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How to reduce your cart abandonment rate?

That’s the problem for many companies.

Every day, a number of people who visit your online store abandon their carts before completing their purchase.

There are several reasons why your customers might be walking away:

  • unexpected costs (like extra shipping or taxes)
  • a better price after comparison-shopping
  • the process took too long
  • security issues
  • people may just be browsing
  • a complicated process of purchase

Here are some ways to reduce cart abandonment and some tips to recapture those customers before they’re long gone.

Increase trust

Sometimes customers are not aware of the data protection systems on you website. This lack of knowledge can lead to some of them not trusting you and your company. That’s the reason why we highly suggest to have a valid Secure Sockets Layer (SSL) certificate. If it’s out of date or improperly installed, your customers will see a warning message in their browser that the connection might not be secure.So, be sure to always have a valid SSL certificate.

Furthermore, you can also show well-known security logos, such as Verisign and Paypal Verified.

Be clear

One of the top reasons for cart abandonment rate is unexpected costs. We are talking about typical shipping costs showed at the end of the check out page. As a matter of fact, this discourages customers to complete the purchase leading to consequent cart abandonment.

To avoid this behavior, make sure your shipping costs are transparent while the customer is browsing through your products. If shipping costs are different from country to country, you could add a little calculator that can help customers to estimate the price.

Email your customers

The majority of cart abandonments happen at the end of the checkout, when people already filled out their details. One way to reduce cart abandonment rate is to set up an autoresponder emails to notify them that they left items in their cart. Follow this up with 1 or 2 additional emails in the next 1-2 days. The email has to show the items they left in their cart with a call-to-action to return to your website and complete the process. If they don’t, one of your future emails in the series can offer a discount on the items they didn’t buy before.

Guest access option

Some websites require a subscription before the purchase. This can discourage your customers because this make it feel the buying process takes longer. You know, we live in a world where people always try to do things as fast as possible. Therefore, our suggestion is to not force your clients to create an account on your website, you can just ask them if they want to complete the order as guests or as members. In that way, every single customer can choose the most suitable option for its purpose.

Choose a simple navigation

One of the reasons for cart abandonment rate is a complex navigation through the website. For this reason, our suggestion is to simplify the purchase process as much as possible.Therefore, this means you need to minimize clicks and additional information, especially for the Check out page.

The process needs just few steps: choose the product, put it into the cart and pay for it. No other steps should be required.

In addition, you can improve the website experience by dividing product in categories in order to offer you customer an easier way to find what they are looking for.

What about Arema Connect?

Arema Connect can help your business by providing you all the information you need to improve your presence online. We are a multichannel contact centre with ability to ramp up or down to meet businesses requirements.

Contact us for further information

tips to reduce cart abandonment rate


About Annalisa

I am a Communications graduate working as an intern at Arema Connect in a European placement. I have a background in Communications Sciences and foreign languages from University of Calabria and I have worked in a vast range of different tasks within Communications departments, press and media. At Arema Connect I am supporting the Marketing department. After the completion of this period, I would like to travel in different countries and gain experience in Communication field – Annalisa