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!
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
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
-
Shopify websites. I've been asked to do some SEO work for a client.
They have a Shopify site. It's been running a year without getting really any listings. Anyone else had this problem? Should we just build them a new website? Or do shopify site have a poor record of listing highly.Thanks
Conversion Rate Optimization | | BraveThinking0 -
How does Shopify attribute conversions?
I'm trying to resolve a number of conversion discrepancies found in Google Analytics. I discovered that Shopify also provides its own 'conversion details'. In some cases they correlate, which is awesome! But in many cases they do not. Anyone know why this is? And which is more reliable (remembering that Shopify is an actual, real order)? Does anybody know how Shopify attributes conversions (ie. last click, first click, or some hybrid of the two)?
Conversion Rate Optimization | | muzzmoz0 -
Channel grouping path / assisted conversion benchmarks by industry
Hi Mozzers, I'm trying to find benchmark channel grouping paths to conversion, or assisted conversion trends, by industry... is anybody aware of any benchmark data out there? Thanks!
Conversion Rate Optimization | | Zoope0 -
Optimising /product/ pages for our 15,000 product ecommerce store.
Hi guys! We're constantly working on evolving our /product/ pages on the site, however some times it's pretty easy to get lost in your own mess. Especially when the sites consists of 15,000+ products. So it's pretty painful to handcraft every single page. So I thought I'd jump in here to see if anyone had any suggestions for stuff we're missing, and or should improve? These are product pages: http://www.warcom.com.au/products/9954_draytek-vigor-120-single-port-adsl-122-modem http://www.warcom.com.au/products/49884_warcom-deluxe-double-lcd-monitor-stand---free-shipping There is a few issues we're aware of already.. Negatives: To many links in the left menus. To many links in the footer. Positives: We recently included rich snippets.. We're always testing out colors and styles. We're always testing meta data. Any and all suggestions will be greatly appreciated. Thanks!
Conversion Rate Optimization | | warcom
Paul.0 -
Google Merchant/ Googlebase Images at top of SERPS
Hi We are based in the UK and the new merchant rules have recently been applied here. We offer free shipping but now most of our click throughs come from the images at the top of the SERPS that simply give an image and a price. The prices do not include shipping and there's no indication to the user that shipping is included. Hence our conversion rate from PPC is way down. Is there any way to counter this or do we just need to go back to charging for shipping? Thanks!
Conversion Rate Optimization | | Jonnygeeuk0 -
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 -
Any providers offering a/b testing using JS callbacks?
Hi all, I am looking to test the impact of buy button wording on conversion rate. The website in question has a few thousand products on non-dynamic URLs. The common a/b testing products on the market restrict tests to a single URL, or you have to enter all the URLs being tested which isn't practical. Ideal Solution What I'd really like to do is: use the provider's web app to configure an experiment with a name and a description of the variations; use some JS code to run the experiment with a callback to carry out the variation. This would allow me to easily put this code on the product details page template. I've written example code below for how this would look. When the experiment is run, the provider's framework would a) tell my code what variation to run, and b) handle the measuring of conversion rate. Questions Are there any providers which work like this? Is there an alternative solution on the market? If there isn't someone already doing this, would it be useful to anyone else? Joel // Loads the provider's framework. // Setting the experiment to run when doc is ready.
Conversion Rate Optimization | | switchplane
// Assumes jQuery environment.0 -
61.45% Shopping Cart Abandon Rate - How to troubleshoot?
Hello MozPeeps! I wanted to see if I could get some help on the best method for troubleshooting our abandoned shopping cart funnel. Maybe point me in the best areas to research, or what are the best tools to use, or an improved method for analyzing and interpreting the existing data for more clarity about what is happening. I have attached the screen shot that shows what's going on. This account is using a Magento shopping cart with a custom built checkout page that is trying to copy Overstock.com's checkout page. Here are my thoughts: 1. Use Clicktale to monitor the checkout pages in question to try and get a feel for what people are doing or why they are clicking off? 2. Use another tool (not sure which one) that allows us to monitor page load speeds for the checkout process to see if orders are being hung up by slow loading pages. 3. Or, maybe 62% is not an uncommon abandoned cart rate and therefore we should just focus on automating abandoned cart follow up emails for the customers. Thanks in advance for any help! funnel-goal-visualization.jpg
Conversion Rate Optimization | | JerDoggMckoy0