Shopping cart abandonment is a big issue. All that hard work it took you to get your site visitors to go as far as placing items in the trolley, and then (d’oh!) they default at the final hurdle. But all is not lost. Here are some simple steps you can take to reduce the problem of cart abandonment on your Magento website and even turn things around after the event.
Let’s start with some well-known facts. Added shipping costs are one of the major reasons for carts to be abandoned. However snazzy the cut-price monitor you’re selling, if the customer gets to the checkout and finds the price is doubled with shipping they’re going to head for the hills. On the other hand, the nice surprise of free shipping gives them something to write home about – maybe a good online review if the mood takes them. Even if you have to increase your product prices just a little, free or low-cost shipping is a great remedy for the problem of cart abandonment.
Another idea for your Magento store is to reduce the distractions on the route to the checkout and to increase the size of your Add to Cart buttons. Research has proven that button size matters. You can do your own research with a bit of old-fashioned A/B testing to find out what works best for your eCommerce site.
If the unthinkable does happen and the cart gets abandoned even after you have taken the above steps, don’t make the mistake of assuming that’s it, thank you and goodnight. People have all sorts of reasons for not yet completing the checkout stage – reasons ranging from the need to shop around, the need to save up a bit longer, or even a sudden unforeseen emergency such as the dog eating the wireless mouse.
So don’t give up when they dump the cart and leave. Take positive action and watch your sales rise.