Online shoppers are expected to complete billions of dollars in eCommerce transactions this year, but published reports show that seven out of 10 online shopping carts are abandoned before check out is complete.

It’s easy for shoppers to select items and add them to their carts, only to decide to comparison shop for lower prices or shipping rates, or to leave the page after being asked to take multiple steps to complete the purchase. Whatever the reason, it used to be that an abandoned shopping cart was a lost sale.

If you have a high rate of cart abandonment, evaluate your site and make sure there are no major barriers to completing a sale. A well-designed, attractive site that is easy to navigate and make purchases ensures that customers will complete the purchase. The longer it takes for a shopper to add an item to their cart and pay for their selections, the more likely it is that they will change their mind and leave the page without completing the transaction.

Consider putting in place an email system that would proactively try to draw the consumer back to your site to complete their purchase. Send a cleverly worded reminder message a few hours or a day or two after the customer leaves your site. It’s a good idea to keep the cart available for several days or a few weeks, in case people do change their minds.

If the reminder email fails to attract the shopper, you may opt to be a little more aggressive and send the customer a free shipping code or discount coupon. We’ve all considered making a purchase and then decided that the shipping is too much or we could find the product elsewhere. A new incentive might be enough to help someone change their mind.

For more information about how you can enhance your eCommerce site and reduce the number of lost sales, please contact a pcAmerica account manager at 1-800-722-6374.