Reducing Online Cart Abandonment

When a customer places items in their cart, but then navigates away from your store without completing their purchase, they are said to have abandoned their shopping cart. Shopping cart abandonment plagues online stores everywhere, and it can be painful to see these uncompleted purchases sitting in your dashboard. Look at that big sale you almost made! But what went wrong? Why do customers abandon their carts, and how can you stop it from happening? This series of lessons will help you understand cart abandonment and its primary causes, and how to prevent it.
  • Lesson 1: Why Customers Abandon Carts
    Before you can effectively cut down on cart abandonment in your online store, you have to understand why it happens. There are tons of different reasons customers will abandon their carts, and each one requires a different solution. Here's a look into the motivations behind cart abandonment so you can better relate to why your customers might abandon their carts.
  • Lesson 2: Reminding Customers Who Wait or Forget
    Sometimes a customer abandons their cart for the simplest reason: they just forgot to click "Check Out." Other times, they fill their cart and then decide to wait on the purchase, which in turn can lead to forgetting. This lesson explains how to remind customers to finish their purchase, even if they abandoned their cart weeks ago.
  • Lesson 3: Retaining Customers Who Don’t Want to Sign Up
    Internet users today have more logins and passwords to remember than ever before, and some people are fed up! Sure, you want customers to create an account on your store, but some of them are bound to refuse. Here's how to make the sale by allowing guest checkout, and some tips for convincing the customer why it's worth it to go ahead and make an account.
  • Lesson 4: Offering More Payment Methods
    Some customers abandon their cart because they can't pay how they want to. This lesson explains how to choose the right payment methods for your online store, so you can give your customers the options they want without overly cluttering your checkout.
  • Lesson 5: Increasing Confidence in Your Store’s Security
    Shopping online is still scary to some people, especially with big data breaches in the news so often. Customers are more protective of their personal data than ever before, so you need to earn their trust. This lesson covers how to improve your customers' confidence in your store's security and in your business.
  • Lesson 6: Fixing Slow, Confusing, and Unfriendly Checkouts
    Sometimes the checkout process itself is the problem. Whether due to technical difficulties, bad page design, poorly-structured forms, or other issues, if checkout is too annoying a customer will leave no matter how badly they wanted your product. Here are the common issues with checkouts and how to fix them.
  • Lesson 7: Preventing Pricing Discrepancies
    Some online stores surprise customers with additional charges at checkout, which is one of the top reasons for cart abandonment. This lesson explains the types of charges that often get added late in the ordering process and how to better prepare your customers to expect them.

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