Speed and convenience are the hallmarks of ecommerce. But all too often, these are not reflected in checkout - causing almost 70% of shoppers to abandon their carts at the checkout stage. Any change (however small) that you can make to improve the speed and/or convenience of your checkout guarantees a positive impact on your cart abandonment rates. In this post, we'll go over some easy-to-implement changes to make your checkout process more appealing to customers.
Trim the fat
Part of why cart abandonment rates are so high in the ecommerce industry is because, from the customer's perspective, the checkout process is the worst part of shopping online. Filling in forms, creating an account, seeing the bill – surely we can all agree that it's more fun to fill a shopping cart than empty it. From the user’s perspective, the less time and effort they have to spend in the checkout, the better. With this in mind, try to have as few form fields as possible. If your ecommerce site requires account creation to complete a purchase, you may want to consider adding Guest Checkout functionality.
Add more payment options
Alternative payment options, like Google Wallet, PayPal, and Amazon Payments, are designed to securely store users’ information and drastically speed up the checkout process by eliminating the multiple form fields associated with credit card payments. Additionally, the more payment options you can accept, the more customers you can cater to.
When all else fails, you can use remarketing to get shoppers to come back to the cart they've abandoned. Whenever returning customers abandon the shopping cart, you can send out a personalized email asking them if they’d like to complete the purchase or get assistance from your customer service team. You can apply the same strategy to new customers if they've given you their email via any of the sign up incentives you have on your site. You can also use retargeted paid advertising strategies to funnel shoppers back to their abandoned carts.