How To Prevent Shopping Cart Abandonment

HT Prevent shopping cart abandonment

Imagine that you’re doing your weekly grocery shopping and filling up your cart with all the items on your list. Then you get a text from a friend telling you that a competing grocery store is selling the same items at 25% cheaper than where you’re currently shopping. You decide that you’d rather save money (who wouldn’t?) and leave your full grocery cart right in the middle of the aisle, just like that.

In the real world, this would seem strange as it is something you don’t see very often. But in the online world, it happens all the time. In fact, if it happened as much in the real world as it does online, you wouldn’t be able to navigate your own grocery cart around a store due to the millions of abandoned carts surrounding you.

There are many reasons why we do not conduct ourselves the same way in real life as we do online. For instance, it’s just rude to leave a full shopping cart in the middle of an aisle; someone will have to take the time to put all of the items back. This is not a problem in the online world as the shopping carts and the items in it are virtual, for the most part. Also, it’s not as convenient to visit several stores, trying to find the best deal. Online, stores are only a finger tap away from each other. In other words, it’s just easier to abandon your shopping cart without any shame or repercussions.

But why are there so many abandoned shopping carts? According to Goecart, the top three reasons for abandoning shopping carts are:

  1. Comparison shopping (30.1%)
  2. Price too high (27.3%)
  3. Not enough time to complete the purchase (27.3%)

Other reasons include items that are out-of-stock, technical issues, payment issues (credit card not accepted, insufficient funds) and the buying process being too complicated and time-consuming.

If this is a problem your business experiences on a regular basis, there are several improvements that you can make to your website and checkout page to increase the possibility that your customers will see their purchase through to completion:

  • Item thumbnails. This will help customers see if they have chosen and are checking out with the correct item. 3.5% of customers abandon their shopping carts because the item was not what they originally wanted.
  • Strategically placed calls-to-action. Give customers a clear option to checkout at any point while shopping. It should be bold and clearly visible; customers should not have to spend any time looking for the checkout button.
  • Options to back-link. Give your customers the option of resuming their shopping if they are not ready to complete the purchase. This might even encourage them to spend more, especially if you cross-sell items related to those in their shopping cart.
  • “Save Shopping Cart” option. If customers change their mind about their purchases, they do not need to completely abandon their shopping cart; they can save it for later when they have the time to make the purchase. You can send them reminder emails to prompt them to complete their order.
  • Progress indicator. This lets customers know how far into the payment process they are. Number the steps, and keep the number of steps as low as possible.
  • Multiple payment options. The more, the better. Options can include credit card, debit card and e-wallet payments.
  • Security. Customers want to know that their sensitive personal information is protected. Make sure that third party logos are clearly visible on your website.

Aside from the changes you can make to your website and checkout page, there are a few policy changes you can make to keep your customers on track with their purchases:

  • No hidden fees. If you have to charge a fee, be transparent about it. Some customers will feel deceived, and hence ditch the cart and go somewhere else.
  • Free shipping. Customers love getting something for free, especially shipping. If you cannot offer free shipping across the board, then consider offering free shipping for purchases over a certain amount.
  • Price matching. If physical stores can do this, you can too. If a customer can find the same item you offer somewhere else for a cheaper price, match it so that you, not your competition, get the sale.

Although shopping cart abandonment may never completely go away, it does not have to be such a drain for your company’s profits. With a few intelligent improvements to your website and checkout page, you could start cheering these shopping carts to the finish line rather than see them dumped by the side of the road ̶ sad, alone and full of unpurchased products.

For the latest information about how you can increase conversions and improvement your shopping cart completion rates, subscribe to the DalPay Blog and follow us on Facebook and Twitter.

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How-To: Get your Business Mobile-Ready


No matter where you are or what time of the day it is, everywhere you look you’ll see someone on their smartphone – on the bus, in the car (a big no-no!), walking down the street, at a restaurant, at work and at home. It’s plain as day that the smartphone has changed the way we live – we are connected around the clock to friends and family, colleagues and bosses, and businesses and their products. If you’re running a business, especially an online one, and your website is not yet mobile-friendly, we’ve created this How-To to get you mobile-ready.

The research is undeniable: there is a major upward trend in internet use through mobile technology. A survey by Pew Internet found that 63% of Americans own a smartphone, 7% of whom are “smartphone-dependent”, meaning they access the internet only via their smartphones, rather than such antiquated technologies like the desktop computer, laptop and tablet. By 2016, there will be over 2 billion smartphone users worldwide. The sooner you optimise your website for mobile viewing and use, the sooner you will capitalise on engaging with the mobile-first and expanding your customer base.

Although it’s recommended that businesses take advantage of this newer way of making products and services accessible to the world, it should not be a decision that you consider lightly. You need to make your online business ready for not just a few more customers but for potentially thousands or millions of new customers, depending on the scope and range of your products or services.

To prime your business for the modifications you will most likely need to make to your website, you can run a quick diagnostic by asking yourself the following questions:

  • Does it take a reasonable amount of time for my page to load on a smartphone?
  • Can my customers view my site as is on their smartphone without having to zoom or scroll sideways?
  • Can my customers click on links with their thumb and actually click on the correct link?
  • Is all the content clearly visible?
  • Is my site easy-to-use and intuitive?

If you answered “No” to even one of these questions, then you should consider optimising your website for all of your potential and existing smartphone-using customers. Luckily, there are many strategies available to make your website more mobile-ready. Here are some top considerations:

Avoid Flash and large images

Flash might look impressive, but your customers will become annoyed if they run into any issues viewing the content. A lot of Smartphones, like the iPhone, are incompatible with Flash, and will always have problems loading the content. Furthermore, large images can also take a while to load. Keep in mind that most people abandon a website if it takes longer than 5 seconds to load. Not only are your profits at risk of taking a hit, but your credibility as a mobile-friendly business is as well.

Make phone numbers and directions tap-able

Especially if you are a local business, you want your customers to be able to pull up your phone number or map coordinates on their phone so they can easily contact or find you. It goes without saying that you should also make sure that your Google map listings are up-to-date. The last thing you need is the wrong address and directions, leading your customers astray, never to come looking for you again.

Consider Responsive Web Design (RWD)

It’s good practice to adopt this mode of web design so that your website can be optimally viewed across various devices and platforms. The more people can enjoy your website with ease, the better your chances of gaining more customers, readers or service users.

Think about the need for speed

As mentioned earlier, customers will abandon your website if it takes too long to load. A good way to ensure that the speed of your website is up to par is to use a hosted website or e-commerce solution that has been designed to load quickly.

This is by no means an exhaustive list of tips but rather a starting point – implementing even just one of these tips will get you started on the path to attracting and engaging with both mobile-only and omni-channel customers. Customers who are better able to access your products from whichever device they choose make for happy shoppers and even happier businesses.

Small Biz Tip: even if you’re only a small local business, you can still reap the benefits of enhancing your website for a seamless mobile experience. If you’re afraid that it might cost too much to make these changes, network with other small mobile-friendly businesses to see what they’ve been doing with their websites, and make similar changes without having to hire a professional.

For more tips on taking your business mobile and marketing in the age of mobile commerce, subscribe to the DalPay Blog. For the latest news and updates from around the industry, follow us on Facebook and Twitter.

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