Photo by NordWood Themes on Unsplash

Shopping cart abandonment is one of the most common hurdles a lot of e-commerce sellers face. In fact, according to the Baymard Institute, 70 percent of users abandon their carts before making a purchase.

Some of the common reasons are:

  • Complicated checkout process
  • Unexpected or hidden fees
  • Requiring to create an account
  • Lack of trust
  • Slow delivery time

Luckily, there are things that you can do to reduce cart abandonment. This includes working with a third-party logistics company, optimizing your website, and employing UX strategies.

Speaking of UX, here are nine strategies that you can do:

Know Your Customers
Pay attention to every minute detail, from your contact forms to product pages. All of these will contribute to whether or not a user will want to buy your products.

That’s why you must always keep your target market in mind when deciding your e-commerce web design.

If you want to easily convert your prospects and leads to customers, and even repeat buyers, it is important to know your target customers well.

Simple Navigation
Although your site navigation is one of the most effective ways to reduce friction in the check-out process, it is also one of the hardest things to get right.

Ideally, your check out process should be simple and easy to navigate.

Let’s say that the user has already added an item in their cart. Provide them the option to either continue browsing or go ahead with the checkout process.

Do not redirect users to your shopping cart. It is also important to make it easy for your customers to revisit your product pages.

Maintain simple navigation, and users will thank you for it. The easier you make it for your customers to move from one product to another, the more likely they will check out.

Prominent Call to Actions
Do you know that customers take approximately three seconds to find 53% of calls to action?

This could be problematic, especially for users that have very limited attention spans.

That’s why it is vital that you grab people’s attention with a prominent CTA. For instance, it should be easy for your customers to notice the “Add to Cart” button.

Provide a clear and powerful call-to-action so that it strengthens your customer’s decision to buy from you. Also, ensure that the messaging of your CTA remains consistent with your site, along with your other marketing initiatives.

There are times that if you change the tone of your CTA on the checkout page, some users will not immediately get what you are trying to imply.

So, as much as you can, be clear with your CTAs. You can also use contrasting colors in your CTA buttons so that it will stand out.

Optimize Loading Times
When it comes to searching something on the internet, more and more people have become impatient. They want to get quick answers and solutions to whatever problems they have.

For instance, even a  one-second delay in the loading speed of your site will already cost you 7% of your conversions.

When optimizing your site’s loading speed, make sure that every second count. Moreso, if you want to quickly solve your customers’ problems.

Here are some tools that you can use to help diagnose the speed of your site and look for other issues:

  • Google PageSpeed Insights
  • GTmetrix
  • KeyCDN
  • Pingdom
  • Sucuri

Optional Registration
Ideally, you want to give your customers a choice of whether or not they want to sign up for an account. Do not come across as too pushy, and force them to make one just for the sake of it.

The more steps you introduce before they could make a purchase or to get what they want, they more frustrated they become.

In case you are unaware, approximately 30 percent of online transactions were canceled because e-commerce websites ask customers to register before they can even check out.

One of the primary reasons why a lot of users do not want to sign up for an account is privacy, lack of time, the uncertainty of the item, and so on.

A best practice that you can use is to ask the user to sign up for an account after they checked out the item. That way, you can store their information for future use.

Another alternative is to provide users with a one-step checkout. This reduces the number of steps that are necessary for them to make a purchase.

Flexible Shopping Cart Features
You can add two features in your shopping cart.

Photo by emirkhan bal from Pexels

First, you can let your customers change their carts. This can be as simple as having an “Edit Cart” button. That way, your customers have the option to add or remove an item. Not to mention that it should be as intuitive as possible.

The second feature allows customers to save multiple items for comparison purposes. After all, 84% of customers are comparison shoppers.

They jump from one site to another, checking which of them offers the best deal for a particular product. That’s because pricing is an important deciding factor for them.

Ideally, you want to provide users the option to save their shopping carts. That way, there is a higher chance that they will come back to complete their purchase.

This also lets you keep track of the items your target customers love for future purchases.

Visible Return Policy
Most of your prospects will take your Return Policy into consideration. Thus, it can have an impact on whether they would push through with buying from you or not.

You should also make your Return Policy visible when users are browsing or checking out. You should also include free return labels with every single purchase.

Having an unclear Returns Policy will cost you the majority of your customers. That’s because people do not want to deal with a complicated Return Policy.

So, having a simple and hassle-free returns policy will help decrease shopping cart abandonment.

Free Shipping
Approximately 44% of users will abandon their carts because of the costs of shipping. Thus, you can curb this by offering free shipping instead.

This ideal for higher average order value. As you are able to provide exceptional service without compromising your revenue.

Shipping times should not take longer than expected as well. This enables you to boost the loyalty of your customers and eventually to turn them into repeat customers.

Mobile-Responsive Design

Photo by Oleg Magni on Unsplash

Nowadays, people are stuck with their smartphones. Not to mention that an average user spends 15 hours a week on his mobile phone when searching for products online.

That said, it is important to have a mobile-responsive e-commerce website. Doing so can help improve your market share. Plus, you get to reduce incidents of cart abandonment.

Final Thoughts
The e-commerce industry is extremely competitive. Thus, effectively dealing with the hurdles that come with online shopping can make or break your e-commerce business.

The key here is making it easy for your customers to search for a product that they want and buying it.

So, if you follow the tips we have listed above, expect to see a decrease in cart abandonment in your online store. Pair those with ways on how you can remarket with your customers, and you will surely boost your revenue.


About the author: Jake Rheude is the Director of Marketing at Red Stag Fulfillment, an eCommerce fulfillment warehouse that was born out of eCommerce. He has years of experience in eCommerce and business development. In his free time, Jake enjoys reading about business and sharing his own experience with others.

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