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Abandoned shopping carts are fans data something that every online store owner is familiar with. It happens according to one scenario: customers browse products, click the “Add to cart” button, and then abandon the purchase. What can you do to prevent this outcome? Read on to learn 10 working ways to solve the problem of abandoned shopping carts.

Don't shock your customer with shipping costs
Often, customers abandon their shopping carts if they see that shipping is prohibitively expensive. Keep in mind that there are many competitor sites with free shipping that are beneficial for the customer to use. But someone has to pay for the service! Show potential customers the benefit of the offer without harming your business: use free shipping by including its cost in the price of the product.

For example, how the Ozon online store made it simple and accessible:


In general, free shipping is one of the most popular marketing strategies in eCommerce. According to research conducted among active online shoppers, 48% of respondents admitted that they added more items to their cart to get free shipping. At the same time, 44% of users chose the slowest shipping option just because it was free.

Offer secure payment methods
Every online buyer is interested in keeping their personal information and money in their bank account. If they doubt the security of payments, they will refuse to place an order.

To convince the user that the purchase is safe, add payment processor logos and MasterCard SecureCode/Verified by Visa to your website. This will increase your customers' loyalty and tell them that it is safe to buy from you.

Here's how online furniture store The Furnish did it:


Want your customers to trust you? Add reviews from current customers. Recommendations from other users will help you increase your average order value and retain customers.

Develop a strategy to win back customers
People are attracted by various discounts, sales and promotions where they can save money. So, adding products to the cart is just a way to check the total order amount. And in order not to lose them, you should have a strategy for working with customers who are planning to leave the site and abandon the cart.

Provide users with the value of your offer before they try to leave your online store page. Pop-up forms offering discounts, free shipping, a catalog of works, the opportunity to win prizes, etc. will help you with this.

Think about what will make users stay? But don't put pop-ups on every page of your site, add them to:

product pages;
pages with a list of search results;
checkout page.
Any page that indicates the user is immersed in your content and is likely to buy will do. But even if they do leave, don't lose hope: send them an abandoned cart email.

Opt out of mandatory registration
The user buys online because it is convenient. And if you still insist on creating an account when ordering online, it will not hurt you to know that in this case 22% of users leave the resource.

Your task is to offer the option of placing an order as a guest or, if possible, simplify registration by removing unnecessary fields. For example, you can give visitors the opportunity to use their current accounts in social networks: VKontakte, Facebook, Google, Twitter.

Here is how the online store "VseInstrumenty" offers to make a purchase without registration:


Run a promotion
Research shows that 8% of online shoppers abandon their shopping cart if they don’t find a coupon or promo code. At the same time, 46% abandon their shopping cart if the code they receive doesn’t entitle them to a discount.

These results show that customers are ready to save money in any way, even spending a lot of time searching for the lowest prices. If they are not on your site, consider that you have lost potential buyers.

Discounts, loyalty programs, and special prices for buying multiple items at once are classic methods that help brands attract customers. This is how Sunlight jewelry store does it:


Provide a clear return policy
If you don't have a return policy, we recommend you think about it as soon as possible. Online customers can't touch/smell/look at your products, so they rely only on the picture and description provided. If the real thing doesn't look like it does on the website, no one will want to keep it.

Test free returns to see if you should implement it in your business. Here's where to start:

Offer free returns for a month on all products. At the end of the trial, compare the number of sales during that time with what you had before.
Subtract the cost of returns from the increased sales volume to determine whether a flexible return policy is increasing your profits.
Start with one or more products, rather than all at once. Or specify the regions where product returns are possible.
For example, in the Zara online store, a customer can return an item free of charge within 30 days. Moreover, the user does not have to send it back: the item can be picked up at the checkout of the nearest offline store.


Organize customer support service
Imagine a situation: you are in a clothing store and want to check if there are pants in a different size or color. You would hardly like it if no one wanted to help you with this issue.

Your online customers feel the same way when they don’t receive quality and fast customer support. This is also one of the reasons why shopping carts go unpaid. Perhaps your customers have a technical error that they can’t solve. Or they are unsure about shipping costs or returns. Offer your customers several convenient ways to quickly contact you:

Telephone
E-mail
Live chat
Messengers
Frequently Asked Questions Page
Personal messages on social networks
Comments on social networks
Optimize your website
Don't forget that any little thing can discourage visitors from ordering from your online store. You can make them stay in the following ways:

Adapt your website to mobile devices. This is an extremely important aspect today, as more and more smartphone users buy from them.
Increase your website loading speed. The faster your online store works, the better impression you make on your customers. A slow website has a negative impact on sales.
Choose only high-quality product images. Professional photos build customer confidence and make purchasing decisions easier.
Write letters
If a customer has registered in your online store and/or subscribed to a newsletter, you can contact them via email. Set up an automatic newsletter to send reminders that the cart is waiting for its owner. Try to do this in a friendly way so as not to scare off the buyer.

How to make your letter stand out from the rest:

come up with an interesting topic;
Write about a popular product that your customers are familiar with;
use creative delivery;
add a special discount;
remind about the bonus program (if you have one).
Here are the letters sent by the Sportmaster online store:


Enable retargeting to bring customers back
Even if the customer left the cart and did not open the reminder email, do not rush to be upset. You have another opportunity to reach them - with the help of retargeting ads .

How does retargeting work?
The customer is sitting on the pages of your online store and looking for an interesting product. However, something distracts him and he closes the tab. Then cookies stored in the browser come into play, tracking the web pages of the potential customer. And even if the user left your store before buying, show him targeted advertising with your product so that he finishes what he started. For example:


Retargeting ads are shown on Facebook, Instagram, VKontakte and Google. They divide users into certain categories based on views of certain pages, location and number of sessions.



Start "reviving" abandoned carts! Reducing them will help you quickly and easily achieve large sales from the site. Start with one or two tactics, and you will immediately feel the result. And if you want to consult where to start - call: +7 (8172) 26-43-06.

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