{"id":9195,"date":"2010-11-17T14:16:51","date_gmt":"2010-11-17T13:16:51","guid":{"rendered":"http:\/\/rinf.com\/alt-news\/?p=9195"},"modified":"2014-02-25T13:05:51","modified_gmt":"2014-02-25T13:05:51","slug":"how-to-reduce-shopping-cart-abandonment","status":"publish","type":"post","link":"http:\/\/rinf.com\/alt-news\/webmasters\/how-to-reduce-shopping-cart-abandonment\/","title":{"rendered":"How to Reduce Shopping Cart Abandonment"},"content":{"rendered":"<p>by <a href=\"http:\/\/theoutsourcingcompany.com\/\">Zeke Camusio<\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft\" title=\"Zeke Camusio\" src=\"http:\/\/www.gravatar.com\/avatar\/83ae6de10806a0b0dd639571b676516a.png\" alt=\"Zeke Camusio\" width=\"80\" height=\"80\" \/>According to the latest stats, about 9 out of 10 people who add products to online shopping carts leave the websites without placing the orders. That\u2019s insane! Think about it: 90% of the people who are interested enough on your products to add them to their carts never end up buying them.<\/p>\n<p>Luckily, there is a lot you can do to decrease your shopping cart abandonment rate. These are some of the most powerful tactics to make it happen.<\/p>\n<p><strong>Provide a Summary of the Checkout Information<\/strong><br \/>\nThese are some of the things people want to see on the checkout page:<\/p>\n<ul>\n<li>What they\u2019re about to buy (don\u2019t forget to include a photo).<\/li>\n<li>Price (including taxes, shipping and handling, etc.)<\/li>\n<li>When the order will be processed and delivered.<\/li>\n<li>The Order Summary page should have all the information entered so far (including billing and shipping address, last four digits of the credit card that will be charged and the customer\u2019s contact information).<\/li>\n<li>Having a progress bar showing what step of the process people are on also decreases the abandonment rate.<br \/>\n<img decoding=\"async\" src=\"http:\/\/www.theoutsourcingcompany.com\/blog\/wp-content\/uploads\/2010\/05\/screenhunter-04-may-10-1236.jpg\" alt=\"\" \/><\/li>\n<\/ul>\n<p><strong>Isolate Every Step of the Checkout Process<\/strong><br \/>\nThe only way to understand what\u2019s causing people to leave is to isolate every step of the checkout process to figure out where people are dropping out. Google Analytics lets you track events and page loads. This way you can see what\u2019s the last thing people do before leaving. Is 50% of your traffic leaving when you ask how they found you? Then get rid of that question. The only way to understand the real reasons for shopping cart abandonment is to track every step of the process.<br \/>\n<img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.theoutsourcingcompany.com\/blog\/wp-content\/uploads\/2010\/05\/funnel.gif\" alt=\"\" width=\"534\" height=\"557\" \/><\/p>\n<p><strong>Don\u2019t Ask for More Information than You Really Need<\/strong><br \/>\nDo you really need your customer\u2019s birth date, job title, and marital status? If you won\u2019t send mail to your customers, don\u2019t ask for a physical address. You can condense First Name and Last Name into one field: Name. Go through your process and eliminate everything you don\u2019t really need.<\/p>\n<p><strong>Avoid Loss of Information Entered by the Customers<\/strong><br \/>\nHave you noticed how annoying it is when you enter your name and email address, click the continue button and on the next page you have to enter that information again? Don\u2019t ask your customers for the same piece of information twice.<\/p>\n<p><strong>Include Trust Logos<\/strong><br \/>\nIs your business a member of the BBB? Are you VeriSign-verified? How about PayPal-verified? Your checkout area is the perfect place to show your customers that placing an order with you is safe and secure.<br \/>\n<img decoding=\"async\" src=\"http:\/\/www.theoutsourcingcompany.com\/blog\/wp-content\/uploads\/2010\/05\/trust-logos.png\" alt=\"\" \/><\/p>\n<p><strong>Don\u2019t Forget About Social Proof<\/strong><br \/>\nEvery transaction has some level of risk. By showing your customers that other people just like them bought and are really happy with your products, you eliminate a big part of that risk. Use testimonials, case studies, \u201cbefore and after\u201d photos, or any other proof that your product really works and your customers love it. Don\u2019t even think that once people enter your checkout funnel you have to stop selling to them.<br \/>\n<img decoding=\"async\" src=\"http:\/\/www.theoutsourcingcompany.com\/blog\/wp-content\/uploads\/2010\/05\/screenhunter-05-may-10-1249.jpg\" alt=\"\" \/><\/p>\n<p><strong>Allow Your Customers to Call and Chat<\/strong><br \/>\nSome people will feel frustrated with your checkout process. Give them the option to call you or live chat with you. Not only will you save a lot of sales that otherwise would have been lost, but you\u2019ll also understand what areas of your checkout process are frustrating and you should improve.<br \/>\n<img decoding=\"async\" src=\"http:\/\/www.theoutsourcingcompany.com\/blog\/wp-content\/uploads\/2010\/05\/screenhunter-06-may-10-1253.jpg\" alt=\"\" \/><\/p>\n<p><strong>Test the Heck Out of Everything<\/strong><br \/>\nTest, test, and test some more. That\u2019s the only way you\u2019ll get it right. Test different calls to action, layouts, trust logos, testimonials, and checkout steps (one long form vs. two short forms, for example).<a href=\"http:\/\/www.google.com\/websiteoptimizer\" target=\"_blank\">Google Website Optimizer<\/a> is a great tool for split testing and it\u2019s free.<\/p>\n<p><em><\/em><em>Zeke Camusio is a serial entrepreneur, Internet marketing expert, published author, speaker and founder of an <a href=\"http:\/\/theoutsourcingcompany.com\/\">Internet Marketing Agency<\/a> in Portland, OR<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>by <a href=\"http:\/\/theoutsourcingcompany.com\/\">Zeke Camusio<\/a><br \/>\nAccording to the latest stats, about 9 out of 10 people who add products to online shopping carts leave the websites without placing the orders. That\u00e2\u20ac\u2122s insane! Think about it: 90% of the people who are interested enough on your products to add them to their carts never end up buying them.<\/p>\n","protected":false},"author":1213,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[518],"tags":[447],"class_list":{"0":"post-9195","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-webmasters","7":"tag-ecommerce"},"_links":{"self":[{"href":"http:\/\/rinf.com\/alt-news\/wp-json\/wp\/v2\/posts\/9195","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/rinf.com\/alt-news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/rinf.com\/alt-news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/rinf.com\/alt-news\/wp-json\/wp\/v2\/users\/1213"}],"replies":[{"embeddable":true,"href":"http:\/\/rinf.com\/alt-news\/wp-json\/wp\/v2\/comments?post=9195"}],"version-history":[{"count":0,"href":"http:\/\/rinf.com\/alt-news\/wp-json\/wp\/v2\/posts\/9195\/revisions"}],"wp:attachment":[{"href":"http:\/\/rinf.com\/alt-news\/wp-json\/wp\/v2\/media?parent=9195"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/rinf.com\/alt-news\/wp-json\/wp\/v2\/categories?post=9195"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/rinf.com\/alt-news\/wp-json\/wp\/v2\/tags?post=9195"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}