November 15, 2012
In some cases, reducing abandoned shopping cart syndrome can come down to the last step of the experience: Paying for the products in the basket, collecting the coin, cha-ching!
It’s not that visitors don’t want what they have added to their cart. But if they’re ready to make a purchase and the payment process is too complicated, there’s a good chance they’ll get frustrated and ditch their cart. And unlike when the roadblock is product prices and/or shipping costs, you stand less of a chance of winning these shoppers back with a strategic deal.
The best way to help your visitors get over the final hurdle in the purchasing process is to make it as easy as possible to pay.
Here’s how to do just that:
1. Give them alternatives.
In one survey, 24% of people who abandoned their shopping carts say they did so because they couldn’t find their preferred payment option. In a world where mobile and tablets are driving more and more traffic, that concern is particularly relevant—those visitors are more likely to want to use PayPal at checkout. So allow customers to pay by credit card, PayPal, Bill Me Later, check, and any other means you can. If they’ve shopped with you before, remember their preferred payment method and highlight it in some way.
2. Offer payment plans.
If you think it will make your visitors more likely to complete a purchase—and it makes sense for your company—payment plans can soften the blow of a checkout total.
3. Go one-click.
The easier it is for your visitors to check out, the greater the likelihood that they will follow through with their purchase. So give your customers the option to check out using a “Speed Buy” or “One-Click Checkout” option.
For more tactics proven to reduce shopping cart abandonment, download The Ultimate Guide to Reducing Shopping Cart Abandonment eBook.