Whether you’re a strictly digital business or brick-and-mortar with a digital presence, you’re likely trying to sell online.
We talk a lot about the sales funnel and stopping leaks so people make it all the way to purchase… but often, we fail to stop the leaks that occur inside the shopping cart.
This infographic reviews the top 5 reasons for shopping cart abandonment, trust elements that keep people from buying, and ways to recover sales after customers abandon the shopping cart.
This infographic is Designed by Graphs.net
Be realistic
Only 3% of shoppers make a purchase during their first visit to an online store.
Of the remaining 97%, 71% place an item in their shopping cart — then leave before purchasing.
Top 5 reasons for shopping cart abandonment
- Don’t like high shipping and handling costs
- Looking for the lowest price
- Unaware the price would be so high
- Not ready to buy
- Using the shopping cart to save interesting products
How to build trust before & during purchase
In many cases, people abandon a shopping cart because they don’t know your brand and don’t trust you. Build trust with these tips:
- Put Facebook likes, social shares and other social proof on your website (and inside the shopping cart).
- Make liberal use of testimonials: use full names and pictures for best effect.
- Use ratings and reviews so buyers can get other customer’s opinions.
- Show off your industry awards.
- Purchase an SSL certificate.
- Add trust badges from recognized oversight organizations.
- Provide full disclosure: address concerns and add links for FAQs.
Limit choices
When given too much information to make a decision easily, people resist making any decision at all.
Too much information = Too much stress
Pre-package your options for customers.
For give choice without overwhelming customers, reduce options to 3-5 only.
Abandonment isn’t the end of the road
WORTH NOTING: Studies have shown that you can increase conversion rates by as much as 48% if you follow up with potential customers who clicked off your site before completing checkout.
Remarketing tips:
- Ask for email at beginning of process—so you can email later with saved data if the shopper didn’t complete the transaction.
- Send 1 to 3 emails as follow-up if a customer abandons their shopping cart.
- Retarget with ads
Brands that invest in retargeting have found that an average of 26% of customers return when retargeted within 12 hours of shopping cart abandonment.
