Beating Shopping Cart Abandonment

Shopping cart abandonment is a pervasive problem in the ecommerce industry and as shopping cart applications become more complicated, it’s only getting worse. Here are a few tips on how to beat shopping cart abandonment on your ecommerce site.

1. Simplify the checkout process

If your checkout process requires a customer to go through more than three pages before checking out, you may be making it too complicated to purchase your products. It is important to try to keep the process as simple as possible. If you require registrations before your customers are allowed to purchase a product, this can also cause problems. If you have noticed a large number of abandoned carts, this may be to blame.

There are several ecommerce applications that have streamlined the checkout process into one page. This makes it easier for your customer to quickly complete their purchase and should help you retain their interest until the purchase has been finalized.

2. Make the process fit the product

The worth of the product should determine how complicated the checkout process is. For example, a $10 book should not require the amount of information that a $10000 piece of jewelry would. Find out exactly what information you’ll need from your customers and avoid adding any extraneous options to your cart. In most cases, you should be able to limit the collected information to name, address, billing information and any special requests. In the event that you do have high ticket items, your customers should not mind a few extra steps. In fact, it may make them feel more secure.

3. Prominently display your SSL seal

Customers are even more concerned about the safety of online shopping than ever. Make sure that your seal that you receive with your SSL certificate is visible on every page. This will help your customers feel more at ease with your store. If you are a member of Verisign or the Better Business Bureau, display these images as well.

4. Prominently display your contact information

Customers feel more secure when they know they are shopping with a company they can trust and will be less likely to leave their cart early if they see that your company is trustworthy. Display your physical address and contact information in a place that is easy to find.

5. Lower your shipping costs

In a recent survey, a large portion of shopping cart abandoners reported that excess shipping charges were responsible for leaving their cart. If you notice this issue, you may want to try lowering your shipping costs, or offering a discount to first time customers.

6. Troubleshoot your cart

In some cases, shopping cart abandonment is related to actual problems with the cart itself. Frequently troubleshoot your cart to make sure that everything is operating properly.

With just a few extra steps you can make sure that your customers will see their purchase through from beginning to end.

Related Posts:
Selecting the Right Shopping Cart for Your Ecommerce Site
Web Hosting Information’s Guide to Shopping Carts
Shopping Carts for Ecommerce Sites
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Posted on 03/28/06 10:31 PM

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