What if shopping cart abandonment in eCommerce was the same in the real world?
You fill up your cart with all you need at your local store, make it to the checkout, and all of a sudden, you are distracted by a cat playing with a cotton ball in aisle 6.
You immediately forget about whatever it was you were buying, watch the kitten for a bit and walk out of the store.
This scenario is the most unlikely thing to happen but shopping cart abandonment is one of the most important problems for eCommerce business owners to overcome.
Even if they have the best website, some customers will abandon shopping carts right before its payment time.
However, overcoming this problem isn’t impossible; you can do plenty of things to combat shopping cart abandonment.
How To Overcome eCommerce Shopping Cart Abandonment
Building Trust Starts With Transaction Forms
Many online business owners consider the payment form as just another formality. You have already loaded up your card; why would you mind filling out a long form before you checkout. Truth is, your transaction forms are important tools to build and maintain trust.
On the payment webpage, you are asking your potential customers for their personal details, including credit card numbers and many of them would be naturally hesitant to give all that out even if your store is established.
To come off as trustworthy, highlight all security logos and encryptions your website uses. Use some of the most recognizable security services like Norton and make sure it is prominent across the page.
Use Progress Indicators
You know when you are in line at Target, and the cashier asks if you have a reward card. No? What are your contact details? You give them. Would you also like to check this out? Annoying, right? Why lengthen your checkout? In online environments, this can be avoided by using progress bars.
Place it somewhere prominent on top and make sure it lets customers know where they are in the checkout process.
By doing this, you essentially keep your customers informed on what follows next, cutting down the fear that purchasing from you is going to take more time than they think. Also, a progress bar should have the least number of points to make the checkout process seem even shorter.
Use Strong Call To Actions On Every Page
Many ecommerce business owners also fail to include call to actions across their web pages. The idea behind this is that when customers have added products to their shopping carts, they no longer need any motivation to buy it—a major flaw in most marketers’ approach.
While using clear and strong CTAs on the checkout page are absolutely necessary, they are as important on other web pages.
Also, make sure your CTAs don’t include vague words like ‘continue’ which often make it unclear for customers what is expected of them. If you are maintaining friendly language in some CTAs, maintain consistency across all of them. Just remember to keep the pressure to proceed to the next step!
Are you doing all of these things? If not, shopping cart abandonment would soon become a major concern.
Guaranteeing that customers will get their orders on time is another powerful strategy you can implement.
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