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20 Tips to Minimize Shopping Cart Abandonment
Author Bryan Eisenberg
August 20, 2003
It's August. Are you thinking about Christmastime conversion rates yet?
Industry research shows up to 75 percent of shoppers abandon their online
shopping carts before completing the checkout process. I'm not sure how
comfortable I am with that statistic, but shopping cart abandonment is
a significant problem. Numerous factors influence this rate, but I'll address
those that move the lever in the right direction this week and next.
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How many steps are in your checkout process? This is usually what
most people focus on. Our clients' checkout processes range from one to
seven steps. We've discovered the number of steps is not all that critical.
One client was able to bring the checkout process from six steps down to
one; we found no correlation between reduction of steps and reduction in
abandonment rate. Once people found what they came for, they found the
time to check out no matter how many steps were involved.
Should you change the number of steps? Yes! But if you don't have an
inexpensive and simple way to test, it may not be worth the time, effort,
and expense of reducing the number of steps in the checkout process. Try
some of these other ideas first.
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Include a progress indicator on each checkout page. No matter how
many steps in your checkout process, let customers know where they are
in the process. Number the steps, and label the task clearly for each step.
Give shoppers an opportunity to review what they did in previous steps
and a way to return to their current step if they go back.
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Provide a link back to the product. When an item is placed in the
shopping cart, include a link back to the product page. Shoppers can then
easily jump back to make sure they selected the right item. I was shopping
for a printer and wanted to know how many and what color cartridges come
with the printer. It wasn't obvious where I should click to review the
product description. I had to navigate using my back button until I got
my questions answered.
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Add pictures inside the basket. Placing a thumbnail image of the
product increases conversions by as much as 10 percent.
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Provide shipping costs early in the process. If possible, provide
an estimated cost while visitors browse. They want to buy but want the
answers to all their questions when they want them. Total cost is one of
those critical questions. Also, if the shipping information is the same
as the billing information, include a checkbox to automatically fill in
the same information.
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Show stock availability on the product page. Shoppers should not
have to wait until checkout to learn if a product is out of stock. Also,
give an estimated delivery date. Deal with the "I want it now" mentality,
and let them know when they should expect to get their products.
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Make it obvious what to click next. Include a prominent "Next Step" or
"Continue With Checkout" button on each checkout page. Make the button
you want them to click next the most obvious. One top 50 e-tailer mistakenly
placed its "remove from cart" and checkout buttons next to each other.
Neither stood out. Many people ended up clearing their carts. When they
went to check out, they found nothing in there and immediately abandoned
the site in frustration.
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Make editing the shopping cart easy. It should be simple to change
quantities or options, or delete an item from the shopping cart. If a product
comes in multiple sizes or colors, make it easy to select or change values
in the shopping cart.
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Make it your fault. If information is missing or filled out incorrectly
during checkout, give a meaningful error message that's obvious to see.
It should clearly tell visitors what needs to be corrected. The tone should
be the system was unable to understand what was entered, not the visitor
made a foolish mistake.
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Show them you're a real entity. People's concerns start to flare
up during checkout. Let them know you're a real company by giving full
contact info during the checkout process.
Adapted from ClickZ.com. |
