Research shows that the average shopping cart abandonment rate lies anywhere between 60-70% and the major online retailers like Amazon, Flipkart have conversion rates as low as 1-2%. Considering the recent spurt in the e-commerce industry this is a dismal percentage. Given below are some common reasons for cart abandonment and tips on how to reduce card abandonment and increase conversion rate:
1. Just Comparing Products
Majority of the prospective customers use the internet to compare alternatives. A third party verification seal such as an SSL certificate or a HackerSafe seal represents credibility of the website and can help convert the comparison shopper to a buyer.
2. Insufficient Product Information
Provide extensive product descriptions and images to help present the product better to the customer. You can also provide cash on delivery or cash back facility.
3. Not Ready To Purchase /Wanted To Save Product For Later Consideration
Allow customers to bookmark products for future purchase. Increase the cookie length and use a persistent shopping cart, which saves the contents of the cart for a number of days. Let the customer know on the cart summary page how long their cart details will be saved.
4. Out Of Stock/Non Availability
Hide a product/size/colour when the merchant's stock runs out or display the current quantity of items in stock on the product page. This will reduce any surprises for the customer when they reach the view cart page.
5. High Shipping Costs
Reduce the shipping charges, even if it means that you have to absorb some of the cost. Promotional messages like “Order for Rs 250 or more and get Free Shipping” can be shown to encourage purchase. Also mention the delivery time and the total cost so that there are no surprises at the time of receipt.
6. Technical Problems
The website should be made compatible with all major browsers and operating systems so that the visitor does not face any technical snags. Increase your page load speed as slow loading pages normally lead the customer to abandon their purchases.
7. Lengthy Check Out Process
Do not ask for unnecessary information at the time of registration. Offer the option of completing registration after the transaction is complete or before leaving check out process.
By
Shovana Sahu
Shovana Sahu
About Intentree
Intentree provides e-commerce optimization services using measurable & frugal usability, performance, security and functional techniques. To know more visit us @ http://www.intentree.com or Intentree : Introduction
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