The e-commerce industry carries a lot of potential for retailers who can deliver frictionless and enjoyable shopping experiences. More product selection and affordable prices paired with the uber convenience of smartphone shopping has translated into a $2.8 trillion global industry, with forecasts reaching $4.88 trillion by the end of 2021.
But the ease of being able to buy something with just a few taps also has its downsides. Shopping cart abandonment ranges between 60–80 percent for e-commerce stores, with an average under 68 percent.
Turn lost sales into more revenue and lifetime customers with these five details that reduce cart abandonment.
Transparent Shipping Policy
In this day and age, it’s in your best interest to offer free, timely shipping. However, not all products are created equal. If you sell heavy, awkward items that require specialized shipping, you might have to charge for shipping. And that’s OK, as long as you’re upfront about it.
On the other hand, keeping shoppers in the dark about shipping costs until they make it through checkout is a sure-fire way to lose a sale. Display your shipping policy clearly on your home page. You can also use your shipping policy as a way to drum up additional business, such as providing free shipping on orders over a certain amount.
Consolidate Forms & Screens
You only need three screens in your checkout process. Anything extra means there’s room to trim. The first screen should ask shoppers to log-in or continue as a guest. The next screen should ask for billing and shipping details, with the option to duplicate info by checking a box. The last screen is for reviewing the order and clicking “Buy.”
Make sure your forms are easy to interact with on mobile, too. Forms and buttons that are too close together or are glitchy will stop mobile shoppers dead in their tracks.
Display Trust Badges
The checkout process isn’t the only place to display trust badges. In fact, you should present your trust badges on every page of your site, whether that’s your header, footer, or near forms on your checkout page. The most important badge to include is an SSL badge, which displays a green lock next to the browser bar to indicate your site is encrypted with HTTPs.
There are also third-party badges that give your business credibility, such as a Better Business Bureau Accredited Business stamp. A security badge from a reputable security organization like Norton, McAfee or SiteLock is also crucial, especially within eye view of your checkout forms.
Not only do these trust badges reassure online shoppers intent on purchasing, but they also help drive conversions for casual shoppers.
Don’t Redirect Shoppers
E-commerce retailers must accept that a considerable chunk of users who enter their checkout process won’t make it through, no matter its efficiency. When a checkout process redirects users to a separate domain or page to input payment, shoppers might get uneasy and bounce off the page. Alternatively, if the redirected page is poorly designed, that’ll also kill credibility and contribute to cart abandonment.
Finally, anytime a page is redirected, it’ll load a little slower, and every page-loading second counts in e-commerce.
Reliable Web Hosting
Of all the e-commerce business areas in which you may be able to take a financial shortcut, web hosting isn’t one of them. You will get what you pay for. But good news: plenty of solid options exist, such as big-name hosts like GoDaddy and Bluehost to what many claim is the best website builder for e-commerce in Shopify.
Whichever web host you opt for, make sure it offers minimal downtime, robust security checkout features and can handle spikes in web traffic. You’ll also want a host that provides a capable database to easily store and display all your products, product information, images, and other data. Above all, a quality web host will also contribute to faster site loading, which curbs abandonment in itself.
In an era of constant distractions and buying choices, you can’t completely eliminate your cart abandonment rate. However, equipped with these five details will reduce cart abandonment rates, allowing you to make more sales and build a loyal customer base.