Jenifer walks into a “Homeneeds” shop, pulls a shopping cart, moves from one end to the other and dumps everything she wants into the cart and moves towards the cash counter. She leaves the cart there and moves out the store.. How often do you do that? A very rare thing, but it’s not at all a rare thing in online shopping.
According to a study by Baymard Institute, 68.63% of the shopping carts are abandoned. But companies have been successful in reducing this abandonment rate. Lets see what are the right things that they did to reduce shopping cart abandonment-
- Display prices upfront
Your friends are coming over to your place and you wanted to cook for them. So you went on a grocery app and added everything to the cart which was on your list (Some cold drinks and chocolates as well towards the end). The expected bill was somehow in budget.
Butttt, as you reached the shopping cart page, the bill amounted to a lot more because of the “bagging fee”, “convenience charges”, “delivery charges” etc. Most certainly, you would opt out.
(Display prices upfront)
Tip - Users always appreciate transparency. If at all any extra charges are mandatory show it up front. Avoiding extra cost surprises for the end will definitely increase your conversion rates.
- Offer a variety of payment methods
Users have been exposed to various ways of payments and every user has a pretty valid argument as to why he uses a private bank or a government bank or a payment wallet for payment. Various factors like ease of use, trust factor and a personal bond play their cards in this.
(payment methods)
Tip - Offer all the payment methods clearly. Opening up all possible options of payment wide on the screen increases the conversion by 2X. Place them in order of which method is currently the most popular and used one.
- Make checking out as simple as possible
The golden rule of UX is to make experience as easy and less time consuming as possible. You have been doing that for every project that comes to you.
(Always think like a weary and tired user)
Tip - Always think as a weary and tired user, would you click on next? Make the checking out process very motivating and as short as possible. Give an option of auto detecting the location from where the order has been placed. This might help the user a lot when he is trying to fill in all the details during checkout.
- Ensure that transactions are safe
There are some users, mostly the experienced generation, who are not a big fan of online shopping and the reason being that they are doubtful about online payments.
(give the users the confidence to do online transactions)
Tip - Ensure that the transactions have some trusted seals, for eg - PayPal seals. This builds a trust factor and motivates the scared users to move ahead with their transactions online.
- Focus on the product images
The marketing head of Raymond came up with the strategy of having separate images for mobile and web apps. The reason being, the images which are good for the web are not good for mobile apps. User buy only when the images tempt them.
(Insert product images from every angle)
Tip - Product images are your salesmen. They are the ones which speak. Observe users buying the same commodity offline, in shops. Note the angle they see the products from. Try to give every such angle through the photographs.
Do let us know for other tricks and tips that you have tried.
We are hearing. Drop us your solution at monika[at]canvasflip.com