In part one, we listed just a few of the causes for an abandoned shopping cart online, including unexpected costs, behaviour and shipping. In part two of this blog, we will highlight another three issues that may be encouraging potential customers to leave your site empty-handed.
Customers shop online to avoid the retail rush; they don’t want to queue in a store so what makes you believe they want to queue online? If buying on your site requires signing up beforehand, most will quit the purchase instantly.
An excellent solution to overcome this obstacle is to offer the choice of a guest account; to log in with social media networks such as Facebook or Google Plus, or even ask to register for an account after completing the purchase. One great selling feature is to provide exclusive shipping benefits to members. Amazon has a great example of this called Amazon Prime. For a monthly subscription, you get a number of benefits, including guaranteed and unlimited two-day free shipping on all products. The introduction of Amazon Prime saw online spending at Amazon double in less than two years.
Customers want an easy, stress-free checkout process and the freedom to change their mind at any stage. If they have made a mistake or need to edit their shopping cart for any reason, make sure it’s straightforward for them to do so.
Multi-page checkouts seem to be more effective than a single page, as long as they have a well-organised progress bar that the customer can follow, including how many pages there are and what page they are on in the process.
Secure and Safe
Even in this day and age, some people are still apprehensive when entering their credit details on to an unfamiliar website. Placing a security badge on your site will increase sales because customers will know you are a reliable, trusted service. Also, using third party payment services such as PayPal (a trusted and secure way to buy), will provide additional confidence to those who are apprehensive to give out their details, as well as ensure the customers who haven’t got their payment details to hand will still check out!