After putting a lot of effort into your sales offers, sometimes, it is quite discouraging to have customers abandon your site at the point of sale.
But the thing is, the problem might not be on what you offer. Instead, it lies in your web design.
To improve your conversions and to help minimize your shopping cart abandonment, you need to adopt the best practices for your web design.
To minimize your cart abandonment rates, here are the seven web design tips that you can apply on your site:
Enable guest checkout
A lot of consumers are instantly turned off when e-commerce stores let them log in first before they could check out the items that they want to buy.
Also, a lot of shoppers are concerned when creating an account because it also feels as if they are giving away their personal information.
What if the information falls in the wrong hands, or what if the platform will lose that information?
What you need to do is to allow guests to check out without having to log-in. Give up the idea of collecting data, and instead, make the check out process as convenient as possible with your guests.
Over time, you will get a bump of completion rates.
Optimize your page loading time
Do you know that shopping cart abandonment rates increase by 7 percent for every one-second delay in page loading? If you have slow-loading check-out pages, it is easy for consumers to switch to your competitors.
So, you must work on improving your page loading speed.
Some of the ways to improve your page loading times are to work on your images. Larger images take a while to load, especially when a user is using the mobile internet.
Also, as much as you can, try to limit the use of social plug-ins, ad network trackers, and poorly executed codes.
Moreover, consider adding loading bars as it shows consumers their progress and convinces them to stay a little longer as you on processing their payment.
Be transparent with the cost
Online shopping can be fun, except for the fact that sometimes it has hidden fees that can be a primary reason for cart abandonment.
Let’s say a customer saw a product that costs $50. In the buyer’s perspective, all they need to do is to pay. But then, the moment they reach the check-out page, the price increased to $60. What most people do is to abandon their carts and instead, try out a different seller.
To prevent this from happening, be transparent with the costs upfront. You can include the shipping and other additional charges from the original price so that your shoppers would not be surprised with the additional prices upon checkout.
Add a progress indicator
Customers might come across different irritations (like slow loading times) that prolong the checkout process and should be avoided in any e-commerce experience.
One way of doing so is to add a progress indicator during the checkout. Showing customers where they are during the checkout process eliminates worry buying from you is taking them more time than they can commit.
Studies have shown that a lot of customers prefer to have a clear indication of their current status while they are in the process of completing a task. E-commerce is not an exception.
It also gives them the assurance that you are almost done. Moreover, it eliminates any kind of ambiguity, making the entire process clearer to understand.
“Save for later”
Giving customers the option of saving items for later can boost their chances of coming back to finish what they have started. It is also a lot more effective than having a “wishlist,” making it convenient for users to add and take off items on repeat purchases as well.
So, how can “save for later” boost your conversions?
As we mentioned earlier, a customer who can find precisely what they are looking for right away will most likely buy. They are most likely to impulse buy because all they need to do is to pick a product from their saves items before proceeding to the checkout.
It also helps keep the product on top of your customer’s minds. Whenever these products go on sale or are low in stock, you can always drop them an email reminding them to buy while they can.
Make the checkout process mobile responsive
Since we live in a highly mobile age, you will be doing your business a big disservice if you do not optimize your checkout pages for mobile.
Remember that more and more people are using smartphones to purchase products online. Thus, they should get the same amazing mobile experience as shoppers on a computer would get.
Also, see to it that the navigation on your online store and shopping cart are effortless as well. All of these tips can reduce shopping cart abandonment on mobile devices.
Show trust and security badges
What customers look for in an e-commerce store, particularly one that they have never dealt with before, is knowing that they can trust you with their credit card and other sensitive personal information.
Ensure that certain trust signals like GeoTrust and McAfee Secure are seen on your check out page. Ensure that these images are clear and that they load quickly.
Placing security badges on your site not only helps instill confidence with your audience, but it significantly reduces your cart abandonment as well.
Over to You
If you live and breathe e-commerce, then your main focus is probably how you can boost your business’ sales. This is possible by significantly reducing shopping cart abandonment and improving the overall customer experience.
By following these tips above, you will be able to decrease cart abandonment and boost your sales. Some of these tips are quite easy to do, while some might require you to seek professional help.
With hard work and effort, over time, you will be able to improve your online sales drastically.
About the Author
Kenneth Sytian is the CEO of Sytian Productions, one of the leading Philippines website designer. He has been designing websites and developing web apps for more than a decade. He is considered one of the top influencers in web design and development.