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We ecommerce owners investing a good deal of amount of money, time, and resources to create ecommerce store online, spending on product, warehouse, shipping & distribution channels, and support staff.
Every day we examine ecommerce analytics data to check our progress, growth, and performance. We constantly try to improve it all by implementing various techniques.
Among the so many hindrances of ecommerce conversions, shopping cart abandonment is one that makes us anxious much!
It is because it spoils all our hard efforts to bring traffic to the ecommerce web store, tempt visitors to buy our products, engage them to enter into the shopping funnel and bring visitors to checkout page by converting them into shoppers.
When any shopper adds items into the cart and leaves the cart without making the final payment, it shocks us a lot and compel us to think of the reasons then cure for shopping cart abandonment.
Therefore, we have initiated this post to find out the best strategies to deal with it efficiently and through appropriate ways.
Possible Reasons of Shopping Cart Abandonment
Each ecommerce niche is unique, and even each online shop is differing from the rests. Therefore, we neither can confer anything based on mere assumptions nor can run an individual survey.
Therefore, we need to take help of general surveys taken by some leading companies, and according to those data, we can illustrate following possible reasons for higher shopping cart abandonment rate.
- 1. Unexpected higher cost viz. Shipping Cost – 28%
- 2. Absence of guest checkout – 23%
- 3. Comparative shopping – 16%
- 4. Security concerns – 13%
- 5. UX aspects – 12%
- 6. Lack of marketing incentives – 8%
- 7. Global currency support – 7%
Based on the given facts, we can draw some useful strategies to combat shopping cart abandonment rate at some extent.
Strategies to Deal with Unexpected Cost Factor:
To be competitive, we ecommerce owners decide the prices of our products with a thin margin. Thus, our shoppers choose us when they compare the price of their likely items with our ultimate competitors.
The add items in the shopping cart and proceed to checkout page. During checkout or at the time of payment they come to know additional charges in the shopping cart summary such as shipping charges, taxes, and sometimes packing charges on particular products.
Statistically, government taxes are comparatively negligible, and everybody is in agreement to pay it on a moral basis. It is shipping charges that depend on several factors such as shipping distance, carrier agencies, and policies of ecommerce owners.
In sum, we can say that shipping cost is one of the biggest hindrances to improve shopping cart abandonment rate and we have to define some effective strategies to deal with it.
Strategy 1: Introduce Shipping Calculator in Your Ecommerce Store
We know shoppers get frustrations when they realize the higher shipping costs at the end portion of the checkout process. Today we have much outstanding shipping calculator software available from third-party providers if your ecommerce platform is not offering any built-in calculator or algorithm.
Technically, shipping calculators count shipping rates based on your provided delivery location by assimilating the charges of shipping carriers and other agencies in between.
You can integrate a suitable shipping calculator with your online storefront and can acknowledge the shipping cost prior to checkout process or as soon as the item has added in the cart.
Today most of the shoppers are tech-savvy and know how to use shipping calculators, or you can provide onboarding facilities to teach visitors to use the calculators.
Strategy 2: Select Right Shipping Carrier Agencies
If your online business is restricted up to a country or a region, it is okay for you to stick with one or two shipping agents or agencies with good and affordable shipping rates and policies to make shipping cost-effective for your shoppers.
For international players with multiple locations of warehouses, selection of right shipping carriers is daunting and even integrating their shipping rates within your calculators becomes daunting.
The best solution to this issue is to direct your shoppers to their website or shipping calculators to know the cost and integrate their API to add the charges to the shopping cart of your shoppers.
Perhaps, it is the reason that Amazon like giant ecommerce players plans to use Drone like non-human vehicles to deliver products directly to the doorsteps/top of the roof of their patrons to cut costly shipping agencies further.
Strategy 3: Introduce Right Shipping Related Policies
Since shipping cost is one of the most sensitive issues cause shopping cart abandonment, you can use it as a marketing incentive to increase your sale and keep your loyal customers with you forever.
Free Shipping is one of the buzz words that can do a miracle to cut your shopping cart abandonment rate. You can offer free shipping on multiple scenarios/basis such as
- On the basis of the cost of an individual item
- On the average order value (AOV)
- On the minimum shipping distance
Strategies to Deal with Guest Checkout Factor:
For ecommerce owners, some vital info regarding their customers makes much sense to encourage repeat purchase or run a loyal program through various marketing incentives.
Therefore, they introduce user registration process on their ecommerce portals so they can at least know basic contact channels such as email address, contact no or postal address of the user.
Unfortunately, users have apparently no ultimate benefit by providing their personal info. Instead, they think it as an instrument of privacy breaching when any mishap happens at the security level.
Moreover, filling long forms on mobile devices are daunting for mobile users so naturally, they avoid it.
Strategy 4: Introduce Guest Checkout
Based on the above facts, we can say guest checkout seems an immediate solution to stop or reduce cart abandonment rate.
Of course, you can introduce registration as an option by describing how it is good for shoppers to receive marketing incentives and other useful updates and how it is safe for them.
Strategy 5: Introduce Follow Up Email Marketing
If you can successfully encourage your shoppers to do registration with your store and provide their email addresses, you can use email marketing tactics to follow the shoppers who had abandoned shopping cart for any known or unknown reason.
We highly favor follow up emails when cart abandon takes place based on a survey. According to it, when the first follow-up email shot within half or an hour, its open rate was the highest (46%) and CTR was the lowest (6%).
When the next email shot on the next day or after 24 hours, open rate was moderate (40%) and CTR (9%) too. When the last follow-up email sent, it had only 27% open rate but the highest CTR with more than 10%.
In fact, these statistics figures are encouraging and suggest us to draw a smart ‘win back’ email marketing strategy to increase conversion rate by cutting abandonment rate.
Strategies to Deal with Comparative Shopping Factor:
In real world shopping, bargaining is an exciting shopping experience, so we move from one shop to another and do comparative shopping. In online shopping, comparative shopping easy, quick, and cost-free.
We can access ratings and reviews of our intended products from reputed review sites. Social networking sites are to actively involve our social circles and other well-wishers in shopping activities.
Strategy 6: Introduce Comparative Shopping Features & Social Media Marketing in Ecommerce
You can customize your ecommerce storefront to bring a custom module for price comparisons in the market to offer comparative shopping opportunities without leaving your shopping cart or checkout process.
The same can be possible for social media integration where you can share the products in your shopping cart or straightly from the product pages to take opinions of your friends and relatives available there.
Similarly, you can visit the leading review sites without leaving your current ecommerce page or cart with the help of floating modules.
Strategies to Deal with Security Concerns:
Since ecommerce always has involved money transactions, security aspects have priority. Shoppers always worried about their data and money on the web. Therefore, protecting data and transactions becomes a prime duty of ecommerce owners.
Strategy 7: Introduce The Latest Security Technologies
Today we have a range of security technologies including encryptions for various SSL. Hardware, software, and networking security standards are prevailing and authenticate by valid international agencies.
Therefore, you need to take help of ecommerce security experts and pass their tests to earn badges or certificates. If you do so and exhibit security badges and certificates prior to entering shopping cart or checkout process, your payments have the least hurdles.
Another important measure you can take is to redirect the payment modules to the prestigious payment gateways, original bank websites, or financial institutions, which are found trustworthy in the eyes of government agencies and security agencies at international level.
Thus, you can reduce the risks of data security on your website besides earning trusts of your shoppers. Similarly, multiple payment options are also an effective security measure, as shoppers can select their trustworthy payment method and payment gateway and pay you in a relaxed mood.
Strategies to Deal with UX Aspects:
Today technological innovations are not fascinating people, but its superb user experiences brought by using the tech innovations. Therefore, you have to put UX at the top of all ecommerce priority and plan for the excellent UX in your online storefront.
Strategy 8: Introduce The Excellent User Experiences in Your Ecommerce
UX friendly design is the first step to enhance engagement and increase conversion. Therefore, prefer a minimalistic design with smart UI elements to make your storefront decluttered, alluring, and engaging.
Try to design each interaction carefully to push your shoppers to the end goals of your ecommerce shop. Page load time is the biggest hindrance in better UX delivery so take all possible measures to decrease loading period.
Crisp and comprehensive texts with adequate info are the best bet to convince your ecommerce visitors so select content layout that becomes the best fit for your ecommerce niche and also with responsive web designing techniques to gain accessibility over myriads of devices.
Thus, you can grab a vast audience present on mobiles easily and can brighten your prospects further.
Of course, there are many ways to enhance UX of your shopping cart such as
- The shortest checkout process
- Progress indicators for checkout process
- Easy-to-edit shopping cart
- Displaying shopping cart items on each step or page
- Eye catchy CTA
- Advanced site search features
- Wishlist feature to add items for the next shopping
Texts and UI elements for CTA plays a crucial role to lead your shoppers so take help of an excellent team of UX designers to remove UX obstacles and enhance them further.
Strategy 9: Introduce Retargeting Strategy
Running a retargeting campaign is another way to bring your shoppers back where they have left for any reason. Since it is a part of best UX, you can introduce retargeting elements while designing your shopping cart.
Run banner ads and other techniques to encourage your shoppers to return to your ecommerce website. Follow up emails with the combination of the retargeting campaign can work great and increase your conversions significantly.
Today we have dynamic remarketing technologies to show products on the Internet that your shoppers have added to a wish list or added to the shopping cart that they had left anyway.
Strategies to Deal with Marketing Factor:
Marketing incentives like offers on exclusive deals, gifts, coupons, vouchers, discounts, and other promotions are the best way to win hearts of your shoppers.
Strategy 9: Introduce Personalized Marketing Strategy
Today we have advanced personalization technologies to engage our shoppers in the highly personalized manner by offering them incentives that are actually encouraging them to be loyal to our ecommerce web store.
Therefore, it is a good way to spend some efforts to convince our visitors to register and take personalized offers granted. This way you can justify your repeat customers against newcomers and increase your overall revenues.
Personalization can help you to reduce shopping cart abandonment because you can address your shoppers on an individual basis, so you have room to solve their minor issues with live chat like supports and also bring back with retargeting or follow up email marketing techniques.
Strategy 11: Highlight Marketing Incentives
You can participate in local daily deals and bring more traffic to your ecommerce web store. Another way is to highlight your deals and offering by devoting special space on your home page and landing pages.
Thus, you can acknowledge your visitors regarding your daily deals, a deal of the week or month and encourage them to leverage your marketing incentives. It may increase engagement and retention rate besides cutting shopping cart abandonment rate.
For instance, if you can show incentive offered on the items added to the shopping cart, it may please your shoppers and push them to close the deal immediately.
However, displaying coupon code in contextual ways can also compel shoppers to buy your products or services, so never ignore the significance of such marketing incentives in your ecommerce store conversions.
Strategies to Deal with Globalization Factor:
At present, the majority of ecommerce stores keep products for the global audience rather than the local. Therefore, languages and currencies become crucial aspects.
Strategy 12: Introduce Features for Global Audience
If you have designed and code your online store such a way that you can support any language and any currency of the world, you might never have missed shoppers coming from any corner of the world.
Supporting global payment gateways those are supporting major currencies of the world like PayPal and Payza may prove a wise step towards globalization of your e-store.
Similarly, you can prepare your ecommerce store with global language supports or consider supporting important languages of your targeted regions of the world.
You can take help of developers and local language experts to prepare right copy for your website or simply take help of extensions to translate your texts automatically according to the areas or countries of your ecommerce store visitors.
Thus, your shoppers never become a victim of misunderstandings due to language problems or simply due to lack of their local currency supports. They should pay in US Dollar, British Pound, Japanize Yen, and so on different currencies of the world including Bitcoins.
It may help you to decrease shopping cart abandonment due to global supports.
Addressing shopping cart abandonment incidents on your ecommerce shopping cart may prove challenging for many ecommerce owners. In this post, we have discussed some common issues with useful strategies and tips to cut shopping cart abandonment rate for ecommerce.
We have also realized that the majority of measures need direct involvements of ecommerce developers and marketers. Therefore, it is the best way to deal with such issues or implement strategies we should have an impeccable ecommerce development team of Top Ecommerce Developers like Perception System has. Thus, we can make our campaigns cost-effective and organized to cut ecommerce abandonment.