WooCommerce is the largest ecommerce platform by sheer number of stores and it doesn’t look like things are slowing down. In fact, it seems like the fun is just beginning. The platform isn’t even a decade old and it was only acquired by Automattic (the parent company of WordPress) in 2015.
Despite the fact that the sky is the limit for WooCommerce merchants trying to customize their stores, certain problems faced by merchants on a daily basis remain unsolved. Perhaps at the top of the list is the issue of cart abandonment.
As those keeping up with Shopify already know, Shop Pay has shown to be strikingly effective at solving this issue by eliminating friction from the checkout process. This gives Shopify merchants a major advantage. Depending on your industry, up to 94% of carts are abandoned these days and WooCommerce merchants are particularly susceptible given the association between cart abandonment and frictional checkout.
But why exactly does this association exist?
We’ve spoken about the history of online checkout and the growing fickleness of shoppers in a previous article, but the bottom line is that, outside of Amazon and Shopify, in the last two decades the online checkout process has not fundamentally changed beyond the use of autofill.
Shoppers are sick and tired of it. With each additional second spent on checking out, they are more likely to turn to more convenient ecommerce destinations, such as Amazon, which pioneered the use of one-click checkout now readily adopted by Shop Pay. Most shoppers simply want their online purchases to be as simple as one click.
So what can the merchants of WooCommerce do to solve the issue of cart abandonment? And is there any equivalent to Shop Pay on WooCommerce?
Fighting Back Against Cart Abandonment: the Traditional Way
First, the obvious should be stated: autofill does remove some of the friction from checking out. But autofill works best when you minimize the amount of checkout pages and fields.
One-page checkout plugins abound these days and many themes come with a one-page checkout by default. Additionally, a plugin like Checkout Field Editor will let you easily reduce the number of fields in your checkout if you’re not comfortable using PHP. As an example, you might consider removing the field for a customer’s phone number if you deem that it is not absolutely necessary to collect that information.
A very popular solution to cart abandonment is the implementation of an email automation plugin, like Metorik Engage. However, the cold, hard truth is that, by the time the shopper receives the email, it is probably too late. Furthermore, for those shoppers who never bother typing in their email, this solution misses the mark.
An equally popular solution is spending hundreds of dollars or hours of your time on a highly-customized multi-step checkout flow that enables cross-selling and up-selling. But with each item that you attempt to up-sell, friction is being introduced to the checkout process. Thus, the trade-off is self-evident.
Some merchants implement an account creation process on their site with the incentive of making checkout easier the next time a customer makes a purchase. However, the initial checkout barrier is all a customer needs to decide never to visit your store again. It is highly recommended that you skip this solution entirely unless you rely primarily on repeat customers.
Fighting Back Against Cart Abandonment: the New Way
So far it seems like none of these solutions can match the simple elegance and effectiveness of Amazon or Shop Pay’s one-click checkout. That is only the case with PeachPay for WooCommerce , which allows shoppers who have never been to your store to check out with one click provided they have used PeachPay before. A new era of convenience is upon us and WooCommerce merchants have some catching up to do.
The first time a customer clicks the button generated by the PeachPay plugin, a simple, streamlined form is generated. The next time the customer encounters the button, on any site whatsoever, all their information will be available for one-click checkout.
And the best part about PeachPay is that it is free, as its price is built into the standard Stripe transaction fee. All you need to do to bring PeachPay to your store is opt into this waitlist, which will enter you into a queue of merchants. No need to worry about the wait, as the PeachPay team is agile enough to reach out to every merchant in 1-2 days’ time.
To conclude, then, the single most effective approach you can take to reduce cart abandonment and increase conversions is to adopt PeachPay’s passwordless one-click checkout plugin.
PeachPay promises merchants a set up that takes minutes and customers a checkout that takes seconds. Now, you can finally compete with Amazon and Shopify.