Naturally all e-commerce store owners are trying to minimize this issue. Below are 10 tips from e-commerce experts on how to minimize shopping cart abandonment:

1. Ensure that your store is user friendly. All items on sale should be priced competitively and if any discounts are apply they mentioned clearly alongside the item, also clearly indicate shipping costs and delivery time. By making this change you will find that a customer does not go back and forth looking for the information and then abandon the shopping cart in frustration. No doubt they will end up at a competitor’s store and purchase from there instead.

2. During the shopping process your customer should know exactly at which stage in the purchasing process they are. Also allow customers to review the steps they have taken as well as the product at any point in time. A good use of ‘breadcrumbs’ is important here, many online stores have this functionality, or in some cases, a plugin to handle this. If your customer is confused, does not know how far they are in the process, they may abandon the purchase process altogether.

3. Use systems such as placing an icon of the product in the basket so a customer always knows at a glance what they have in their basket. Many store owners report this to increase conversions by over 10%.

4. Online comparison tools clearly indicate the advantages of buying from your website online. A simple sentence as “this product costs $49.95 in store, ours only $42.95!” gives the customer satisfaction in being a bargain hunter.

5. Clearly display the stock count, so a customer knows if they have chosen to purchase one of the few remaining items.

6. Customers should be able to change quantities, sizes, or number of items they are purchasing at every stage until completion of the sale.

7. Ensure the online shopping process clear, simple and easy to follow. Where possible reduce the amount of steps to completion. Asking for too much information in forms can annoy shoppers. Only capture the necessary information. Always let the buyer know how many steps left and what to do next.

8. Be absolutely clear about return policy and guarantees, a link to your policies & guarantees should be on every page of your site. If any particular product has different guarantees, such as warranty etc, they should be clearly communicated.

9. Display all fair merchant commendations for customers you have. In the business they are known as “Trust Symbols”. Along with any important affiliations or partnerships. These show your customer you are a reputable store.

10. Create a website simple and clear navigation. When planning your store, think of a customer who is completely new to shopping online. It must be easy to use for both children and adults alike. Always be a customer friendly website and have functionality which you can lead the customer through the shortest path. Install tools that display error messages in a friendly and informative manner. Help customers’ correct wrongs. Don’t just say “incorrect” and tell a customer how to do things right. Hold their hand and lead them through the selection and buying process, they will thank you in kind by choosing your site to purchase from. Draw customers by having an e-catalogue which has not just product descriptions and prices, but independent reviews and articles along with tips for customers on how best to buy items online. Always be a forward-thinking e-commerce merchant!

If you’d like to know more, check out EzStart E-Commerce a guide on how to install, maintain & market your online shopping cart, it’s one of our recommended e-commerce solutions discussed in our review.