Abandoning the shopping cart is more likely to occur online than in stores. E-commerce buyers are more impatient and less willing to give out their credit card numbers on random sites. They don’t like waiting for web pages to load or not seeing the payment option they prefer. There are different reasons why people back out of purchases. Here are several ways to prevent shopping cart abandonment on an e-commerce site.
Lack of Reliable Payment Options
Customers may be frustrated by a lack of reliable payment options at the shopping cart. Perhaps it’s clicking “purchase” only to be told the transaction didn’t go through, or some other form of inconvenience at the point of purchase. Such headaches can be remedied by finding a reliable merchant processing solution which guarantees safe and secure payment transactions 24/7.
Too Much Personal Information
Buying at an e-commerce store is not always simple and straightforward. You have to fill out a lot of personal information, including name, credit card number, billing and shipping address. It could take several pages before the purchase is complete, so some people back out of the process completely. Set up customer accounts to prevent them from having to fill out too much information. Once they login, their details will already be filled in and they just have to click to the next pages.
Usually, customers see the total costs of the items that they’re buying on the first page. However, a few pages later, the taxes and shipping costs are added and they see that the prices have changed significantly. They may also disagree with the shipping rates.
To avoid the surprise of altered pricing, show the total prices on the first page. Have a box that allows the entry of a zip code and calculates the tax or shipping costs. Allow your customers to decide if they can afford their purchases.
Some shopping carts have all the right features, but they are too slow to load. This could be a result of the server being overloaded. Obtain a new server that allows more space or reduce the clutter to free up space. Delete some graphics or videos that are taking up too much data and causing the web pages to load too slowly.
A good number of customers actively search for discounts as they shop. Many buy products just because they have coupons on hand. Few people turn down the opportunity to save money if they see one.
Include one or more options to save money at the shopping cart. Allow shoppers to type in a coupon or promo code, and calculate the total amount so they see how much they’ll save. They are less likely to abandon their carts when they see their new savings.
Look for ways to improve merchant processing so that your customers go through with the first purchase and continue to make more. Provide discounts and allow them to calculate the total costs from the start. In the end, increase sales and reduce the abandonment rate by as much as 50%, which benefits both your customers and the business.