Is eCommerce Shopping Cart Abandonment a Problem – Here’s Your Solution!
Customers come to your online store, have a browse, and leave without buying. This is a part of the game. This is browsing. Customers in checkout, with products in their baskets and ready to buy, leaving in great numbers is a much bigger problem. Have you ever seen people drop their baskets in a store while they’re waiting in the line to be checked out and they just leave – it’s alarming to see and on an eCommerce site, it’s equally worrisome.
According to estimates from 2017, up to 77% of shopping carts in eCommerce are abandoned before the customer pays. What this tells us is that eCommerce marketing is a lot better at cultivating leads and getting them to the website but may not necessarily product a sale. So we ask, how can you prevent shopping cart abandonment? Here’s a little bit more insight into why shoppers abandon carts and the dynamics of surviving in the eCommerce space.
Being realistic
No eCommerce site is going to achieve 100% conversions. It’s just not going to happen. So be realistic with what you can achieve conversion-wise. Do you want to know the average conversion rate for eCommerce sites – it’s a measly 2.9%. It’s not much but it also bears remembering this is an average. Some sites achieve much higher.
A lot of consumers will use your eCommerce site for research with no intention of buying. These users aren’t ever going to convert. So it’s important to understand what’s a healthy conversion rate and to realize shopping cart abandonment is a part of the online shopping website experience.
Top reasons people abandon carts
Consumers demand a lot from their eCommerce experience. The top reasons why shoppers abandon their carts has to do with not being ready to purchase the product, unexpected shipping and handling costs or shipping costs that are too expensive, the item is priced too expensive, or the user wants to compare prices with other sites.
When putting together eCommerce cart abandonment marketing, you can provide solutions early. Present the price of every product along with shipping and handling information. No surprises. Consider offering ‘free shipping’ to first-time shoppers to those who sign up to your subscriber list. Think about the ways you can break down or eat at the barriers preventing your shopping site from thriving.
eCommerce companies who do it right
Any time a consumer spends money online, that company makes for some version of an eCommerce site that you can pull inspiration from. Netflix is one example of a site with clear pricing, clear CTAs on every page until the sale is closed, and which doesn’t ask for any unnecessary information. Amazon, the world’s biggest eCommerce site, also presents similar simplicity.
Compare your site’s checkout process to theirs. How does it match? If checking out is overly complex for whatever reason, you may want to start making moves to simplify, simplify, and simplify some more. The easier it is to purchase your products or services, the easier it will be to convert.
High-performance, results-driven eCommerce marketing focused on conversion targets cart abandonment with ease. Don’t panic if you have cart abandonment issues. It can be fixed. Choose Unlimited Exposure today, speak with a representative, and let’s get you set up with the solutions you need to maximize the potential of your incoming leads!