6 Web Design Tips to Reduce Shopping Cart Abandonment

6 Web Design Tips to Reduce Shopping Cart Abandonment - Duct Tape Marketing

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After putting a ton of thought into your sales offers, it can be disheartening to have customers abandon the shopping cart at the point of sale. However, the problem might not be in your offerings, but instead in your web design. To improve your conversion rate and avoid high cart abandonment statistics on your site, adopt some of these best practices in your web design.

6 Tips to Improve Your Shopping Cart Closings

To understand what is going on with high shopping cart abandonment statistics, you will need to do a little investigative work. However, the work can also apply to your online business marketing strategies, thus serving a double function. To understand what is working in your small business web design and what is derailing, try looking at these six possibilities:

  1. Predicting Customer Behavior – Your web design should enable a potential buyer to close the sale, however, sometimes the funnel isn’t flowing smoothly either because of slow load times on specific pages or broken links. By reviewing Google Analytics reporting, you get a bird’s eye view of what happened right before a customer abandoned the site or shopping cart. If they spent too much time on a page, it could be it wasn’t loading quickly. If they hit a broken link, they may have gotten frustrated and abandoned the site completely. Try to identify what pages they visited and what happened prior to the issue so that you know how to predict future behavior with your shopping cart abandonment solutions to improve the web design.
  1. Registration IssuesMaybe the problem isn’t in the shopping cart itself, but in the registration process to get to the shopping cart. E-commerce sites that force registration can often frustrate buyers that don’t want to give out personal details before they’ve decided to buy. The shopping cart should still be available for them to be able to add and remove items and see how your deals stack up. Don’t make them register with all their full details until absolutely necessary and they won’t hit a roadblock that makes them want to quit the process early.
  1. No Visible Progress Indicators – A customer who is going through the shopping cart process wants to know how much longer before they’re done. Add a progress indicator and break down the shopping cart experience into quantified steps that they can follow. This way, they aren’t left wondering if they have time to finish the buy before they have to pick up their kid or finish their lunch at work.
  1. Limited Ability to Make and Save Changes – The shopping cart should be easily changed for picky buyers who are dropping items or adding them as they go along. If the reload times take too long or the changes are not saved, a customer is likely to abandon the cart because it’s not easy to work with as they change their mind during shopping. If a customer leaves the site and comes back later, they want to see the same items they had before in the shopping cart in their first visit, instead of requiring them to enter them again.
    6 Web Design Tips to Reduce Shopping Cart Abandonment - Duct Tape Marketingccc

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  1. Web Content and Features That Reassure Customers – Even though more and more people are becoming comfortable with online buying, it doesn’t mean that you don’t have to prove your worth or provide evidence that you are safe to do business with online. Small business web design, in particular, needs to show they are as security conscious as the big guys by advertising VeriSign logos on their pages or creating a page of testimonials of good shopping experiences. If your shopping cart has a way for people to review their purchases, it can help spur sales. People want to avoid buyer’s remorse for deals that got away because they were too slow to snatch them up. Offer price guarantees and detail the types of warranties available with a purchase.
  1. Pinpoint Errors at Checkout – If a customer makes an error in paying, you don’t want the cart to start over. Instead, the system should know which fields are causing the errors and highlight them so that the customer can make the needed corrections and the payment process can continue unhindered. Another way to avoid errors is to automatically fill in fields, like zip codes, and use drop-down lists for states. Bad coupon codes can also cause errors and should give a message to the customer if the coupon is expired or invalid, so they aren’t left wondering what’s wrong with the cart. As always, provide other options for purchasing on your website, like a chat window or phone number, in the event that someone does have an issue you aren’t aware of and still wants to make the purchase by going another route.

What Works in Web Design

Online business marketing strategies that improve transparency will also reduce shopping cart abandonment. If you keep the customer informed of the buying process and offer as many payment options as possible, you can increase your sales dramatically because you appear more genuine and trustworthy. Check Google Analytics reporting to pinpoint bottlenecks and eliminate them. Reduce the need for excessive registration details and understand the types of behavior that lead to shopping cart abandonment so that you can address them fully in your small business web design.

Riya Sander

Riya Sander is now working in a position of marketing supervisor for Web123, one of the fast-growing web design companies in Australia. She holds a bachelor’s of Business Administration(Marketing). Apart from her marketing expertise, she always enjoys reading, cooking, pocketbooks and playing with her cat on weekends. Twitter.


Spam Laws, Email Marketing, and Compliance

Spam laws, email marketing, and compliance - Duct Tape Marketing

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Every year, governments increase restrictions on unsolicited email. With new restrictions also comes harsher penalties when laws are broken. Here, we’ll give you a quick refresher on where spam laws stand both nationally and internationally, and how your business can avoid costly mistakes.


This act, passed in 2003, establishes guidelines for sending behavior, content, and subscription compliance, while defining commercial email messages (which are different from transactional or relationship-based emails).

One specific guideline includes making “unsubscribe” both operational and easy to see for readers. Further, companies must have a legitimate physical address, “From” information, and proper subject lines. Businesses should also note that this Act highly discourages sending emails from a purchased list.

But these guidelines don’t stop at the U.S. border.  Compliance laws reach a global market, so let’s visit a few that affect any international email your marketing team sends.

Global SPAM Laws

If you’re larger than a mom and pop shop, complying and understanding global laws is pertinent to your bottom line. These laws not only apply to companies located within a specific country’s jurisdiction, but to any entity sending emails to citizens within that country.


Canada, which passed the Anti-Spam Law (CASL) in 2014, set strict guidelines which threatened millions of dollars in fines when American companies send an email to northern neighbors. Not to be confused with CAN-SPAM, an opt-out law, CASL is specifically opt-in.

This means that you cannot assume consent with pre-checked boxes. Businesses must gain consent through an opt-in action, where subscribers take positive steps to give permission. Although this law has just begun baring its teeth — transitional periods end July 1, 2017 — it’s only the start of even stronger anti-spam legislation.

You can find more information on country-specific guidelines to brush up on documentation:

The entire EU has plans to create more unified legislation across Europe, so while these laws are country specific, businesses should keep up-to-date on what is up the road.

General Data Protection Regulation

Within the next month or so, the European Union Parliament is planning to approve a comprehensive legislative directive known as the General Data Protection Regulation (GDPR). The renovated directive is expected to become law across all 28 member EU Member States in 2018. Within the legislation contains highly organized requirements about obtaining consent when collecting information as well as guidelines about how that information can be stored and used.

Additional objectives of the GDPR include citizen’s control of personal data, and simplification of the regulatory environment for international businesses by merging regulations within the EU. When GDPR takes effect it will replace the data protection directive from 1995.

Best Practices for Compliance

With these laws in place, there are best practices for email marketing that help businesses stay inside the policies and remain compliant.

Use the Double Opt-in Method

Double opt-in lists are not only compliant with international spam laws, they also help boost open rates in the emails you send. MailChimp took a random sample from 30,000 users in its database who had sent at least ten email campaigns, looking for improved email marketing stats from double opt-ins. The email service provider found that the double opt-in method resulted in a 72.2 percent increase in email opens. The data also showed an 114 percent increase in clicks when compared to single opt-in lists!

Never, Ever, Buy a List

Using single opt-ins or double opt-ins is perfectly up to preference, but whatever you do — and we mean it! — never buy a list. You are at risk of a spam trap infection when you purchase any email list.

Most often, purchased lists contain bad and out-of-date information, and there isn’t any good way to tell how old those email addresses really are. Email addresses expire at a rate or 22.5 percent each year. When companies send to bad email addresses, they’ll be flagged as spam, or even blacklisted completely. Deliverability and sender scores are decimated when businesses send to thousands of individuals who never opted in at all.

Choose Name and Subject Lines Wisely

Data from Convince & Convert found that 43 percent of email recipients would report email as spam based only on “from” names or email addresses. And, 69 percent said they would report email as spam based on the text in a subject line. As a result, it’s critical for businesses to be clear about who they are and what the contents of your email say. This is the only way to engage and keep, the individuals you worked so hard to join the list in the first place.

Make Unsubscribing Easy

While it might seem like common sense, we’re constantly surprised how often an “unsubscribe” link is forgotten or broken in email campaigns businesses send out daily. Once a recipient clicks on that link, businesses can obtain more information about why they clicked. Therefore, it’s important to make this process easy and to remove them quickly from your list (within 10 business days is required in the United States).

Clean Up Dirty Lists

Two of the most critical components of CASL and GDPR are data maintenance, so keep a close eye over time. Email recipients must provide either expressed or implied permission to use their information (and a pre-filled checkbox doesn’t mean you have valid consent). Keep a record of where and how permission was given. Internet service providers (ISPs) are becoming more reliant on engagement metrics to monitor spam, so keeping your list clean is imperative. Clean lists also have a much higher engagement rate than old or purchased lists.

Implied consent has an expiration date of about two years with CASL. As an example, someone who purchased a product has given implied consent to add them to your mailing list. But, you’ll want to confirm expressed consent from them at least once every two years. This is easily completed by a running a re-engagement campaign, where recipients click a button to confirm they want to keep hearing from you.

With the new law, GDPR, recipients have the “right to be forgotten” if data belonging to them is not in use for the purpose it was originally collected. That means you won’t be able to use a list you collected for one company to advertise for another.

Don’t Cut Corners When You Email

Following these rules and complying with laws, while also building a list through strict opt-in methods can be daunting, but efforts will pay off in the end. Email marketing is about the quality of contacts, not the quantity. Highly engaged lists lead to improved overall performance of campaigns, better deliverability, and favorable long-term results for your brand and your bottom line.

John ThiesJohn Thies is the CEO and Co-Founder of Email on Acid, a service that gives email marketers a preview of how their emails are displayed in the most popular email clients and mobile devices. He resides in Denver, Colorado with his wife and son. When he isn’t working he’s either on the golf course or snowboarding in the fresh Colorado powder.