When visitors arrive at your online store, they usually know what they want to buy. If you can persuade them to place an order, you’ve just converted a visitor. In essence, the conversion rate in e-commerce is the rate at which users add items to their carts and complete the checkout process.
- 2.12 percent is the average eCommerce checkout conversion rate.
- 6.96 percent is the average add-to-cart conversion rate in eCommerce.
Between these two points is the dreaded zone of cart abandonment, and there are several reasons your customers leave without purchasing.
Growing any online business is challenging. You are most likely competing with dozens, if not hundreds, of other companies. Increasing your market share by attracting more visitors to your website will always be a difficult task.
There is no excuse for not optimizing your conversion rate once they are on your site. Focusing on your eCommerce checkout conversion rate is one of the best ways to increase profits directly.
Why Customers Abandon Their Shopping Cart
Cart abandonment is expected. Customers frequently leave an e-commerce site without making a purchase, even if they have items in their shopping cart. A cart abandonment rate of 60% to 65% may appear high, but it is pretty good. The average cart abandonment rate is 68.8 percent, according to research firm Baymard Institute.
To begin exploring the various ways e-commerce retailers can increase checkout conversion rates, one must first understand some of the most common reasons for shopping cart abandonment.
- They consist of, but are not limited to:
- A checkout process that is complicated or unintuitive;
- Customers are frequently surprised by high shipping costs.
- The customer is not prepared to buy;
- The website was too slow or crashed during the checkout process;
- Not enough payment options available;
- Inadequate card security and other indicators of trust;
- When a submission error occurs, the customer input is lost.
- Page layout that is not optimized;
- Numerous and perplexing call-to-action buttons.
Methods to Improve Checkout rates in Shopping cart
You now have a better understanding of some of the factors that contribute to high shopping cart abandonment. Let’s talk about ways to improve your checkout conversion rate.
The eight strategies listed below can help you reduce shopping cart abandonment. Changes to your website will require collaboration among employees to achieve a common goal. We recommend using time management and scheduling software to ensure that they communicate effectively.
Get rid of mandatory sign-ups
It may seem counterintuitive to the growth of your online store, but one of the simplest ways to provide a better shopping experience is to stop requiring people to register or create an account.
Signing up is an unnecessary hassle for an impatient or busy individual who came to your site hoping to make a quick order. They might decide they don’t want to bother and go somewhere else. If this occurs, they are unlikely to return.
As a result, it’s best to give customers the option of checking out without creating an account. If you’re concerned about your ability to grow your user database, keep in mind that you can always obtain a buyer’s contact information by asking for it during the checkout process.
The most crucial thing is to provide the choice to the buyer.
Analyze a Single-Page Checkout Process
Have you ever shopped online and come across a single final page system where you can enter your billing information, choose a payment method, apply a coupon, and choose between delivery modes, all without having to click through to a second page? That is an example of a single-page checkout.
In the same way that most shoppers look for the shortest checkout line at the grocery store, online shoppers prefer stores with shorter checkout lines. People are busy, and anything you can do to save them time and speed up the process will help you gain their business.
In studies, single-page checkout systems have been shown to increase conversion rates by up to 21.8 percent.
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Avoid Unnecessary Checkout Fields
Once a potential customer has added their chosen products to the cart, they want to confirm their order and have their goods shipped as soon as possible.
Users may abandon their cart if they are required to fill out unnecessary fields in the checkout form before finalizing their purchase. They may even leave your website in favor of one of your competitors.
Customer surveys and product recommendations, for example, can provide helpful information. They should, however, always be set to appear after the customer has completed their purchase.
Customers can then choose whether to answer your survey questions or look through the recommendations to guide their next purchase if they have time. If they do not, they can leave the site, and you will not have lost the sale.
As a result, you should go through your checkout process and filter out and remove or modify any unnecessary fields. Keep in mind that quick, simple, and streamlined is the way.
Free shipping, Free returns, Secure payments
Small but important things that online shoppers value are added conveniences and assurances. If you can afford it, include a free shipping option. Shoppers are ecstatic when they find a good deal and will take advantage of any opportunity to save a few dollars.
Free shipping can mean the difference between making or losing a sale, and it is an excellent way to add value to your site’s shopping experience. Ensure your e-commerce logistics are as efficient as possible to cover the lost margin from offering free shipping.
Another added value is free returns. It’s always a nice touch for specific products to provide buyers with a grace period during which they can return products if they aren’t delighted with their purchase.
Customers may be hesitant to purchase clothing online if they are concerned about selecting the incorrect size. You can alleviate many of their concerns by providing hassle-free returns and a refund guarantee.
Finally, don’t overlook a safe payment system. Customers must have confidence that their financial information is secure with you. Choose a closed system and inform your customers about what you’re doing to keep them and their money safe.
Optimize your checkout experience
The checkout stage is an essential part of the shopping experience. The checkout page is the most likely place to lose a sale. Because your customer has come this far, you want to ensure they proceed to the next page and confirm their order.
First and foremost, you should collect your users’ email addresses as soon as possible. You can send cart abandonment emails if you have their email address. In a moment, we’ll talk about cart abandonment emails.
The email input field should be near the checkout page’s top. Second, eliminate any unnecessary content or links to other pages from the checkout page. You want the page to be focused entirely on its intended purpose: checking out.
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Cart abandonment will always exist in the world of online shopping. The aim is to ensure that many visitors leave your website with a purchase (and that they return for more!).
As a result, your cart abandonment strategy should emphasize value and experience. Visitors will be more likely to complete their purchase and return again and again if you can provide them with a quick way to shop for their favorite goods at great prices and with no hidden costs.
As a result, you should never stop optimizing your store or you can migrate your e-commerce store on Shopify via Shopify Migration Services for easy optimization. Customers will be drawn to sites that continue to improve and offer a better customer experience as new developments emerge in the industry.