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5 Ways to Fix Shopping Cart Abandonment

Even a non-marketing mind won’t find it hard to understand that an e-commerce website can have two kinds of tragic existence. First is when the website is not getting enough traffic because of its inability to target the right audiences. Second is when there is enough traffic into the website but the conversion rate is below expectation. Among these two, the latter one is the gravest. And why shouldn’t it be? After all, can there be anything more frustrating than almost reaching the finishing line but not being able to cross it?

One of the major reasons behind a low conversion rate in e-commerce websites is shopping cart abandonment, or in simpler words, the act of discontinuing the purchase after adding items into the shopping cart. Needless to say, you must act immediately if you are a victim of this catastrophe and save your e-commerce business from sinking to the depths of obscurity.

5 Tips to reduce Shopping Cart Abandonment

So, how will you salvage the sinking ship? Here are some valuable tips to reduce the shopping cart abandonment of your e-commerce website:

#1. Allowing Buyers to Purchase without Registration

Sometimes, registration can kill conversion. You need to understand that not everyone will be comfortable with creating an account in your website. They might end up abandoning the cart if they find you asking them to register. Therefore, do not hesitate in giving them the scope of making purchases without forcing them to go through the registration process. Yes, there are numerous benefits of a registered account. However, converting your visitors into buyers is the ultimate goal of your e-commerce business. So, make sure to give your visitors the option to purchase as guests as well.

#2. Making Call-to-Action buttons Easy to Locate

If the ‘Buy Now’, ‘Add to Cart’ or ‘Proceed to Checkout’ button is not easily noticeable, then how can you expect to convert your desktop visitors? And if your desktop visitors are having troubles, then just consider the condition of people entering your website using Tablets and Smartphones. Truth be told, your website is as good as dead if the Call-to-Action buttons are hard to find. Your visitors should not even search for them; they should be right there in front of them. The usual rule is to place a button at the top-right side of the screen. But no matter how you experiment, make sure the buttons are always big and clear.

#3. Guaranteeing Security during the Payment Process

People who come to your website for the first time might not be familiar with your name or brand. No matter how experienced they are as online shoppers, the rise of prejudices regarding the safety of their money is nothing but natural. And making sure that the buyer feels safe is a perfect way to make a good first impression. Make sure your website is SSL-certified, follows the essential design elements of e-commerce websites, and has clear mentions of privacy policy, warranty periods and money-back guarantees. In this way, they won’t feel scared while sharing their payment details.

#4. Offering only a few Useful Options

Researches show that too many options during the purchase process tend to confuse buyers a lot. As a result, they only choose to go with websites that offer them only a handful of useful options to assist them during checkout. A few of these options are gift-wrapping options, delivery date options, mode of payment options, and shipping options. Once the items have been placed inside the cart, the rest should follow rapidly. Go with only the essential elements, and do not delay your buyers with anything that is not necessary.

#5. Considering the International Customers

Do you know that your ecommerce website has 10-15% of visitors from abroad? If you think big and start catering to their needs as well, then it’s a guarantee your bud will blossom into a flower in no time. However, there are some common issues with ecommerce websites when it comes to cross-border purchases. Most ecommerce websites do not mention the relevant currency of the cross-border customer, and the customer also doesn’t find his relevant State when entering the address. Above all, the biggest irritation is when there is no mention whether the retailer sells offshore or not. If you are going offshore, then you need to fix these common bugs before moving forward.

These 5 ways have already helped numerous ecommerce websites up their sales figures. So if you are worried about the issues of shopping cart abandonment, then these are the perfect tips to help you cross the finish line.

Join The Conversation

  • sudeep's picture
    Aug 28 Posted 2 years ago sudeep

    Thank You Emily.

  • Aug 6 Posted 2 years ago EmilyB
    Nice article, Sudeep!
    I would like to add 2 more fixes:
    1) Make sure that you are "transparent" with all the costs. One of the top reasons why visitors abandon carts are hidden costs (shipping, handling) that suddenly appear at the end of checkout process.
    2) Use a tool like MaxTraffic that provides incentive and recovers the visitor if he is about to leave the shopping cart or site.

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