6 ways how to decrease cart abandonment in your online store

Key takeaways:

  • Simplify the checkout process by reducing steps and offering guest checkout.
  • Offer various payment options to cater to customer preferences.
  • Provide clear instructions and visual cues throughout the checkout.
  • Ensure transparency in pricing by displaying product prices, shipping costs, and total order cost.
  • Implement exit-intent pop-ups or emails to recover abandoned carts with enticing offers.

Cart abandonment is a common issue for online retailers, with an estimated 70% of shoppers abandoning their carts before completing a purchase. This can be a major drain on revenue, so it’s important to take steps to reduce cart abandonment. Here are six tips to help you increase your conversion rates and improve your bottom line.

1. Simplify the checkout process

The checkout process is often the point where customers abandon their carts. To make the checkout process as simple and straightforward as possible, try the following strategies:

  • Shorten the number of steps: The fewer steps required to complete a purchase, the lower the likelihood of abandonment.
  • Offer a variety of payment options: Allow customers to pay for their purchases using their preferred methods, such as credit cards, PayPal, or mobile wallets.
  • Enable guest checkout: Make it easy for customers to proceed with their purchase without creating an account.
  • Provide clear instructions: Clearly outline each step of the checkout process, using simple language and visual cues.

2. Offer clear and transparent pricing

Hidden fees or unexpected costs can be major deterrents to completing a purchase. To ensure transparency, make sure all pricing information is clearly displayed throughout the shopping process, including:

  • Product prices: Clearly state the price of each product, including any applicable taxes or discounts.
  • Shipping costs: Provide upfront information about shipping costs, including any additional fees or surcharges.
  • Total cost visibility: Allow customers to see the total cost of their order before they proceed to checkout.

3. Provide a secure and trustworthy shopping environment

Customers are more likely to complete a purchase if they feel secure about their personal and financial information. To build trust and encourage customers to complete their purchase, consider the following measures:

  • Use a secure payment gateway: Implement a reputable payment gateway that encrypts customer data and protects against fraud.
  • Display security badges: Prominently display security badges, such as VeriSign or SSL, to assure customers of the website’s security.
  • Have a clear return policy: Provide a clear and transparent return policy that outlines the procedures for returns and refunds.

Provide responsive customer support: Offer responsive customer support via phone, email, or live chat to address customer inquiries promptly.

4. Leverage abandoned cart emails

Abandoned cart emails are automated messages sent to customers who have added items to their cart but have not completed the checkout process. These emails can be a powerful tool for reactivating abandoned customers and encouraging them to return to finish their purchase.

To maximize the effectiveness of abandoned cart emails, consider the following strategies:

  • Personalized messages: Use customer data to personalize email content, highlighting items left in the cart and providing relevant recommendations.
  • Urgent incentives: Offer time-sensitive discounts or promotions to incentivize customers to return to the website and complete their purchase.
  • Clear call to action: Provide a clear and concise call to action, such as a link to the shopping cart or a specific product page.

5. Customize the customer journey using a CJM

A customer journey map (CJM) is a visual representation of the experiences that a customer has with your brand, from initial awareness to post-purchase engagement. By mapping out the customer’s journey, you can identify areas where there are friction points or opportunities for improvement and customize the shopping experience for your personas.

To create an effective CJM, consider the following steps:

  • Gather customer data: Collect data from various sources, such as website analytics, customer surveys, and feedback forms.
  • Identify key touchpoints: Map out the customer’s journey from first contact to post-purchase interactions.
  • Analyze customer behavior: Analyze customer data to identify trends, pain points, and areas for improvement.
  • Choose the right tool: When picking the right CJM tool, you should primarily consider the ease of use and sophistication of the key features – we recommend our Out of Dark.

6. Use exit-intent popups

Exit-intent popups are a strategic way to reengage customers who are about to leave your website without completing a purchase. These targeted popups can be used to offer incentives, such as discounts or free shipping, to encourage customers to stay and finalize their order.

To ensure effective exit-intent popups, consider the following factors:

  • Timing: Display popups when customers are close to exiting the website, such as when they move their mouse towards the browser’s close button.
  • Personalization: Tailor popup messages to individual customers’ interests and browsing behavior.
  • Clear call to action: Provide a clear and compelling reason for customers to stay and complete their purchase.

Do you want to create an interactive and easy-to-use customer journey map with powerful touchpoints, personas, automatic KPI import & monitoring, and much more?

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