Shopping cart abandonment rate - what is it? It's simple really. It's the amount of people who begin a transaction on your ecommerce site, but drop off and leave before they finish.
So why does this happen?
Well there are a number of reasons that may cause a customer to abandon their transaction. Quite often the reasons are out of your control:
- The person themself gets disturbed by something while they are online, causing them to move away from the computer and as such, away from completing their transaction.
- Their internet connection might fail.
- They run out of battery power on their laptop.
As you can tell, there are many possible reasons that you can to nothing to avoid. But there are a number of things that you can do to ensure your customers stay on your site and complete their transaction.
1. Increase you site speed
If your sites pages take too long to load, you can be sure that you customers will get impatient and tempted to leave. Increasing your site speed will improve on the likelihood of your customers sticking around to complete their transactions.
Make sure you improve your site speed before you begin spending time and money on driving traffic to your website.
2. Make your checkout process as simple as possible
Keeping your process short and simple will make sure to encourage customers to complete transactions. The less pages, forms and boxes your customer has to fill in the more like they are to put in the effort to buy.
Page after page of detailed information is sure to put off the impatient buyer. Reduce your checkout process to as few pages as possible.
Consider allowing guest purchases - making it unnecessary to create an account in order to make a purchase. This will encourage those customers who don't have time (or simply don't want) to create an account.
3. Be clear about all your prices and costs from the beginning
No one likes to pay more than they expected to. Unclear shipping charges are a huge reason for shopping cart abandonment. A typical scenario might be that customers are sure they are getting a great price until they come across the shipping charges announced on the very last page of the transaction. This will automatically leave the customer with a feeling of having experienced bad customer service.
Be upfront from the beginning and make sure your charges are clear. Spending time on this will certainly pay off in the long run as you will soon see an increase in conversions.