When you shop online, you don’t have the physical product in front of you. You rely on the product information available on the site to make the purchase decision. From images, product dimensions, delivery options, availability, price, and reviews, buyers evaluate options based on product information displayed on the site. Any discrepancy here can lead to a mismatch in expectations and ultimately contribute to churn or cart abandonment.
Top Reasons for Cart Abandonment
Incomplete or inaccurate product information, price variance at checkout, payment errors, discount code failures, response delays, and unexpected usability issues can negatively impact the online shopping experience and lead to cart abandonment.
Some of the main reasons for cart abandonment include:
- Unexpected costs like shipping during checkout
- Lack of option to pay as a guest without creating an account
- Complex and confusing checkout process
- slow delivery times
- Security concerns when using a credit card
- website glitches
- Unsatisfactory return policies
10 ways to reduce shopping cart abandonment
almost 70% of online shoppers abandon their carts. By improving payment rates, the e-commerce industry can recoup up to $260 billion. Here are some ways brands can reduce shopping cart abandonment.
1. Automate workflows and resolution messages
Online shoppers don’t have a store owner or manager to help them in case something goes wrong. Any problem, especially when it comes to payment gateways, such as a delay in receiving notifications or errors in authentication, can lead to customer dissatisfaction. Getting a quick response and timely support is crucial to protecting customer trust in an eCommerce brand.
Artificial intelligence algorithms and machine learning make it possible to monitor billions of rapidly changing metrics in real time and quickly identify the root cause of issues like pricing errors or faulty coupon codes. With faster and more accurate information about problem areas, you can automate your resolution workflow to quickly send alert messages and fix problems to reduce shopping cart abandonment.
2. Be transparent with charges
Show all costs, including additional charges and shipping charges, on the product page. By being upfront about your total charges, you can set the right price expectation for your users early on to prevent cart abandonment.
3. Provide guest payment option
Provide the guest checkout option without the lengthy steps of account creation to make it easier for new visitors to place an order on your website.
4. Show a progress indicator
You can also simplify the checkout process with a simple, easy-to-understand progress indicator that will let users know if their orders are being fulfilled.
5. Offer fast delivery options
Delivery times are important, especially during the holiday season when people give gifts to their colleagues and family. One way to avoid disappointing buyers is to be clear and transparent about your estimated delivery time. In addition, you can also provide an expedited delivery option at an additional cost. Often people are willing to pay additional charges for faster delivery than waiting weeks for products to arrive.
6. Offer extensive payment options
Offer multiple payment options to users on your eCommerce site. Plus, you can build trust and credibility with security logos, trust badges, and transaction forms for checkout pages. 75% of customers do not complete a purchase if you do not recognize the trusted logos. Be sure to show the website trust badges on your site.
7. Monitor the conversion path of users
With autonomous anomaly detection, businesses can monitor the conversion path taken by users in real time to detect and remedy hidden obstacles that lead to cart abandonment in the first place. By monitoring the conversion path, you can spot hidden roadblocks and gain insight into customer pain points to make the entire navigation and checkout process smoother.
8. Fix website errors
Augmented analytics also allows you to monitor your eCommerce application in real time to detect and remedy website issues, such as slow-loading pages that will deter online shoppers.
9. Keep your return policy simple
Create a flexible and simple return and refund policy that inspires confidence. Provide clear information on warranty, return, and refund policies so users can easily know what to do next if they’re not satisfied with their purchase.
10. Win back cart abandoners with remarketing campaigns
You can redirect cart abandoners with display ads and personalized email campaigns to bring them back to the product page. These campaigns can include updates on new stock availability and price drops to spark shopper interest and encourage them to make a purchase on your website.
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