If you’re doing a fantastic job converting shoppers, you’re likely hovering around a 3% conversion rate. Although that’s a great figure, for every 100 customers who visit your page, 97 are leaving without performing the action you desire, and of those, 68% are abandoning full shopping carts altogether. Needless to say, a lot of money is being left on the table. In fact, in 2014, over $4 trillion worth of products were abandoned in shopping carts.
Customers abandon checkout for a number of reasons -- shipping prices are too high, preferred payment method is not accepted, offline distractions, etc. What we do know: they found something they liked, but something went wrong at the moment of truth.
Here are some easy steps to take to combat shopping cart abandonment:
1. Optimize shipping and return policies
Shipping policies are the #1 reason for cart abandonment. Test out adopting free shipping and return policies if you do not offer already or alternatively, offer it once a customer has hit a predetermined spending threshold. In doing so, you’ll ensure there are no last minute surprises at checkout.
2. Install exit intent tools on your website
Exit intent apps allow you to serve popups to browsers when they are about to leave your page. They are hugely helpful in retaining active users as you can use popup discounts to incentivize and re-engage current traffic to stay on your site. Services like Sumo Me provide a stack of tools to help you retain current browsers.
3. Send cart abandon emails
Use apps (you can even do it through Google Analytics) to track users who abandon their purchases. If a shopper leaves merchandise in their cart and leaves your site, send an email reminding them that their shopping cart has items in it. Using some trusty apps, you can also automate discount codes to these shoppers to help with conversion in these situations. Check out Moonmail Recover Checkouts and Receiptful for this!
4. Offer several payment methods
Offering all major credit cards and PayPal will help boost your conversions and ensure customers don’t get left out. Consumers pay for products differently and respecting their personal finance decisions is key. Provide as many options as you can!
5. Customer service is everything
Always over deliver for your customers. Reaching out regularly and assisting with questions and concerns will build brand loyalty and eventually lead to a stream of customers intent on purchasing when they visit your online shop.
6. Boost qualified traffic and retargeting efforts
By increasing the quality of the traffic coming to your site, you’ll see a decrease in cart abandonment. Introducing customers to your site who have specific buying intent for your products will help your store turn those abandoners into buyers. FYI -- Poln can help with this part!
Adopting these simple strategies will help drive down overall cart abandonment on your website. Any other tips that work for you, feel free to comment below!