How to Reduce Shopping Cart Abandonment

As an online retailer, I’m sure you understand the pain that shopping cart abandonment inflicts on small and large businesses alike. But it’s only when you appreciate the scale of cart abandonment, you can see how critical it is to reduce.

For example, if your site brings in 125,000 visitors per month and your average order value is £100, and your sale conversion rate is 0.92%. If you were to increase your conversion rate by a petite 0.5%, you would add an extra £62,500 of revenue every month. Add that up across a 12-month period and you’re looking at an extra £690,000 every year. Now that I’ve got your attention, let me share a few ways in which you can easily reduce your own shopping cart abandonment…

1) Reduce Checkout Fears

It’s extremely important to ensure that you’re doing everything possible to help reduce your user’s checkout fears. For example, did you know that 66% of all internet users are worried about others accessing their personal details and 50% of e-commerce customers are worried about being conned by companies online? With users having such concerns while buying online, it’s critical that you address their internal dialog during those final moments before checkout:

  • “Why do you need my phone number?” – Is it required for shipping-related questions? If so, tell them.
  • “Can I trust you with my credit card number?” – Ensure your checkout is HTTPS secure and provide additional information about any protection that you offer, including trust logos.
  • “Is my information secure with you?” – Consider adding live chat integration to your checkout process to allow hesitant prospects the ability to ask a real person the questions that would prevent them from buying.

2) Build Trust and Credibility During Checkout

One way in which you can build trust and credibility during the checkout process is by reducing the confusion around delivery options. For example, instead of saying:

  • Standard Delivery: £3.99
  • Premium Delivery: £4.99
  • Express Delivery: £5.99

Consider informing the user when they can expect to receive their order, for example:

  • Standard Delivery: £3.99 (Delivery is Monday to Sunday. Delivered within 2-3 working days.)
  • Next Day Delivery: £4.99 (Order before 5PM for a next day delivery, 7 days per week.)

Other trust factors to think about include:

  • Professional branding
  • Intuitive navigation
  • Prototypical design
  • Easy to locate contact information
  • Clear shipping policies
  • Testimonials and Reviews
  • Fast load times
  • Recognisable brands

3) Ask for Help

The world of conversion rate optimisation can be a confusing place, so if you haven’t got the time or the patience to work on reducing your own shopping cart abandonment, but you want to benefit from its rewards, you can always reach out to experts such as ourselves. In addition to Google Shopping Ads management, we also offer our clients conversion rate optimisation with the goal of reducing their shopping cart abandonment! Get in touch if you would like to find out more.

Article Inspiration: Shopify Blog

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Kevin is the founder of Your Digital Marketer and while he’s not working on client’s PPC campaigns he spends his time communicating with clients on a one-to-one basis to ensure that each client understands what their company can do to further improve their online presence.