How to Reduce Shopping Cart Abandonment

written by Carlos Alvarez
5 · 07 · 22

An online shopping cart gets loaded up, sometimes shipping is even selected, but the button to complete the purchase is never clicked. We’ve all done it and we’ve all had it happen in our ecommerce shops. What is causing our potential clients to abandon their goods and walk away? How can you turn potential customers into ordering customers and then returning customers?

The Importance of Shopping Cart Abandonment

While it might not seem like a big deal, shopping cart abandonment can actually account for a big part of your lost sales. The marketing effort and expense that got the potential customer there in the first place can become wasted if they walk away without ever making a purchase. On top of that, customers who abandon their shopping carts won’t ever become repeat customers. That’s why it is important to figure out what is going on and how you can recover those sales.

Abandoned Carts are Common, but They Don’t Have to Be

Some sources say that the average shopping cart abandonment rate is over 60%. More than half of your potential customers are leaving empty handed. There is a lot to be gained if you can figure out how to retain these customers and even turn them into repeat customers. Keep a close eye on your entire shopping experience and tweak where needed. It may be something as small as making sure that your return policy is clear.

Five Tips to Help Recover Those Abandoned Carts

There are a few things that you can do as an ecommerce shop owner to get someone back to their shopping cart. Here are five tips that can help you to reduce the number of carts that are left abandoned in your ecommerce store:

1. Make sure your checkout process is easy

People want to be able to buy something online as easily as if they were paying at a till in the mall. Too many questions or confusing instructions can cause people to click away. Your checkout process should offer a variety of payment options, easy shipping choices, and clear prices without any additional fees tacked on.

2. Use reminder services

Use a reminder service like WhatsApp cart recovery or automated SMS messages to remind customers that they haven’t completed their orders. Simple reminders with a link to the cart full of their abandoned items often works to help customers complete forgotten orders.

3. Offer a guest checkout option

More and more people are wary about sharing too much information while shopping online. Offering a guest checkout option can help secure orders from customers concerned about their privacy.

4. Check the speed of your checkout process

This seems basic, but it is worth mentioning. Make sure your checkout page loads quickly and works properly. Something as simple as a slow-loading page can cause potential customers to get frustrated and leave.

5. Offer last-minute discounts

Limited-time discounts tacked on at the checkout process can encourage those who were unsure about their choices to click ‘buy now.’ You can also offer last-minute discounts through your reminder messages to entice customers to finish their transactions.

Just remember that your marketing job doesn’t end until the transaction has been completed. Visit us at Wizards of Ecom to find out more about how to successfully market your ecommerce business. Click here to learn more.

Carlos Alvarez

Alvarez sums up his mission to help online sellers with a quote he heard early on in his career. New sellers constantly compare their Chapter 1 to another seller’s Chapter 20. They see what other veteran sellers are doing and they judge their success and failures by this benchmark. His goal is to show sellers a realistic path to success, and how they can enjoy every chapter of their own, unique journey.

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