We don’t fill our baskets with items, only to walk out of the shop without buying them – so why do we do it online?
Finding out the reasons for aborted transactions and what can be done to prevent them is vital to any online business.
And having read the recent Econsultancy Digital Marketing stats blog post which states that the rate of abandoned carts has increased by a staggering 15% in 5 years, along with our own Black Friday experiences, we’ve been inspired to share our own thoughts and opinions on how you can reduce the number of abandoned carts on your ecommerce website.
So here’s our advice when it comes to combating this most annoying of shopping habits when people visit your Magento ecommerce site.
1. Discount codes
Ensure that if you utilise discount codes, they are available on site, or in the emails you send them or in your social content.
Don’t make people leave their basket to go and find a discount code. They probably won’t return, and will buy from a competitor instead.
Adidas ecommerce site making it easy for visitors to see the discount code on Black Friday
2. Prominent basket / cart
Make sure that the basket / cart is highly prominent.
When there are products in the basket / cart, it’s the most important element on the page. It needs to stand out from the rest of the navigation, otherwise your potential customers may not see or remember that they’ve added something to the cart.
3. Provide reassurance
The Marks and Spencer checkout combines reassurance, product information and delivery details
People look for more than just the lowest price or stock availability when choosing what to buy, and who to buy from.
You need to provide plenty of reassurance by highlighting your delivery and returns information, contact details, your About Us page, that your value their security and privacy, even setting up live chat.
This is likely to convince visitors who are new to your site, brand or products that you are genuine and trustworthy, and make them more likely to buy from you.
Your Analytics and ecommerce site management system will provide you with a wealth of information that you can use, such as:
- How visitors find your site
- Which pages they view
- What devices they use
- How long they spend on your site
- What percentage of visitors become customers
Knowing this information can help you provide a better range of products, better customer service, and better information to your visitors.
5. Live Chat
Encourage visitors to ask questions about products or delivery
Having a live chat function can encourage visitors to ask questions about products or delivery, and so are likely to help generate more sales and revenue.
Some live chat services allow you to see which pages the visitor has looked at, so you can already have a good idea of what they are looking for, and any questions they might have which are stopping them from purchasing.
Everybody knows that more and more people are using their phones to access the web and buy things. Yet some online shops do not provide a suitable mobile experience.
Another thing to remember is that almost ¾ (73%) of emails are opened on phones.
We’ve talked before about common mobile mistakes, so if you’re investing time and resources on data capture, content creation and offers for your subscribers, you need to make sure that visitors can see your site properly, and buy from you.
Testimonials on product pages, and the checkout itself can be really effective to encourage visitors to buy from you.
Imagine having a glowing recommendation from a happy customer greeting everyone who visits the checkout page.
Why not incentivise your customers to leave reviews so you can sprinkle them liberally around the site?
8. Distraction free checkout
Keep shoppers focused in order to complete the purchase
It’s essential to remember that your priority must be to get people to buy once they get to the checkout page.
You’ll want to check to see whether suggesting other items does generate more sales and increase the average order value, or whether it encourages people to look round the site, and forget to buy from you.
Removing the navigation can also be extremely effective at keeping shoppers focused on completing their purchase.
9. Simplified checkout
Spending the time to get the checkout right will pay dividends. Whatever you can do to make it quicker, and easier will be appreciated by your customers.
- Atocompleting addresses
- Accepting PayPal
- Reducing the number of delivery options
This will make the process easier, and turn more visitors into customers.
Thinking like a first time, and returning customer, and and using your business experience, to test your website will invaluable in helping you to improve your checkout, and your site in general.
Rather than make life quicker, simpler and easier for you, you need to make things easier for your customers, otherwise they’ll abandon their basket and go elsewhere.
Another important thing to remember is to use your common sense. What works in a traditional retail environment can also work online too.