A majority of eCommerce websites suffer from huge losses every year because potential customers abandon the shopping cart at the last moment i.e. they do not complete the checkout process. This is a big problem and leads to a number of other problems such as a decrease in the ROI and conversion ratios of such sites.
So, if you don’t want your eCommerce shopping cart
to face such problems, go through the following pointers, which will help you put an end to shopping cart abandonment.
- Ensure Your Web Pages are Easy to Load
Put yourself in the shoes of your customers, who want to browse through the products on your site but can’t view them properly because the pages are taking too long to load! Naturally, this irritates them, and they simply abandon your shopping cart and try out other websites that offer a much better user experience, which offer similar products. Hence, while developing your website, cut down on unnecessary and irrelevant graphics, text, animations (and coding) as these make your web pages difficult to load.
- Your Site Should be Easy to Navigate
The main aim of your customers is to quickly find the item(s) of their choice, add them to their cart and checkout. Simple and straightforward, but how will they browse products, if your website is not easily navigable? Hence, give it a thought and make your site easy for your customers to navigate. For instance, you can stick to a simple page design; provide a search box; use breadcrumbs; and provide comprehensive menus. All these elements will help customers easily find the products, choose and buy them easily without abandoning the shopping cart.
- Make the Checkout Process Effortless
Huge lines at the cash register (or any kind of queue that slow down customers and irk them), are meant for brick-and-mortar stores and not for online retail stores. Keep this in mind and make the entire process of checkout effortless for your end-users, like reducing the number of steps in the checkout process. This way, your customers will be able to check out easily without getting entangled in a long winding process and abandoning your shopping cart.
This is a no brainer. Always communicate everything to your customers clearly – be it the offers on the products, a call-to-action or an ‘out-of-stock’ item. However, make it a point to communicate everything to your customers right at the beginning – when they browse your site and not during the checkout process. For instance, you can place a badge on your ‘out of stock’ products to notify your customers that they can’t place an order for these products. This will give them the option to choose from other products on your site or come back later to check whether the products are available or not. But if you ‘shock’ them during the checkout process, they’ll abandon your shopping cart and leave with a bad impression of your site.
These are some of the ways, using which you can stop your customers from abandoning your shopping cart. Alternatively, you can try using new features on your site from time-to-time to attract your customers so that they keep coming back for more and subsequently improve your conversion ratios.