Solve the abandoned basket problem in your online shop
Solve the abandoned basket problem in your online shop
You have opened your online store. Photos and videos of the product are uploaded, advertising is running, people visit the site, choose something, put it in the basket and… disappear. The purchase is not completed. The money has not arrived. The client has disappeared. Do you think that such cases are isolated? You are wrong.
On average, up to 70% of orders in online stores remain unfinished. People choose a product, but never get to the “place an order” button. This means that out of 10 potential clients, only 3 bring you money. The rest leave. And your profit goes with them. How to solve this problem? Selpway Trading ltd specialists shared their advice.
Let's be honest: the customer abandons the cart not because the product is not needed. There is another reason. And sometimes several.
Delivery costs are too high. The customer sees the price of the product, but at the time of checkout they are "finished off" by the cost of delivery. That's it, the interest is gone.
A complicated or long checkout process. If there are too many steps and registration forms on the way to the purchase, the person gives up.
An inconvenient website interface. If the customer cannot find the "place an order" button or gets confused on the website, they leave.
There is no suitable payment method. The customer did not find the usual payment method? Goodbye. They will find the same product from your competitors who have connected various payment methods.
Uncertainty in the reliability of the store. No reviews, bad design - the person does not trust and will not risk completing the purchase.
The customer was distracted. Yes, it can be trivial: someone called, wrote in a messenger, a child called - and the customer simply forgot to come back.
Delivery costs are too high. The customer sees the price of the product, but at the time of checkout they are "finished off" by the cost of delivery. That's it, the interest is gone.
A complicated or long checkout process. If there are too many steps and registration forms on the way to the purchase, the person gives up.
An inconvenient website interface. If the customer cannot find the "place an order" button or gets confused on the website, they leave.
There is no suitable payment method. The customer did not find the usual payment method? Goodbye. They will find the same product from your competitors who have connected various payment methods.
Uncertainty in the reliability of the store. No reviews, bad design - the person does not trust and will not risk completing the purchase.
The customer was distracted. Yes, it can be trivial: someone called, wrote in a messenger, a child called - and the customer simply forgot to come back.
Why carts are abandoned
Every abandoned cart is not just "one sale that didn't happen." It's a waste of advertising money, time, resources, managers of Selpway Trading company explained. You've already paid to attract a customer. He went almost all the way, but left at the last step. It's like a fisherman who pulled a fish to the shore, took it off the hook, and it jerked its tail and fell into the water.
What does this mean for you
How to deal with abandoned carts
The good news is that the problem can be solved. And if you approach it correctly, the number of completed purchases will increase. What to do?
1. Simplify checkout
2. Show the final cost right away
3. Remind about abandoned cart
4. Add trust
5. Optimize the site for mobile devices
6. Provide a choice in payment and delivery
7. Add a timer or limit
1. Simplify checkout
- Make the form as short as possible - name, address, phone, payment.
- Allow checkout without registration.
- Remove unnecessary fields and steps.
2. Show the final cost right away
- Don't hide the shipping cost.
- Don't add extra charges at the last minute - it's annoying.
3. Remind about abandoned cart
- Set up automatic emails: "You forgot the item in the cart."
- Give an incentive to return, for example, a discount or bonus.
4. Add trust
- Show reviews from real buyers.
- Tell about the warranty, return, exchange.
- Make the interface modern and clear.
5. Optimize the site for mobile devices
- Many people visit from their phones: make sure that your site is convenient for such users.
- Buttons should be large, text should be readable, the payment process should be simple.
6. Provide a choice in payment and delivery
- Connect different payment methods: cards, e-wallets, cryptocurrencies.
- Different delivery services, pickup: the more options, the higher the chance that the client's money will reach your pocket.
7. Add a timer or limit
- The element of urgency works: "The product is reserved for 15 minutes." This motivates the client not to put it off.
This is an opportunity to see what exactly you can improve. This is a chance to stop losing money and start earning more. Selpway experts advise not to ignore this problem and to start solving it immediately.