This post follows on from Shopping Cart Abandonment – What We Need To Know – Part 2.

If you missed part 1 or part 2 you can check them out here;

Shopping Cart Abandonment – What We Need To Know – Part 1

In this post we are going to look further into strategies that will help you to combat shopping cart abandonment.

We are going to pick up right from where we left off in the last post and get started with guest check out options.

Guest Check Out

 Many Ecommerce sites will enforce the fact that to check out a user must create an account. Online Marketers will view the check out as an opportunity to data capture. However, forcing a user that is willing to make a purchase to sign up to an account can
work against you.

Offering a guest check out option will help to reduce shopping cart abandonment. Research has shown that not offering a guest check out option is a leading cause of shopping cart abandonment.

In a study 14% of users identified that making them create an account was enough of a reason for them to abandon.

Some other reasons from the study were as follows;

44% abandon due to high shipping costs

41% abandon due to not ready to purchase

25% abandon due to high product price

24% abandon due to wanting to save the products for later consideration

22% abandon due to not clearly defining shipping costs

14% abandon due to no guest check out option

12% abandon due to the store asking for too much info

11% abandon due to the check-out process being too complicated

11% abandon due to the site being too slow

8% abandon due to the payment gateway not having their desired options

6% abandon due to the fact the shipping options would not arrive in the desired time frame

There are pros and cons of a guest check-out. On the one hand you lose the valuable customer data. However, on the other hand you will get an increase in % of sales for the users that will want to check out as a guest. Again it comes down to the check-out process being as streamlined as possible. The easier you can make this process for the customer the more likely that 1. They will complete the check out, but 2. It’s likely they will purchase from you again in the future.

Objection Handling

Ultimately it’s important for your customers to trust the company they are buying from.  Any reservations they may have about buying your product should be dealt with through out the check-out process.

This is why it is important to clearly communicate how a customer may get in contact with you post sale. If a prospective user is unsure about buying from you then they will want to understand your return policy;

How do they return an item?
Will they get their money back?
Do they have to pay to return an item?
If so What is the cost to return an item?
How long have they got after making a purchase to return an item?
What if the product is faulty?

These are merely just a few suggestions, but you want to ensure that these questions have been answered. This will help to remove any doubt with the potential customer but it will also help to build trust. Making assurances will put the user at ease and make them feel that they are making a purchase from a reputable and well established company that will be able to effectively deal with any post sale questions or problems.

How much is shipping?

If users are asking this question, then there is something seriously wrong.  Clarity around shipping costs is instrumental to completing a purchase.  A user does not want to have read that shipping on your site is free to then find at the check-out process they hadn’t read the small print.

If they arrive at the check-out and discover various fees and shipping charges, then this will instantly result in abandonment. They are going to find it from a competitor site that are upfront about their shipping costs.

In a research study carried out earlier this year, UPS stated that shipping costs are the most ‘loathed’ when it comes to Ecommerce. They even went as far as stating that users “HATE” to pay for shipping and is the one of the biggest causes of shopping cart abandonment.

62% of users will complete a purchase from the site that offers them the cheapest shipping
39% of users make enough online purchases that they qualify for free shipping
38% of users have purchased from a different supplier to take advantage of a shipping offer
3% of users don’t pay attention to shipping costs

Review your website, and ensure that your shipping costs are clear. They don’t want to be snuck in at the end of the check out as this will upset a lot of users. Manage the expectation of your customers and make sure you communicate all shipping info clearly and concisely.

Understanding Analytics

Analytics can provide great insight and quantified data as to what users are actually doing on your website. It’s important to understand your website data, and to review it regularly. This data is so valuable to the success of your Ecommerce website.

A data driven approach can help you to fine tune the user experience on your website and make factual developments to the website.

Understanding the metrics will allow you to identify weak areas of your website, develop these which in turn will reduce the amount of abandonment. Many website owners will make assumptions as to what users are doing on the site, but this is very rarely backed up with any form of qualified data. Data driven development will deliver positive changes and improvements to your website.

Are you quick enough?

Probably one of the single most talked about subjects of 2016. Loading speed is a huge conversion factor, especially when it comes to Ecommerce.

There is no easier way to say it, but put simply;

Users hate slow loading websites

Websites that have not been optimised for speed will suffer from abandonment issues. Check out pages should be optimised where possible and page loading speed across the whole site should be super quick.

When it comes to check out there are some things out of our control as developers. For example, the time it takes to process the payment. We are unable to speed up the communication between the website and the payment provider that is processing the payment.

Don’t let them off the hook!

You will never be able to prevent shopping cart abandonment. We have to accept that it will happen. It is a lot easier to accept if you’ve;

  1. Done all you can to prevent it
  2. Put a re-marketing tool in place to attempt to win customers back

Re-marketing campaigns are the best possible method of winning a customer back. Its short sighted to think that customers will convert in a single experience and transaction. A re-marketing campaign will give you the opportunity to target customers that may have abandoned though the check-out process.

There are many ways to re-market, Facebook, Google PPC or even a recognised plug in will be able to help you along the way.

Whichever method you choose is up to you, but if you want to seriously look at taking control of any abandonment issues your website may have then it’s crucial that you are actively remarketing to any lost customers.

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