cart abandonment

5 Tips to Minimise Cart Abandonment

E-commerce 6 min read

Shopping cart abandonment is probably the biggest challenge eCommerce businesses face these days. In fact, the average cart abandonment rate across industries is a staggering 70%. 

That means that for every customer that ends up buying from you, two leave without completing the order. And that results in countless missed opportunities to grow your business, increase revenue, and build a stronger online presence.

Luckily, cart abandonment doesn’t have to be something you just have to live with.

Sure, some people will not buy from you after adding things to their cart. But in many situations, being proactive in how you engage buyers and minimize friction can make a huge difference.

With that in mind, let’s look at five effective tips for minimizing cart abandonment you could implement in your eCommerce store as soon as today.

Implement Proactive Live Chat on Checkout Pages

cart abandonment

Proactive live chat can improve the customer conversion rate by as much as 40%. But despite that, many store owners are hesitant about implementing it, fearing that it might come off as intrusive instead of helpful.

But when done correctly, proactive chat can become one of the most powerful tools in your arsenal. And in most cases, your visitors will at least not dislike the idea of being able to chat, even if they don’t need the help at that moment. 

When visitors spend a specific amount of time on a particular page, you can usually assume that they are looking into a topic or product. And when they’re reading and learning about what you offer, they will often have questions that need to be answered.

Before proactive chat, users would have to browse your site to manually find the answers they need. Or they would have to fill out a form and wait for an answer to come to their email.

In other words, the process of getting answers involved a lot of effort. And that creates friction which makes many people give up.

Meanwhile, if you set up a helpful proactive chat pop-up, you will often draw the attention of visitors who have a specific question in mind. Then, instead of having to look for ways to reach out, they can type in the question in the box and receive an answer almost instantly.

When done correctly, proactive chats can improve customer engagement, boost conversions, and significantly reduce cart abandonment. The benefits of using it on your website greatly outweigh any possible negative experiences that might occur once in a while.

Offer Guest Checkout

Even though there’s some debate about whether you should have guest checkout or encourage customer accounts, the overall consensus seems to be that the advantages of reducing checkout friction are worth it. 

Having to fill out forms about themselves and register is one of the top reasons people give up on their carts, so if your goal is to minimize cart abandonment, forcing registrations is something you will have to eliminate.

Sure, you can still have the opportunity to register and even encourage it with a small additional incentive. But you should always provide an alternative, offering the opportunity to checkout as a guest, which saves a lot of time for first-time users.

One of the main reasons why first-time buyers can be hesitant about registering is that they might not know your brand very well. As you know, not all eCommerce stores value customer privacy and protect their data, so today’s users have to be vigilant about where they share their personal information.

Once the first purchase is made and you prove yourself as a reliable online business, there’s no reason why the customer couldn’t become a regular user and a subscriber in the future.

But until you build that trust and develop a relationship with the customer, providing the option of shopping as a guest will almost always help reduce cart abandonment and boost sales. 

Avoid Hidden Fees

cart abandonment

Hidden charges are one of the most frustrating parts of shopping online. You’re filling up your cart, expecting to pay a certain amount, and then you see additional fees for shipping, handling, administrative tasks, or a variety of other reasons. 

All of these fees can have a significant impact on your cart abandonment, as even people who were excited about making a purchase can be quickly put off by the sight of additional charges they did not expect.

In many cases, these charges will even make the customer trust you less because you are showing a lack of transparency by not including every part of the cost into the original price. It’s a gimmicky strategy used to trick online shoppers, and you shouldn’t use it if you’re trying to build long-lasting relationships with your audience.

Meanwhile, if you’re transparent about the fees, you can even make it a part of your brand positioning, emphasizing that when customers shop with you, they can trust that the prices they see will be what they’ll have to pay.

To reduce friction even further, you could even consider calculating the shipping cost into the price of the products or at least having a purchase amount that includes free shipping. 

Add Security Badges or Social Proof on the Checkout Page

91% of shoppers read at least one review before making a purchase online. And that means that eCommerce stores that fail to incorporate social proof on their checkout pages are missing out on a massive opportunity to improve conversions in an instant. 

Add in the fact that 48% of people only buy products rated four stars or higher, and it becomes apparent that the only way to make shoppers trust your brand is through having other customers vouch for your products and company.

Luckily, there are many ways you can enhance your checkout pages with social proof that will provide peace of mind to your buyers.

For instance, you could set up a review section for each of the products, allowing shoppers to quickly go through some of the reviews, seeing what other people have to say, and evaluating whether the product is a good fit in their situation.

You could also add a few reviews or testimonials that talk about your store in general. If you get some positive reviews from happy customers, you could then showcase them on your checkout pages, removing the last bits of doubt that the customer might be having before completing the purchase. 

Ideally, you want reviews that emphasize good product quality, excellent support, and fast product delivery, as these are some of the top priorities your audience is likely to have.

Quick Personalized Reactive Outreach

Making the sale online often comes down to how personalized you can make the shopping experience. And because of that, there’s no reason why you shouldn’t take the same approach when dealing with cart abandonment as well.

Brands like Amazon have perfected how they use reactive outreach to provide personal and relevant messages based on user actions.

If you can develop a cart abandonment outreach strategy that takes into account the needs of your buyers, you will usually see excellent results.

For instance, when someone fails to complete their purchase, there’s usually a reason why that’s the case. Perhaps there was unexpected friction in the buying process, or the buyer didn’t find the information they needed. By addressing these concerns head-on and providing reasons to buy, you can get more people to come back to their abandoned carts.

And as you learn more about your audience, you should use that to your advantage, tailoring messages to each situation and boosting the number of completed purchases in the process.

Bottom Line

Cart abandonment is one of the top issues eCommerce brands face. But while it’s impossible to completely eliminate it, there are methods you can use to gradually improve your conversions and remove as many barriers as possible from the buying process.

The five tips listed above are a good starting point that will help you anticipate your buyers’ needs, address their concerns, and provide a quick and simple shopping experience.

Need a dedicated customer experience team ready to support your brand?

Book a consultation with us and we’ll get you set up.

A co-founder of LTVplus that is on a mission to rid the world of bad customer experiences. We build outsourced customer experience teams for e-commerce brands in any time zone and language. #cxnerd

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