8 Best Practices to Reduce Cart Abandonment

Kiran Patil / September 3, 2020 | 3 Mins Read

8 Best Practices to Reduce Cart Abandonment

E-commerce sector is snowballing as the online experience of the customers is becoming more seamless. However, one aspect of e-commerce that retailers still struggle with is the dreaded abandonment of carts. Cart abandonment is a measure that is used to showcase the percentage of visitors to a site that adds products to their cart but leaves without purchasing. 

According to Statista, the average cart abandonment rate ranges from 60% to 70%. All the resources used in driving customers to the sites are wasted when they leave their carts without buying. In this article, we will look at some of the best practices that the sellers can implement to reduce cart abandonment.

1. Provision of the exit-intent popups

Exit-intent popups play an essential part in increasing your conversions. They work by detecting when a user is about to leave the site and then shows a popup message that encourages them to make the purchase. They promote specific action by giving more information or discount coupons. 

Presenting targeted offers to the customers before they leave the site can ultimately lure them back to the process. These pop-ups can be installed on all the pages, including checkout pages and shopping carts.

2. Sending sequential emails 

If the shopper leaves the website after putting products in the cart, then you can send them an abandoned cart email to attract them back to the site. This reminds them of their unfinished purchase and gives them further information on the products. This is one of the most direct ways to connect to the customers. Email sequential practice can be followed to win back shoppers. 

3. Express and clear shipping process

Shipping can be a complicated process for the customers. You should accurately display shipping offers and policies and any other relevant information related to it. When a customer realizes that there is no shipping option for the desired date, then they are most likely to leave the site. 

To avoid this, you should offer express shipping or next-day shipping options. It is better if you present the shipping form before the check-out process so that the customers know about it before they dive deep into the process.  The focus should be on making it as simple and as up-front as possible. If it isn’t easy to understand, then you may face a lot of cart abandonment issues. 

4. Enable guest checkout

It is not necessary to require customers to create an account prior to checkout. Not only does this slow down the process, but it also frustrates them and ultimately leads to them leaving. Filling information, confirming the email id, and then returning to the shopping cart is a lot to ask from the buyers.

This can be easily fixed by offering a guest checkout option. This option will enable them to make an account after the transaction is done. This will save their time, and the risk of them bouncing is decreased. 

5. Auto-apply coupons

When customers see a coupon field in the checkout box, they start looking for codes on the website or on the emails received. Once they start their search and get away from the site, they usually don’t return. Also, if they haven’t received a code, they decide to wait for one or just purchase from another store.

To resolve this issue, retailers can eliminate coupon code bars and auto-apply them for the buyers. This gives them assurance about a minimum discount and makes the checkout process smooth. In case no discount is offered, then make the discount box less prominent and away from the checkout box. 

6. Show security symbols

Security concerns are one of the most common reasons for cart abandonment. Buyers want the surety that they can trust the site with their personal information.

To solve this issue, sellers can include security badges, certificates, trust seals, and reviews on their sites. Keeping this information up-front will help instill confidence amongst the consumers.

7. Convenient live chat option 

Shoppers may have issues and queries related to their purchase. If they don’t know who to contact and how to contact, they might leave. Replies through the mail and social media platforms may take a lot of time, which is likely to result in cart abandonment.

The solution to this problem is the Live chat option. With this feature, you can provide immediate reply and assistance to your customers. This type of fast customer service is essential for decreasing cart abandonment. 

8. Variety of payment options 

If buyers preferred mode of payment is not available, then they are most likely to leave their carts. According to a study by ComScore, this rate stands at 56%.  It is also important to know your customers’ persona as personal preferences usually vary.

So, provide the widest range of payment alternatives to avoid this problem. Some common methods are- Visa, MasterCard, American Express, PayPal, etc.

From popups to payment options, the aforementioned list offers you solutions that are relatively quick and easy to implement, to reduce your cart abandonment rates. These will help you tackle this problem effectively and increase your e-commerce revenue.

Kiran Patil

Kiran Patil is the founder and CEO of Growisto, an E-commerce marketing and technology company based out of Navi Mumbai. He has 16+ years of experience in e-commerce, phone commerce, and digital marketing. Growisto helps brands & private labels to grow their businesses on platforms such as Amazon and their own website. Kiran is an alumnus of IIT Bombay and has worked with companies like Evalueserve and Future group before starting his entrepreneurial venture. His personal interests include travelling, cycling, and trekking.

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