There’s also the possibility that those “just-browsers” loaded their shopping cart with the intention of returning and buying later on. Make sure your site automatically saves items in your shopping cart system so they’re still there when the customer comes back.
Imagine your customer was browsing your store in the morning, then left for a coffee date with a friend in the early afternoon. They take out their smartphone to show their friend the products they were interested in and get a second opinion, only to discover their cart is now empty. You can most likely kiss that sale goodbye.
Build trust every step of the way with clear policies and user-friendliness
Customers’ money is on the line, so any hiccups or perceived lack of transparency will send them running. It’s your job to make sure they feel at ease from the moment they load your homepage to when they’re going through the final stages of checkout. You can do this by:
You should have dedicated pages that outline all relevant policies to your customers for transparency. Fees should be calculated as soon as the items are added to the cart in relation to region and shipping methods—modern e-commerce platforms should have this feature built-in. These both deliver peace of mind and reduce shopping cart abandonment.
As for user-friendliness, make sure your site is easy to navigate. Where to go isn’t always obvious to someone who’s new to your site, so use clear “calls to action” to draw attention to where the customer should be heading.
Also, focus on page speed. “E-commerce shopping cart conversion rates drop seven percent for every one-second delay in your page loading,” so lightning-fast loading times will go a long way to reducing cart abandonment.
Make checkout seamless with payment options and guest checkout
Last but certainly not least, optimize the checkout process to save customers’ time and avoid frustration. Do this by offering flexible payment options and guest checkout.
First, letting customers choose how they pay goes a long way in influencing their decision to buy. Make sure you’re capable of accepting all major credit cards (big names like Visa and Mastercard displayed at checkout also contribute to trust), online payment services like PayPal and, possibly, cryptocurrencies as they become more mainstream. You should even consider offering “shop now, buy later” options.
Next, don’t force customers to create an account or sign up with their email to make a purchase. Email marketing gets a bad rap as “spam,” and people can perceive account creation as a time suck.
Guest checkout options circumvent the above point and make the checkout process faster and more intuitive. This is imperative if you’re looking to reduce shopping cart abandonment, as around “14 percent of online shoppers indicated that forcing them to log in to complete a purchase was sufficient reason for them to abandon the process.
More time spent online should translate to more sales
Increased traffic and retail therapy should absolutely mean an increase in sales for your e-commerce business. It can’t be said any more bluntly: “More time on a page translates into sales.” You’ve got the opportunity—now it’s all about understanding shopping cart abandonment and taking action to win those sales.
Don’t let the habitual browsers become bored: offer them fresh and exciting discounts. Don’t make them feel like they’re wasting their time with convoluted checkout processes. And most importantly, make sure they trust you, and you’ll be well on your way to turning the digital window shopping pastime into more purchases. Happy selling!