It can be difficult enough to get people to find your products online, but once they do, how do you reduce cart abandonment?
What exactly is cart abandonment?
Cart abandonment is defined as a user who starts the process of making an online purchase, for example adding a product to a basket but then doesn’t complete the process.
According to 2019 data, the average global cart abandonment rate is just over 69%. That’s a high number 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 a multitude of reasons why potential customers add products to a basket and then never check out. A major study carried out revealed that over half the users claimed they were simply ‘not ready to buy’. However, there are other reasons including:
- Shipping costs are too high or unexpected
- Checkout processes are not streamlined enough
- 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 whole 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 with registering for an account?
These can be the differences between a higher conversion rate and very low online sales. Put yourself in your customer’s shoes and evaluate if you would be happy to check out using your own checkout process.
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
Whilst credit and debit cards are widely used, if a customer is unaware of your brand, they may be inclined to not complete their checkout if you don’t offer the right 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. Note: a conversion, in this case, is calculated as a user who is asked to select a payment method.
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 Google provides is the ability to identify your user flow. Doing so, you’re able to see how users interact with your website and where/how they drop off the website.
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’ve 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 an open-source content management system for your business website, implementing this type of feature is not difficult to do. If you’re using a custom CMS on the other hand – you’ll need to investigate options with your development team.
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)
- 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.
- 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 allows, 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 remarketing to target users who have visited your site
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 http://
If the address starts with https:// then it’s secure. Data sent over the browser is encrypted. If the address starts with http:// 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.
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.
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