Who among us hasn’t bailed before buying something online?
You don’t want to create an account. You get to the cart but you don’t see shipping fees. You can’t find the return policy. You can’t buy from your mobile phone while waiting at the dentist’s office.
A bad checkout experience is enough to turn people away from your brand and send buyers to a competitor.
Studies show that figures for cart abandonment rates hover at around 70%—most at the payment phase, which is money your business may be leaving on the table. Good news: you can take steps to minimize it.
Here are four things to understand about cart abandonment.
1. It’s about UX.
People jump ship because they can’t easily do what they want on your website. Something frustrates or annoys them. They don’t have a good experience.
You can fix this by making design and functionality changes. Do some UX testing so you know what to change. Then make and test those changes. Use A/B or multivariate testing to understand which among a few options works best.
Sometimes the changes can be very small, such as modifying the color of a checkout button, moving its position, or changing its wording (check out, buy, order, or purchase). If those changes don’t work, try something else. Trial and error is the name of the game here.
The fashion industry has the lowest abandonment rate of any sector. Why? They focus on UX.
2. It’s about trust.
If any elements of your website cause people to doubt the sincerity or reliability of your business, you’re sunk. For example, consumers are still wary of giving sensitive information such as credit card details unless a retailer can prove that the site is secure. To help with this, don’t forget to show trust seals such as an SSL certificate or third-party security validation (Norton or McAfee for example).
Also, an online help system that gives information about common sticking points (say, your return policy or shipping costs) can help a customer feel confident. But make it easy for them to find those answers with good search capabilities.
3. It’s different across the globe.
Each market has different preferences. Something as simple as the color of a submit button and its placement on the page may fluctuate from region to region. (Color preferences vary greatly around the world.)
Another example: payment methods are not the same everywhere—you have to consider alternate payment methods such as PayPal (US), AliPay (China), and iDEAL (Netherlands).
Use an agency with cultural CRO (conversion rate optimization) experts in each of your geographies who can help you figure out what stops people from buying.
And to reach your global markets, always look to translation. People are three times more likely to purchase when the website is in their own language (Forrester research).
4. You can recover (some of) your losses.Businesses successful at bringing people back to their carts after they ditch know one thing: emails work. They can provide an uplift of 5-20% when done right. Emails invite people back to the cart by providing links to it, enticing them with a coupon, or showing them similar products they could choose. Best practices state that you can send these types of emails up to three times.
Check out how retailers in the US, UK, and Australia are recovering over 15% of their abandoned carts here (Source: Windsor Circle).
Cart abandonment is and always will be a reality of online shopping. But marketers who attack the issue from many angles, create personalized experiences, and use all the information they have about their shoppers can reel those people back in and no longer leave those sales on the table—or rather, in the cart.
Do you want a 35.26% increase in conversion rate (Baymard)? Then get started.
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