What is shopping cart abandonment?
A shopping cart abandonment is when a potential customer adds something to the cart but does not complete the purchase. It is something frequent for all businesses that have an online store. There are many reasons why someone does not proceed with their purchase. For example, they might not have time, decide to change their mind, or have questions. Furthermore, to increase your chances of having sales, it is essential to have a credible online store.
Since it is often challenging to convince people to visit your website, do not miss out on promising sales opportunities.
How can I know if I have shopping cart abandonment?
Many tools can help you know if you had shopping cart abandonment on your online store. Some are free, and some can be added to your WebSelf website with our Script functionality. However, it is possible to use Google Analytics and Google Tag Manager to have an idea of the missed sales. For example, you could monitor how many people visited your payment page and the confirmation page or create different events to follow.
A few tips on how to avoid shopping cart abandonment on your online store
What can you do in order to increase your sales and reduce shopping cart abandonment? We found you a few ideas to try regarding your online store. Do not forget that the buying process must stay simple.
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Answer all questions
A potential customer must be sure that a product will answer their needs before purchasing. Consequently, answer all questions they could ask themselves. For example, you can add a FAQ section where you could display all frequent questions related to your products or your business.
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Display the shipping fees
The shipping fees are a thorn for many online store owners and customers. It is indeed nice to offer free shipping, but when it is not possible, display the information clearly. That way, your potential customers will not be surprised when they arrive at the payment page. Another idea: you can also offer free shipping when the cart amount is higher than $20 or $50. Besides satisfying most clients, this has the advantage of increasing the amount of the average shopping cart. Of course, you should start this process by analyzing your shipping fees.
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Display the terms for exchanges and refunds
Why has Amazon become so popular regarding e-commerce? It is probably because of its competitive prices, its quick shipping options, and its terms regarding the refunds. We know that it is easy to return the items and get a refund if there is any problem. No need to provide the same service. The most important thing is to display your terms regarding exchanges and refunds on your website (FAQ, homepage, sales conditions, confirmation page). It will reassure your potential customers, help you avoid shopping cart abandonment, and protect you if there is any discontent.
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Highlight that you have a trustworthy website
If your potential customers have any doubt regarding the integrity of your online store, they will not purchase anything. It is as simple as that. There are still a lot of malicious sites. What can you then do to prove that your online store is trustworthy? First, your domain must start with HTTPS instead of HTTP. Also, make sure that your website is complete and be active on social media.
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Refine your product pages
Let’s now talk about your product pages. These are essential and will significantly influence your potential customers’ decision to buy your product or not. First, your product must look attractive. Use many beautiful pictures to present your products. Then, write a complete description to seduce your visitors. Your product page should also be simple. Keep only the elements that can help you get sales, like efficient call-to-action buttons.
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Tell us how we can contact you
It is always more reassuring to know that we can contact someone easily if there is an issue. Consequently, add a contact page to your online store where you can tell how people can communicate with you. For example, you can add a contact form or write that you will answer all requests in less than two business days. You can also add links to your social media pages.
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Use promotions and special events
Another way to avoid shopping cart abandonment is to use promotions and temporary special events. When there is a sense of urgency, clients can decide to proceed with purchase more quickly. There are many types of promotions for online stores. You can choose to give a promo code on social media or newsletter, offer free shipping, or provide a rebate for a short period. In sum, we recommend you try different types of campaigns and analyze the results to see what works best for your online store.
In conclusion, it may not be possible to avoid shopping cart abandonment completely, but improving your online store and meeting your clients’ needs will increase your chances of having sales. If you need any inspiration to create an e-commerce website, take a look at online stores created with WebSelf!