You have a great eCommerce store. You think everything’s in place. There are lots of visitors but, strangely, too few purchases.
You’re not alone.
Perhaps cart abandonment is the scariest nightmare that shocks eCommerce stores to near death. Shopping cart abandonment, the site visitors action of adding items to the virtual shopping cart but quitting without making a purchase, is a problem that refuses to go away.
This is also an opportunity. According to one estimate, 3 out of 4 visitors abandon their shopping carts. That means for every 1 visitor deciding to make a purchase something from you, 3 decided not to. If you can convert even 1 out of the 3 who walked away, your business will simply double! What an opportunity!
With a little effort, you can achieve that. Here are some simple, yet powerful tips to reduce cart abandonment rates on your Magento store and convert more visitors into buyers.
1. Inspire Trust
It is an open secret customer abandon carts when they are told of some hidden cost just they are taking out their wallets to pay. The hidden cost is mostly shipping, but it can be an extra charge for warranty, a particular color of the model, … anything. When customers find they’ll be charged more than what the price tag originally said, they not only suddenly feel it’s a bad bargain but they also feel cheated. Instead, win trust by disclosing at the beginning if shipping costs will be extra.
And it’s not just shipping costs that make or break trust. Customers have been checking out numerous websites and they have built up their own ideas about reliability. Unprofessional-looking layouts make your store look suspicious. Make sure your store layout is clean and minimalist.
While it’s perfect to make every attempt to sell, don’t overdo the selling stuff. A website that engages in digital hard sell and bombards the visitor with multiple and confusing offers makes customers start having second thoughts. And last, but certainly not the least, keep the contents and language simple and error-free. Ensure everything about the contents is right – grammar, tone, and message. You are running a big eCommerce store and you’d better look the part.
Note: While the shopping cart is empty, there is only a gentle nudge. No hard sell.
2. Make Your Best Offers Stand Out
Even your offers need to stand out and win the hearts of your would-be customers.
Offers don’t simply mean “10% off” (though that helps too!); they go beyond that. Your offers can cover convenience, combinations, customization, customer loyalty programs, and costing.
See how you can make the purchase and delivery more convenient. You can offer express delivery and cut your customer’s wait.
Or maybe your representative can help the customer decide which laptop would best suit their needs. Assist the customer in making the right combination of products: for instance, along with the mobile, help her choose which mobile cover would be best if she’s mostly outdoors.
It can’t be too difficult to have your CRM tell you a particular customer typically buys biographies or the other one usually buys organic products. Even without the analytics, you can show the customer alternative products in the same category.
Note: The customer is shown similar products in the category.
You can design customer loyalty programs that reward repeat customers. And yes, don’t forget the good old discounts!
3. Test Your Processes
Just as charity begins at home, placing a test order too begins at home. Every once in awhile, have someone place a trial order. See how easy – or difficult – placing an order is, right from looking for a particular order to checking out its specifications to selecting a product to finally placing an order. You’ll be surprised at some of the issues that might crop up.
This is not unusual. When you designed the layout, you get so involved everything looks smooth and easy. Subconsciously, the processes are so familiar to you they are the easiest things to do for you.
But when someone else places orders, all loose ends are revealed.
Registration lengthy and complex? Simplify it so that more users would sign up. Cart not easily editable? Fix it so users find it more friendly. Display menu a little too clumsy? Tidy it up so customers easily find things they are looking for.
Go through every stage with a fine comb. Ask yourself how you can make every stage simpler and more intuitive. If you aren’t making the entire experience more inviting, more friendly, safer and simpler, you are not going to make it past window shopping.
4. Make the Purchase and Payment Easy
Ecommerce stores are known to ask customers to fill up elaborate registration forms so that their CRMs can track the customers purchasing patterns. Instead of making registration, it’d be worthwhile to make it desirable. You can do so by explaining benefits like order tracking and promo codes. Always give the customer the option to purchase without having them fill up forms.
Note: Here’s a gentle way to remind that registration has certain benefits.
Keep the math simple. On a $72 item that you plan to sell at $9 off, don’t insist on writing “12.5% discount” and having the customer figure out the actual price. Write something like “Original price $72, now selling at $63” or something similar.
Note: The discount amounts are clearly spelled out. Easier to understand than “% off”.
Always give multiple payment options that are both safe and simple. Keep the payment preferably a single-step payment process. A process like PayPal’s is a lot easier than having to punch in one’s card number and security code and an OTP and name – keep the payment process simple. Complicated payment processes might as well be the number one cause of cart abandonment.
Note: A great way of saying some steps from the payment process have been eliminated!
5. Exit Reminders and Offers
All said and done, some customers will still abandon the cart. Don’t be afraid to try exit-intent pop-ups with them. The content must be compelling and offer a clear Call To Action. You can offer a last-minute offer for the product and keep testing, across various customers, what kind of customers respond to what types of exit communications.
Mostly, exit-intent pop-ups will carry last-minute discount offers to charm the customer back and actually a purchase. Some of them, however, may simply be successful with smart content and the right use of humour. You could also tell them the benefits they might be missing. A message that is really strong enough is difficult to resist if the visitor was a genuine buyer.
So here are some things you could do to stop or reduce your cart abandonment rates. But of course, it’s such a big topic we might have easily overlooked some points. What do you think we missed out? Let us know.