How To Reduce Your Store’s Cart Abandonment?

by Cherry Chen
Cart abandonment is a term used in eCommerce to describe the situation that customers add products to their online cart or even begin the checkout process, but leave the site before finishing their purchase. Many customers who visit your dropshipping store on Shopify or WooCommerce or other ecommerce platforms abandon their carts before finishing their purchase. The average abandonment rate is 68%, based on data compiled from 33 different studies on shopping cart abandonment. Cart abandonment is one of the most crucial problems for dropshipping businesses to overcome. And it is as critical as driving traffic to your store by word-of-mouth marketing, SEO, content marketing, social media marketing, or design an attract site by choosing the wonderful themes. There are a number of simple things you can do to keep your abandoned cart rates down. The article will introduce 10 ways to reduce your store’s cart abandonment.
1. Offer Multiple Payment Options
There is data from column five that 56% of online customers prefer to see a variety of payment options at checkout. It is important to know about payment gateway and your buyer persona to choose a variety of popular payment options. The basic cards include Visa, Mastercard, American Express, PayPal, etc. And mobile payment systems such as Apple Pay and Google Wallet are becoming increasingly popular, particularly among younger demographics. Try to offer payment options as many as possible for customers to choose.
2. Build Trust In The Buying Process
Trust is really important when customers make a purchase on your dropshipping store. And customers hand over their personal and financial information for trust and want more reassurance that their data is secure. Many customers abandon their carts because trust logos were missing. Make sure you show the trust logos that are recognizable and commonplace such as Verisign, PayPal Verified, etc well-known security logos. In addition, don’t forget to have a valid SSL certificate. If it’s out of date or improperly installed, your customers will see a warning message in their browser that the connection may not be secure.
3. Optimize Your Page Load Times
There is a data from Visual Website Optimizer that ecommerce shopping cart conversion rates drop 7% for every one-second delay in your page loading. Thus it is necessary to optimize your pages load times and try to make it as fast as possible. For example, your checkout pages should be as optimized as possible to avoid the situation that its slow load beg impatient customers to take their shopping elsewhere. In addition, your images should balance quality and speed. And you can also limit the use of ad network trackers, poorly implemented tags, social plugins and other bloat to optimize your page load times.
4. Reduce Shipping Price Shock
Many customers abandon their shopping carts because of expensive shipping costs. Make sure your shipping costs are transparent while the customer is browsing through your products. You need to set proper shipping rate for your dropshipping store and offer free shipping is a good idea. And free shipping is not free. Add shipping costs to the price of a product and use free shipping as one of the main selling points. Offering free shipping is one of the highest-recommended ecommerce marketing strategies. Customers may add more items to their shopping cart for free shipping and may accept a slower shipping option for it is free.
5. Reinforce The Benefits Throughout Checkout
You need to reinforce the benefits throughout checkout to motivate your customers’ desire to purchase. The benefits throughout checkout also optimize the customer experience. If you use “You’re purchasing this…” instead of “Order Summary” above the product image at the checkout, you’ll reinforce customers’ decision to buy and subtly impacts their perception of ownership. And you can show the free shipping message throughout checkout.
6. Make Navigation From Shop To Cart Convenient
Many customers abandon carts because of overly complex navigation. The easier you make navigation, the more likely customers are to stick with it and actually check out. There are a few ways that can help you make navigation easy.
  • Identify the drop offs from the customer flow report and fix them.
  • Create a seamless shopping experience for your customers. Don’t make them click the back button after adding a product to the cart.
  • Keep the cart visible on every page so your customers can easily return to your cart to complete the checkout at their convenience.
7. Use Cart Abandonment Emails
You can use cart abandonment emails when customers leave the website without finishing their purchase. And you can use a series of more than 1 email to persistently follow up customers until the cart is recovered. Many customers abandon their cart unintentionally due to external incidents such as site crashes, slow load speed or site timeout. In these situations, cart abandonment emails are effective in the sales funnel because they remind and lead customers back to the site to finish their purchase. In addition, you can offer a discount or free shipping code as an incentive to the customers who abandon their carts.
8. Add Social Proof
Social proof showcases how your products have helped others to alleviate the concern that they may regret buying the products. You can add social proof to your store in some different ways.
  • Follow up with customers and ask them to write a product review.
  • Feature reviews on product pages and list testimonials on other landing pages of your site.
  • Add applications like Notify to your store to show customers who else is purchasing your products.
9. Use Remarketing
Some abandonment can’t be prevented, but you can use the remarketing technique to retarget cookies visitors who previously visited your website, with ads services. Retargeting helps you increase your brand awareness and convert visitors into paying customers. And doing social retargeting on social media platforms like Facebook, Twitter, Linkedin generates better engagement and results because people can like, share and discuss on the ads post. Present dynamic ads to those customers who abandon carts based on the products they viewed to try and win them back.
10. Identify Leaks In Your Funnel
It is necessary to draw out an as detailed conversion funnel from traffic to successful payment as possible so that you can know the process and identify leaks. You can examine the visitor flow and conversion pathways in Google Analytics to identify leaks in your conversion funnel. This can show you bottlenecks on product pages and the points where your traffic is dropping off before making it to the cart. Then you can target those pages to see what improvements need to be made to improve the user experience.
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