It can be difficult to get potential customers to find your products online, but after they have, how do you reduce cart abandonment?

What exactly is cart abandonment?

Cart abandonment is when a user starts making a purchase online, for example, adding a product to a basket but then doesn’t complete that process.

According to 2019 data, the average global cart abandonment rate is just over 69%. That’s a larce percentage of people who added a product to a basket and then never completed the process.

You can check your own cart abandonment rate by using Google Analytics and comparing your relevant page view vs your online sales, though the chances are the statistic is high.

If you generate sales online, the fact is, you’re losing sales due to cart abandonment – however, there are marketing techniques you can apply to reduce this rate and increase your online conversions and sales. First, though, we need to understand why users aren’t completing the process.

Why does cart abandonment happen?

There can be many reasons why potential customers add products to a basket and then never checkout. A major study revealed that over half the users claimed they were ‘not ready to buy’. However, there are other reasons, including:

- Shipping costs are too high or unexpected- Checkout processes are not streamlined- Not enough payment options- Other hidden fees such as import fees

8 ways to reduce your cart abandonment rate:

1. Evaluate your checkout process

Is your checking process streamlined? Do customers need to fill in their complete address, or do you implement a postcode lookup feature?

Do you offer customers the ability to check out using a one-page checkout process? We’ve seen some sites having a 7-page checkout process!

Do you allow customers to check out without forcing them to register for an account?

If you have a lot of details to collect upon checkout, consider consolidating your multi-step checkout into a single page using tabs to reveal checkout fields.

2. Offer more payment gateways

PayPal, for example, has over 300 active million users worldwide. A 2018 study revealed that eCommerce websites with the PayPal gateway converted at 88.7% compared to 48.7% for other payment methods.

While credit and debit cards are the most common methods of payments online, if a customer is unaware of your brand, they may decide that they do not want to complete their purchase if you don’t offer the correct payment gateways.

You could also consider adding Klarna as a payment gateway. Klarna adds extra payment options, including buy now, pay later with no interest, promoting online sales.

3. Identify drop-offs with user flow in GA

Hopefully, you’re using Google Analytics to monitor and measure your traffic flow. It’s a free tool, so we’re going to assume you are.

One of the great insights that GA provides is being able to track your user flow. Using this data, you’ll be able to identify drop-offs and flag any potential bottlenecks in the checkout process.

4. Implement abandoned cart reminder and incentive emails

You’ve seen it before. You have added stuff to a basket on a well-known eCommerce site, but you’ve not checkout out. In the coming days, you’ve received either reminder emails ‘Hey, you’ve left items in your basket’ and/or incentive emails ‘Exclusive discount code if you come back….’

It’s a strategy employed by small and large businesses alike and is one of the best ways of reducing your abandoned cart rate.

If you’re using a custom CMS on the other hand – you’ll need to investigate options with your development team.

If you’re using an open-source content management system for your business website, implementing this type of feature is not difficult to do.

We recommend that you don’t use pushy sales tactics when implementing this strategy and use the below as a guide (which is what we set up for clients).

1. After 24hrs send a friendly reminder that products have been left in the cart. Normally this would be done with a button that re-adds those products in one click.

2. After an additional 24hrs, send a unique discount code that can only be used once by the holder of that email address (to prevent discount abuse)

If your marketing budgets allow, after a week – send a personalised marketing pack to their home address. You may have experienced this yourself from some of the big high street brands when shopping on their website.

5. Use marketing to target users who have visited your site

Have you ever been on a website, looked at a product and then seen adverts for that product afterwards on other websites and social networking sites? That’s remarketing advertising.

Remarketing can be used to target users who have already visited your website but didn’t complete a purchase. One popular way is to use Facebook remarketing. A Facebook tracking pixel is placed on your website which stores user data as they browse your site.

You can then use this data to create a Facebook campaign targeting customised audiences such as users who visited your website but didn’t make a purchase.

6. Make your navigation simple

The more clicks a potential customer has to make on your website to purchase a product, the more likely they’re going to abandon their purchase.

A comprehensive study in 2018 showed that 25% of users who abandoned their carts was due to a long-winded navigation process. Ideally, users should be able to find what they are looking for within 3 clicks. So make sure your website’s navigation is clean, intuitive and straight to the point.

7. Speed up your website

One of the biggest reasons for bounce rates is the loading speed of your website. Make sure your website loads fast and if not, implement some performance optimisations. We’ve written before about how to speed up your website so make sure to have a browse through our blog for tips and tricks on how to achieve blazingly fast website loading speeds.

8. It’s all about trust

Customers need to trust that their details are kept secure, especially when it comes to user and payment information. Therefore, you’ll want to make sure that users have every reason to trust that your website is secure in the form of an SSL certificate.

When you visit a website, the address either starts with https:// or https:// - If the address starts with https:// then it’s secure. Data sent over the browser is encrypted. If the address starts with https:// then your data is at risk of being intercepted when travelling from the browser to the server where the website resides.

Most website hosting companies offer free SSL certificates, and you should ensure that your business website has one implemented on all pages.

Security is so important that having a secure site is a ranking signal from Google, so you’ll get a slight search engine visibility boost by having one correctly setup.

Closing Notes

If you need any assistance with your digital marketing strategy and are looking to connect more customers to your brand, why not get in touch with us. We help businesses increase their online visibility, conversions and sales in the digital space.