I’ll be the first person to tell you that setting up marketing automation campaigns like abandoned cart will help you gain back revenue otherwise lost. With 68% of cart purchases left behind, according to Baymard Institute, you would be foolish not to implement it.
But a problem I often see is that businesses become too dependent on abandoned cart, rather than try to stem the flow of abandonment in the first place. Why hope and pray for recovery, when you can get the purchase right away?
To help you out, I’m going to tell you 7 reasons why I won’t buy from you… and why your customers are falling into the abandoned cart category. Don’t worry, I’m not just going to chew you out. I’ll follow up each reason with recommendations to reduce abandoned carts before your customers ever get there:
- Your website looks terrible on my iPhone
With mobile ecommerce expected to hit $50 billion by year-end according to Custora, and more growth expected next year, optimizing your shopping cart for mobile devices is crucial. If you still haven’t updated your ecommerce site with responsive design, doing it now is a must.
- I’m not sure what’s in my cart at checkout time
Imagine spending 20 minutes filling up your cart then going to checkout and having no idea what you put in it. The shopping cart should not be a mystery – customers need as much info in the shopping cart as possible so they don’t have to go back and search for it. Display product images, as well as product information like name, specs, price, and any other necessary info. It’s okay to list it all as long as it’s well organized.
- I don’t trust you
No matter how reputable your business claims to be, customers want visual proof that the purchase they are making is legitimate, safe and accurate. Adding an SSL security logo, highlighting testimonials from customers, and displaying all pricing information (including shipping, tax and promotional discounts) improves transparency and prevents people from leaving the purchase process.
- You’re asking me way too many questions
The fewer the steps, the more likely your customer will finish the checkout process. Registration is one of those features that can make or break the process and if you choose to include it, you must keep it lean. Name, email and password are fine, but asking customers lengthy questions like “Choose your top interests” or “Select your favorite product categories” will make them drop off in a heartbeat. You can find out that stuff at a later date, so remove unnecessary registration form questions and make checkout quick and smooth.
- I’m still waiting for a sale
You know what makes customers happy and willing to continue a purchase? Saving money. The checkout is the perfect place to make this happen, so if you have any promotional offers available like free shipping or 10% off all orders for the holidays, make it visible. At the very least, give customers an option to save by doing something or let them know they can save in the future with rewards points or subsequent coupons. And as mentioned above, make any savings obvious (transparent) in the pricing too.
- I just have a simple question
Just because someone has made it to the shopping cart checkout, doesn’t mean they’re all set to pay. They may have questions about shipping and delivery, or product specs, or even want to double check that your store really does exist. Whatever it may be, having customer support available like live chat and phone numbers will alleviate concerns and add credibility to your site.
- You don’t take my preferred payment method
Too many options can be a bad thing, but the most common missing options are Paypal, Amex and Discover. Although it’s a smaller demographic compared to Visa and Mastercard, the people who use Paypal, Amex and Discover are typically more loyal to the brand and seek out stores that accept their preferred payment method (they see it as an exclusive club rather than a problem they need to deal with). Paypal integrates with practically everything and gateways like Stripe and Braintree make accepting Discover and Amex much easier for merchants.
Now do you see why I won’t buy from your store? It’s simple things, yet very important things that can make me, or any of your customers, abandon the shopping cart and fall into the ‘hope and pray you come back’ category. By making the changes outlined, you can reduce abandoned carts (and your dependence on them), achieve more revenue right away, and improve your business in the long run.
Do you face other issues that make you abandon your shopping cart? Let me know in the comments below!
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