What happens 67.89 percent of the time someone gets to your shopping cart?
They leave without buying, that’s what! Yep. They simply exit before the virtual ink is even dry.
So, why is this number so high?
Reasons given for shopping cart abandonment According to Statista, there are lots of reasons, but the top ones primarily involve money.
Here are a few to chew on:
- Surprise costs at checkout (think shipping)
- They found a lower price somewhere else
- They decided your it’s too pricey
- Your form is interminable
- They question your site security
- You ask for way too much information
Creating barriers to purchase isn’t what you’d hoped to accomplish when you set up your shopping cart, but here you are! Below are three steps you can take that will help shrink your exit rates and pile more sales into your account.
Make your pricing work for customers – According to OneUpWeb, 59 percent of customers expect to see the total cost, and this includes shipping, before they get to your checkout page. That leaves the ball in your court to disclose as much as possible. This also means looking at your shipping costs. If you aren’t able to offer free shipping, give some thought to reducing or eliminating these costs after a certain threshold.
Don’t make the forms too lengthy – If your form is too long and requests far too much information that is not essential for the transaction at hand, you’ll see them fleeing in ever greater numbers. Ask for exactly what you need and nothing more!
Test your calls to action – Be sure and test the language you use on your buttons and associated calls to action. Different words mean something different to people within various contexts. You aren’t tied to using the common labels such as Buy Now, Proceed, Continue or Go. Test your words to find out which are best for you! Very often the last thing we think to optimize is our shopping carts.
I propose that it needs to be much higher on your list of things to do!
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