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One of the popular phenomena in online commerce today is that of the abandonment of e-commerce shopping carts. This increasingly recurring practice is detrimental to e-commerce site owners who may see their turnover decline. Fortunately, there are simple tips to remedy the problem. We invite you to discover some of them in this article!
What is e-commerce cart abandonment?
E-commerce cart abandonment or more precisely shopping cart abandonment is a term that describes a potential customer who adds items to their shopping cart, but no longer completes the purchase for various reasons. The e-commerce cart abandonment rate is estimated at 7/10, which is too high for a merchant. In other words, this means that out of 10 Internet users, only 3 complete the ordering process. The causes of the phenomenon are multiple.
How to increase the conversion rate of your online site?
To get customers to finalize the purchasing process, simply follow the few tips and tricks that follow.
- Demonstrate transparency
Customers are generally disappointed when, once at the end of the purchasing tunnel, they are faced with surprises. This often leads them to abandon the current purchase. The solution to avoid this type of situation is to be transparent and indicate as soon as possible the price of the item, delivery costs, delivery times, shipping costs, etc.
- Know the conversion rate
Concretely, this involves using applications like Google Analytics to find out the reasons for abandonment at this or that page of the site. Once these pages have been identified and the number of abandoned customers is known, it is recommended to work on these pages as a priority, to unload them and make them simpler.
- Follow up on abandoned carts
When a potential customer abandons a shopping cart, it is suggested to send them a reminder email to encourage them to continue their purchasing journey and finish placing their order. When these reminder emails are sent within minutes of abandonment, the conversion rate can reach 5.2 according to a study. SaleCycle.
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- Reassure during the payment process
A customer will never finalize his purchase when he has doubts about the security of the transaction. So that its user experience is not tarnished, the site must offer them assurances and build trust in them. Likewise, the customer must have access to several means of payment when the one offered by the site does not suit him.
- Simplify account creation
Generally, e-commerce sites ask potential customers to create an account in order to collect information. When the amount of information becomes too high, the customer may stop the purchasing process. It is then recommended to offer customers the option of quick purchase or guest account in case they do not want to create their own account.
