Battling Ecommerce Shopping Cart Abandonment This Christmas with these 5 Strategies
There’s just really no way around it. It’s here and it’s ready to challenge your Ecommerce website all season long. The question is, can your online shopping cart handle the holidays or will it drive customers away?
Don’t let your website be the King Joffrey of eCommerce sites
According to CPC Strategy, retailers lose $18 billion annually due to shopping cart abandonment.
You can literally have one of the best brands out there, but if your Ecommerce shopping cart is lacking aesthetics, clean functionality and isn’t user-friendly, then you’re most likely going to see high abandonment rates. Here are 5 strategies to keep customers on your online store this holiday season:
1. Be Transparent with Shipping Costs
One of the main reasons customers abandon an Ecommerce shopping cart without paying is being surprised with hidden shipping costs.
44% of online customers abandon their shopping carts because of high shipping costs. (Source: Crazy Egg)
People don’t want to be tricked and lied to, so do them all a favor and be honest and upfront about shipping rates. Rather than having them find out at the very end of their transaction or after, display shipping costs toward the beginning of the shopping cart process so they’re completely aware of what’s going on and in the loop.
2. Don’t Drag Them Through a Forced Account Creation
People are rushing around everywhere during the holiday season, including online. Do you think they really have the time, let alone want, to first create an account in order to browse and buy on your site? Nope.
23% of users will abandon their shopping cart if they have to create a new user account. (Source: Kissmetrics)
Some pop up at the beginning before you can even browse and some pop up at the end to strategically catch you before you can make a purchase. It may work for some brands, and some brands are really good at it, but it isn’t the best avenue if you want conversions. You’re just going to end up frustrating customers and having them bounce off your site, so don’t do it.
3. Strategically and Clearly Display Promotional Coupon Codes
Consumers are always looking for ways to save money, so you should be making it easy for them to land great deals.
27% of consumers abandoned their Ecommerce shopping cart because they wanted to look for a coupon, according to eMarketer.
If people leave your site because there isn’t a visible coupon code on the checkout page, that’s all on you. It’s not the consumer’s job to search and hunt down your latest holiday promotional codes. Promote your discounts nonstop while you still can and let people know what great offers they’re missing out on if they don’t use your promo code. Place them on your homepage where they’re guaranteed to catch the consumer’s eye and also on the checkout page.
4. Win Back Shopping Cart Abandoners by Retargeting
Sometimes, you just have to realize that shopping cart abandonment is going to happen and suck it up. Instead of crying about it, think of it as an opportunity to rectify the situation and make a sale.
Initial emails, sent three hours after a consumer abandons a cart, average a 40% open rate and a 20% click-through rate. (Source: Listrak)
A great way to do this is with an e-mail or an ad that engages customers and gives them a reason to come back. Maybe offer 10% off, provide free shipping or even prompt a question and ask them what they were looking for that they didn’t find.
5. Make the Checkout Process Easy Peasy
Patience is truly a virtue and not everyone has it. Don’t pile on obstacles for customers and make them trek through your website so they can finalize a purchase.
23% of online consumers thought the checkout process was too long and/or confusing, according to the UPS Pulse of the Online Shopper.
The less confusing and convoluted your Ecommerce shopping cart is, the better. Avoid cumbersome forms and annoying pop ups. Do include things like clear CTAs, an order summary and access to company information so that the checkout process isn’t a burden.