How to Minimise Shopping Cart Abandonment

How to Minimise Shopping Cart Abandonment

How to Minimise Shopping Cart Abandonment

Research suggests that up to 60% of online shoppers who add items to the shopping basket abandon it before the sale is finalised. Increased customer expectations, the rise in comparison shopping and the failure of online vendors to adhere to best practice have been blamed for the increase in shopping cart abandonment. Why are shopping baskets being abandoned? And how can it be minimised?

Process is too long or complicated

The more time it takes to complete the checkout process the more time the customer has to change their mind. For vendors it is vital to get the right balance between getting enough information from the customer and making the process fast and easy. Customers will abandon a basket if registration requirements are excessive or the whole process is too slow, long or complicated. A recent study found that 57% of online shoppers insisted on a rapid checkout process so ecommerce software tools that shorten the checkout process are invaluable. A Postcode Address Finder' (PAF) tool can reduce check out time by over 30%, as it only requires customers to enter their postcode and find address to populate fields automatically.

There are limited payment options

As well as making the payment process as easy as possible it is also important to give customers a good choice of payment options. As well as credit and debit cards a PayPal option is often expected.

Concerns about security

Security is a big concern for online shoppers, a survey by Harris Interactive for McAfee found that 45% of customers abandoned their cart due to security concerns and 63% of shoppers won't purchase from a site that doesn't show a security logo. Ensure that your security logo is prominent and that you display a closed padlock or an unbroken key icon as customers know to look out for these clues that a site is secure.

There is not enough information

The comparison culture means that online shoppers will rarely buy a product or service before researching their options first. A recent Forrester survey found that 27% of shoppers who abandoned the shopping cart were price checking. Delivery costs and shipping locations will have a huge bearing on a potential customers' decision to purchase. By providing shipping information early on in the process, the user will not be forced to go through the shopping cart process to find out. Detailed product information, including the sizes and colours currently available, should also be given early on.

Unable to retrieve session

The Forrester survey also found that 24% of the shoppers who abandoned the shopping basket wanted to save the products for later. Make it easy for potential customers to resume their session when they visit again.

As we are beginning to understand more about why customers are abandoning the shopping basket before making a purchase, more ecommerce software functions, including eBay integration, product comparison, postcode address finder and wish-lists, are being made available.

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