Shopping cart abandonment, where consumers place goods in their online basket and then fail to go on to complete the purchase, can be a nightmare for online retailers and it happens perhaps more frequently than you might expect. Year on year more than two thirds of all shopping carts are abandoned prior to sale.
Those businesses that are able to discover and analyse the reasons for shopping cart abandonment and provide solutions to the shopper are those that are going to see their sales figures rise. Research from BI Intelligence estimates that some 63% of abandoned shopping carts can be recovered where retailers are able to address the reasons for the initial abandonment.
Before anything can be done about basket abandonment, we must first understand the issues or factors that may be causing this. There have been eight main reasons identified as to why so many shoppers abandon their carts before completing purchase. Knowing what these reasons are helps retailers to put systems into place to prevent re-occurrence, or to offer the customer an incentive to return to the store and complete their purchase.
Now we know the reasons why customers abandon shopping carts we can begin to look at how to combat these reasons one step at a time. Most ecommerce agencies will be able to implement such changes on their platform, or third party ecommerce platform.
There are a few other ways in which many online retailers can improve the shopping experience and help nudge more site visitors towards the checkout with a full basket.
Displaying clear pictures of goods with shots from different angles where necessary and the option to zoom in and see more detail helps people feel confident that what they are thinking of buying is right for them.
Display solid, informative product information alongside the images.
Displaying a clear call to action can also help funnel customers to checkout – ensure that the shopping basket can be accessed from every page of the site and the button for proceeding to the checkout clearly stands out.
Using contrasting colours for the checkout button makes it immediately visible. Include any further calls to action or incentives to buy clearly as well, such as the opportunity to sign up for a new account and receive a discount.
By streamlining the process from browsing to purchase and by ensuring that customers do not come up against unnecessary obstacles, retailers will see a lower rate of shopping cart abandonment.