Abandoned Shopping Carts Got You Down?
It’s been two and a half decades since the first encrypted online purchase kicked off the era of e-commerce in earnest, and what began as a novelty has become a cornerstone of the digital economy and a crucial investment for brands of all sizes.
But even as online retailers put up robust numbers year after year, brands are still bedeviled by the specter of cart abandonment – with one study suggesting that over three-quarters of users will leave a website without ever completing a purchase.
There’s good news, though. With cart abandonment such a vexing and persistent issue, there have been great efforts in recent years to determine why it happens, and help brands deal with it.
So, let’s look at a few of the top reasons for cart abandonment, and some strategies to help you close the deal…
Hidden Costs and Opaque Policies
Honest and open communication is key to e-commerce success. Surveys indicate that a lack of transparency contributes to cart abandonment, with higher-than-expected shipping costs and murky return policies ranking high among customer concerns. So, reduce sticker shock by making it easier for people to see the total cost of their order up-front, and be sure to provide full details on returns and any other important store policies.
Having to Create a User Account
User accounts provide distinct benefits to the customer – for instance, the ability to view details of previous orders, or save payment information for future orders. But don’t forget, people shop online because it’s convenient, and requiring new customers to create an account before making a purchase can be a big-time inconvenience. The solution? Offer guest checkout, with an option to create an account after the customer has placed their first order.
Concerns About Payment Security
With big data breaches making headlines all too often, data security has become an issue of high priority among consumers. Having a secure website backed by a valid SSL certificate is an absolute must – and don’t be shy about displaying the corresponding trust seal on your site. Other ways to demonstrate that you take security seriously are to publish a clearly worded security policy and ensure that all your contact information is easy to find.
Checkout Takes Too Long
Excessive forms and cumbersome navigation can confuse and frustrate your customers, leading to cart abandonment. So, make sure your site’s navigation is as streamlined as possible, and simplify any forms by asking only for information that’s truly needed. Simplifying forms in this manner can also help to assuage any lingering concerns about security – after all, if you’re asking for unnecessary or irrelevant information, people may naturally wonder what you plan to do with it.
Looking to get the most out of your brand’s investment in e-commerce? Rosie’s Creative can help. Our detail-oriented, results-focused approach to web design and digital marketing can help you tackle cart abandonment and boost sales. Your first consultation with us is always free.