Imagine being a sales person that has painstakingly helped a customer select the perfect item that meets all their requirements, they’ve checked the price with you and appear happy. They pull out their credit card and… it slips through your fingers as they suddenly turn and walk right out of the shop, leaving their chosen items on the counter.
That is effectively what could be happening with as many as 65% of the users that place an item in their Shopping Cart on your site according to UK research institute Baymard Institute
No don’t leave me!!
Ensuring your following industry Best Practices when it comes to the Shopping Cart and Checkout Process are the first step that should be taken to reduce the abandonment rate of your shopping cart.
Best Practice Number One
Make sure you have reassured your customer that the checkout they are dealing with is safe and secure. Something as simple as including a security logo, a padlock or the words “We offer safe & secure online shopping” can be a deal breaker when it comes to keeping your customers moving through the checkout process.
Best Practice Number Two
Remove all shiny objects. By this we mean distractions. Once a user has their credit card in their hot little hands it’s important to make sure they hand over the precious details and push that ‘Buy Now’ button. Once they have moved past the ‘browsing’ stage of the Shopping Cart, all subsequent pages should have distractions such as the top nave, links back to category pages etc removed. Focus on purely just moving them to the next step in the buying process.
Best Practice Number Three
This is not the time for 21 Questions. Try to reduce the number of fields that you are asking a customer to complete. This could be as simple as combining first and last name into one field (unless your CMS requires otherwise) or could go as far as allowing the customer to check out as a guest, thus entering only their email address (you can always grab other information later by creating an automatic account for them and emailing them the login). By reducing the amount of information the user feels they are having to give away to complete their purchase you are streamlining their buying process and accelerating the steps taken to reach the final confirmation page.
Been there, done that.
If you feel as though you have already actioned the above Best Practices and are still seeing significant drop out rates then Housten, we have a funnel conversion problem.
There are more granular changes that can be made to your checkout process overall, an example of which is detailed in The 15 Minute Fix to Reduce Shopping Cart Abandonment on your Website. The trick is know exactly which parts to change and whether you should be looking at visual / design changes or more layout and functionality alterations.
At Alkemi we’ve been running A/B tests on Shopping Cart Pages and Checkout Processes, implementing Remarketing campaigns and generally improving Checkout Conversion Rates for more than 10 years.
We’d be happy to help you identify where your Checkout Funnel is letting you down and assist in designing the best strategy to combat the conversion barriers identified. Why not get in touch with one of our consultants and get that Cart Abandonment rate in check and your revenue on an upward trend!