase your sales.  Ensure your delivery costs are easily accessed, have minimal clicks to purchase, provide them with a choice of payment options and don’t force them to create an account in order to make their purchase.

This is real bug bear of mine and will see me walk away in a flash as it all becomes ‘too hard’.  PayPal can be a particularly good option for people as they don’t need to share their credit card details.

Look to minimise their perceived risk in making the purchase by showing your security data seal and consider offering a money back guarantee which is not have a multitude of caveats and conditions on it.

3. Automated emails

Have you ever asked people who abandoned their shopping with you, why? Sending a simple automated email in the few hours after they abandoned has been seen to radically increase sales conversions.

Ensure your email makes it really easy for them to purchase the items by featuring what has been left in their cart and with a click to purchase.  You might wish to offer a special incentive to get them to come back and complete their purchase such as a limited time unique 10% promotional code or reduced shipping.

Asking for feedback about why they didn’t make their purchase in the first instance is really important in understanding the barriers to purchase.  Ensure your email invites their feedback.

Addressing cart abandonment can significantly increase online sales in a business.  It is far easier to bring back someone who has already browsed or intended to shop with you than it is to attract a new customer. These three strategies provide you with some simple ways to reduce your cart abandonment rate but are by no means exhaustive.  So over to you, what other strategies do you use?

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