Did you know that the average cart abandonment rate across industries is as high as 69%?
One common concern for many online retailers is understanding the reasons for this and enabling a smoother user experience to avoid this. Fortunately, there are several things you can do to reduce the cart abandonment rate and increase conversions on your website or app. Here are some of the most important factors to consider:
1. Simplify and speed up your checkout
One of the biggest reasons for a high cart abandonment rate is a long checkout process. If customers have to fill out lengthy fields and forms, they may abandon their carts. Instead, enable autofill for basic information and store data for your returning customers on your website. This way, they can reduce the time and number of steps needed to purchase a product from your website.
2. Build trust in your customers
Another significant factor for a high cart abandonment rate is a lack of trust. Many shoppers are reluctant to share their personal and financial data with websites, especially since even well-known, big-name retailers are frequently hacked. In such a case, how can brands build trust in customers? One way is to provide a wide range of payment options for customers to choose from. This way, they can choose a method they are most comfortable with, increasing their trust in your website/app. Another way is to prominently display safety certifications on your website and explain the measures taken to protect their information.
3. Use psychology in UX
People always want what they can’t have. The fear of missing out, or FOMO is a powerful emotion that drives a lot of us to make purchase decisions. For example, wouldn’t you be more likely to buy your favorite outfit if you knew that there were only 3 pieces left, and 2000 others had it in their cart? On your e-commerce website, you can leverage this effect by highlighting limited-time offers, or showcasing items that are selling out fast to create a sense of urgency for shoppers to make a purchase.
4. Optimize for mobile
We spoke about the average cart abandonment rate across industries earlier – but did you know that the average cart abandonment rate for mobile users can be as high as 85%?
There could be a number of reasons for this.
- Most websites are not optimized for mobile devices.
- Slow-loading apps and websites that result in user frustration.
- Website/app copy that is too large for mobile devices and causes users to lose interest.
How can you create a mobile-friendly experience for users?
- Optimize your existing website to adapt to mobile browsers.
- Use compressed images and keep track of your page load time to ensure fast loading times.
- Use minimal text or ensure that your text is resized for mobile devices.
5. Allow guest checkout
Many customers, especially those who only want to make a one-time purchase or those who are first-time visitors to your site, often do not want to create an account to make a purchase. In fact, forcing them to create an account can result in them abandoning their purchase. To prevent this, it is important to have a guest checkout option available to cater to all kinds of customers – and not just to those who have an account on your website or app.
Enabling guest checkout will also make the process faster and more seamless, resulting in returning users. This is not to say that you shouldn't ask them to create an account on your website. Instead, if you ask them to create an account at the end of a smooth guest checkout process, you might actually be able to convince them to sign up!
6. Make your pricing transparent
How many times have you eagerly added an item to cart only to be shocked by the actual price at checkout?
Taxes, fees, and shipping costs are often hidden by websites in order to encourage users to add items to their cart, but it often backfires. Users can feel cheated and disappointed by the sudden surge in prices and abandon their cart.
To avoid this, show any fees and taxes upfront - preferably on the product page itself. For shipping costs, you can either have a separate page that specifies different shipping rates (based on cart size or region) or mention it on the product page if you have a flat shipping rate. By doing this, you can increase transparency and help users make informed decisions.
7. Use a live chat
Shoppers often abandon carts due to a lack of available information. However, shoppers miss information even if it is easily accessible on the website. In such cases, using a live chat can help them clarify any doubts they have about their purchase immediately so that they don’t drop off. It is also important to remember that there is no guarantee that users will complete their purchase if they have to search for information or email customer service. By using a live chat with the right prompts or CTAs, you can build trust with your users and see you as a brand that has their best interests at heart.
8. Indicate shopping progress
One of the most effective ways to reduce cart abandonment rates is to make the checkout as simple and straightforward as possible. One way to do this is by indicating shopping progress. The checkout process typically includes several stages, including entering the address, confirming the shipping details, confirming the payment process, and then reviewing and placing the order. By using a visual progress indicator, shoppers know where they are in the checkout process. This helps them understand how much longer they need to complete the checkout process, reducing the likelihood of them dropping off.
9. Use exit-intent popups
Sometimes, customers can abandon their shopping carts despite your best efforts, but there’s a way you can bring them back – well, SOME of them at least.
You can use popups when your customers leave the shopping cart for too long, or if they close the webpage without making the purchase. Remember, this has to be compelling – so offer them discounts, freebies or specialized offers to get them back to the cart. You can also offer them a code they can use even with guest checkout to make the process easier for them.
In conclusion, reducing cart abandonment rates is crucial for the success of any online business. By implementing strategies such as simplifying the checkout process, making pricing transparent, indicating shopping progress, using exit-intent popups, and listening to user feedback through focus groups or usability testing, you can make the checkout process smoother and improve the overall customer experience. By prioritizing user satisfaction and making the necessary improvements to your online store, you can increase conversion rates and drive more sales.