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Defeat checkout abandonment
- 2. This morning’s agenda 1. A game of two halves 2. Checkout abandonment: the long game 3. Checkout abandonment: the quick wins 4. Questions
- 4. We make it simple for e-commerce brands to deliver customer journeys that convert
- 5. A combination of technology and services
- 6. Fighting checkout abandonment: a game of two halves
- 7. 22% of marketers are happy with their conversion rate
- 9. Money spent on acquisition $91 Money spent on conversion $1
- 10. 60%-80% of retail carts go abandoned
- 11. So where do you start?
- 13. Checkout abandonment: the long game
- 14. 1 shipping
- 15. 44% abandon because of high shipping costs
- 17. 2 hidden figures
- 18. 49% get put off by hidden costs revealed at the last minute
- 21. 10% abandon because the checkout takes too long
- 24. 30% abandon when asked to register upfront
- 26. 5 no images
- 27. 92% say visuals are the biggest factor influencing purchase decision
- 29. 6 follow up
- 30. 16% are just not ready yet
- 32. 7 review your payment options
- 33. 8% didn’t see their preferred payment method
- 35. 8 be trustworthy
- 36. 13% are unsure about site security
- 38. Question... Which of these can you get done in Q1?
- 39. 1 Offer free shipping 2 Show all costs in your cart tab 3 Shorten your checkout process 4 Introduce guest checkout 5 Adapt your checkout imagery 6 Introduce email remarketing 7 Review your payment options 8 Introduce trust signals
- 40. Checkout abandonment: the quick wins
- 41. 1 How to spot it 2 How to solve it
- 42. 1 Can I get it cheaper?
- 43. Spot it 1. Starts to exit on the page with total price 2. Selects and copies product name
- 44. Solve it
- 45. 1. Show that you’ve got the best offer
- 46. 2. Create a sense of urgency
- 47. 3. Incentivise with an offer (last resort)
- 48. 2 I bet I can find a promo code...
- 49. Spot it 1. Similar to ‘Can I get it cheaper’ 2. Depends on how prominent your promo code field is
- 50. Solve it
- 51. 1. Show that you’ve got the best offer
- 52. 2. Provide your own code
- 53. 3 I need a second opinion...
- 54. Spot it 1. Extended dwell-time on the cart or summary page 2. Multiple views of the cart summary page followed by exit
- 55. Solve it
- 57. 2. Highlight your returns policy
- 58. 3. Save, share and email
- 59. 4 I can do this later...
- 60. Spot it If the checkout process goes beyond the cart page, but no (or few) form interactions before abandonment
- 61. Solve it
- 62. 1. Promote ease of completion
- 63. 2. Highlight easy payment methods
- 65. 5 What do I do now?
- 66. Spot it 1. Extended dwell on form pages 2. Extended dwell on a particular field
- 67. Solve it
- 69. 2. Offer support
- 70. 3. Promote FAQs
- 71. 4. Make your progress CTA clear
- 72. 6 Is this site secure?
- 73. Spot it Exit from payment or summary page, having interacted with payment options
- 74. Solve it
- 78. Questions?
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- 1. Unexpected shipping cost Hidden costs are the primary reason your visitors leave without purchasing. In fact, a full 25% of customers specifically cited shipping costs as driving them away. However, you should also pay heed to other hidden costs such as taxes or required complementary items which have a similar effect. These costs cause an immediate annoyance and irritation. In some cases, it can even propel consumers to feel remorse for purchasing. The solution? Fully disclose costs. Transparency is valued highly by digital shoppers, and is crucial for store success. The best course of action is to state all costs from the outset. Another successful strategy is to bundle the extra cost of shipping into the product and offer "free" shipping to the customer. CPCstrategy found that free shipping is deemed "critical" to 73% of customers to make a purchase and will encourage 93% of shoppers to buy more online.
- Customers also hate additional surprise charges as they are about to check out. WebCredible’s survey indicates that 49% of online shoppers abandon their purchases because of hidden fees that are only revealed upon checkout.
- https://baymard.com/lists/cart-abandonment-rate 4. Reduce steps in the checkout process The WebCredible report also states that about 10% of consumers display shopping cart abandonment tendencies because of lengthy checkout processes, including multi-page checkouts that keep presenting customers with additional forms, questions, or products before allowing them to go through with the transaction.
- Your customers expect convenience. In eCommerce, one factor to convenience is imminent. Customers want to do things quickly and have instant results. Spending more time and effort than expected is a significant source of friction. 22% of cart abandoners do not complete their purchase when they are required to create a new user account. The solution? To state the obvious, don't force first time buyers to create an account before they can complete their order. Offer guest checkout. Additionally, take some time and identify other points of friction in the checkout process that may be causing customers to spend more time and effort.
- Checkout usability expert Christian Holst found 30% of users abandoned their cart(scroll to point 10) when asked to register upfront.
- The solution? Incorporate various forms of social proof to assure customers that you are a trustworthy store. Use customer testimonials. Use product reviews. Use endorsements. Provide full contact information, such as a phone number and even faces and bios of you and your workers. All of these factors let your customer know they are working with a real person who cares about their experience and will take care of their personal information.
- According to ClickandBuy, over 50% of shoppers will not complete a purchase if their preferred payment options are not offered.
- https://vwo.com/blog/anatomy-perfect-checkout-page/
- Dispel the idea that better offers are out there: promote USPs such as price guarantees, free delivery or free returns
- Create urgency: use social proof to move your customer to purchase by showing that lots of other consumers are buying (which means it can’t be a bad idea), or show your delivery cut-off thresholds for express, next or same day delivery
- Incentivise with an offer: this is more aggressive and may therefore be something to restrict to a particular segment of customers such as new visitors, first-time customers or at-risk customers – it’s up to you and what your margins can handle.
- Dispel the idea that better offers are out there: just as you did with your price-comparison shopper, make sure you clarify that your shopper is already getting the best possible deal
- Provide a code on exit or at another point during the funnel: once a user leaves, there’s no guarantee that they’ll return to your site and make the purchase, whether they find a code or not. Catch them before they go.
- Promote ease of completion – state how long it usually takes to complete the process (or how many steps there are). This can be bolstered by demonstrating to your customer how far they’ve progressed in it, increasing their feeling that they’ve invested in the process and making them want to see it through.
- Highlight (or add) easy checkout methods such as Apple Pay, Amazon Pay and Paypal (especially important on mobile). Many businesses only show payment methods in the footer or leave them until the payment page where somebody has many opportunities to leave before seeing them.
- Create urgency: use social proof to move your customer to purchase by showing that lots of other consumers are buying (which means it can’t be a bad idea), or show your delivery cut-off thresholds for express, next or same day delivery. This also helps with dissuading price-comparison behaviour.
- This issue can take the form of customers either not knowing how to proceed, or not knowing what details to enter. This is particularly common for financial services, which will sometimes require very specific information to be entered. The customer might display: Extended dwell on form pages such as details, delivery or payment, having engaged with most or all of the other form fields Progression through the form but dwelling on a specific field
- Review your copy and instructions. Is there anything that’s unclear or could be misinterpreted? Add prompts and extra information if necessary
- Offer support either online or through another channel such as a call centre or live chat if available
- Promote FAQs or troubleshooting pages to help your customer answer their own question before they leave your site
- Deliver a clear progression CTA showing your customer what to do next – the next step may not be obvious to all users
- This issue can take the form of customers either not knowing how to proceed, or not knowing what details to enter. This is particularly common for financial services, which will sometimes require very specific information to be entered. The customer might display: Extended dwell on form pages such as details, delivery or payment, having engaged with most or all of the other form fields Progression through the form but dwelling on a specific field
- Highlight trusted payment methods and trustmarks
- Offer a chat window or phone number so customers can ask questions
- Incorporate reviews and other social proof