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  • Mistakes That Lead To Abandoned Shopping Carts

    Shopping cart abandonment remains one of the most frustrating metrics for many online marketers. What causes it and how can you reduce it? Let’s take a look at some of the most common mistakes marketers make when designing shopping carts.

    Shopping cart abandonment remains one of the most frustrating metrics for many online marketers. What causes it and how can you reduce it?

    Let’s take a look at some of the most common mistakes marketers make when designing shopping carts as well as some strategies to reduce shopping cart abandonment.

    ●      “Surprise! That’ll be an extra $15, please.” Failing to provide a shipping estimate before the final stages of the checkout process can result in sticker shock. Give shoppers a chance to estimate their total bill, including shipping, by providing a shipping calculator in the shopping cart itself.

    ●      “Where did you come from?” Once a user has added an item to the cart, make it easy for him to continue shopping by returning him to the page he was on previously. Don’t make him start from scratch or he may give up altogether in frustration.

    ●      “You want how many?” It seems that almost every cart has put the update cart button in a different spot. Don’t expect your customers to “know” where your update cart button is located – make it easy to find and use.

    ●      “May I see some I.D., please?” Not everyone who visits your site wants to register. Don’t refuse to sell to those people—you’re hurting yourself, not them. Reduce shopping cart abandonment by allowing shoppers to check out as guests.

    ●      “Please enter the name of your grandfather’s uncle on your mother’s side.” During the checkout process, ask only for the information you absolutely need to complete the sale. Resist the urge to pad your demographics info at this point, since asking for too much information can create distrust. There will be time later to follow up with customer satisfaction surveys.

    ●      “Trust me. Would I steer you wrong?” Failing to display security symbols near checkout can cause shoppers to wonder about the legitimacy of your business. Boost credibility with security logos as well as links to your privacy policy and anti-spam policy.

    ●      “Sorry we can’t hold it for you” Let customers save the contents of their baskets.  Give them a way to come back in a day, a week, or a month to complete their checkout.

    Reducing shopping cart abandonment rates involves making it as easy as possible for a customer to complete the checkout process.

    Eliminate unnecessary steps, provide as much information as possible, and then sit back and relax about the people who still abandon their carts. After all, there will always be emergency phone calls, cats on the roof, and burned cookies that cause people to rush away before completing the sale.

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    Marty Diamond is one of the owners of Diamond Website Conversion. If you are a small businesses owner who wants convert more of their existing traffic into sales or leads, they can show you how to maximize the value of every visitor by optimizing your website for conversion

    Filed Under: Tech/E-Commerce

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    About the Author: Marty Diamond is a conversion optimization specialist. She shows small businesses how to get more leads and sales from their website’s existing traffic. Find out more about Marty at DiamondWebsiteConversion.com . You can also connect with her on Google Plus at +martydiamond.

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