How to Reduce Shopping Cart Abandonment and Improve Sales
Your e-commerce website might already bring in sales, but the real question is, how much money are you leaving on the table? According to 30+ studies on shopping cart abandonment, over 70% of shopping carts get abandoned.
Lost. Forgotten. Gone. Poof!
Your website visitors are shopping but they aren’t checking out.
Why do customers abandon their shopping carts?
We’ve put together a list of 21 reasons why your checkout experience may not be bringing in the sales you want.
By following this advice, you should see a reduction in shopping cart abandonment.
- #1 Clear Call to Actions
- #2 Website Speed
- #3 Mobile Usability
- #4 Content Discoverability
- #5 Contact and Support
- #6 Build Trust and Credibility
- #7 Exit Intent Popups
- #8 Run Sales and Promotions
- #9 Include Wishlists
- #10 Customer Reviews
- #11 Professional Product Photography
- #12 Sales and Checkout Optimization Tools
- #13 Cart Visibility
- #14 Save the Cart
- #15 Recover Abandoned Shopping Carts
- #16 Fix Your Broken Checkout
- #17 Allow Guest Checkout
- #18 Reduce Checkout Steps
- #19 Reduce Required Fields
- #20 Offer Several Payment Methods
- #21 Avoid Hidden Costs
How much of an impact can reducing shopping cart abandonment make?
You have a website that sells products online.
This comes out to be $2500 in sales per month. Increasing your conversion rate by 0.5% with the same amount of visitors would mean 75 sales per month. That’s $3750 in revenue per month – an extra $1250 per month!
Making the investment to improve your shopping experience should be a no brainer – it will pay for itself. It’s easier to retain happy customers than acquire new customers. Past customers are likely to share your content and respond to email marketing.
Reduce Shopping Cart Abandonment with These 21 Tricks
#1 Clear Call to Actions
Your call to actions should stand out with bold colors and be buttons. Try to include a call to action above the fold and make their intent clear.
#2 Website Speed
Test your website speed! Seconds will cost you sales. Check your website speed from your phone over data (not WiFi). Learn how to accurately measure your website loading times how to speed up your website.
#3 Mobile Usability
Test your website mobile user experience. Browse your product catalog, product category archives, and individual product pages. Test your filters and the checkout experience. User testing and mobile usability testing is a great way to find out how usable your website really is.
#4 Content Discoverability
#5 Contact and Support
Make getting in touch as easy as possible. Include contact information in the site header, footer, and on a contact page. Offer several ways to get support. Common methods include: FAQs, contact forms, social media, a live chat, or by phone.
#6 Build Trust and Credibility
Include badges from Norton, McAfee, or your SSL provider’s seal to build trust. Adding badges from external websites or brands carrying your products can build credibility.
#7 Exit Intent Popups
Experiment with extent intent popups. These popups display when the visitor tries to leave your website. It’s a perfect opportunity to offer them a coupon for their first purchase.
Improving Your Product and Cart Pages
#8 Run Sales and Promotions
Experiment with short lasted deals to boost sales in a short span of time. Create sales based on current shopping carts or wishlists.
#9 Include Wishlists
Offer a Wishlist or Save for Later feature. Include wishlist buttons on product pages. Use wishlists as a way to understand popular products. Use wishlists with email marketing – send deals to customers interested in a product.
#10 Customer Reviews
Including customer reviews on your product pages can increase trust and encourage people to make the purchase.
Allow past customers to leave a detailed review. Let them upload images (for physical products) and giving the product a Star-rating.
#11 Professional Product Photography
Professionally taken photos of your products can skyrocket sales. Show a clean picture of the product with a neutral background.
Include lifestyle product photos to show people how the product looks or works. Pictures like this can help people imagine how your product will improve or fit into their lives.
#12 Sales and Checkout Optimization Tools
Use software to improve conversions for your store. We recommend OptinMonster. By using this software, you can run multiple experiments at once, and leave the guesswork out of it. The software will let you know which experiments are working well with your customers.
#13 Cart Visibility
Keep the shopping cart within view at all times. This is another great way to decrease shopping cart abandonment. Include a shopping cart icon in your site header and use a sticky header.
Another growing trend is to include your cart as a sidebar-pull using a floating icon
#14 Save the Cart
Save the customer’s cart contents in their user session, or their customer account. This makes it easy for someone to continue shopping if they come back in the future.
#15 Recover Abandoned Shopping Carts
Send emails to customers with cart contents to recover abandoned shopping carts. Offer them a limited time discount coupon code. This might persuade them to complete a transaction.
Improve the Checkout Experience
#16 Fix Your Broken Checkout
Be sure your checkout works well. You’d be surprised how many people hire us to investigate low sales, only to find out that the checkout doesn’t work.
When testing, be sure to check each payment gateway (PayPal, Stripe, etc). Test the checkout using different mailing addresses. Make sure both sales tax and shipping calculations are accurate (if applicable)
#17 Allow Guest Checkout
Make checking out as easy as possible. Reduce points of friction. You can do this by allowing customers to shop and checkout as a guest. Give them the option to create an account during the checkout process. Offer a way for the customer to connect their social media account to your store during checkout.
#18 Reduce Checkout Steps
Keep the checkout process simple and usable. Reduce the number of inputs and screens a customer must go through to complete the checkout.
#19 Reduce Required Fields
Don’t ask for unnecessary information. Reduce the number of required fields for checking out.
#20 Offer Several Payment Methods
PayPal and Credit Card are the most common and will work great for the majority of businesses. Other common payment methods: Bitcoin, Afterpay (AU & US), Apple Pay, or Google Pay
#21 Avoid Hidden Costs
Avoid sticker shock at the checkout. You can do this by being upfront about all shipping, packaging, or handling fees on product pages. Whenever possible, offer free shipping. You can do this by including free shipping for carts over a certain dollar amount.
Another popular method is to include the cost of shipping in the product price. This lets you offer free shipping, without eating the cost to ship.
You’re ready to combat shopping cart abandonment!
With the 21 tricks above, you’ve got a wealth of knowledge on how to reduce shopping cart abandonment on your web store.