Cart abandonment is one of the most common ways ecommerce sites lose sales. It’s a ubiquitous problem that happens to even the best sites. But fortunately, there are many features and preventative measures you can implement to improve sales and the customers’ experience.
Be clear on the final cost
Many ecommerce sites notice a huge bounce rate once a customer begins the checkout process and sees the final order total - especially if it has increased since the checkout process started. Since increases are usually due to shipping costs, include an estimated shipping fee as early as possible in the checkout process. Or, eliminate shipping charges altogether.
Don't force shoppers to create an account
Forcing a new customer to create an account with your website before completing a purchase has its pros and cons. While account creation helps you track user behavior and preferences, the process can be perceived as an inconvenience - plus, it adds another layer to what should be the simplest part of your website. In addition to adding "guest" or "express" features to your checkout process, try allowing shoppers to easily create an account via their social media login to ensure that your account base continues to grow.
In this day and age, customers want assurance that their financial data is safe. Highlight the security features of your site so customers can confidently complete a transaction.
Offer Multiple Payment Options
Alternative payment options like Google Wallet, Amazon Payments, PayPal, etc. help simplify the checkout process, come with built-in security features, and cater to shopper preferences.
Accommodate mobile users
Customers are using mobile devices more than ever before. If your checkout process is confusing or cumbersome on mobile devices, then your cart abandonment rate will likely increase. A responsive design that works on all screen sizes can solve this issue.
Highlight customers support options
Every action in the checkout should be easy to find – especially support options like FAQs, live chat, and other customer service features. Make sure they are clearly available during each stage of checkout.
Shoppers become understandably frustrated when they get deep into the checkout process only to find that their discount code doesn’t apply to their order. If your store is having a sale or offering a particular discount, automatically apply the coupon code at checkout, or display coupon codes in a site-wide banner for customers.
Include options to modify orders
Make sure customers can change the quantity, color, size, and other attributes of the items in their order without having to leave the checkout.
Maintain site stability and speed
If your checkout process crashes or loads too slowly, it’s going to cost you sales. Make sure to test it thoroughly and account for potential user actions, like using the browser’s back button.