What is Cart Abandonment?
Cart Abandonment in E-commerce is defined as process of sudden dismissal of a customer during the purchase process
As per surveys the current cart abandonment rate is 76.6%.
Most of the shoppers abandon online shopping easily due to anonymity, but they are very less like to do it in a brick and mortar shop.
Common Reasons of Cart Abandonment:
Tedious or complicated checkout process: Most of the customers abandon the cart in middle due to long and tedious check out process. If you keep a progress tab and keep the steps minimal there is high possibility of shopping completion
Forced account creation: A lot of businesses doesn’t not allow shopping without an account creation or registration process. This is normally done to collect information and promote email marketing but ends up losing one potential customer
Hidden costs: Most expected reason the customers abandon carts is the tax, shipping and other unexpected charges. They do understand that there will be charges but what effects them badly are hidden charges. The best way to handle this is to keep the transparency maintained form the beginning
Security concerns: If a new customers is buying from you for the first time, he will have his own inhibitions. If he gets a long form for filling his personal details, he might feel insecure in sharing the details. Try creating a form which is simple and asks for bare minimum details
What can you do to prevent them from going?
Exit int pop ups or Woo Financing: This is a very interesting strategy which can maximise the chances of conversion. It is an extension that can be installed on any of your page including shopping cart and check out pages. It detects when a customer is about to leave and encourages customers to continue with the shopping by giving interesting offers
Eliminate surprise costs: Most of the times, customers abandon their cart at the last page where the additional price is shown. In order to solve this, it’s a great idea to reflect and addition charge in the initial steps itself. The tricky part is to reflect variable costs. To solve this you can add a calculator to your page which can calculate the estimated shipping cost of the product
Enable guest check out: You should not force the customer to create their account before shopping. This can actually appear and be more time consuming during which the customer might lose focus. It causes the customers to bounce out most of the time. Asking for customer details and confirming email and returning to the shopping process is too much to ask from a customer who has another shopping option where he won’t need to do the same
Transparent and user friendly check out process: Showing a bar of progress when customers are shopping allows them to be certain about the number of steps involved. Try including as few steps as possible. If they keep on giving you details and are not even sure of what to expect, you will ultimately lose the customer. In short, enable guest check outs on your platform to allow customers to complete the shopping without changing their mind.
We hope that you found this article helpful. If you focus on these basic steps, you will definitely optimise your sales rate and reduce the cart abandonment rate.