Tips for Small Businesses Series: Steps to Avoid Shopping Cart Abandonment

by Al Pascale, Director of eCommerce, Dydacomp

You’ve invested a significant amount of time and money into building an eCommerce storefront. You may have even launched effective Search Engine Optimization (SEO) and Search Engine Marketing (SEM) programs to drive traffic to your site. But as you dive into the analytics, you notice that there are too many potential customers abandoning their shopping carts. This can be a deflating experience when uncovering this type of information, resulting in lost sales.  But there are steps you can take to drive up sales and significantly reduce shopping cart abandonment.

Here are seven steps that we recommend to our clients that have been proven to work:

1.    Obtain a verified seal of approval
Incorporate a third-party service, such as buySAFE, to validate your online store. According to buySAFE, retailers with this seal increased their conversation rate by 6%.

2.    Provide online coupons
Savvy consumers almost always search for online coupons before making a purchase. You can boost sales by offering online coupon codes on third-party coupon websites.

3.    Offer free shipping
Free shipping is one way to enhance the benefit of online shopping, but we all know there’s no such thing as free shipping. By linking your order management and fulfillment system directly to your carrier, you can ensure you get the lowest shipping price.

4.    Make your site less noisy
There are changes you can make to your site to make it look less cluttered. Change the color and size of the “Proceed to Checkout” button to make it bolder or remove the side navigation menu on the website. This way, consumers will focus on the products they want to buy, rather than giving them other options to move throughout the site.

5.    Capture relevant data
Capture and study shopping abandonment data regularly and test your site to increase conversion percentages from basket to paid order. In addition, utilize a strategic email tool to run target campaigns and drive consumers back to the site to complete orders.

6.    Switch your shopping cart model
Make sure you have a persistent shopping cart! When a consumer adds items to their shopping cart but leaves the site, they will be able to return and still view their cart to complete the transaction.

7.    Take advantage of retargeting
Drive consumers back to your site by using retargeting services with the right offers based on their preferences.

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