The abandonment of the shopping cart is a common cause for low conversion rate. What marketers need to do to increase the shopping cart conversion rate is to optimize the website according to a few basic rules. Mainly, one has to analyze the statistics and the on-site customer behavior. Is this all you have to do to boost profits?
Due to various reasons, customers often leave their shopping cart. Whether it’s a poor product presentation, slow loading time, ineffective search or unavailable delivery policy, make sure to investigate and solve this kind of problems. Continuously optimize your website’s main pages according to customer’s preferences and adapt the business to the market’s trends.
Once a visitor has arrived on the cart page, he has become a shopper. The trick in this sales funnel phase is to transform him into a buyer, by making him to place an order. He has decided what to buy, and all he wants is to have a fast and secured check-out process, with no complications. Here’s a list of ideas to test and implement on the cart page of your e-commerce website to optimize the shopping cart conversion rate.
1.Display the final prices and taxes
Pricing is a very sensitive topic for customers. They want to know how much they have to pay for the products they’ve ordered. In this final step of their journey, assure customers there are no extra taxes and what they see it’s all they have to pay. Having a misleading pricing system and displaying method can make them leave because of lack of trust.
Display an easy method to calculate the total price, including the product price and shipping costs. Here’s an example from Net-a-Porter:
2.Flexible shopping cart
This aspect refers to the possibility to add and remove products from the shopping cart. Let customers the option to make changes easily, without any help from tutorials and support platform. Don’t make them leave the shopping cart just because it is not possible to modify the product quantity or to delete a product you accidentally added.
On UK Digital Cameras, on the cart page, there are two sections for these options: Remove & Quantity:
Another thing that makes the shopping cart flexible is to offer as many payment options as you can: PayPal, credit card (Visa, Mastercard, Amex, Maestro, etc.), debit card, payment at delivery, etc.
3.Progress bar available
An available progress bar will make customers feel in control of the whole buying process. Let them know how long will it take to complete the order. This is a good feature for those who are in a hurry because they’ll know there are only 3 easy steps to check out and they’ll not wait forever. A good idea is to even suggest them how long it will take to complete the process (1 minute, 5 minutes, etc.).
Here’s an example from Currys:
I recommend to not have a check out longer than 4 steps because no one likes a long, complicated and boring ordering method, where they have to write down tons of information. Also, do not ask for any unnecessary information, just the strict amount of data. It is in everybody’s best interest to keep the process simple. If customers are required to make an account to order, give the option to upgrade the profile in time, maybe remind them to do it in an email, but do not bug them with this stuff when they want to check out. Once they’ve completed their profiles, use that information to display personalized content and offers.
4.Secure shopping certificates available
Give your customers every reason to trust and consider your brand trustworthy. Assure them that no personal data will be displayed, and no credit card information will be stocked. The security of customers’ data is crucial on this funnel phase, on the cart page. If you do not assure them it is safe to proceed the check out, they might leave.
There are two ways of increasing trust using secure shopping.
Firstly, the SSL pages are recommended for the cart page. The Secure Socket Layer (SSL) is a transparent protocol that provides a secure channel between two machines operating over the Internet or an internal network.
Secondly, assure customers your brand is trustworthy by displaying Security Policies, logos and secure shopping certificates.
On Mobile Shop, the customer can see the logos from all the available payment methods and the assurance of a “100% Secure Checkout”. Also, reminding customers that you have been on the market for a long time can increase trust (“Established since 1997”).
Here’s another great example from Asos:
They use the power of words using a great copy for the call-to-action button: “Pay Securely now” instead of a simple “Pay Now” button. This might work perfectly for undecided customers that are skeptical about the security of online shopping. Also, they have a section for “Secure Shopping”, where Asos tells customers it’s safe to use the website because of the SSL technology. Besides all this, they even include logos of Visa, Mastercard, etc. So, they provide customers every reason to trust them and destroy every purchasing barrier concerning payment security.
5.Use web personalization
Do not let customers leave your website without offering them something. When customers want to leave the shopping cart, use the on-exit intent pop-ups to:
- display a discount or a voucher if they make the purchase now or for a future order from your website;
- display more information about the products in the shopping cart;
- ask them to complete a survey, investigating the reasons they leave your website;
With Omniconvert’s technology, you can easily create A/B Test on dynamic shopping carts. How? Simply copy the source code of the cart page and paste it in the app’s dashboard. Then start testing great ideas!