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How to prevent cart abandonment

10 proven strategies to reduce cart abandonment

June 29, 2023

Cart abandonment can significantly impact your business’s bottom line.

Studies indicate that the average cart abandonment rate across industries is 70%, and while this is a somewhat inevitable part of running an ecommerce website, there are ways and means of minimising cart abandonment and maximising conversion rate. 

Let’s explore ten proven strategies to help retailers decrease cart abandonment and boost online sales.

1. Simplify the checkout process

We’ve said it before and we’ll say it again: a complicated and time-consuming checkout process is a major deterrent for customers. Streamline the process by reducing the number of steps required and reducing form fields. Offer guest checkout options to avoid forcing customers to create an account before making a purchase. Additionally, clearly display progress indicators to keep customers informed on how far along they are in the checkout process.

2. Optimise page load speed

Slow-loading websites frustrate customers and increase the likelihood of cart abandonment. Optimise your site’s performance by compressing images, minifying code, and leveraging caching techniques. Conduct regular speed tests and make necessary improvements to ensure fast and seamless browsing experience for your customers.

3. Offer multiple payment options

Lack of preferred payment options is a common reason for cart abandonment. Provide a variety of payment methods, including credit cards, debit cards, digital wallets, and alternative payment solutions like PayPal. Catering to diverse customer preferences can significantly speed up the buying process and reduce abandonment rates.

4. Display trust signals

Building trust is crucial for successful conversions. Display trust signals prominently throughout your website, especially on the checkout page. Include security badges, SSL certificates, customer reviews, and trust seals to assure customers that their personal and financial information is safe.

5. Implement exit-intent pop-ups

Exit-intent pop-ups can help recover potentially lost sales by capturing customers’ attention before they leave the site. Use targeted pop-ups offering discounts, free shipping, or limited-time promotions to entice customers to complete their purchases. Make sure the pop-ups are visually appealing, non-intrusive, and provide a clear call-to-action.

6. Optimise for mobile devices

Mobile commerce is rapidly growing, and a mobile-friendly website is essential to prevent mobile users from abandoning their carts. Ensure your site is responsive and optimised for different screen sizes. Simplify navigation, use large buttons, and optimise images for fast loading on mobile devices.

7. Provide clear shipping and return information

Uncertainty about shipping costs and return policies often leads to cart abandonment. Display clear and transparent information regarding shipping costs, delivery times, and return policies throughout the shopping process. Consider offering free shipping or providing a shipping cost estimator on the product page to eliminate surprises during checkout.

8. Leverage remarketing

Implement remarketing campaigns to remind customers about their abandoned carts. Use email marketing, personalised retargeting ads, or SMS campaigns to send gentle reminders, product recommendations, or exclusive discounts to entice customers to return and complete their purchase. Make sure your messaging is personalised and relevant to the customer’s abandoned items.

9. Optimise product pages

Well-optimised product pages can help reduce abandonment rates. Use high-quality images, detailed product descriptions, and customer reviews to provide comprehensive information about the product. Incorporate persuasive elements such as scarcity indicators, customer reviews and product recommendations to encourage customers to make a purchase decision.

10. Provide live chat support

Offering real-time customer support can help address any concerns or questions customers may have during the checkout process. Implement live chat support to provide instant assistance and improve the overall customer experience. Train your support team to handle common objections and offer personalised solutions to increase the chances of completing the sale.

Cart abandonment is a significant challenge for online retailers, but by implementing these ten strategies, you can significantly reduce abandonment rates and boost your ecommerce sales. 

Want some help developing your brand’s ecommerce strategy? Our team has decades of combined experience in guiding retail brands to success. Get in touch to get the ball rolling.