5 strategies to prevent shopping cart abandonment

  • Author: Yana Omelchuk
  • On the topic: E-commerce

5 strategies to prevent shopping cart abandonment

Did you know that companies lose more than $18 billion every year because of customers who just leave their shopping carts and don’t finish purchasing? With the exceptions of Black Friday and Cyber Monday, about 79% of all online shoppers abandon their carts, leaving an unbelievable amount of money in physical shops. Even though incompletion of purchasing strikes both small and large companies, there still is a chance to boost your sales.

There are two main factors that cause abandonment of shopping carts. The first is certainly a too-complicated website navigation. The second reason lies in a long check-out process. Of course, large retailers can easily solve this problem as they have enough funds. Startups, meanwhile, are usually limited in their resources and lower income. And while customers in general abandon their shopping carts, it negatively impacts startups most of all.

But there is a solution. In this article, we consider five strategies which are low-cost and will help you boost conversions and decrease the number of incompleted purchases.

Examine preferences before building an app

Start working on an preliminary before launching. First, survey your customers on how they see a perfect app. Create mock screens and show them to your customers before building them. This is the best strategy to prevent shopping-cart abandonment and increase sales. In this way, you will also learn more about your consumers and create an app that will match their expectations.

Keep on referring to your customers during the building process. Let them test all the app’s features and take their feedback into account. This will shed light on users’ preferences in using an app, whether it is speed, security, simplicity or otherwise.

Simplify checkout processes

Don’t burden your users with complicated checkout systems. Asking for too much information leads to a strong wish to leave the site and purchase elsewhere, where it is easier.

The buyer should have a clue how much is required to complete the order. To avoid confusing your customers and help them complete a purchase successfully, create a short and predictable pathway to a buyer’s goal.

Using a customer’s ZIP code allows you to find the buyer’s location easily and cuts the length of the checkout form. A good idea is an automatic conveyance of sign-up information to the checkout form. Thus, a customer is only left to confirm the fields in his form.

Utilize security measures

Nothing can discourage a customer from finishing a purchase as much as doubt of security. More than 12 million Americans have been victims of online thefts, giving them reason to be cautious. About 17 percent of shoppers don’t finish online shopping because of security concerns.

Eliminate your customers’ worries by using third-party services to verify each transaction. This will ensure users that all their personal information is safe and encrypted. Also inform your potential clients about encryption of all data since nervous customers will worry a lot while purchasing and believe that their fears may come true.

Remind but gently

Push notifications work as a reminder for customers to complete their purchases. But in order not to be too obtrusive and antagonize them, program the app accordingly. For example, do not send alerts to everyone, but only those who filled their carts with high-value items or, at least, who browsed for a couple minutes before making a final choice.

Push notifications can provide purchase confirmation as well as inform users of special offers.

Create discounts to encourage

Urge customers to purchase through your app offering specials or other incentives. Discounts have lots of advantages even though they often carry an initial cost. For example, they can extend your user base, increase customer interest and satisfaction as well as jump-start your revenue if used correctly.

For example, one food delivery startup called Caviar delivered orders of first-time customers free of charge. The same company offers a credit to everyone who shares the app and invites friends to use it for purchases.

The strategies given above are quite low-cost ways to make better your mobile experience and turn incomplete purchases into sales. Your customers will click the critical ‘buy’ button if they feel secure and their preference for an app are satisfied.

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