Several studies reveal that almost 70% of online shoppers could not complete their purchase and abandon the Cart. It is definitely an “oops” moment for e-commerce businesses as it is like losing such a battle which is almost won.
So, what are the reasons for cart abandonment? Unexpected cost, complicated navigation, security aspects, etc., are some of the possible reasons. Now, the moot point is how to recapture lost customers or to reduce Shopping Cart Abandonment rates? Surprisingly, there are numerous ways to minimize shopping cart abandonment rate and increase conversion ratio.
Build Trust By Securing Online Purchase — When any customer indulges in online shopping, he puts lots of personal information at stake. Therefore, he expects complete security of his personal information and looking for assurance from an e-retailer that his data will remain safe and secure. For instilling the trust, websites must showcase a valid SSL certificate and security logos like PayPal Verified, Verisign, McAfee secured, etc. Highlighting such logos give customers confidence that they will enjoy a safe shopping experience.
Multiple Payment Options — Limited payment options may prove as detrimental in online shopping. Moreover, by restricting payment options, e-business may lose significant numbers of global customers. For gaining rewarding and satisfying customers’ experience, make them spoil for choice in case of payment options as well. Credit cards and debit cards are common payment options offer by every e-retailer. Give your customers absolute freedom by offering alternative payment options like PayPal, mobile wallets, GooglePay, etc.
Create Urgency by Showcasing Offers — Customers have added one item in his cart but not buying it. How to create urgency for such fence-sitting buyers? “Only 2 or 3 items left in the stock”, “Special discount for you. To avail, place an order within 2 hours”, etc., are some of the attractive ways to motivate your customers. When they realize that their selected item will go out of stock soon, they will definitely plunge into an online shopping spree.
Eliminate Price Shock — If statistics to rely upon, unexpected cost like shipping cost is the most common reason for shopping cart abandonment. It is because it comes as a surprise element for customers as online stores disclose about the cost at the time of checkout. Price-sensitive customers will not think twice before abandoning the cart due to an increase in the total price of the product. So for reducing cart abandonment due to price shock, disclose the cost explicitly along with product cost. This helps customers give an idea of what would be the total cost of its product including shipping cost and accordingly they will add the item to the cart.
Activating Guest Check-Out Option — No customer prefers giving multiple details about himself and creating an account before making a purchase. Filling forms and personal details actually annoy them and many times change the mind of customers at the end of the moment. Thus, cutting short the sign-up process by enabling the guest checkout option is advisable. Reason being, customers are looking for absolute convenience. So, offer them what they are looking for and they will definitely come back to you. Once they complete the buying process, e-commerce websites can ask them to create an account.
Take Advantage of Live Chat Agents — It happens many times while browsing websites, customers may have some questions they want answers to before making the purchase or may face multiple problems which they are unable to fix, for instance, check out errors. This results in cart abandonment or leaving shopping in between. Real-time 24×7 live chat support would act as a blessing in disguise in such a scenario. Live chat agents can proactively reach out to such customers and assist them with what they are looking for, resolve their queries instantly and increase customer engagement and sales. If you don’t have the in-house capability to offer round the clock live chat support, you may want to outsource chat support to an experienced outsourcing company. LiveSalesman is one such outsourcing company with over 18 years of experience in offering Multilingual Chat Support.
Mobile-Friendly Website — Mobile is fast becoming one of the most preferred channels for making an online purchase. They are handy and studies reveal that customers actually spend over 15 hours in a week on their mobiles. So, it is a wise business strategy to make your website mobile friendly and “seal the deal” by entertaining requests received via mobile customers. This gives customers an opportunity to browse your website whenever and wherever possible.
Re-targeting Abandoners — Never leave your customers alone. So, what if the customers abandon the cart and do not make any purchase? Online e-retailers should make efforts to re-target them by sending email reminders about their incomplete purchase. Either send them to push notifications or attract their attention via Facebook marketing. In this multi-device online business world, the business cannot take the chance to lose its customers without knowing the exact reason for abandon cart. Try to figure out the reason for their unfulfilled purchase and woo them by offering attractive deals over and over again.
So, give your customers easier, enjoyable and seamless shopping experience by following the aforementioned tips. It may happen that some customers keep on abandoning the cart despite taking the aforementioned measures but definitely, you will observe a decrease in cart abandonment rate and an increase in sales conversion with the period of time.
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