hey everyone welcome back this is part three
of our four-part mini-series diving into 20 ways to decrease your shopping cart
abandonment rate according to research done by the
Baymard Institute that looked at 41 different studies on cart abandonment
stats the average shopping cart abandonment
rate is an absolutely staggering 69.57 you heard that right
almost 70% at IWD Agency we've been helping e-commerce companies
improve their sites and revenues since 2001.
with our expertise we have compiled 20 of the best ways our agency has learned
to drop shopping cart abandonment rates for e-commerce clients across a number
of different industries we have covered 10 already
in parts one and two so be sure to check out those videos if you have not done so
and now let's continue diving into five more ways to improve that shopping cart
abandonment rate number 11 keep your call to actions
clear call to actions are commonplace in e-commerce
marketers rely on powerful ctas to persuade website visitors into becoming
customers usually you find them at the bottom of a
product page or even the end of a blog post
many marketers consider these kinds of ctas almost an art form
and i could probably write just as much about what it takes to get the most from
them however when it comes to ctas for your
site's shopping cart i want you to stay focused on simplicity
it's become trendy to find new ways to say
buy now check out or continue to your cart
but as far as we know there's no evidence that proves those alternatives
are made more effective let's take a look at how nike strings
together call to actions to take visitors from shopping
to check out to purchase first when you consider one of their shoes
check out a very clear call to action is right above the fold
no need for me to go looking to take the next step
once you click add to cart you have two more clear call to actions
you can choose to review your cart or just proceed with checkout
there's no ambiguity and again the customer isn't forced to figure out
where to go to complete the transaction they don't have to find the shopping
cart logos somewhere on the page to hand over their money
finally when i click checkout there's one more page telling me exactly what to
do don't ever assume your customers know
what to do next when you're trying to get them to your checkout page and a
successful sale if it's good enough for nike the largest
athletic apparel company in the entire world
i hope you'll consider it for your own checkout pages
number 12 show high quality images of your products
the entire time another takeaway from that nike example
is that no matter what screen they show customers during their checkout process
there's always an image of the product they're selling similar to the progress
markers in section 3 this serves to remind the customer to
keep going through the checkout process it keeps their eyes on the prize
remember that we are all comparison shoppers your
customers are constantly looking elsewhere for a better deal
or superior product even in nike's case customers can go look on other sites
that sell their own shoes then there's the fact that your average
internet user is constantly distracted sure they want your product but they may
also have a dozen of other tabs vying for their attention to don't risk
losing that attention for even a second use high quality images throughout your
checkout process to get them to their cart to complete that sale
number 13 offer free shipping during these tumultuous times it's
helpful to remember that there's still one thing that brings us all together
everyone hates shipping costs remember when i mentioned that shop is saying
a variety of payment options is the third most important aspect of a
checkout page well it should come as no surprise that
the most important is free shipping options
ever since amazon made free shipping the norm customers have grown to expect it
from every e-commerce store regardless of the industry if you don't
offer free shipping many shoppers will assume your
competitors do even if this isn't actually the case you've still lost them
your cart abandonment rate is now higher and that customer may never come back to
complete the sale free shipping is so important that many
retailers don't even wait for their product pages to point out that they
offer it nordstrom is one of many that
understands how important this policy is which is why they call attention to it
before shoppers even click on a specific product
if your company doesn't currently offer free shipping we know that's not
necessarily a change you can make overnight
but it's definitely one you should consider something as simple as
including free shipping and your meta titles could
be enough to increase your traffic from search results pages and a higher
conversion rate too which will ultimately mean a lot more
sales
number 14 don't leave out any costs while we're on the topic of costs don't
forget about others you may charge leaving them until the very end is a
great way to increase your cart abandonment rate
i don't know about you but i've definitely abandoned a lot of cards
because the company waited until the very last second to say
oh and also you need to pay for this and this and this forget it be upfront
about all of your costs as early as possible
this goes double for those shipping costs we just covered as 28
of shoppers will abandon their carts if they weren't expecting them to show up
so if you have to charge them be upfront or you're going to lose a lot of your
customers just before they check out number 15
call attention to your guarantee as i mentioned at the very beginning of this
post you should make every effort to show
your shoppers just how happy other shoppers have been with their purchases
leveraging social proof like this is one of the most powerful ways to eliminate
objections still you'll see even better results if you guarantee
your products with a customer friendly return policy
just like with free shipping customers have come to expect that companies
guarantee their products this is especially true with e-commerce
companies because customers can't actually see their products in person
touch them or try them on if you already do have one of these policies
then the next step is to make sure customers actually know about it
ratio coffee does this with a banner on every page
it not only shows their free shipping policy it includes a link to their
unique love it guarantee don't leave it to your
customers to discover your guarantee even if you link to it down in the
footer like many companies do call attention to it with banners like
these and in every product description so there's no way that they can miss it
well that wraps up part three of this four part series
we hope that you have found all of this information insightful
so far keep watching to find out the last
five ways that you can improve your cart abandonment rate
don't forget to like this video and leave some comments below before you
move over to part four
you