14 simple ways to reduce the rejection of the purchase

Did you know that every year online commerce loses $ 3 trillion due to the fact that users do not complete purchases in the basket? According to research, the electronics market loses 74% of turnover, fashion – 72%, food – 75.7%. And how many customers do you lose? Meanwhile, it is very easy to improve the situation. Here are the ways, many of which are applicable to your online stores.

  1. Remind customers that they have not completed the purchase.
    To do this, send an email with a reminder. Don’t be afraid to use humor and personal appeal. Offer a discount coupon – this will be an additional incentive to return and complete the purchase.
  2. Keep all items in the shopping cart.
    Do not force returning customers to look again for things that they have already added to the basket. By the way, even large online stores do not take this rule into account.
  3. Remind the client about yourself by retargeting.
    So you can catch up with the buyer on other sites, show him the basket and remind him that he has not completed the purchase.
  4. Specify the shipping cost.
    Many customers refuse to buy because you have not specified the cost and delivery time. Be sure to specify them on the website, no one likes unexpected costs – or when the order has to wait too long.
  5. Show the availability of the product.
    There is nothing more terrible for a user than to search for a product and find that it is out of stock. Specify how many products of this type are left in stock.
  6. Informing about availability.
    If the product is not in stock now, invite customers to leave their e-mail and receive a notification about the appearance of your product.
  7. Offer the customer similar products.
    For example, other colors of the selected clothing model. If your assortment is not so large, you can always offer a product from the same category.
  8. Create a sense of urgency for the buyer when the stock of goods is coming to an end.
    This technique is often used by well-known online stores when they show the inscription «Only 2 pcs left» under the product. This creates a sense of urgency among buyers who understand that they may miss out on a profitable purchase. They don’t have time to think for a long time or compare prices.
  9. Simplify the process of making a purchase.
    Ask the customer only the information that you really need – name, email to confirm the order, delivery address, payment details. You can add additional fields without making them mandatory.
  10. Clear steps.
    From the very beginning, show the steps you need to go through to complete the purchase. It’s always easier to get to the end when you know what to expect.
  11. Offer several payment options.
    For most stores, the main methods include: VISA, MasterCard and PayPall. You can also conduct a survey among customers to find out what payment methods they would like to see on your site.
  12. Always stay in touch.
    At any stage of making a purchase, visitors may encounter a problem. The faster you answer their questions and help solve the difficulties, the less likely it is that customers will leave you. Add a button or a chat window to the site where customers can write to you if they encounter a problem. You can also use the phone in case users have any questions.
  13. Optimize your online store for mobile devices.
    Mobile sales are growing rapidly. In 2013, they increased by 63%. Even now, think about creating a mobile version of the site (or adaptive design) so that customers can make purchases from mobile devices.
  14. Don’t forget about existing customers.
    Existing customers are 14 times more likely to make a purchase on your site, and the average receipt will be 2 times more than the buyer who came to you for the first time. Direct the main marketing efforts to your loyal customers. If users already know and love you, your basket rejection rates will be significantly lower than those of competitors.