July 29, 2014, 4:55 PM

Three simple steps to reducing shopping cart abandonment

Payment options, a shopping cart that holds a customer’s items while she ponders the purchase and timely offers of help can all get more customers to purchase, says a marketing manager at ShopVisible.

Shopping cart abandonment just may be every ecommerce director’s nightmare. Your customer has browsed your site, clicked through your products, then gone so far as to have selected specifics and made the definitive click that states, “I want this!” In fact, in a study of 163 million online transactions, 65 percent of online shoppers waited a day or two before completing their purchases. So what is the delay between commitment and purchase? And, why are online shoppers leaving the items they’ve shown interest in behind?

Shipping costs are at the top of the list for a last-minute change of heart about an online purchase. While reduced or free shipping can certainly decrease shopping cart abandonment, there are several factors in the site design and content play a role as well. Cart abandonment can be avoided by providing consumers with as much product information as, including specifications, product reviews and plenty of images. If the buyer has everything they need to know about the product and the company at their fingertips—it reduces hesitation, and they won’t need to browse elsewhere.

We’ve compiled three ways to improve overall site design and experience, and decrease shopping cart abandonment:

1. Offer alternative payment methods

Give users the choice to pay how they prefer to pay – PayPal, Amazon Payments, Google Wallet, etc.

This not only gives the shopper options, but it also builds trust and confidence

2. Allow users to save their cart (persistent carts)

A shopper may be browsing on one device, such as her phone, but may not want to complete the transaction at that moment. Saving the cart so that when she gets home she can log in to finish the purchase will reduce abandonments.

Think of Amazon with the convenience and security of adding to your cart from mobile site, app, tablet, or desktop site and the ability to come back to it later.

3. Display a modal interrupter

Sometimes, people get distracted and forget that they were shopping or adding items to a cart. A modal window could save the sale by popping up and asking the user if he needs help, or possibly providing a last-minute incentive to keep him there instead of leaving and shopping elsewhere

Example: Shopper goes to leave and a modal says, “We noticed you left items in your cart. Do you need assistance?” or “Buy in the next 30 minutes and get free shipping!”

These simple site improvements are especially important today when retailers are serving evolved, savvy consumers who are accustomed to seamless­­ omnichannel retailing and functionalities, such as instant cart updates, 360-degree product images and ratings and reviews. 

ShopVisible is a provider of e-commerce software.


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