E-commerce: Reduce Basket Abandonment

Selling online? Statistics suggest that online shopping basket ‘abandonment rates’ were just over 75% towards the end of 2015. That’s 75% of your customers clicking to add your products into their online basket, and then ending the transaction before actually purchasing. How frustrating!
If you’ve noticed a high abandonment rate, or are looking to ensure more of your online shoppers complete their purchases, these tips to improve your e-commerce site may just help:
a) Make sure your e-commerce website works
Functionality is crucial to ensuring your customers stay with you to complete their purchase

76.6% of online transactions are abandoned before checkout
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b) Simplify – everything
In a matter of a few short years, we humans have become incredibly impatient. We have short attention spans and we want everything now. May be that’s a huge generalisation, but as far as online shopping is concerned, that should be in your mind at every stage

c) Include a ‘progress’ indicator
Another aspect to our impatience; if we know how long we’ve got to go before checkout, we’re more likely to persist.

d) Reassurance is key
Even the best e-commerce sight can have issues – or your customers may simply have questions about what they are buying. Many people still feel nervous about the security of online shopping.

e) No hidden charges
No one likes a nasty surprise

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41% of abandoners cite hidden delivery charges as the main reason for cart abandonment. 
f) Keep the basket in sight
You customers may need to check that they ordered everything they need. They may have become momentarily distracted, or realise the need to add something else in. If customers have to go back and search for what they’ve already ordered, you may lose them in the process.

g) Send out ‘abandonment emails’
It is a great idea to capture data that allows you to send out emails to customers who have abandoned their shopping baskets. It is possible to then remind them what they were about to buy and give them another opportunity to do so!
For a full assessment of your e-commerce website, how it’s functioning and an audit of improvements that should improve your online sales, why not give us a call on 01437 720033?

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