5 Proven Ways to Optimize Cart Abandonment in eCommerce Website

Shopping cart abandonment is the common scenario you would always want to fix as an eCommerce merchant. Something that your marketing team always wants to address in the campaigns. But you aren’t sure where to start?

Is it something that relates to website design, flow or navigation?

Or all you have to do is some marketing tactics?

Every year there’s a certain percentage of cart abandonment that disappoint online store owners and indicate something that’s not working for the customers or prospects.

However, for any business operations, certain optimization has to be in progress to get successful results and 100 percent customer satisfaction. 

Let’s check out the best practices of cart abandonment optimisation in online stores. 

What is Shopping Cart Abandonment?

Shopping cart abandonment is when customers add the items in the cart and refuse to make final checkout. It could be because of some problems with the website, the product,  discounts or pricing or maybe personal reasons. 

However, you as an eCommerce merchant can not fix if it’s their personal problems. But certainly have to fix them if it’s because of your website and you are losing a lot of money. 

The best thing is, you can always fix the problem at your end. 

Let’s find out what could be the problem that’s stopping the prospects from becoming a customer and customers to shop their purchase?

Reengaging the Customers 

You can re engage the customers in a matter of seconds using some smart ways. In today’s busy schedule of customers, they aren’t only engaging with the shopping websites but often have too many notifications and alerts at hand. It could be meeting popups on the desktop screen or mobile notifications. 

It is normal to miss out on the completion of shopping checkout in such cases. In this case, putting specific pop ups that re engage the customers on their completion of shopping decreases the abandonment rate. 

It works as a quick reminder for the customers who are missing out on the items they’ve added in the cart but forgot to complete the checkout process.

Personalized Messaging

Personalized messaging is addressing the customers with the personalized content. You might experience that even after putting popups and important push notifications, there’s less engagement of customers and they continue to abandon the carts.

But using popups correctly makes sure to decrease the rate of abandonment of cart ratio. There you need to personalize them as how you talk with the customers. 

For example, 

Hey Joe,

You haven’t been here for so long? 

Or 

Hey Danish,

Continue your shopping and get an extra 30% discount this time.

Something like this can surely attract the customers. It also includes keeping the track record of historical views of customers. Based on the customer interaction using certain plugins, extensions, and APIs, one can manage addressing the customers in a more personalised pattern. 

Organized Checkout Pages

It’s a human psychology that when you know how many days are remaining to a particular work or how many people are in line to get your turn, you will feel a certain relaxation about the task completion. But  if you don’t know the steps after which you will get the final checkout, it might be a frustrating situation.

On the same note, considering to put a progress indicator in checkout pages makes customers half relaxed when they are into the process. Keep it precise and engaging. For example, optimize the shipping address step for the customers who have already purchased items from the store previously. You could combine two individual steps into a single step. 

Also, show the indication of steps remaining at the progress indicator bar. 

It should include minimal steps like Shipping, confirmation of order and final step as payment and checkout. 

You can also organize your checkout pages in stores using the proper alignment of graphics, symbols and user friendly design that continually indicates that the process is clear, authentic and the users can feel free to make any edits. 

In short, making the process and the website look reliable. For example, using product  thumbnail images with product name and edit options makes the checkout page look user accessible and well informed. 

Winning Trust

This is when your website is new and the users are unable to trust when it comes to the final checkout process. It happens when you have got the attractive products, your website is getting enough engagement from the users but when they see that the site is not popular or aren’t reliable, it kind of hesitates them to make the final purchase. 

In this stage of your online store, you should refer to social proof. As in website reviews, product reviews by the customers, social sharing of products and social trust badges that add value to the website. These trust badges enhance the possibility of users getting checked out without making purchase to making complete purchase and checkout. 

You should also ensure your website seems proactive to the users in terms of facilitating the ease. That is to not make compulsive registration and login to allow guest purchasing.