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Tips for Shopping Cart Abandonment
Really, 39 Steps?
To date, we have not seen shopping cart abandonment lower as a result of decreasing the number of steps in the checkout process. Instead, we've seen improvement come from cleaning up the steps and following the other recommendations offered in this category of tips, so read on!
Show Their Progress
Letting your customers know how long the process is and exactly where they are in the checkout process is paramount for success. One of our clients left out one of the progress indicators in the checkout process; in this case, it was a page for giving away free samples. By removing this step altogether, abandonment lowered and conversions improved. By adding the indicator on the step and placing it back into the cycle, abandonment lowered and conversions improved even more. Go figure.
Images and Links
Research of the retail environment, both online and offline, confirms that links back to product pages are important to a successful checkout gateway. Hitting the back button is viewed as risky by the consumer and fosters higher abandonment rates. Be sure that you have a thumbnail image of the product inside the basket and that it’s linked back to the product page for further review.
Don't Hide the Price
Visitors may want to buy, but they don't want surprises and they do want answers to their questions along the way. The biggest question is: How much?
Is it in Stock?
Showing inventory availability on the product page, rather than the shopping cart page, is also critical for reducing abandonment, and it also contributes to reputation management and word-of-mouth marketing. Both price and availability are part of the purchasing decision.
Call-to-Action Buttons
Include a prominent "Next Step" button or "Continue to Checkout" button on each checkout page. Also consider adding an "Estimated Delivery Date" and/or a "This product usually ships in X days" to help answer questions and eliminate anxiety.
Error Messages
If information is missing or filled out incorrectly, make it your fault during the checkout process by offering a meaningful error message that is visible and clear on the resolution.
Contact Us. Really.
Test offering contact information throughout the checkout process. By doing this, you'll let the customer know that you are a real company with a real phone number to contact for information. Use a different phone number to track these calls instead of the one on the main site that’s used for tracking of behavior and test variations.
Keep The Payment Options Open
Only accept VISA? You’re card blocking some of your customers. If you can afford it, provide potential clients with several payment options like the major credit cards (VISA, Mastercard and American Express) and PayPal (which people can link to their bank accounts for direct withdrawal).
Provide the Delivery Window
Delivery options are good. Some people need things right away – other people want to avoid high shipping fees and are willing to wait. Let people know these options are available to them early in the process and give them as accurate prices and timelines as possible – it can actually help seal the deal.
Reassure With a Return Policy
Shopping online can be tough for some customers. Not being able to hold, see or try on what they’re buying can make them a little trigger shy. If you offer a return policy, they’ll at least know that if it turns out they don’t like what they’ve bought (which is totally unlikely because YOU made it!), it can give them confidence to go ahead with the purchase. Place this return policy where it’s easy to find – not just at the completion of purchase screen.
Pass The Security Test
People have good reason not to trust websites that collect credit card information and other personal information. Make sure that your website is secure – and that it shows as such. If you have an SSL certificate, show the VeriSign logo on your website. Also provide a message that confirms your site is secure and that information isn’t shared with third parties.
Window Shop
Allow people to view the products in their shopping cart. Links that let the customer to view their items in another window allow them to see (again) what they’re buying and possibly even become more confident in what’s in their shopping cart.
Cart Around Images
A picture’s worth a thousand words – it might be worth a thousand bucks, too. There’s nothing worse than seeing your shopping cart and it’s nothing but a list of product names or worse – SKUs. Next to the product name, ensure there is a small thumbnail of the product too. This helps assure the buyer of what they’re getting and helps you close the sale.
An Updatable Cart is a Good Cart
Being able to edit the quantity of an item or delete an item from the cart easily can make for an easier shopping experience – and that’s ultimately what you want to aim for. If they have to actually close the window and start again in order to change the items in the shopping cart, they might never come back.
Make a Wish List
Allowing customers to place items in a wish list rather than a shopping cart is an extra tool they can use when they’re mulling over a purchase. Wish lists aren’t just used for people who want someone else to buy stuff for them (but yay for that!) – but people often save items in wish lists so they can come back to them and purchase at a more convenient time.
Not Just Members-Only
For privacy issues or a lack of time, not everyone wants to register with your website in order to make a purchase. Sometimes, they just want to walk in, buy the item and go without having their info stored in a database. Give people the option to make purchases this way if they want to.
Find and Fix Roadblocks
Use analytic software to track the activity of people on your site. If there’s a stage in the shopping experience that many people are ditching, take a look at it and see if there’s something there that’s deterring people. Maybe the site isn’t clear. Maybe the shipping charges are a steep surprise. Go through the process yourself and take a look.
Do Some Comparison Shopping
Are your prices competitive? If they aren’t, you’re probably done for. The Internet allows customers to do some comparison shopping and pricing on the spot. If they find a vendor that offers a better deal, they’ll probably go for it. Be sure to compare your prices to your competitors’ – and if needed – make some adjustments.
High-powered Pages
Make sure your server is up to snuff. Nothing gets customers nervous like entering their info and seeing a screen that’s taking an awful long time to process it. Often, people aren’t sure if their info went through properly. Think they’re going to enter their credit card info if they’re worried it’s going to disappear into cyberspace? Not likely.
