Five Tips to Keep Online Shoppers From Abandoning Their Carts
Shopping cart abandonment is a significant problem. Depending on whom you ask, the industry average for shopping cart abandonment rates hovers around 70 percent. This means that 70 percent of Web site visitors who demonstrate some buying intent never actually buy. Here are five tips to help you reduce the number of shoppers on your site who abandon their online shopping carts.
1. Reassure customers at the right time and place. How often is information critical to the customer’s buying decision buried in tiny type at the bottom of a Web page or deep within a site? In a brick-and-mortar store, it’s fairly easy to find product warranty information. Offer customers this same opportunity online, at the point of action. Link to product warranties, shipping costs, return policies, testimonials and even optional extended service plans. Or, provide the information in a pop-up.
2. Provide shipping costs early in the process. If possible, provide an estimated cost while visitors browse. They want to buy, but they also want instant answers to all of their questions. Total cost is one of those critical questions. Also, if the shipping information is the same as the billing information, include a checkbox to automatically fill in the same information.
3. Show stock availability on the product page. Shoppers should not have to wait until checkout to learn if a product is out of stock. Also, give an estimated delivery date. Understand the “I want it now” mentality, and let shoppers know when they should expect to receive their products.
4. Add pictures inside the shopping basket. This helps shoppers visually confirm they’ve selected the correct item. Placing a thumbnail image of the product selected may increase conversions by as much as 10 percent.
5. Show shoppers you’re a real entity. Shopper’s concerns flare up during checkout. Let them know you’re a real company by providing your full contact information during the checkout process.
Jeffrey Eisenberg is co-founder and CEO of Future Now Inc., a New York-based consultancy that specializes in online conversion strategies. He can be reached at firstname.lastname@example.org.