Checkout abandonment fix w/ Shopify?
-
Hey everybody. I run a digital product site on Shopify. Just wondering if anyone has any experience with on page fixes for checkout abandonment? On my site...
31% of people add to cart & never get to checkout.
66% of people reaching checkout abandon their checkouts.
Obviously a lot of sales are flying out the window.
Any advice would be greatly appreciated!
-
Hello PedroandJobu,
I'm glad you found the answer useful. Here is a bit more explanation based on your questions...
1. I don't have a preference for follow-up email software other than to try and use the email marketing solution you already use (e.g. Constant Contact, Mail Chimp, Bronto...). Here is a comparison of a few of them, though it is a little dated: http://www.comparethebrands.com/compare/97. I think most email platforms can do this these days. There are even plugins for popular eCommerce platforms like Magento (example here see the first screenshot on that page).
2. You would join an ad network that offers re-targeting and put the tracking pixel on the page. Here are a few posts to help you get started:
- Retargeting: What is it and how to use it by Joanna Lord
- Comparing the Top 4 Regargeting Companies by Joanna Lord
- How Retargeting Works on AdRoll
- Ten Retargeting Tips by Ben Plomion
3. Sticker shock is when people add a bunch of products to their cart and don't see the total price, including shipping, until checkout. Because they typically don't think the order is going to cost that much the shock of the total cost causes them to rethink the purchase and abandon the cart. Avoid this by offering a running total (when possible include shipping) that they can see on every page.
-
Dear PedroAndJobu,
As far as I know 70% abandonment for carts of up to $100 is a normal rate. This goes by far higher when the cart's value goes up.
Everett Sizemore - I enjoyed reading your answer very much and I have couple of follow up questions if I may:
- Section 2 about follow-up email - is there a software you recommend using?
- Section 5 retargeting - how? and how to do it only to those who actually added products to their cart?
- What is Sticker Shock?
Thanks!
-
Hello Pedro and Jobu,
I will leave this question open since CRO and shopping cart abandonment rate tips are sure to generate a variety of opinions and experiences. Here are my thoughts on it...
1. If you have any up-sells, which are very common with digital products, put them after the order submission so you get the main order before potentially annoying them away with upsells.
The logistics of this depends on how your eCommerce system works and I have no experience with Shopify in this regard.2. If any of the abandoned cart shoppers have given you an email address you can contact them with a follow-up email reminding them that they have items left in their cart. It could be good to combine this with an offer that you plan to give to everyone:
"This is just a friendly reminder that you have 5 items in your cart on mywebsite.com. Check out before Friday to receive our 10% off Spring Savings offer on your entire order!"3. Consider using a "Usability Testing" service. Most of them will include screencasts as the tester goes through the site and comments what they find useful, annoying, odd, etc... You can ask them to pay specific attention to the checkout process. Who knows what they'll find, but some common items are: Asking for too much information, Lack of security badges / trust symbols, browser-bases security warning pop-ups, slow loading pages, change of domain...
4. A certain level of shopping cart and checkout abandonment is normal. For example, I almost always have some stuff left over in my Amazon cart for later purchase. Adding Wishlists (which Amazon has done) could help, but will not completely eliminate the issue. Some people are just comparison shopping. Your numbers do seem rather high though.
5. Consider retargeting ads to those who have abandoned their cart. Seeing your site as they browse the web can bring them back to their purchase, and should have much better conversion rates than other types of advertising online.
7. Sticker Shock is a big issue if you don't show them their running total as they shop. The upper-right corner is a good spot for this. Be sure to include the shipping cost if possible. Finding out the shipping costs (if that is even an issue since you have digital products) during checkout is a big cause of abandonment.
8. Always provide a means to contact customer support throughout the entire process. They may have a last-minute question before placing the order. Being unable to find the contact information easily is a sure way to lose their trust.
Good luck!
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
App Store Optimization - Google Play Console A/B Testing: Should I Optimize for Active Devices or Users
Can't seem to find any ASO type of communities to ask this question to and since the Moz community has been so helpful, I thought I'd try this out. I've been doing A/B Testing for featured graphics on the Google Play Store. There are segments of active devices and users and I've been keeping track daily for ~1.5 months. The data that I have written down displays that active devices shows a positive, however users show a negative. Google Play Console choose to display the scaled installs for active devices. When we do A/B Tests on Google Play Console, should we choose the winner based on the active devices or users?
Conversion Rate Optimization | | imjonny1230 -
BEST WEBSITE/SEO/DIGITAL MARKETING AGENCY FOR A GROWING MULTI-SITE MEDICAL PRACTICE [Edited by moderators]
[This content has been removed by moderators as off-topic. The Q&A Forum should not be used for job posting or recommending SEO companies and, as commenters have pointed out, we have a specific resource for this information]
Conversion Rate Optimization | | KetamineTreatmentCenters0 -
Is anyone aware of stats stating how many people abandon pages the deeper they get in a site?
For example, let's say someone enters via a landing page, and instead of having a form there is a button to a form. What percentage of people will click the button and fill out the form vs if the form was right there on the page? Basically, I am trying to figure out what percentage of users do websites lose for every click a user makes on the site.
Conversion Rate Optimization | | Firestarter-SEO0 -
Google Adwords Offered to Redesign My Website & A/B Test... Thoughts?
I received a call from the Google Adwords team today offering to redesign major pages of my website & A/B test their design against mine. The rep said that this is not a standard service they offer and that we had been "selected". Despite it's overt marketing overtones, I would hate to pass by the opportunity to apply Google's conversion insight to my site. Has anyone experienced this before? Good experience? Bad experience?
Conversion Rate Optimization | | Glathrop1 -
Shopify vs BigCommerce vs Lemonstand vs Yahoo
Have any of you moz folks recently had experience deciding where to build a small ecommerce site and had considered the following: Shopify Big Commerce Lemonstand Yahoo Our site has been on Yahoo for 12 years. And I've seen designers the last several really complain about the limitations of customizing Yahoo stores and the checkout pages. Going to be creating a new ecommerce site for jewelry and thinking we should consider another platform. Things like built in responsive design, ability to customize checkout, customize store easily without RTML (Yahoo proprietary language - not many developers use it), ability to scale up if needed, but affordable for entry, conversion optimization best practices built in, ability for good seo built in without having to use 3rd party. (Another crappy limitation of Yahoo stores is that they do NOT support a blog as part of the domain, ie, www.domain.com/blog.html which is much better for seo than their way - blog.domain.com) I read on Rich Page's blog that he likes BigCommerce. I've spoken with Lemonstand and they have a lot of fashion sites using their new platform, and I'm seeing lots of new sites spring up using Shopify. Any feedback would be greatly appreciated! I'm sure there are a bunch of folks like me that have similar decisions to make now. Thanks! Ron
Conversion Rate Optimization | | yatesandcojewelers0 -
How can I track the traffic source/keyword of form submissions?
I'm using Google Analytics on www.nhfinehomes.com and would like to track the source of leads submitted via form submissions. Ideally, I could track if the lead originated from organic search (and what keyword phrase), PPC, referral links, etc. Is this possible with Google Analytics and if so, can anyone point to some documentation on how to do this or better yet someone who can help me set this up? This site is running ASP.NET and uses JQuery so there is not a 'traditional' thank you page that I can reference. I'm not a programmer and do not pretend to be one! Thanks in advance. Link
Conversion Rate Optimization | | LinkMoser0 -
Create better conversion at checkout?
I'm getting extremely poor conversion rates at checkout..would like to hear some ideas to increase checkout. Last month we had 60 users who added to cart, and only 7 who converted. We offer merchant CC, PayPal, and GCO, so I don't believe payment options is the reason for the exit. Any ideas?
Conversion Rate Optimization | | William.Lau0 -
How can I improve my Adsense CTR / CPC?
Here's one page where my Ads' setup can be seen: http://www.gameseducativos.com/guarda-do-zoologico/quebra-cabecas
Conversion Rate Optimization | | rpedri0