In Ecommerce site check out process is extremely crucial factor when it comes to get more and more sales. If your Ecommerce store doesn’t have easy and fluent checkout process then you will lose huge number of sales and revenue. On many occasions it happens when a customer didn’t liked the checkout process, non-relevant payment method, lack of proper information in cart or initiate checkout page or other issues and left the ecommerce store without purchasing the item. Ok, let’s discuss how you can reduce cart abandonment by fixing or optimizing checkout process in your Ecommerce store.
In 2017, it was found out that the average cart abandonment rate was about 78.65% and in 2018, the rate has continued to plague retailers. It has been a problem for e-commerce marketers for some time now as out of ten people who add products in the cart, at least seven people abandon it. If you want to solve this problem and generate better revenues, it is very important to optimize the shopping cart and initiate checkout page on your e-commerce website.
As per data by Statista, most e-commerce sites have heavy cart abandonment ratio because of:-
Reasons can be many but being an e-commerce marketer, you need to track abandonment rate through Google Analytics. You need to set a goal and once the goal is set, Google analytics tracks the conversions everytime the goal is completed. So, you will have a concise idea about the abandonment rate on your site by visiting Conversions – Goals – Funnel Visualization data in Google Analytics. Now the question is what can be done to reduce cart abandonment rate? The best way is to optimize the checkout process on your e-commerce site. Here are ten surefire ways to do it:
10 Ways to Reduce Cart Abandonment
#1 Install the SSL Certificate
When customers make a purchase, they put a lot of trust in the e-retailer. While making a purchase, they hand over their personal financial information to you and with so many credit card breaches happening over the years, customers need to feel safe while transacting on your site. There are many shoppers do not place orders at the last minute if they feel insecure while buying from an ecommerce website.
The best way to eliminate this fear is by installing an SSL certificate and having secure site badges on your site. This will let the customers know that their connection is secure, which will eventually help in creating a trustworthy process. Importance of SSL certificate for ecommerce site is very high and every ecommerce store should install it.
30% users have said that they have to re-enter the credit card information and that’s the main reason they abandons the cart – If your site has SSL certificate and other trusted badges than they trust if there was some issue in adding the credit card info on checkout page.
In 2016 Baymard Institute done research on what kind of badges on ecommerce sites gives the most trust to customers and it includes some popular trusted badges. So, don’t wait and secure your site as soon as possible to reduce the abandon cart ratio.
#2 Keep Transparent Shipping Cost
The customers should know the exact cost while browsing through your products. Unexpected cost is one of the biggest reasons for cart abandonment. Most of these unexpected costs consist of shipping charges and delivery fees that come at the end of the checkout process. It shocks the customers many a time and it can be possible for them feeling cheated sometimes. The best way to tackle this problem is to be transparent about the shipping charges. Every Ecommerce store should fix one small banner at the top of the website by adding shipping details or need to create separate page regarding shipping details which builds trust amongst customers that they are not getting cheated.
If the shipping cost or tax varies based on location than one can set the estimated shipping cost & tax calculator on checkout page so, customers can see there is no hidden cost and can calculate the shipping cost accordingly.
#3 Add Guest Checkout Option
Always try to keep the checkout process short, simple and hassle-free. One way of doing it is not forcing customers to create an account on your site. Not everyone who lands on your site has the time to make an account; rather they must be solely interested in buying something. So, instead of giving them the trouble related to creating an account, just have a guest checkout option and close the deal. You can only take Email ID to send transaction mail, bill and order tracking details during the guest checkout process rather all details.
Note – No need to add pop up of sign up on every page as well – Don’t frustrate the visitor of your site
#4 Maintain Quick Outreach
When a cart is abandoned, never put your trust solely on an auto response. Give personal attention to it. Be quick in your response every time you get a notification of an abandoned cart and offer a helping hand to the users. Understand their pain points, and try to help them with their problems. Even if you cannot help them all the time, your sincere approach can surely make them appreciate your gesture.
Still confused? Well, we have seen many cases where users abandons the cart just because of coupon code error or card authorization error. In this case provide live chat option directly on check out page so, they can simply drop message without visiting the contact us form and had to wait for long process.
Note – We have seen and experienced quick outreach on travel booking sites or loan booking sites. As soon as you close the site without booking or inquire anything they will call you within an hour and it works.
#5 Send E-mail after Cart Abandonment
Many a time users abandon the cart just before checkout. In that case get their mail id. Use it as a source of communication and set an email drip to notify them of the left items in the cart. Follow up those mails for a period of 24 hours. If there is no response, keep them updated about the latest discounts and coupon codes to trigger a call to action and completion of the process.
Note: Don’t spam their inbox by sending mails again and again.
#6 Perform Remarketing Ads
Despite all your efforts, if you find that cart abandonment cannot be nullified completely, you can surely get back to such users with remarketing ads. Place a Facebook tracking pixel or Google Remarketing Tag on your site which will capture the behavior of a visitor. Craft a Facebook ad campaign or Google Dynamic Remarketing Ads that targets those users who left your website without making any purchase. Create ads based on the products they viewed, and tempt them into making a purchase.
Here is the list of audience for whom ecommerce store can set up remarketing ads and grabs sales from abandon cart users.
Audience 1 – Visited cart page but didn’t make any purchase (Average chances for sales)
Audience 2 – Visited Checkout page but didn’t make any purchase (Higher chances for sales)
#7 Offer Coupon Codes / Free Shipping/ Promotion Details
On your website’s cart page, highlight what extra you have to offer. Customers love new offers, coupon codes, and discounts. Thus if you have any coupon code or discount for a particular product, showcase them in the checkout process. Moreover, if you keep the shipping free, it will bring a lot of smiles. Show the customers that they can get a great deal if they complete the checkout process. There are plenty of Ecommerce promotion ideas which can be apply on your store including
- Free Shipping
- Percentage based discounts
- BOGO (Buy 1 Get 1 Free)
- Quantity Discounts
#8 Have Multiple Payment options
It is very important to have multiple payment options on your ecommerce site. With the increased use of plastic cash like credit cards and digital wallets, it is necessary that you keep all the options open. Doing so will help in improving conversions. Also, it will not turn away users who are habitual to a particular payment method.
As per above statistics users prefers to pay via Credit cards, PayPal (Electronic payment) & Debit card mostly so, these kind of payment methods should be there on your ecommerce story without fail.
#9 Limit the Checkout Process
Follow the principle of KISS (Keep It Simple and Short) for your ecommerce website checkout process. The more clicks a user does in a site, the higher are the chances of cart abandonment. A report says, 28% of US online shoppers have abandoned an order in the past quarter solely due to a long or complicated checkout process. So, keep the number of clicks to three, let a user choose a product, add it to the cart, and check it out, resulting in simpler, faster, and better conversions.
#10 Minimize Distractions
The attention span of a person has drastically reduced to a mere eight seconds, so it is very important that you keep your website clean. Do not add too many banners or showcase too many ads. Cut off unnecessary product.
These are some high priority steps to optimize the checkout process to grab sales from users who abandons the cart. Reach out to those users via Email, Ad platform, social media and every possible way so, they come back to your store and buys that thing. Just one thing – Don’t spam their news feed, timeline, mail box by showing the ad again and again else they will mark it as a spam and may not come to your store again in future.