Reducing cart abandonment rates is sometimes as simple as remembering one basic fact:
People don’t like putting in extra effort.
This isn’t to say that the consumer is lazy, rather that the consumer doesn’t like to have their time wasted in pursuit of purchasing. Multiple polls and studies have shown that as the shopping process gets longer and more convoluted, abandonment rates rise.
Today, we’re going to talk about how streamlining your purchase process will reduce cart abandonment.
1. Duplicate Information and Abandoned Carts
More than a simple tip for reducing cart abandonment, “eliminate duplicate information entry” should be a site-design mantra. There’s absolutely zero reason to force your customers to input the same information more than once.
- If a customer’s billing and shipping addresses are the same, they shouldn’t be keying in streets and ZIP codes twice.
- If a customer follows a link to your website from a newsletter or any other piece of email contact, have the email address entered for them by the time they reach checkout.
These changes may seem small on their own, but together they create a personal, seamless experience that moves customers through from cart to finish.
2. Reduce Cart Abandonment with Automated Coupon Entry
If you’ve attracted a prospective client through use of a purchasing incentive, then apply that incentive automatically upon arrival. By removing the intermediary step of inputting a coupon code, you save the customer valuable time.
Additionally, this tip gives you the flexibility to remove the “input coupon code” field from your site altogether, which can help reduce cart abandonment. All too often, consumers leave a cart behind when faced with a coupon field as they go searching for the best possible deal. By applying incentives automatically, you remove the temptation.
3. Smart Cart Defaults
One of life’s little pleasures is coming across a field on a form that’s already pointed at the right answer. It’s not kismet; there’s some technology at work behind the scenes here.
For example, make use of geo-location solutions to get a reliable estimate of a customer’s whereabouts and select the default country in the shipping section of checkout accordingly. Go through your analytics and look for options with heavily favored selections, such as shipping and payment methods. Usually, you’ll want to select “credit card” as the default payment method (if you’re based in the United States) and whichever shipping option is cheapest.
Design your default checkout for the default user–you’ll achieve the most customers moving through checkout the quickest.
4. Reducing Abandonment with Auto Re-Population
According to our most recent research, an average of 8.43% of site visitors add an item to their cart. With this percentage already relatively low, you’re not going to want to make customers manually fill up their cart twice. The following two options will help make each cart-add mean a little bit more.
- Persistent Cart: Allow carts to carry over from one session to the next. If the user is logged in, allow this session to travel across devices and locations.
- Cart Re-Population: If you’ve recaptured the interest of a user via email remarketing, ensure that the any URL sent will dynamically repopulate the shopping cart with whatever was last in it. If the shopper is interested enough to take another look, they’ll likely want another shot at purchasing.
5. Quick Cart, Quick Checkout, Low Abandonment
Last, but certainly not least, keep your cart and checkout pages brief and to the point. Don’t create unnecessary steps. Try to make the transition from browsing to a finished purchase as quick and concise as possible.
As of 2012, an article with Smashing Magazine listed the average ecommerce checkout length as 5.08 steps. Outside of shipping, billing, and confirmation, there’s little need for additional steps. Anything over 3 pages verges on excessive.
By keeping brevity and precision in mind when crafting a customer experience from cart to confirmation, you can ensure that consumers face minimal distractions as they make a purchase. By taking on as much of the information entry as you can, the customer is left with minimal work and a satisfying shopping experience. For more information on reducing cart abandonment and optimizing your traffic, contact UpSellit.
Written by Bryan Gudmundson