Learn techniques to Optimize Your Shopping Cart & Checkout Pages
Shopping cart abandonment is one of the significant challenges plaguing e-commerce businesses. In fact, online retail stores lose approximately $18 billion in sales revenue annually due to abandoned carts.
Most of these customers who add items to their carts but fail to complete their purchases do so for a reason.
Some of them are concerned about the security of their credit card data, while others are pushed away by factors such as high shipping fees, slow loading speeds, limited payment options, and poor customer service.
One of the ways you can minimize your cart abandonment rate is by optimizing your cart and checkout pages to give your customers a quick and easy shopping experience. Here are 15 different ways to do so below, so read on:
1. Auto-Save Items in a Customer’s Shopping Cart
Imagine a customer who has spent 30 minutes or more on your e-commerce website adding 15 different products to their cart, and then suddenly their computer or phone shuts off unexpectedly.
If that customer returns to your store and finds that none of those items were saved, they might decide to cancel their purchase altogether because of the work involved in searching for products afresh.
This is why it’s advisable to auto-save items in each customer’s cart to encourage them to complete their purchases upon return.
2. Make Savings Stand Out on Cart and Checkout Pages
Another way to reduce cart abandonment is by making the savings each customer has made, either from special promotions or discount codes, stand out on the cart and checkout pages.
When customers see how much they’re able to save every time they shop from your store, they’ll be encouraged to not only complete their purchases but also come back for more items in the future.
3. Highlight Customer Reviews on the Checkout Page
Also, consider sharing genuine customer reviews on the checkout page to make customers feel good and confident about their decision to move forward with their purchase.
This is especially important for those who develop doubts during checkout and abandon their carts as a result.
Reading reviews from other customers at this stage can help clear their doubts and uncertainties and make them trust your brand more.
Just make sure that you’re not sharing unnecessary information that can distract shoppers, like photos of those who gave their reviews.
4. Allow Shoppers to Amend Orders Easily
Customers also want to be able to add, remove or adjust quantities of the items in their shopping carts whenever they feel like it. By providing easy-to-use controls at the customer’s fingertips during the checkout process, you can create a much better experience for the user and increase your overall sales. This includes optimizing the mobile experience.
It’s essential to make your order editing process quick and easy for everyone, so they’ll be encouraged to continue with the rest of the buying process. Otherwise, you risk them getting hung up and going backward in the process.
5. Tell Customers About Shipping Fees Early
Another common cause of cart abandonment is the high cost of shipping. Customers who find unexpected shipping fees and taxes added to their total checkout amount are likely to leave without completing their purchases.
To prevent this, you need to be transparent about your shipping costs and let customers know how much they’ll pay early enough. Don’t bury the bad news.
Also, providing free shipping on certain days or when customers reach a specific target will go a long way in encouraging them to complete their transactions.
6. Provide Estimated Delivery Dates
Delivery is also very important for online shoppers. They tend to get anxious after placing an order because they’re not sure whether their items will be delivered to them or not.
To calm their nerves and restore their trust in your brand, you need to provide them with the estimated delivery dates so they can know when to expect their items.
Failing to do this will likely push them to your competitors’ stores.
7. Don’t Ask for Unnecessary Information During Checkout
Many internet users are already reluctant to share their personal information online because they are concerned that the data might fall into the wrong hands or be used for commercial purposes.
Because of this, you should only ask your customers for the information you need to fulfill their orders. Anything unnecessary (like asking for two phone numbers) will put them off and push them away for good.
8. Offer Single-Page Checkout
Customers don’t like filling out long or complicated forms during checkout. They’d rather go to a different online store to buy what they need than spend hours filling out long forms.
To prevent this, you need to offer a single-page checkout, where customers fill in their information on only one page and screen.
Make sure each section is clearly separated and all the forms are easy to fill to make the entire process quick and enjoyable.
9. Provide Live Chat Support on the Checkout Page
Offering customers live chat support on the checkout page also helps greatly to reduce cart abandonment.
When you have support agents working round the clock to help customers with problems during checkout, it not only makes them feel loved and appreciated but also motivates them to complete their purchases when technical issues or questions arise.
10. Offer Customers Multiple Payment Options
Another way to encourage customers to complete their purchases is by allowing them to choose their preferred mode of payment. This can only happen when you offer multiple payment methods on your website.
Some of the payment methods you should consider offering include:
- Google Pay
- American Express
- Amazon Pay
- Visa Checkout
- Apple Pay
11. Autofill Shipping Information on Checkout Forms
Filling shipping information manually every time a customer is making a purchase is both daunting and time-consuming. There’s also an increased risk of the customer making mistakes, which can lead to products being shipped to the wrong address.
Because of this, you should enable autofill in your checkout form to help save the customer’s time and prevent potential mistakes.
12. Provide a Sticky Order Summary
Your customers should also be able to see a summary of the items they’ve added to their carts when they navigate to the checkout page.
These include the individual items they want to buy, the price and variant of each item, as well as the total cost of the order.
Consider making the order summary sticky so it can constantly remind the customer of what they’re purchasing and eliminate the need to navigate to other pages.
13. Provide a Wish List Feature
Also, consider allowing customers to save their desired products in a wish list when they need more time to make a purchasing decision or when they’re not ready to buy.
Providing a wish list on your website helps greatly to save the customer’s time because they don’t have to start searching for products afresh when they’re finally ready to buy.
Secondly, you can use it to run personalized campaigns where you offer each customer discounts on the items they’ve saved on the wish list. This is to encourage them to add those items to the cart and eventually make a purchase.
14. Distinguish Between CTA Buttons on Cart & Checkout Pages
You also need to ensure that your call-to-action buttons on the above pages are visually distinctive and clearly labeled with the right text.
This is important because it helps the customers to differentiate between the buttons and click on the right one to proceed to the next step of the purchasing process.
15. Ensure Your Back Button is Functioning Properly Throughout the Customer Journey
Lastly, you need to have a functional back button on your store to enable customers who want to return to the previous page to do so easily.
When they click on the back button, they should be able to find all the personal information they filled saved.
Final Thoughts on Combating Shopping Cart Abandonment
The shopping cart abandonment rate is a crucial e-commerce metric affecting not only your conversions but also your sales revenue and overall profitability. This is why you need to monitor it closely and do everything possible to minimize it.
There are several useful tips above that, if implemented, will help you to improve your cart and checkout pages, so your customers can enjoy a better shopping experience and buy more from you.