6 Killer Ways To Cut Your Shopping Cart Abandonment Rate

Never forget that customers should be the focus of reducing bounce rates and shopping cart abandonment. Studies show that cart abandonment increased to a record 72.2% in 2015, while the average e-commerce bounce rate was 57%, giving most businesses a chance to increase online sales through better customer experience.

Adding a few online tools or pages won’t be enough – your site and sales staff need to work together to connect with people through improved storefronts and genuine interaction. Focus on providing a customer experience that people enjoy to convert more sales and keep customers stuck on your site.

The solutions you implement should speak to the preferences of buyers and show a genuine desire to engage with people on their terms. Target the most common issues for shopping cart abandonment and bounce rate first, before moving on to personalized optimization.

Top Shopping Cart Abandonment Problems and Fixes


1. Creating An Account

When the Baymard Institute asked online shoppers why they abandoned the items in their shopping cart, the most popular response involved account creation. Out of the 1,044 responses they gathered, 35% mentioned that they left items behind in their digital basket because the site required an account to complete the purchase.

The majority of top online retailers provide guest check-out for items in the cart, avoiding this pet peeve for online buyers. Some e-commerce sites don’t even list registration for new accounts as an option until the end of the checkout process approaches. Only the biggest online leaders, like Amazon and WalMart, can get away with the ignoring this optimization. Until you’ve earned that type of market share and influence, adding a guest checkout will improve cart conversion.


2. Complicated Checkout

Complicated checkout represents the second most popular reason for abandonment, according to 27% of online shoppers surveyed. Most of the top 50 online retailers feature a checkout process that involves five or six steps. On average, shoppers face nearly 15 form fields to fill with information such as name, email and payment details.

Checkouts should be short and sweet, optimized to reduce the number of steps and the amount of information and options presented to customers. The path to making a purchase on your site needs to reflect the fact that people don’t want to hurdle obstacles to spend money.


3. Costs Not Easily Available Up Front

Nearly one-quarter of all shoppers cited surprising or difficult-to-find costs as a reason for abandonment. Transparent and accurate pricing maintains the trust you develop with your customers. Whether intentional or not, extra costs often sour the deal, resulting in items left behind in the cart. When people interact with your basket, any discounts promised should be applied and displayed automatically. Potential shipping costs passed onto customers should be displayed clearly, especially when offering free shipping for buyers.


Top Bounce Rate Problems and Fixes


1. Website Load Time

Research by Decibel Insight shows a strong link between bounce rates and the amount of time that users wait for content to load. Those who wait eight seconds or longer are much more likely to disengage than people who wait four seconds or less for the site to pop up on screen. Overall bounce rate rise from 32% for sites that load in four seconds and under, peaking at 54% for sites that load in eight seconds or more.

Optimize pages on your site to reduce load time as much as possible, including the file size of visual elements and the compression of data resources. Switching to a faster host might be necessary to shave seconds off your site’s response time. Every second a person waits increases the likelihood that they’ll choose to go somewhere else.


2. Difficult User Experience

Similar to the challenges presented by loading times, people will leave your page quickly if they have difficulty finding what they what. Information that’s tough to access creates frustration for users, who prefer sites which feature easy-to-read and logical design. Cluttered e-commerce sites raise the probability that potential buyers will choose to find another site through a quick Google search.

Streamlined website design communicates information quickly while guiding visitors to important destination. Your site should feature an easy-to-find search function which delivers appropriate results, and navigation should be quickly accessible for desktop, tablet and mobile shoppers alike. Great design reaches out and connects with the user instead of getting in their way.


3. No Calls to Action

Part of creating a great customer experience revolves around using calls to action to engage with visitors. Without direction, people will have greater difficulty finding what they want on your site, and they’ll be less likely to feel inspired to browse through multiple pages. When you don’t initiate a conversation with your customer, they’re more likely to hop to another website.

Directing visitors to discover sales, products, rewards programs and other features of your e-commerce site will help reduce bounce rates and improve interaction. Calls-to-action should continually promote engagement with your site, including thoughtful CTAs on all pages, ushering your guest to the next page of relevance.


Personalize Service and Experience To Improve Customer Relationships


Listening to customer preferences helps your e-commerce store avoid mistakes which increase shopping cart abandonment and bounce rates. Personalizing the way you communicate with visitors represents the next step for converting more carts and increasing engagement. A survey by Accenture shows that 75% of consumers consider themselves more likely to buy when personalization includes purchase history, recommendations based on past buys or the fact that you know their name – regardless of the purchase taking place online or in-store.

Reaching out to talk with customers through chat or phone calls works better when your staff considers the individual needs of the person you’re speaking with. When buyers can access personalized sales and service staff quickly from the cart, you’ll convert a higher percentage of items in the basket by combining people, trends and technology to great effect.

Personalized customer experience also helps to reduce bounce rates. Infosys revealed that 74% of customers become annoyed when websites aren’t tailored to their interests, and 59% admit that personalization weighs into their buying decisions. Adjusting the content of your page for each visitor, including landing sites, sales offers and recommendations, vastly improves the stickiness of every page. Customers will be more likely to reveal additional information about themselves when you show genuine interest in personalizing their experience. This allows you to respond with increased precision when you present online content to loyal visitors.


Boost Retail ROI With Better Customer Experience

Focusing on customer trends, preferences and customization should lead all efforts to reduce shopping cart abandonment and bounce rates, improving conversion rates and the stickiness of your e-commerce site. Your marketing technology should serve the people who make your business successful, instead of staff and customers bending to accommodate your systems and strategy.