Conversion Rate Optimization

12 jaw-dropping ideas to lower your cart abandonment rate

cart abandonment rate
Yes, the cart-abandonment is really a pain in the neck. You buy traffic, you fill your stock with great products, you cut down the costs, you add phone assistance, but your visitors are getting with products in your cart, but still are not finalizing.
Be patient for 4 more minutes, I’m going to give you some fast-applying ideas to lower your cart-abandonment rate, tested on millions of visitors.based on 7 years of working in online marketing.
The visitors that got to the cart-page are the most important you have, because they’ve got the closest possible to buy from you. The average abandonment rate is around 70% (the numbers may vary depending of the vertical we’re talking about).
If you’re reading this, it’s a sure sign that your focus is on making adjustments. Your e-commerce site is becoming more mature: it is time to get into details. This mainly means optimizing the shopping cart and making the best efforts to retain customers and to get them to finalize the purchase.

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1.    Analyze the abandonment rate. This is the prerequisite of any optimization activity. You can use analytics software to track visits and interactions with the site and see exactly what pages of the purchasing cycle have the highest abandonment rate; which products have the highest abandonment rate; or which type of visitors are most likely to abandon the shopping cart. After drawing the conclusions you can start improving the shopping cart. Besides that, you can simply ask them why are they leaving your website, by triggering surveys to the visitors which are on the cart and trying to navigate-away (yes, you can do this with our magic tool). In this manner, you don’t buzz the ones which are buying, but just the ones which are trying to leave the website.

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2.    Create an easily manageable cart. Users need to be able to make simple changes without having to leave the cart and restart the search on site. More than that, test rather you need a one-step cart or two-steps. You can find out really fast what is the best performing cart-page for your visitors through A/B Testing. The shopping cart should contain options like changing the number of products, deleting products, exporting list of products.

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3.    Ask only for necessary information. This is not the time to make a full profile of the customers or to offer alternatives such as like your Facebook page, etc.  It’s in everybody’s best interest to keep the process simple. In addition, try to allow visitors the option to buy without the need to make a new account. That speeds up the process for the ones that are in a hurry. You can convince them later in the email confirmation or in the post-sale satisfaction e-mail (hope you’re using it to track your customer satisfaction index).

4.    Make cart easily accessible. The shopping cart should always be visible on site. Throughout the search of products, the shopper should be able to verify if the products have been added to the cart, how many products there are and the total cost. All of this without having to leave the page he’s on. Be aware that trying to make him buy more (by not redirecting him in the cart-page after he adds a product) you can make him leave the site.

5.    Make the process simple and logical. Do one thing at a time; don’t mix delivery information with payment options. A good way to do so would be by having separate steps and by describing in advance these steps through a process bar. You can also give him a clue about how long is going to take (1 minute left). Here you can even test the addition of motivational message: “You’re almost there, only 2 more steps and you’ll get a brand new {PRODUCT NAME}”

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6.    Give good descriptions and images of the products. Some products have tricky names, so it would be better to be accompanied with big pictures (or with pictures with a zoom option) and with product descriptions. As a result, the customer will always know what he is going to buy and you don’t risk that he navigates to Google to find out more about the product, ending up in your competitor’s hands.

7.    Keep payment and delivery flexible. Not all customers have a paypal account, and not all clients can wait one week to receive the products. Give them as multiple payment and delivery choices as you can. Re-assure about your return policy and use the Visa / Mastercard/ Paypal logos, to gain more trust.

8.    Eliminate all technical problems. Receiving an error while completing the buying, can be very deceiving. The checkout process should be a priority on the technical and programming list. You can see how your cart-page is doing on every browser in Google Analytics. For example, create segments for the main 3 browsers (Mozilla, Chrome & Internet Explorer) and see how those are performing, which are the difference between them regarding: time on site, bounce rate, abandonment rate. If the differences are big, you shoul go further and analyze if there are some bugs over there.

9.    Total cost must be always visible. Price is a very sensitive issue. Make very visible how the final cost is obtained, how the promotions influence the price (if there were any promotions or coupons). Be sure that your visitors don’t get a higher price on the cart than in your product page, because of his location and extra-delivery charge, or any othe reason.

10.    Use the right language – not necessarily the common commercial language. It’s all about your products. If you are selling toys, adjust your tone to the parents. If you are selling funny stuff, gifts, and anything, use creative headlines. If you are selling more sensitive products, like jewels or higher priced products, is not the best time to be too creative or funny, it’s time to build confidence. Anyway, you can use A/B test different approaches for different kind of visitors. For example, for your new visitors, use something to make them trust you. With Omniconvert, you can test different cart-pages for new visitors, and different pages for returning customers.

11.    Don’t let them leave without giving something back to you.  With on-exit interactions, you can trigger a pop-up to them, before leaving your website. This is an important moment, when you can use the magic of our technology to:
– Get them to subscribe to your newsletter
– Offer them a voucher or discount code to use for that product
– Help you by completing a survey to get valuable information about their reasons to leave/visit your website.
– Get them to do whatever specific action you want and helps you benefit from their presence on your website somehow: after-all, they’ve used your servers and you’ve paid for their presence, right?

12.    Social Proof.  Let’s assume you have loads of pre-existing customers and testimonials from them. So, use them in the most important moment. The closing sale moment. With Omniconvert, you can display testimonials that matches exactly the city the visitor is from. You can introduce them in your existing content or you can trigger footer banners or pop-ups (not recommended on the cart-page). More than that, you can test this feature only on new visitors, so that you don’t risk anything.

Ready to act?

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