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Abandoned shopping cart is a real problem for 70% of online stores. Sometimes it’s issues beyond the online store’s control, as maybe the user is just browsing the offer, comparing prices with other suppliers, or had no intention of making a purchase at all. But more often than not, the problem is elements of the store or offerings that distract or deter customers. If you’re already doing everything you can to attract traffic to your store and offer an attractive assortment of products, maybe also take advantage of ways to spice up your online store and save at least some of the abandoned shopping carts. In this article, you will find some ways to minimize the risk of your customers abandoning their shopping carts.
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Where does an abandoned shopping cart come from?
In addition to the reasons already described in the introduction of the article, the most common reason for shopping cart abandonment is simply a negative user experience. Users cite three issues as the most crucial in deciding to abandon purchases: the appearance of hidden costs (which only become apparent, for example, after choosing a delivery method); insufficient payment and delivery options; and problematic complaints and returns policies. In principle, eliminating these three deterrents should be very easy – and these are certainly the first items to work on. Below you will find ways to salvage abandoned shopping carts, resulting more from negative experiences with the store. They may require more advanced measures, including purely technical ones, but they are definitely worth taking!
Verify how the following points apply to your online store:
Order on the website
Make sure that the customer feels comfortable in your store and has no problem finding what they are looking for. What do you need? Such an organization of the website that is clear, in line with known customer preferences (e.g., a shopping cart in the upper right corner, or an intuitive and easily accessible search box). Simple division of product categories – clear and hierarchically arranged product categories and subpages will help here.
Proper presentation of products
It plays a key role during the purchase decision. The presentation of content and product images must be attractive and comprehensive, so that the customer does not have to search for product information outside your online store. You can read about a properly built product subpage in this post On the blog.
Simple buying process
One of its key moments is store registration. Currently, customers often choose to buy without registration, so it is worth making this option available to them. Registering with a Google or Facebook account is also a good option. Do you care about new registered accounts? Offer your customers benefits for setting them up – additional discounts, access to limited promotions, discount on first purchases.
Remarketing
It is worth applying it especially to customers who have become heavily involved in browsing your offer and have reached a significant moment in the buying process. Remarketing is a “tracking” ad available as part of a Google Ads campaign. With it, you can encourage those customers who added goods to their shopping cart but did not finalize their purchase to return to your store.
Adaptation of the store to mobile devices
More and more purchases are being made right now via mobile devices, so adapting the store to smartphones and tablets is an absolute necessity. Your website should be responsive. It will ensure that all elements relevant to the decision and purchasing process are easy to use via mobile devices.
Satisfactory page loading speed
It is very important, because it determines whether the customer will not get bored or alienated from your store. You can check your page load speed with online tools or by using google’s PageSpeed Insights .
Transparent terms of the transaction
Suddenly appearing hidden costs or knock-down delivery costs are the most common reasons for shopping cart abandonment. If you want to avoid cancellations for this reason, communicate frankly from the outset about the total cost of the purchase and the estimated cost of delivery – the customer should see all this at the latest when adding the product to the cart.
Various payment options
Customers are more likely to shop when they have a choice – and this includes the forms of payment for purchases. Poles are less and less likely to choose the option of traditional bank transfer, while quick transfers (such as Dotpay) or the ability to pay with Blik are very popular. Deferred payments are also gaining popularity – for example. PayPo or Klarna.
Summary
Fewer abandoned shopping carts mean higher conversions and higher profits. Therefore, act! If you need support in this area – use my services. I specialize in consulting for e-commerce businesses and in acquiring customers from the Web. You are invited!
O autorze
Multitasker digital marketingu. Ośmioletnie doświadczenie. Łączę Google Ads, pozycjonowanie, content marketing, video marketing oraz współpracę z infuencerami.
I have been active in Google Ads, SEO and e-commerce for almost 10 years. Now I share my knowledge and experience on the blog, on social media and in courses, audits and training sessions.
