The term “cart abandonment” implies that a potential customer has already left your eCommerce page.
However, there are numerous things you can do within your checkout process to keep prospects engaged before they leave.
These “pre-abandonment” tips will enhance your user experience and reduce the most common reasons users do not convert.
11 Ways to Reduce Cart Abandonment During Checkout
- Free Shipping
- Cost Transparency
- Offer Guest Checkout
- Add a Progress Bar
- Make Returns Easy
- Display Security Credentials
- Social Proof at Checkout
- Accept a Variety of Payment Methods
- Live Chat at Checkout
- Optimize Page Load Times
- Exit Popups
Shipping is free.
If there is one constant in the marketing world, it is that customers value “free.” Most customers today expect free shipping in eCommerce, which some vendors refer to as The Amazon Effect.
While every seller must consider the impact of free shipping on their bottom line, this is the most significant change you can make to reduce cart abandonment. According to a 2017 study, 71% of customers did not make a purchase due to shipping or restocking fees.
However, if you have a variety of products or product categories, you can tailor your returns policy to protect your business while still providing customers with what they want.
Variations to your policy may include:
- Only full-priced items qualify for free return shipping.
- Mark items as “Final Sale.”
- During the holidays, return shipping is free.
- Return shipping costs vary depending on the item category.
According to research, the most common reasons for cart abandonment are extra costs that are either too high or appear too late in the process.
Top Causes of Cart Abandonment
It is critical to present costs clearly and early in the process in order to build trust. Delivery estimates based on tiered pricing, for example, inform buyers about what they’re paying for and establish a shared expectation for the arrival of a product.
Customers, on the other hand, tend to reconsider their purchase decisions when they see additional or unexpected charges near the end of a transaction. This can result in a shift in mindset and an abandoned cart.