The checkout stage of the shopping experience can make or break your online store. Cart abandonment is a major issue for any eCommerce business and can impact your bottom line. Research Institute Baymard reports that of the average 69.8% shopping cart abandonment rate across all industries, a whopping 81% is due to avoidable reasons.
From marketing tactics to website design, there are various ways you can optimize the checkout process and help boost revenue in your Shopify store. Let’s get into it.
1. Offer Guest Checkout
Mandatory account creation during checkout is a major deterrent for shoppers – it can be off-putting and too time-consuming. Offering guest checkouts means shoppers can easily and quickly complete their purchases without creating an account.
It reduces the number of steps in the checkout process, streamlining it and increasing the likelihood that customers will complete their purchase. Also, it prevents customers from abandoning their carts because they don’t want to spend time creating an account.
For those shoppers who create an account, you can also offer the option of saving their information for future purchases. This helps to streamline the checkout process and ensure returning customers don’t have to enter all their details again manually.
2. Offer FREE Shipping
Free shipping is a major perk for any shopper and can also be a great way to increase Shopify eCommerce sales. You don’t have to offer free shipping on all orders, as you can set a minimum order value and offer free delivery if customers spend over that amount.
You can also use the shipping costs to incentivize customers to buy more items or become returning customers. This will help boost sales and reduce cart abandonment at an eCommerce store, as shoppers are more likely to add extra items to their cart to qualify for free shipping.
Also, ensure that you display the shipping cost and when shoppers will get their orders. This helps customers manage their expectations and can reduce the likelihood of cart abandonment.
3. Offer Multiple Payment Options
Customers want options – they want to choose the preferred payment method that suits them best, whether it’s Apple Pay, PayPal, credit cards, or other methods.
Offering multiple payment options gives customers the flexibility to complete their purchases quickly and easily. It also prevents them from leaving your store without purchasing if they don’t have the right payment method.
Be sure to keep your payment methods up-to-date as well – new technologies and payment options are always being introduced, and you must keep up. Integrate these new options into your store and ensure all payment information is secure.
4. Include A Progress Bar
Showing shoppers the progress of their purchase helps to keep them engaged and can reduce shopping cart abandonment. A progress bar makes it easier for customers to track their progress through the checkout page, reducing confusion and increasing the likelihood of completing their purchase.
The progress bar also helps you to identify any points in the checkout process that may be causing confusion, delays, or abandonment. Use this information to make improvements and optimize your Shopify checkout experience.
Also, ensure that the progress bar is visible – it should be easy to see and understand. This will help online shoppers better navigate the checkout flow and improve the experience of shopping online.
5. Include Call To Action On Checkout Page
Forcing customers to search for the ‘Checkout’ button can be confusing and frustrating, leading to a higher abandonment rate. Ensure that your checkout page includes a simple call-to-action (CTA) at the top, so customers know exactly where to click. Keep it succinct and eye-catching with phrases such as ‘Proceed to Checkout’ and ‘Confirm Order Now.’
Also, include the same colors, fonts, and other design features used throughout your Shopify store. This will ensure a more seamless transition from browsing to the checkout process.
Ensure the users have a chance for a final review before they confirm their order. Allow them to review their shopping cart and ensure all the correct items, quantities, and prices. You can even include an option of removing any unwanted products from the list without having to go back to multiple pages.
6. Be Transparent About All Costs
Refrain from surprising your customers with hidden fees and shipping costs. Ensure all prices are visible, including taxes, shipping, and handling fees. This will help customers feel informed and in control throughout their shopping experience.
Ideally, displaying it at the product level helps customers better understand the total cost for the items they select. Alternatively, you can display it directly on the checkout page, so customers know what to expect before submitting their order.
Also, you can offer free shipping and other incentives to attract more customers. This will provide a sense of security that they are spending less money on the purchase.
7. Offer Live Chat Support
Live chat support allows customers to get answers quickly and efficiently. This can be a great way to build customer trust and confidence in your store, which often leads to more conversions.
You can also use this feature for upselling or cross-selling related items. Live chat Shopify agents will be able to interact directly with customers and recommend products that are tailored to their specific needs and preferences. This will make the shopping experience much more personalized and engaging.
In addition, you can use a chatbot as an automated way of providing customer service. This can be incredibly useful for answering routine questions and inquiries without taking up too much time from your agents. Also, chatbots can be programmed to collect customer feedback, which will help you better understand your customers’ needs and improve your store accordingly.
8. Add Social Proof Signals
User-generated content, such as reviews and ratings, can go a long way in increasing customer confidence. You can display these social proof signals directly on product or checkout pages to help customers make more informed decisions.
Social proof is also a great way to increase trust, showing that other people have purchased and enjoyed your products. If possible, include the faces of genuine customers and their reviews on your website. This will give customers a sense of assurance that they can trust your store and products.
9. Use Trust Symbols To Reassure Customers
A customer’s trust is the most important factor in a successful shopping experience. Therefore, online retailers need to include trust symbols in their eCommerce stores.
Including security logos and certifications from reputable organizations will help customers feel more secure in their purchases. You can also include industry awards or recognitions to showcase your credibility and build trust.
Showcasing Payment Card Industry Data Security Standard (PCI-DSS) compliance will also help customers know that their payments are secure. This is especially important for customers who have yet to become familiar with your brand and may have doubts about the safety of the checkout process. You can also add customer testimonials and reviews to back up your claims.
10. Create A Solid Refund And Return Policy
Being able to return a product can be an important factor for customers when purchasing. Ensure your refund and return policy is clear and easy to understand. This will help customers feel more secure about their purchase as they know they can return the item if it does not meet their expectations.
Also, you should provide a generous return policy that will cover all of the customer’s needs. This will build trust and show customers that you are willing to stand by your products and offer them a satisfactory shopping experience.
11. Create FOMO And Urgency
Nothing incentivizes customers more than a limited-time offer or product. People don’t want to miss out on something they may never have access to again, so creating a sense of urgency and FOMO — fear of missing out — can encourage them to complete their purchase.
Adding a countdown timer to the cart page is one way to create urgency. Consider offering a limited-time discount or gift with purchase to encourage customers to buy before the offer expires.
You can also leverage your social media accounts to generate FOMO and remind customers who have abandoned their carts about products they want but haven’t yet purchased.
Taking this a step further, you could use an email automation tool to send abandoned cart reminders with a limited-time offer. This way, customers won’t feel pressured into buying something they don’t want but will instead be convinced that the product is worth their while.
12. Optimize Page Load Speeds
A slow page load speed is a major reason shoppers abandon their carts. 47% of shoppers expect web pages to load in two seconds or less, and 40% will abandon a website if it takes more than three seconds to load.
To ensure your pages are loading quickly, you should optimize all the elements that can slow down pages, like images, videos, and scripts.
You could also consider using a content delivery network (CDN) to store your website’s files. This way, customers will have faster page load speeds regardless of location, as the CDN servers are spread out in various locations.
13. Utilize Exit-Intent Pop-Up
Exit-intent pop-ups can capture the attention of those customers who are about to leave your site without completing their purchase. These notifications or messages should be used sparingly, and shoppers mustn’t feel bombarded by them. You can display discounts, promotional offers, etc., and other important information promptly to encourage customers to complete their checkout process.
Also, using exit pop-ups, you can collect customer data such as email addresses, which can be used to reach out to them later with personalized emails and special offers.
14. Use Retargeting For Cart Abandoners
Retargeting is an incredibly effective strategy for recovering cart abandoners. Retargeting ads appear to people who have already visited a business’ website and left without buying anything. By potentially retargeting customers, you can remind them about the products they were interested in in your store and get them to complete their purchase.
Also, you can use retargeting campaigns to reach out to customers who have already abandoned their carts with personalized messages and special offers.
15. Personalized Follow-Up Emails
Saying personalized follow-up emails are an effective option to engage customers and encourage them to complete their purchases. These emails should be sent out shortly after customers abandon their carts. You can include discounts and other offers with these emails to entice customers to return and complete their purchases.
Moreover, sending automated messages after 1 or 2 days of the cart being abandoned can be a great way to gently remind customers about their incomplete purchase and provide them with all the necessary information. This will help you reduce the cart abandonment rate significantly.
Blue Owl Can Help Optimize Checkout Flow
Being a Shopify-Partnered agency, Blue Owl can help you streamline your checkout process to make it as simple and fast as possible. We specialize in optimizing user experience and creating custom flows optimized for conversions. Our team can help analyze every step of the checkout process and identify areas where improvements could be made, such as reducing friction while entering payment information or ensuring all necessary fields for shipping are correct.
We also have a wealth of experience with various payment gateways, including those offered by Shopify, so you can rest assured that your customers’ payments will be secure and their information protected. Furthermore, our team is well-versed in different technologies and platforms to help you set up the best possible checkout system.Whether you need an integrated payment gateway or a customizable checkout page, Blue Owl can help ensure that your store is always running smoothly and efficiently. We also offer on-demand support so you can get the help you need when you need it. Get started today, and let us help you reduce cart abandonment in your Shopify store.