Anyone who has been in any type of customer sales position before knows the routine to making more sales.
More customer leads = more face to face meetings = increased sales. Which is why the majority of your marketing expenditure goes on finding new business.
For an e-commerce website that means more expenditure on pay per click or SEO to attract new customers. But could you make a better use of your marketing budget by examining your existing customer flow and improving it? Even small improvements in your checkout process could make a big difference to your bottom line profit.
More and more customers choose to do their buying on mobile devices. Mobile handset screen sizes are becoming bigger and “Phablets” are eroding Tablet market share.
And it’s going to get harder with the proliferation of “Phablets” and the associated User Experience problems that need to be solved. It is more important than ever that all the hard work you do to attract new buyers results in a positive shopping experience across mobile devices.
So why do so many mobile online shopping sessions end with an abandoned cart and an empty till? Here are the top fourteen reasons why people abandon their shopping carts:
Now that we know why they abandon we can start doing something about it. On the basis that 80% of results are going to come from the top 20% causes let’s look at the first two:
If over half of your intended purchases are curtailed because of unexpected costs then this is the first area to focus on. Do you provide information about delivery costs upfront? I know I’m often put off when I’ve decided to buy something and find the delivery cost tacked on at the end is unacceptable. Make all your charges for delivery and extras as transparent as possible so customers know what to expect when they reach the checkout button.
If VAT or Tax charges are applicable make sure your customer knows about them upfront. Finding out that the total cost is 20% more expensive due to extra charges is guaranteed to lead to abandonment.
Competing on price is taking a short circuit to the bottom of an e-commerce race you can never win. Unless you are extremely lucky to be in a niche marketplace with few other players then prices will always be compared. You can’t beat the drop shippers who compete solely on price but where possible adding more value to your product is always a more preferable way forward.
You can add value by providing more product information and offering a more personalised shopping experience. Push relevant offers and offer coupons. Utilise buy online/pick up in store wherever possible.
Sometimes you don’t need to go to great expense or even time to fix problems that you didn’t know existed.
Have you ever been half way through an online purchase and had to go backwards and forwards checking your shopping basket as you go? Provide a visible basket that can be seen on every page so that the customer knows exactly what they have before they approach the checkout.
Provide Thumbnail Images
When you are shopping in a store you know exactly what’s in your basket because you can see it all. As you hand over items to the cashier you can double check the right sizes and colours as you go. Providing thumbnail images in your checkout process is a great way to reassure customers they have the right items in their basket.
many people feel uncomfortable giving up their card details online so make their environment seem as secure as possible by providing highly visible security badges.
Most UK banks now support 3D secure authentication and customers can be put off if it’s not present. Use a payment gateway that supports 3D secure or equivalent security protection.
Use friends and family to browse your store and make dummy purchases. Try to find the least tech savvy people you know to use your store and you might find the results eye opening. It’s often the case that YOU know how to use the navigation but a complete newcomer to online shopping may find it difficult to use. User experience (UX) testing should be a big part of your fight against shopping cart abandonment.
Most popular shopping carts have “abandoned cart emails” that can be customised and combined with coupon codes to entice customers to retrieve their shopping cart. It’s a great feature when used properly but don’t forget to take the time to configure it accurately. You don’t want to be sending out emails to people who had their credit card declined for example.
They say prevention is better than the cure and in the case of abandoned shopping carts it’s true. You’ll probably never discover all the reasons people abandon but using the mobile device and testing the checkout process with technophobes has to be the simplest and easiest fix there is out there.
After that make sure there are no nasty surprises when customers reach the checkout and reassure them with security images and trust.
In order to improve user experience, businesses are increasingly turning to progressive web apps, which combine the best features of regular apps and websites. Ecommerce businesses which have created mobile-first PWAs have seen significantly faster page loading times, better conversion rates and improved engagement. On average, a website using PWA can increase speed performance by… Continue reading PWA benefits: Ways to Leverage it for B2B eCommerce services
If you have a grocery store and you are looking to take your business to the next level, then this is the right time to invest in grocery mobile apps. A report by Oberlo suggests that online grocery sales in the US are expected to reach $160.91 by 2023. Not only this, the revenue continues… Continue reading How to Build a No-Code Online Grocery App in 2023?
Most businesses create an app to establish their business in the digital world. But after some time, these businesses end up investing much more money by creating different versions and similar apps for different operating systems to stay relevant in the market. Later on, this choice of businesses becomes painful as they spend more money… Continue reading How to Build Modern and Offline Progressive Web Apps
Sign up for our newsletter and be the first to receive all the latest updates.
Request a callback from us by filling the form below.
Get your project estimate. Brainstorm business ideas. Book a demo. Get complete support and so much more!