Customers visit your store, complete their shopping cart and suddenly...abandon their purchase. According to Baymard, the average shopping cart abandonment rate is as high as 69.57%. The reason for abandoned shopping carts can be a complicated shopping process, the need to set up an e-store account, additional costs, lack of preferred shipping and payment methods. What can you do to ensure that customers are more likely to finalize a purchase and less likely to abandon their shopping carts?
Simplified purchasing process
The simpler and faster, the better, and the more satisfied the customer. Not every customer wants to create an account in your store, sign up for a newsletter or mailing list. These are extra "precious" minutes that the user doesn't have to spend. Let your customers make a purchase without registering.
Fast page loading
The Internet has accustomed us to speed and responsiveness. If we perform an action, we expect an immediate response. Long page loads are not welcome. According to research, every second of waiting costs us a reduction in conversions by as much as 7%. Your customers don't want to wait, perhaps they are shopping during their lunch break or while waiting for a friend at the coffee shop. Page loading speed depends on hosting, but also on the amount of animation on the page.
Responsive website
Already 5.22 billion people in the world use cell phones and a significant number of them shop online through them. A responsive website is tailored to display properly on mobile devices. If it is not, many functions and options may not be visible. This not only prolongs the purchase time, but sometimes even makes it impossible.
Several payment options
Users' preferences are very different, everyone even has their own favorite form of payment. So don't limit yourself to one or even two. Many people abandon the shopping cart because there is no quick transfer in the options. This is exactly what Polish e-customers prefer. Increasingly, we pay online with Blik. It would be a pity if more and more customers abandon their purchases because of its absence.
Take remarketing action
The customer sometimes needs to think, reflect and analyze his situation to make a final purchase decision. It is not uncommon for him to forget about a purchase he has put off. With help in such situations comes remarketing. It allows you to create campaigns focused on displaying ads tailored to the preferences of a specific user. In the case of abandoned shopping carts, the ads emitted can be about the products in the cart or a similar assortment. Remind your customers.
The reasons why a customer abandons a purchase can be many. That's why don't limit yourself to acting only on one level. Systematically check market trends and customer preferences, adjusting your e-store and the entire shopping process accordingly.
