All e-commerce websites suffer from cart abandonment (when customers leave the website before making an order), but no market segment suffers as much as e-commerce sites for clothing and application. Online sellers of clothing and accessories see their vehicles abandoned at an average rate of 40%, higher than the rate of the home, technology, and healthcare industries combined.
We covered how to master the art of email abandonment in a previous blog, but it’s important to know why customers abandon their carts in the first place. Start by analyzing the online store’s checkout process and ask customers why they abandoned their cart through checkout. You should also carefully analyze your social media posts and online surveys for valuable feedback.
There are many things you can do to get your customers to complete their transaction the first time they visit your online store. In this blog, you will learn how to reduce cart abandonment on your fashion e-commerce website and increase sales.
There aren’t many steps to check out
In a survey by Statista, 21% of buyers abandon their car because the process takes too long. With that in mind, one of your first priorities should be to make sure your checkout process is quick and easy. One-step checkout is the norm these days, and unless your online store is members-only, you should always enable guest checkout. Use automatic address suggestions and auto-complete to make it quick and easy for customers to enter their details. Your form should have large fields to ensure they are user-friendly and define the input method so that the correct keyboard appears on mobile when users type in the field. More than half of consumers shop using mobile devices, so it’s important that your online store is user-friendly.
Reduce unexpected costs
Fifty-six percent of customers surveyed by Statista have abandoned their shopping carts because of additional costs such as shipping or taxes. Therefore, it is important to do everything you can to avoid surprising your customers with charges that end up in the checkout process. Be clear about pricing and clearly indicate whether shipping or tax is included in the price on the product page. If you offer free shipping, this should be communicated on all of your web pages. If you don’t offer free shipping, consider adding a shipping calculator before checkout, so shoppers can estimate the cost up front. If you sell abroad, you should also know that at the beginning of the checkout process the customer can depend on import duties and taxes. You can link to your FAQ page to provide more information on this, if available.
Be unique in your gifts
Abandoned shipping is a concern and many online retailers are now sending their money back later, to try to get the customer back. But consumers are so savvy about these offers that they deliberately delay their purchases to wait for the money to be sent to them. Be careful not to make your donation early or late. Adjust the time and value of your email to the abandoned car so you don’t hurt yourself.
Make your return policy clear
Online shopping is now the norm, but it can still seem risky to many. “Is it good for me?” “Will I like the fabric or the color?” “What if it’s not what I expected?” These are some of the questions that come to the mind of buyers .Give them peace of mind in your return process. Communicate this clearly and often in your online store and, if you can, offer free returns. Whatever your return policy is, make sure it’s well presented, easy to find, and easy to understand and execute.
Have a fast loading website
If your website is slow, customers may lose patience or lose faith in its stability and reliability. Any reaction can sell you and see your customers abandon their cars. Statista found that 17% of consumers leave their car because they are concerned about safety. Cached pages such as preview pages generally cannot be cached, so try to make sure your load is fast. Avoid third-party scripts and ensure that shipping methods and payment methods load quickly. Add a trust mark to all your payment options and have a useful SSL certificate to build trust and security of your website and its data.
Offer a variety of delivery options and payment options
Online shoppers expect a variety of delivery and payment options. For some consumers, when it comes to shipping, speed is more important than price, so a variety of options are offered to meet their needs. Your online store should also offer the option of checking out using PayPal, Google Pay, or Apple Pay (as well as standard credit card issuers). Many studies have shown that young people do not use credit cards, preferring instead “buy now, pay later” services such as Afterpay and Klarna. Enabling these options in your online store will open you up to a larger audience and help prevent abandonment.
Recover lost customers with Facebook remarketing
You can’t completely prevent customers from leaving your website without making a purchase, but you can create special ads that target them and help you win them back. Facebook Remarketing adds a tracking pixel to your website that allows you to capture visitor behavior and place cookies on each visitor. This information can be used to create personalized Facebook ads that target visitors who leave your site without making a purchase. Show products that the person looked at but didn’t buy, and consider offering a special discount to entice them to come back to your site and buy.
Win over cautious consumers with social proof
One of the most effective ways to win over uncertain buyers is to show them proof that your other customers are happy. This can take the form of product reviews, testimonials and other tools like Fomo that let consumers know when others are buying from your website. Install features on your product page or a dedicated review or testimonial page on your website so your customers can share their thoughts, and make sure you ask them for feedback via email and social media.
Here are a few ways you can avoid abandoned shopping carts on your fashion e-commerce website. Ask one of our team members to implement these strategies and more in your online store.