5 tips to reduce shopping cart abandonment

The smartphone is playing an increasingly important role in our lives. More search queries are now being submitted to Google via the device in our hands than from PCs and mobile shopping is becoming increasingly popular. Nevertheless, the problem of abandoned purchases remains relevant for store operators - especially when customers visit their store using a mobile device: according to the new Mobile Money Report, more than one in two (58%) customers abandon their purchase before the final purchase confirmation. 31% of abandoners said they were asked for too much sensitive information, while 21% thought the checkout process took too long. The results show that the purchasing process needs to be optimized. Although online shopping via smartphone is becoming increasingly popular, customers struggle when it comes to typing too much information into their mobile device. The following options can reduce shopping cart abandonment on mobile and desktop devices:1. simplify the check-out formNobody likes filling out forms, which is why the checkout process in online stores should be as simple and smooth as possible. This may sound like a very obvious tip, but it's amazing how many stores unnecessarily complicate and prolong the checkout process. If the customer has to load seven different check-out pages one after the other and enter new information on each one, it is not surprising that the abandonment rate is high. To ensure that spontaneous purchase intentions actually lead to a purchase, it helps to reduce the purchase process to one or two pages.2. show cost transparencyWith large online stores, shipping is often free, regardless of the value of the goods. Many shoppers have already become accustomed to this. For store operators without a huge turnover, however, free shipping is not an option. However, it is important to be open about shipping and other additional costs and to announce them early on - and not just at checkout. According to a study by eDigitalResearch, nothing scares off a potential buyer more than having to pay more by surprise - be it for shipping costs, taxes or other fees hidden in advance. 3. buy now, pay laterEspecially when the customer is on the move and wants to buy something quickly, but has neither the time nor the inclination to complete the ordering process on their smartphone, it helps to offer different payment methods. This allows customers to choose how they want to pay - now or later, by bank transfer or on account - and various companies have been offering this option to store operators for some time now. For good reason: paying later is becoming increasingly popular with customers. On the other hand, store operators have to wait longer for payment or, in rare cases, chase after the money. This is a deterrent. Nevertheless, it can be worthwhile to highlight this payment method prominently. This is more likely to encourage a spontaneous purchase than having to type credit card information into a cell phone on the train.4. trust pays offOnline shoppers are often skeptical, especially with less well-known stores or first-time orders. This is how you can promote their trust:- It is important to make it clear to the customer that a contact person is available to them. A potential customer has a better feeling when placing an order if they have the option of contacting support during the checkout process. This gives them the reassurance that someone will be able to help them with any problems and answer their questions. The telephone number or live chat option for customer service should therefore be clearly displayed, especially during the checkout phase of the purchase. Objective reviews from other customers show new customers how reliable and trustworthy the online store is even before they place an order - and dispel any skepticism. Many customers look for seals of approval and trustworthy providers when shopping online. 5. get customers back to check outWhether the train arrives just before check-out, the child starts crying or the water starts boiling, customers don't complete the order process for a variety of reasons. What if there was a way to remind these customers that they didn't buy the product they actually wanted to buy? Fortunately, there are actually two possibilities:- Customers who are already registered in the online store can be contacted by e-mail and reminded that their shopping cart is still waiting for them. To do this, however, they must have agreed to be contacted via double opt-in. - Advertisements on Facebook or AdWords remind customers of the products even hours later. According to the motto: "Oh yes, I wanted to buy that product." The cost of bringing already interested customers back to the store is usually lower than acquiring a new one. This type of advertising is called retargeting and can lead to an unexpected increase in sales.