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Picture this. You’re browsing your favorite online store and find a few things you’d like. You add them to the cart as you browse further. However, when you proceed to the checkout page, you find that the items’ total cost is more than you’re willing to shell out. So, what do you do? Close the page and go scroll through your Instagram.
That, in a nutshell, is shopping cart abandonment. This is one of the most familiar problems online stores face. No matter how good your marketing is, if you can’t get visitors through checkout - the whole process fails. In the U.S alone, ecommerce business owners spend close to $2.5 billion on digital marketing, but only convert 2.7 percent of visitors.
So, how can you stop customers from abandoning carts? In this article, we explore this phenomenon and guide you through a strategy to earn more from your visitors. Starting out on Shopify? Get the Debutify theme to reel in more customers.
How Can You Reduce The Number Of Abandoned Carts?
As we said earlier, many uncleared carts do a lot of harm to your business. Despite all your best efforts, you can never get rid of it entirely.
Sometimes it’s caused by the way your store is set up. For example, sometimes, shoppers abandon carts because they’ve found better prices elsewhere. Alternatively, it could be that your shipping costs make the final price too high. Or, your checkout process might be too long and complicated, forcing them to give up buying entirely. Other times, it’s just out of your control.
The customer was just browsing with no intention to buy. In other words, if you open up an eCommerce store, cart abandonment comes with the territory. Here is an effective strategy to reduce it.
Put All Costs Front And Center
Well, not literally but something along those lines. Here’s what we mean. Ensure that shoppers see what it’ll cost them to buy an item and have it delivered. In other words, show the cost of the product as well as the shipping fees and taxes.
Customers hate it when they add items to their cart and proceed to checkout only to find that there are extra costs that you didn’t disclose earlier. What happens next? They abandon the cart and look for alternatives from your competitors. Be transparent about all possible fees.
Consequently, customers will add items to their carts, confident that they aren’t paying a cent more than you’ve displayed on the product pages. On the same note, it doesn’t hurt to offer free shipping. These kinds of offers are a great way to reduce shopping cart abandonment. After all, who doesn’t want free stuff?
Show That Your Brand Can Be Trusted
Trust is a significant factor in each and every online transaction. Before a potential buyer can fork over their hard-earned money, they need to know that you won’t just cut and run. Product and checkout pages are areas of your online store that can make or break your brand’s trustworthiness.
For example, many people don’t input their credit card information if they don’t trust you. What follows? Shopping cart abandonment. If they don’t see some form of accreditation or security logos, they might give your brand side-eye and abandon the cart. Security logos, you say? Yes, think along the lines of VeriSign Secured, Norton Secured, Verified By Visa, and MasterCard Secure Code.
Placing these badges on your checkout pages lets buyers know that their personal financial information is safe. They will be more willing to proceed to checkout and make the purchase. Debutify offers an add-on called "Trust badges" which essentially shows the logos from MasterCard, Visa, Paypal, etc. designed to increase transparency and raise buyer trust.
Enable Several Methods Of Payment
Take this, for instance, you have come across an online store that sells different kinds of shoes. You add different designs into your cart and proceed to checkout, excited that you’re going to receive them in a few days.
However, when it comes to payment, the site only has a few options. Your credit card provider isn’t listed. You have no choice but to abandon the cart and opt for another store.
You definitely don’t want your potential customers to have this same experience while shopping in your store. A great way of reducing abandoned checkouts is providing several payment options. List different credit and debit card providers.
Common ones include Visa, MasterCard, American Express, and Discover Card. Furthermore, other customers might want to pay through e-wallets like PayPal, Venmo, and Google Play. Make sure you cover your bases, ensuring that your customers pay and clear their carts.
Make Use Of Exit-Intent Pop-ups
What’s the best time to catch the attention of a potential customer who’s abandoning their cart? Just as they’re exiting your store. You can use trackers that can tell when the customer is exiting your site.
If you sense this, display an exit-intent pop-up. What do these do? Exit-intent pop-ups encourage prospective customers to go back and complete their purchase. The most effective way of convincing them? Offering a lucrative incentive.
Craft the pop-up with compelling copy and call-to-action. Additionally, offer a deal to the customer that hinges on them clearing their cart. For example, when the client is about to exit the checkout page, you can present a pop-up offering a discount if the customer returns and completes their purchase.
Plenty of customers would want to take up this deal. Result; that’s one cart cleared, several more to go. Create a compelling exit-intent pop-up in no time with one of Debutify’s one-click plug & play add-ons, no coding required.
These add-ons don't affect page load speed (like a typical Shopify app) and automatically match your theme style and settings. Download Debutify now!
Allow Non-Account Holders To Buy Items
A good number of people browsing your online store haven’t signed up and gotten an account with your brand. They most probably found your site via one of your various marketing methods. Now, for many online store owners, capturing leads comes only second to sales.
Leads are pieces of contact information about a client. Say, their email address. They are essential when you want to continue marketing your brand products to people who’ve already been to your site. Your goal doesn’t need to be getting more accounts. Don’t deny potential clients the opportunity to make a purchase because they don’t have an account.
Instead, allow them to clear their carts as guests. Many potential buyers abandon their carts because they’re prompted to register before buying. This is a hurdle they can easily avoid by opting for another online store.
Don’t give the buyer an excuse to exit your store without buying a product. Allow everyone to complete their purchase regardless of whether they have an account.
Make The Checkout Process Simple And Straightforward
Why go and complicate the easy checkout process by having the customer jump through several hoops as they try to buy your product?. 97 percent of online shoppers give up when the process becomes complicated.
If the potential buyer feels like they're having to do too much work, they’ll abandon their cart. Your competitors, with a more straightforward checkout process, will welcome the deserters with open arms.
Therefore, one way of reducing abandoned checkouts is by making sure that your checkout process is as simple and straightforward as possible. Customers will have a pleasant shopping experience and, consequently, clear their carts. Additionally, they can spread the word about your store, becoming advocates for your brand.
Send Cart Abandonment Emails
Sometimes you can’t stop a customer from exiting your site before they clear their cart. It’s time you used those leads you captured earlier when the buyer was browsing your site.
If you have the customer’s email address, you can send them a message inviting them to clear their cart. You can automate these kinds of emails, sending them as soon as the customer exits the site. If there isn’t any activity, you can send a follow-up email after some time.
This subsequent email can offer a discount if the customer clears their cart. This last bit is usually compelling enough to get the customer to log back on and check out their items.
What Do We Draw From This?
Shopping cart abandonment will set your online store back. Worse still, you can’t avoid it. However, you can reduce its impact.
In the above strategy to reduce abandoned carts, you can increase your sales and set your store on a more profitable path. Having special add-ons to help you simplify the checkout process and gain more trust from customers will reduce abandoned carts even further. Meaning - more money in your pocket.
Debutify bundles premium add-ons - to reduce abandoned carts/get more purchases - for free. Start getting more sales today. Download the Debutify theme now, completely free!
Written by Ricky Hayes
Ricky Hayes is the Co-Founder and Head of Marketing at Debutify - free Shopify theme, helping dropshippers build high-converting stores in minutes. He is a passionate entrepreneur running multiple businesses, marketing agencies and mentoring programs.
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