Shopping cart abandonment is one of the biggest issues Ecommerce websites are having to overcome.  When we visit shops in our everyday life, it’s very unlikely we will be in a shop, have selected some items which we are going to purchase and then get distracted by a movie trailer leave the items and not return.

It is a very unlikely situation in everyday life, however online this is happening all the time. Users will be busy shopping on your website, have added items to the basket then all of a sudden receive a twitter or social invitation and instantly be distracted from what they were doing. It’s likely they abandon the cart and most of the time will not return to complete the purchase.

In part 1 we are going to look at the facts we know about shopping cart abandonment, and explore strategies that can help to reduce this.

The Stats

As we start to learn more about how users interact with websites and where online retailers are losing customers you will see that shopping cart abandonment is become an increasingly bigger problem.

In a recent study that was carried out by a retail marketing firm the average rate of cart abandonment was calculated at a staggering 81%. This was 6% higher than the previous 6-month period. This would suggest that in most cases we should be happy with 25% of our sales converting. However, if we flip that over that means you could be losing three quarters of your shopping carts. If we look further into these numbers that would also suggest that 3 out of 4 customers could abandon their cart before completing a purchase.

It is said that the travel industry is most effected with a shopping cart abandonment rate of 85%. The study also showed that abandonment was occurring more so on a Friday, Saturday and Sunday.

With the figures so high, how is it possible to start putting a strategy in place which will start to reduce these numbers?

Building Trust

The user needs to feel comfortable when making a transaction. It’s all very well displaying your products in a nicely packaged presentation. However, if when you start to navigate through the check out your proposition isn’t quite as slick this will raise concern for the user.  The check-out isn’t just a given formality as we know.

You need to ensure that the transaction process is well thought out and that you find a way to build the purchasing trust with the user.

Check out is a sensitive experience for most users, as they will be submitting all their personal information including payment details in to your responsibility. Trust signals need to be built, by displaying the relevant security logos for your payment. Ensure that the logos are prominent and easily readable, reinforcing this throughout the check-out process will help to make the user feel at ease with the purchase they are making.

Progress Report

Understand the process, speed is of the essence at this point. When you go to order a coffee in a shop sometimes you are hassled with an overload of information;

  • Would you like to try our new Brazilian roast?
  • Is that a medium or large?
  • Would you like cream with that?
  • Would you like to donate to our global charity?
  • Can we interest you in any snacks today?
  • Do you have a loyalty card?
  • Would you like anything else?

The answer to most of them is no, I would like a regular Latte to take away as ordered. I would just like to pay for it, get my coffee and get to where ever it is I need to be.

The same applies to converting a sale on your website. If a user has made the decision to make a purchase, then simply that’s what they would like to do.

The more painless we can make this process the more likely they will continue to check out. An easy way to achieve this speed of transaction is to provide a progress bar. The easier and more simple you can make this the better.  For example, if you had a progress bar that looked something like this;

Shipping >> 2. Payment >> Review + Place Order

The user will look at that and be reassured that the check-out process will be quick, simple and stress free.  Users don’t want to feel like it could be hard work completing the purchase. Research has also shown that many users prefer having a progress bar that outlines the tasks required of them to complete a purchase.

Grey Coffee is a digital agency, that offers expert Ecommerce Web Design to businesses in Nottingham and around the UK.

We pride ourselves as web design and web development experts.

We are happy to talk through any new projects or how we can support your business needs.

If you would like to get in touch with us, then email us or call us 0115 798 0699