Ecommerce has quickly become one of the most competitive fields in the digital realm, which only exacerbates the problem of cart abandonment. Given the fact that the “every customer matters” mindset prevails throughout the industry, Ecommerce stores are fighting tooth and nail to retain existing customers, attract new ones without going broke, and most importantly, inspire potential ones to come back and finish a purchase. Now, cart abandonment might be inevitable, but that doesn’t mean that there aren’t plenty of things you can do to minimize it and turn it around.
Whether it’s through email reminders or special discounts, it is imperative that you try to minimize your cart abandonment rate over time in order to retain a competitive advantage and minimize the amount of financial resources you spend on costly customer acquisition. Here are the most effective ways to achieve this.
Calculate all costs as soon as possible
One of the primary reasons why potential shoppers abandon their carts at the last moment is hidden costs. Now, you might not be hiding any costs per se, but you might be inadvertently driving people away by delaying the tally-up. Modern shoppers want to know the exact costs of their items, as well as the shipping fees as soon as possible, because unexpected shipping fees are among the prevailing reasons for shopping cart abandonment.
With that in mind, it’s imperative that you disclose the full cost of their purchase as soon as you can. You can provide a shipping cost chart next to every product page to make it easy to view shipping costs and options, for example. Another excellent solution would be to integrate the shipping fee into the product price and offer free shipping – this will change the perception of the value of the product and inspire the customer to finish the purchase.
Collect basic information to avoid sign-up prompts
Nowadays, customers want simplicity and a seamless shopping experience. Sign-up and log-in prompts break that experience and put hurdles on the road to the checkout page – hurdles that many customers won’t want to overcome just so they can buy the product. Instead, they will just go to a website that allows them shop around without having to fill out extensive forms.
The fact that your potential customers don’t want to be bothered with sign-up or log-in forms doesn’t mean that they aren’t willing to finish their purchase or that they don’t want to come back to your store, it just means that they want to get it over with as quickly as possible. All of this ties into the dreaded customer effort rate, and the fact that you need to minimize customer effort as much as possible to prevent them from abandoning their carts. So, stick to short forms, ask for basic information only, and let them finish their purchase.
Simplify the entire shopping journey
Marketers and inexperienced developers like to say that the most important thing you need to do is to simplify the checkout process. They’re not wrong, a streamlined checkout page will help you convert potential customers, but long-term Ecommerce growth is far more complex than that. If you want to minimize cart abandonment as much as possible, you will need to simplify the entire shopping journey on your website.
This is why experienced developers and designers nowadays focus on comprehensive Ecommerce web development that emphasizes simplicity, transparency, and performance from the moment a visitor lands on your landing page, to the moment they choose their preferred shipping method. All of the design elements need to work together to boost UX and CX across the board, and provide an intuitive shopping experience that will guide the visitor through the process. Remember, the key is to guide the shopper on this journey, in order to influence their decision-making process and inspire them to finish the purchase.
Provide price-matching and other guarantees
And speaking of inspiration, nothing is quite as powerful as a concrete proof of the value of your products. Providing proof to your customers that their decision to buy from your store is the right one is one of the best ways to prevent them from hopping over to another site, even if its just to compare prices. No, there’s no need to compare the prices because you already have the price-comparison chart on your site.
This type of minutiae on our website is what creates your brand identity and boosts its reputation and trust in such a competitive marketplace. By providing price comparisons and other guarantees, you are effectively providing the answer to all of the questions your customers might have, thus preventing them from searching for those answers on your competitors’ websites.
Emphasize payment security throughout
And finally, another major reason why people decide to abandon their carts is because they don’t trust in your ability to keep their personal and private information safe on your servers, or that your payment processes are secure enough to ensure complete financial safety in the online world. Nowadays, everyone knows that there are many people who are actively trying to breach Ecommerce firewalls in order to extract credit card information and other payment data so that they can sell them to the highest bidder – so the customers are not taking any chances.
If you want your customers to trust you enough to complete the purchase, you will need to ensure them that their payment information is protected and encrypted with the latest software, and that there is zero chance that it could leak out into the public. Be sure to display cybersecurity and payment safety badges throughout your store to encourage your customers to follow through with the purchase.
Cart abandonment is a serious issue in the modern Ecommerce world, as the sheer number of shopping options currently available on a global scale makes it easy for customers to find better deals and abandon the shopping process midway. Be sure to use these tips to minimize your cart abandonment rate and retain your competitive advantage in the long term.