So, you have an online shop. You invested money and efforts to make it look good, but the old saying ‘build it, and they will come’ does not always apply. Your e-commerce business is crumbling. You ran your Google Analytics and realised there is enough interest in your products, but the customers just don’t buy. The reason might be shopping cart abandonment. In other words, they put the merchandise in the trolley, but run away before reaching for the wallet.
Here are several ways to reduce shopping cart abandonment and increase sales:
When it comes to the sales process, it’s easy to assume that your potential customers take transaction forms for granted, especially since they are so commonplace in online shopping. Besides, your offerings are already tempting enough to convince them to shop with you, right? No.
You must admit that your transaction forms are an opportunity for you to gain your clients trust. Through your transaction forms, you’re asking them for sensitive information such as online identity, credit card details, and shipping addresses. Your customers have plenty of reasons not to give this information away blindly. Firstly, be sure to place the recognisable security logos in prominent positions. More importantly, make sure you have the infrastructure to back it up.
One of the most frustrating things about shopping online is expecting to pay a specific amount, only to find out at checkout that you’re paying a whole lot more in hidden costs, fees, and surcharges. Don’t hide your price! As for the delivery estimates, be equally transparent about the lead times, so your customers can decide whether it’s worth their money to have their items arrive sooner, especially if the difference can be days instead of weeks.
In the spirit of making shipping a painless process as opposed to a deal-breaker for online shoppers, consider waiving the shipping costs altogether. Free shipping is such an incentive when shopping online that customers may even happily accept higher nominal prices when the shipping is free. Just think of Apple! If you choose to offer free shipping, of course, make sure you make it as visible as possible. Use large, bold fonts and icons to point to this selling point, and win your customers over.
Online shoppers can abandon their carts for some reasons, none of which are as critical as the time that elapses when they do. It is important to reach out to them with a reminder to finish what they started. Approximately 72 percent of online shoppers return to their abandoned shopping carts within 12 to 24 hours to complete their shopping. Coupons can be a great incentive here, as well as pop-up ads.
And finally, making sure that more payment options are available is another way that online sellers can overcome obstacles. Aside from the usual options such as credit cards and debit accounts, PayPal is still an attractive option.
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