How to decrease cart abandonment is a question that haunts e-commerce owners. But, let’s be honest, you and everyone who makes purchases online has already done this: you put items in the shopping cart, but when it was time to finish you gave up. This is quite common, in fact, according to one of the latest studies published by the E-Commerce Radar, about 80% of people give up on finalizing their purchase.
Now, the X of the question: why and how to reduce cart abandonment? Let’s see all of this and, who knows, you may be able to increase your conversion rates.
Continue and don’t abandon this text!
Take your compass, protractor, ruler, scientific calculator, pencil and eraser.
In fact, you don’t need all of that. But, if it were that complicated, you would probably give up, wouldn’t you? That’s how your customers feel when you start asking for a lot of information in the checkout process.
In fact, the account to find out the cart abandonment rate is very simple, look:
Divide the number of purchases made by the number of carts created. Then just convert to a percentage.
See in practice, with random numbers:
75/240 = 0.31
1 – 0.31 = 0.69
0.69 x 100 = 69%
Ah! You better define what you consider to be abandoning a cart first. Is it when the person is in the checkout process and gives up? Or when she just adds one product to the cart? Determine this and always use it as a basis to calculate your cart abandonment rate.
If the process of calculating was easier than completing the purchase in your e-commerce, it is better to review some things on your website. But, that’s what we’re here for and we’ll help you figure out how to decrease cart abandonment on your site.
There are several factors that determine why cart abandonment happens. We can quote rates, insecurity, poor navigation, payment and more. But, let’s explore one at a time:
Who likes to pay shipping? Often people give up simply for the cost of freight, especially those who live in the Midwest, North and Northeast. High freight discourages buying, because it is not a perceived and interesting service for your audience.
We are handling money and important information from consumers, so it is essential that they feel confident of making it available to you. The number of fake sites and online scams has reduced public confidence, after all do you buy first from a site you don’t know or prefer to look for in a better known one?
Name, e-mail, telephone, address, CPF, name of father and mother … When checking out, people want agility and are not very willing to provide confidential information, in addition to a long check-out process it’s boring.
Photos in low quality or that do not show details of the product, pages that take too long to load, search and filters that do not work end up frustrating the consumer who simply gives up and can go there on his competitor’s website to buy.
“What? Can’t I split it on the card? ” Brazilians love credit cards, after all it is a way that facilitates access to the most expensive consumer goods. And if your e-commerce doesn’t have that, something needs to be done. Read also:
We’ve already seen the problem, now let’s give you some tips on how to decrease cart abandonment.
Of course, this does not apply to all purchases, but if you stipulate a minimum amount to earn free shipping it can even encourage people to buy more so they don’t pay shipping. In addition, facilitate the calculation, it is common to put this information on the page of the product itself and this is a practice done by countless e-commerce pages. Shipping only at checkout can discourage the consumer from continuing with the purchase, as it may come as a surprise.
Avoid redirecting pages, and if necessary be very clear as to why and where the person will be taken. In addition, use all security protocols, especially SSL (Secure Socket Layer). Stamps that demonstrate the suitability of your e-commerce are also always welcome, such as security certificates, anti-fraud, Verisign Secured etc.
The check-out process must be clear and without many steps. It is recommended to have an area to review the order before finalizing, confirm your address and choose the best form of payment. Avoid many steps and windows, so that the person does not have much time to rethink their purchase or give up halfway.
Here you don’t need to ask for much information, after all this can be requested at another time or through other means. When registering, ask only for essential information to make the purchase and guarantee delivery. Asking for too much information can make the process long, boring and boring