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4 Smart Ways to Reduce Cart Abandonment



4 Smart Ways to Reduce Cart Abandonment

Are you looking for a way to get more sales while building your lead list? If so, you’re not alone. Business owners worldwide are always looking for ways to get consumers to visit their online store and become customers. 

Despite all of the marketing efforts used to generate traffic, very few leads actually convert to sales. Some people bounce from websites and don’t look back; others get distracted and forget to complete their order. 

What if we told you there was a way to get some of these people back on your site and turn them into paying customers? 

If you know how to limit cart abandonment, you can turn plenty of these “lost sales” into conversions. Essentially, cart abandonment occurs when someone visits your site, adds items to their cart, but doesn’t complete their order. 

Today, we will show you four smart ways to reduce shopping cart abandonment and grow your business.


Display Accurate Pricing 

We’ve all visited a website to make a purchase but changed our mind at the checkout page. The most common reason for this phenomenon is unforeseen costs. In other words, consumers don’t know their final total until it’s time for them to enter their credit card information. 

Seeing a drastic shift in price can be a significant red flag to consumers and force them to take their business elsewhere. If someone has a specific budget or is looking for the best price, a tiny shift in pricing is enough to drive even the most forgiving consumer to one of your competitors. 

Luckily, there are plenty of ways you can avoid this problem on your website. 

We suggest including a checkout page on every section of your website after a user adds an item to their cart. This small signal will let customers know their final total and give them the freedom to comfortably browse your other products or services. 

You should also include the full price of products on each product and make a note about shipping clearly visible on every product page. For example, you could say, “Spend over $50, get FREE SHIPPING!” This sets clear expectations for people on your site, which means they won’t be surprised at the checkout page and abandon their cart.


Streamline the Checkout Process

A common problem, especially in the eCommerce world, is clunky, broken checkout pages. If consumers don’t know how long is left in the process, can’t identify errors, and see insanely long loading times, there’s a slim chance that they will make it to the end and click the purchase button. 

All of this confusion leads to users abandoning their cart mid-order. You don’t want to put your visitors in this position. 

First, check your Analytics report to see how many people are leaving your website during the checkout process and at what point. If you can see how people interact with your checkout page, you can make smart choices that will help you streamline the process. 

For example, if you notice that most potential customers leave before they type anything in the checkout form, you can bet that there’s an issue with your loading time and performance. 

Let’s say you see that people are getting to the very end but not completing their orders. In this case, there’s a chance that they are leaving because there’s a mistake with their form, but they can’t see exactly where the error occurred. Showing form errors with a red mark or highlight will help users quickly checkout and get on with their day. 


Use Retargeting

Another great way to reduce your cart abandonment rate is with retargeting. Retargeting is a marketing practice where you get in touch with consumers after they leave your website and their shopping cart. 

Typically, retargeting happens through social media, email, or push notifications. All three methods are incredibly effective for getting more people to come back and complete their order.

When sending out retargeting emails, we suggest using a three email series. Send subscribers that leave items behind an email after an hour, 24 hours, and one week and remind them to complete their order. You can even throw on an exclusive discount to increase the odds that they come back. 

Social media retargeting ads are an excellent choice because you have the potential to reach over 3.8 billion people. When you’re showcasing these ads, make sure to use your business name, branding, and optional company mascot so users will instantly recognize your brand from their previous experience.


Show Trust Signals

Finally, you must show consumers that your brand is trustworthy. Have you ever thought about buying something from a website but decided against it because you couldn’t find any reviews or see any other trust signals? Plenty of consumers experience this situation when they visit online storefronts. 

Adding testimonials to the sidebar of your checkout page will show people what kind of experiences other customers are having on your site. So, if someone is on the fence about completing their order, a real customer review can help them make an informed decision and squash any doubts. 

It’s also a good idea to include trust seals on your checkout form. You’re likely familiar with security trust signs from sites like McAffe antivirus or PayPal on payment pages. These seals show consumers that your brand is trusted by another highly reputable company. 

Trust signals can reduce abandonment and help you secure more sales. In fact, research shows that trust seals can boost conversions by a whopping 42%! If more people are completing their orders, that means fewer people are abandoning their shopping carts.


Final Thoughts

As you can see, there are quite a few ways to stop customers from leaving items in their cart. The key to turning things around is to optimize your checkout page and ensure that you have various ways to reach potential customers after they leave your website.  

Syed Balkhi is an award-winning entrepreneur and co-founder of OptinMonster, a powerful conversion optimization software. He is also the founder of Awesome Motive the company behind several popular small business software that collectively power over 3 million websites and serves billions of page views every month.