What is going on? Why are people leaving your site before completing their purchase?
Your ads are getting lots of clicks. Clients are browsing your e-commerce site and fortunately adding products to their cart. Then they decide not to buy after all, leaving you frustrated by low sales numbers. Cart abandonment is an unlucky part of e-commerce, but while there are many reasons customers change their minds, you can overcome doubts and close more sales by following some tips.
Customers want to complete their purchase quickly. They also want to know that their payment information is handled securely and their order was placed successfully. Any setbacks in your e-commerce site’s checkout process, like ambiguous security details, could cause people to abandon their carts.
Customers want to see exactly what they’re buying, how much money they’ll be spending, and when the items will arrive. If your checkout process involves many pages, doesn’t load quickly, or omits key information about the purchase, customers’ confidence levels will drop and they will likely abandon their cart. Here are some tips for optimizing your checkout process:
- Include images of the products in the cart, along with quantity and price.
- Make sure that each page logically flows into the next and loads as quickly as possible.
- Clearly display shipping costs and taxes.
- Incorporate trust signals such as compliance seals and links to your refund policy.
Use progress indicators to show how close the customer is to completing their purchase.
Letting people to create accounts with your e-commerce site promotes good customer service. Users can log in to check the status of an order, receive personalized recommendations, and easily request refunds. Nevertheless, it’s not a good idea to force new customers to create an account before they buy.
Don’t interrupt the client's navigation. If you make customers stop to create an account, you give them an excuse to abandon their cart. Instead, allow them to check out as a guest and create an account after they have made a purchase.
One of the main reasons for cart abandonment is that customers develop objections as they’re about to check out. Perhaps the shipping costs are higher than they expected, or they look at their cart total and decide it’s too expensive. As they’re navigating away from your site, catch their attention with a pop-up that addresses these objections.
You could offer a discount or a rain check if the deal is about to end. Use language that taps into fear of missing out a good offer to make the customer feel anxious about abandoning their cart. You can configure these pop-ups to appear whenever a user moves their mouse away from the tab.
Your e-commerce site can guide your customers to the final page of your checkout process with the help of careful design and development. The key is to overcome buyers’ objections and minimize any obstacles so that their excitement and fear of missing out on a good deal will drive them to the finish line. By providing your customers with a user-friendly experience, you will show confidence and encourage them to finish their purchase.
Need expert assistance optimizing your e-commerce site to decrease your cart abandonment rate? WEBGRU e-commerce specialists are here to help you.
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