Cart Abandonment – 5 Places on Your Site That Require Your Attention

 

Ever wonder why customers seem to spend so much time on your site, but leave behind a full cart at the drop of a hat? The problem might have something to do with your sales environment or conversion pipeline. Take a look at a few of the places people draw the line between checking out and leaving their cart behind.

1. At Checkout

There’s robust data out there to show that people often drop out of the checkout process before it’s complete, adding huge numbers to your cart abandonment totals. Why come so far, only to leave at the very end? Evidence shows it depends on how complicated your checkout process is.

According to a survey of the 100 top eCommerce sites by Smashing Magazine, as checkout steps increase, so does the potential for cart abandonment. Interestingly, it’s not the number of steps that cause the drop-off, but rather the tasks associated with them. Simply put: the more you ask of your customer at checkout, the less likely they are to comply.

The average checkout consists of 5.08 steps, counting from the shopping cart to the step where the order is actually placed — often a “review and confirm order” step. The shortest checkout process is one step (including cart) and the longest being a massive nine steps.

check out process

Remember that the average checkout has 5 steps—less is always better; more could present unwanted barriers to conversion. Keep things simple and you’ll keep customers within the conversion pipeline.

2. At Popups

Roughly 70% of retail shoppers are annoyed by popup ads, according to SearchEngineLand; however, according to WPBeginner and Backlinko, popup prompts had no effect on eCommerce bounce rates.

pop up

What this contrasting data says is simple: when a customer has a full cart of items and goes to check out, the last thing they want is to be upsold. Popups on landing pages are generally a safe bet, however. Simply put: if your online store is filled with pop-up triggers, it’s almost invariably going to lead to an abandoned cart.

3. On Search Results Pages

Having a robust search function is important in keeping your shopping cart abandonment numbers low. If shoppers can’t find what they want through the hierarchy of your site, they’re going to rely on search. If search yields no results—or worse, complicated results—your shopper is going to assume you don’t have what they want. This can lead to full cart abandonment over a single product. Make sure your search function offers semantic processing and results that can be refined.

site search

4. At Account Signup Points

It’s always a good idea to capture shopper data through account signup. Make sure you’re doing this at the right time! Prompting customer account creation in the middle of the checkout process or in order to check out creates unwanted barriers that drive cart abandonment. After a conversion is usually the best time to capture customer accounts. Your customer has just had a seamless experience and will be more willing to shop with you again.

sign up form

5. On Product Pages

Discerning shoppers are often looking for confirmation of their needs and wants on a product page. They know what they’re looking for or what they need—it’s a matter of a retailer meeting those needs. According to a report from Business Insider, if information is sparse or missing on a key product, it can lead to entire shopping cart abandonment, meaning a loss of peripheral or add-on sales. For this reason, product pages need to have relevant information to generate a sale.

Lower Cart Abandonment

Reducing the number of abandoned carts your site sees is all a matter of removing barriers to purchase. Whether it’s giving shoppers key information they need to locate or verify a product, or it’s keeping the checkout process uncomplicated, retailers must first understand where they’re losing customers before they can make the right changes to retain them.

Datacrushers

Datacrushers is a revenue discovery platform and global leader in site-wide revenue recovery and acceleration

Our USP, is “USP.”  User, Site Product. We carefully examine all three verticals from every which way using deep analytics, machine learning & AI along with NLP to mine data and to understand what customers are looking for and to present the best ways for merchants to discover the abandoned revenues… site wide.

Make sure to schedule a 1-1 review of your cart abandonment process today!

By | 2017-08-28T09:54:02+00:00 August 28th, 2017|Cart Abandonment|Comments Off on Cart Abandonment – 5 Places on Your Site That Require Your Attention