Conversion and abandonment – the ingredients you need to maximize your checkout experience

4 minute read

One of the key areas in e-commerce that merchants often find puzzling is the checkout cart. It holds an incredibly important place within all online stores, but merchants often have little-to-no insight into what’s actually happening in it.

As a merchant, perhaps you’ve found yourself pondering things like:

  • Why didn’t that customer complete their order?
  • Their cart has been full for five days now. When are they actually going to make their purchase?

While it’s impossible to know exactly what goes on inside a customer’s head when they choose to abandon their cart or delay checkout, we do have solid insights into what motivates customers during the checkout phase.

Our brand new E-commerce Benchmark Report is a merchant’s best friend. It outlines exactly what Canadian online shoppers want and expect to see at checkout – and the consequences that may ensue if certain elements are missing.

Get to know the Canadian online shopper. Read our E-commerce Benchmark Report.

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3 ways to avoid cart abandonment and boost conversions

To avoid cart abandonment, here are three tips for achieving better conversion at checkout:

  1. Offer your customers flexibility and choice

    One thing consumers love is flexibility. Offering customers the option to choose, pick, and customize aspects of their delivery experience can be a game-changer for your business. In fact, 21 per cent of shoppers1 will complete an online purchase if offered flexible delivery and pick up options at checkout.

    Don’t shrug it off – offering flexibility can mean the difference between a best-in-class checkout experience and one that costs you customers. 40 per cent of Canadian online shoppers say it’s difficult for them to be at home during the day to receive a delivery and 71 per cent find it irritating when they can’t choose direct delivery to post office (DTPO) at checkout2. By offering flexible options, your business can inspire better cart conversions. Think of it as a preventative measure to stop cart abandonment.

    There are many ways to offer customers flexible delivery parameters. An easy way is to enable Delivery to Post Office (DTPO) on your e-commerce website. This option allows your customers to pick up their order at a local post office instead of receiving it at home. Offering it gives customers the delivery flexibility and convenience they desire. DTPO offers a few key benefits:

    • It creates a competitive advantage for your company.
    • It curbs customer frustration caused by missed delivery attempts.
    • It creates peace of mind for customers as it ensures that high-value and temperature-sensitive items are safe and protected.

    One of the best things about it is that it works with the leading e-commerce platforms – maybe even the platform you use already!

  2. Keep customers informed BEFORE they buy

    When it comes to the checkout stage, customers want pertinent delivery information at their fingertips so they can make an informed decision. A key piece of information to include is the delivery date. It’s a major contributing factor in cart abandonment – even more critical than not being able to select a delivery location. In fact, we found that 40 per cent of shoppers will avoid a retailer that doesn’t provide a delivery date, and 16 per cent will abandon their cart in that circumstance3.

    To offer your customers delivery dates at checkout, explore your e-commerce platform’s checkout options. Many of them offer rating as a function. “Rating” enables merchants to display real-time shipping rates and delivery dates for customers before they click the “buy” button. Be sure to take this opportunity to display the name of the shipper as well – withholding that information is another factor that contributes to cart abandonment. It’s important to be as transparent as possible to instill trust at the last stage before they purchase the product.

    When it comes to international purchases, taxes, duties, and brokerage fees are thorns in the side of your customers. Not having the ability to pay them in advance can lead almost one quarter of online shoppers to abandon their carts4. Make sure your customers know the full cost of ordering and receiving your product – regardless of the country they live in.

  3. Follow up with customers who have abandoned their carts

    Just because a customer abandons their cart doesn’t mean that they are gone for good. Implement a cart abandonment strategy to follow up with customers who haven’t completed their purchase. This will help you secure conversions that otherwise would be missed. An email or direct mail piece that reminds your customers of the items in their abandoned cart could be all that’s needed to incite action.

The big picture

Focus on providing your customers with the best shopping experience possible. A convenient shopping experience – that doesn’t leave your customer searching in vain for key shipping information – is what merchants should strive for. It will help them decrease cart abandonment, increase cart conversions and boost their bottom line.

1 2 3 4 2018 Canadian Online Shopper Study, CPC 18-200, April 2018.

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