How to Cut Your Shopping Cart Abandonment Rates
What happens 67.89 percent of the time someone gets to your shopping cart? They leave without purchasing, that's what!
Yep. They simply exit before the virtual ink is even dry. So, why is this number so high?
Reasons given for shopping cart abandonment
In a study done by Statista, there are a variety of reasons for this (we think) aberrant behavior. Here are just a few.
- Unexpected costs (usually shipping)
- Better price found elsewhere
- Too expensive
- Process takes too long
- Site security questions
- Too many unnecessary hoops to jump through
Since the last thing you hope to do is create stops in your purchasing process, you better check out these three steps we've found to reduce shopping cart abandonment and help you better streamline and optimize your shopping carts.
Make your pricing work for customers – According to OneUpWeb, 59 percent of customers expect to see the total cost, and that includes shipping, before they get to your checkout page. That leaves the ball in your court to disclose as much as possible. This also means thinking about your shipping costs. If you aren't able to offer free shipping, give some thought to reducing or eliminating these costs after a certain threshold.
Don't make the process interminable – You've experienced this yourself. The form goes on and on, asking for all manner of information, nearly all of it unrelated to the purchase. This is a major reason people bolt from your cart. If the info isn't directly relevant to the purchase, don't include it!
Test your calls to action – Be sure and test the language you are using on your buttons and associated calls to action. Different words mean something different to people within various contexts. You aren't limited to using the common labels such as Buy Now, Proceed, Continue or Go. Test your words to find out which are best for you!
Fairly often the last thing we think to optimize is our shopping carts. I propose that it should be a lot higher on your list of things to do!
If you need help generating leads, please call us. We have an excellent lead generation program where we pay for all your advertising expenses and take all the risk for you. You only pay when you get results. This is a massive undertaking and understandably we're limited in how many companies we can help at any one time. If you're interested and find the program paused or not available, just leave your details and we'll let you know when it re-opens.
