How to Reduce eCommerce Cart Abandonment [Guide]

August 25, 2021

Do you run your eCommerce business successfully?

Hmmm… I’ve never seen your e-commerce store and I don’t need to, to guarantee that you’re losing money. Because, every moment, some of your store’s visitors abandon their carts before completing their purchase.

Do you want to reduce cart abandonment, but don’t know where (or how) to start?

And, I believe you asked Google ‘How to reduce shopping cart abandonment’ time and time again. And now you’re probably familiar with the standard tips and tricks, mostly related to improving your checkout flow.

That’s why we decided to create a structured guide to unique shopping cart recovery tactics. So, let’s start!

 

Table of content:

What Is Shopping Cart Abandonment?

Imagine that you’re filling up your shopping cart in a supermarket and after being distracted by something (e.g. sudden phone call) you forget about your cart with all stuff for a dinner and walk out of the store. Surely, such a scenario is unlikely in the real world. However, this happens all the time in the world of eCommerce.

Shopping cart abandonment is one of the biggest problems for an online business to overcome.

 

Checkout abandonment vs abandoned carts

“Abandonment is an eCommerce term used to describe a visitor on a web page who leaves that page before completing the desired action.”

Cart, or basket, abandonment may be the most obvious, but there are different types of abandonment across different sectors.

So let’s clear that up real quick:

 

What effect does shopping cart abandonment have on eCommerce retailers

  • Statistics
  • Some estimates say the average eCommerce store loses 75% of their sales or eCommerce stores lose $18 billion in sales revenue each year to digital cart abandonment. [Source]

 

This means that, in the best-case scenario, most eCommerce sites lose at least three-quarters (3/4!!!) of shopping carts are abandoned before users cross the line and convert. At worst, it means that four in every five shoppers are leaving their carts before actually buying anything.

Research from Statista found that when UK shoppers abandon carts, less than a third return to buy chosen products. A quarter of them buys the same product from a competitor.

Let’s take a closer look at the impact that cart abandonment has on the eCommerce business:

 

  • Product unavailability and negative user experience because of genuine buyers will not be able to purchase as long as bots continue to load up shopping carts. Customers may move on to shop at competitors’ sites instead, which directly impacts sales on the targeted site.
  • Skewed website analytics and reduction in conversion rates: These fake leads impact not only traffic stats and campaigns performance, but mislead advertisers and results in strategies based on incorrect metrics. 
  • Waste of time and effort: Money spent on campaigns for bots could have been used more effectively to target qualified audiences. Extra work of IT teams to control heavy bot traffic on peak shopping days is also waste of efforts.
  • Loss of revenue in pair with increasing investments: caused by spikes encourage business owners to invest more capital and efforts, as they believe that their current business strategies are not working properly;

 

But, abandoned carts often indicate a website or customer experience problem. Discover this problem, fix it, and get more profit afterward.

In other words, if you can improve your cart abandonment rate, you improve your revenue.

Shopping Cart Abandonment Rate

How do I find out my cart abandonment rate?

Cart abandonment rate is reported as a percentage. It tells you what percent of your total number of shoppers add items to their cart, but don’t complete their checkout.

 

Here’s how you can calculate your abandonment rate:

 

[1  [ (#) completed purchases / (#) shopping carts created ]] * 100 =  

(%) Shopping Cart Abandonment Rate

 

 

  1. Divide the total number of completed purchases by the number of shopping carts created
  2. Subtract the result from one
  3. Multiply by 100.

 

 

Here’s how the math works:


For example, if you have 300 shopping carts were initiated, but 200 of them were never actually purchased, which means that about 66% of your shoppers left without completing their order.

 

Shopping Cart Abandonment

    [Source]

 

 

That’s a lot of money left on the table, right? Well, you might be surprised to learn that a 66% cart abandonment rate is actually pretty good compared to industry averages.

 

How to Track My Cart Abandonment Rate

To find your current rate, you can look at a handful of data sources:

 

Platform analytics

a) If you’re using Magento the default Magento 2 offers an Abandoned carts report  (Magento Admin Panel > Reports > Abandonment Carts) that lists all registered customers who have abandoned carts which is yet to be expired.

The abandoned carts report grid lists the below details:

  • Customer Name
  • Email Address
  • Number of products in the cart
  • Cart Subtotal
  • Applied Coupon
  • Date created
  • Date of the last update
  • IP address

 

Moreover, the Magento connector allows you to either enroll your abandoned carts into an Engagement Cloud program, enabling you to execute an omnichannel strategy or send an abandoned cart email series to both your customers and guests of your website.


b)
If you’re using Shopify, you can quickly access all the numbers you need under
Analytics > Reports, look for (1) the total number of sessions where a customer added a product to the cart and (2) the total number of sessions where a customer purchased a product.


c)
If you’re using WooCommerce, you might need to install a plugin, such as
Cart Reports, to easily view your rate and metrics such as most abandoned products.

 

 

Google Analytics

Alternatively, if you have the Enhanced Ecommerce feature turned on in Google Analytics, you can access your rate there.  If you’ve set up eCommerce tracking in Google Analytics, you don’t have to do the math yourself.

 

Google Analytics automatically tracks and calculates the conversion and abandonment rates for you. Just navigate to Conversion -> Ecommerce -> Shopping Behavior, and you’ll find the numbers you need.

 

 

Shopping Behavior Report

In the Shopping Behavior report, you’ll see a funnel report that tracks five main activities:

 

  1. All Sessions = visits to your site
  2. Product Views
  3. Add to Cart
  4. Check-Out Sessions
  5. And Sessions with complete Transaction

 

 

The numbers at the top of each column represent each activity’s count, and the numbers at the bottom of each column represent the drop-off from each step. In the example above, cart and checkout abandonment are not so bad, but at the same time, we can see very high browse abandonment.

Analyze the Purchase Funnel by Segments

Another powerful feature of the Shopping Behavior Report is that it allows you to break down the purchase funnel by segments. Right below the funnel chart, you’d see a table like this.

 

 

 

By default, it breaks down the data by user type. However, you can choose to break down the data by geographic locations, device types, campaign medium/source, etc. This allows you to compare shopping behavior among different segments of your shoppers.

 

 

What is the average shopping cart abandonment rate?

Based on data from 44 different studies, Baymard Institute reports the average online shopping cart abandonment rate is 69.75%. The percentage of abandoned carts ranges anywhere from as low as 57.60% to as high as 84.27%.

But, it differs by the device (Barilliance, 2018), with mobile having the highest percentage of abandoned carts:

  • – Desktop: 73%
  • – Mobile: 85.65%
  • – Tablets: 80.74%

 

Lots of factors play a role in cart abandonment. Rates will vary according to

 

  • industry / niche / business type – for example, the automotive, finance, travel and charity sectors are often abandoned, while the fashion industry or gaming show a better picture;
    • Statistics
    • Retail suffered from an 84.51% cart abandonment rate whereas it is 79.95% for the travel industry. The abandonment rate is as low as 67.92% for insurance and as high as 96.88% for automotive. [Source: Statista]
  • location – Asia and the Pacific Islands have the highest abandonment rates. Next is the Middle East, Latin America and North America, while Europeans have the lowest cart abandonment rate.
  • season / day of the week / the time of the day – e.g. December is the month where cart abandonment is at its highest; abandonment rates for checkout pages rise on Fridays, Saturdays, and Sundays and between 6 and 9 pm.

 

Actually, as the average rate depends on different factors. That’s why we caution against using any of these numbers as your benchmark.

It’s better to say that a  good abounded cart in your particular business case is one that’s always improving. It is the one that’s lower than last month’s.

Let’s do the math.

Let’s imagine, your rate is 65% (pretty good so far!). Let’s say you have 100 transactions per month, and your average order value is $1000. So, your monthly revenue is $100,000. If you improve your rate to 60%, then your monthly revenue is $100,000 = 5%, thus you’d see an extra $5,000 in revenue per month.

Five thousand dollars bonus, not bad. And that’s from improving your abandonment rate by just 5%!

And now, imagine you improve that rate a little every month!

 

Some Cart Abandonment Statistics

Here are some sobering data for eCommerce marketers:

  • The global cart abandonment rate is 75.52%.
  • The travel sector has one of the highest abandonment rates of any eCommerce vertical, at almost 85% [source]
  • Abandonment costs e-marketers about 2 to 4 trillion per year.
  • 12% of people abandon a form during an online checkout if there aren’t trust badges
  • 29% of people cite security reasons as a concern when it comes to completing online forms
  • 23% of people won’t fill out your checkout form if you make them create an account
  • 80% of shoppers will not make a purchase unless there is a hassle-free return policy
  • More than 67% of site visitors will abandon your form forever if they encounter any complications
  • The top 3 reasons for abandonment include unexpected costs (shipping, taxes, fees), required account creation, a complicated checkout flow process.
  • Nearly 40% of surveyed consumers responded that they abandoned their shopping cart because they had been just browsing in the first place.

 

  • Statistics
  • U.S. retailers spend approximately $23.50 billion on digital ads per year to drive traffic to their eCommerce websites, but the average conversion rate hovers around 2.68%.  [Source]

 

You may check more statistics, but the most important lesson we should take is that abandonment affects conversions seriously, and what are the reasons we should pay attention to.

These shopping cart abandonment statistics prove you’re leaving money on the table. People are already visiting your website. More than half of those who like a product enough to add it to their cart exit without buying.

Complicated checkout processes, unclear pricing, and high shipping costs are huge factors in why a shopper decides to exit.

The good news? It’s preventable.

Reasons For Shopping Cart Abandonment and How to Fix It

You’ll never be able to fully eliminate cart abandonment. But once realizing what’s causing shoppers to abandon their purchase – you can address it to protect your conversion rate.

Every eCommerce store is different, but the following are some common reasons cart abandoners don’t complete their checkout.

Let’s dig into some of the more specific triggers for shopping cart abandonment:


–  Price is too high or Restrictions on product quantity

Users on the web often comparison shop to find the best deals. They can abandon your store because of the higher price.

Also, shoppers don’t want to add items to their cart only to find out later that they can’t actually buy them because the item is out of stock or because of restrictions on how much each person can purchase.

 

+ How To Fix

You can help prevent customers from jumping ship by offering special discounts and coupon codes.

Being upfront about product availability and quantity limits helps set expectations that a product might have limited availability, reducing consumer frustration later.


–  Unclear pricing or unexpected extra costs

Shipping costs, import taxes, currency conversions or any extra fees play a decisive role in determining whether it’s worth buying from an online retailer. The shock of unexpected costs usually occurs after shoppers have entered their shipping information. Once they see those fees, they may reevaluate their purchase and abandon their carts. 

  • Statistics
  • These unexpected costs are the reason 49% of high-intent shoppers abandon their carts. [Source]
  • 68% of US shoppers  say if there’s not free shipping, they won’t purchase at least half the time [Source]

 

+ How To Fix

 

  •     Make shipping and all extra costs explicit

Be transparent about all costs before the customer reaches the final steps of the checkout flow.

List shipping costs early on in the funnel. If you offer free shipping, emphasize this in a free shipping bar at the top of each page. Or, if you can’t offer free shipping, make shipping costs explicit on product detail pages, so potential customers aren’t surprised by it in checkout.

 

  •     Offer flat-rate shipping

If you can’t offer free shipping, consider flat-rate shipping. For example, “$9 flat-rate shipping in the US.” Some shoppers won’t want to pay it, but by listing this cost upfront, you at least sidestep the bad experience of surprising customers with it later.

 

  •     Offer free (or discount) shipping

Consider offering free delivery to customers and displaying it prominently in your checkout process.  Bake shipping costs into product prices, then offer across-the-board free shipping, geographically-bound shipping (“Free shipping in the US”), or free shipping once customers reach a minimum order value (“Free shipping for all orders over $29”).

You can compare prices between carriers to find the best price, but not forget about service quality as well.

Even if you can’t scrap shipping costs entirely, there are workarounds to offering cheaper delivery for people mid-checkout, e.g.:

  • Use lightweight packing materials to reduce its weight
  • Use carrier-provided packaging if possible.
  • Offer free local delivery or pickup

– Mandatory user account is required

First-time customers of your online store want a fast, friction-free checkout experience. Time-consuming fields aren’t essential to buying an item online. Requiring users to create an account adds an extra step to the checkout flow and is an unnecessary barrier to purchase. And failing to offer a guest checkout option is one of the leading causes of shopping cart abandonment.

  • Statistics
  • According to Baymard Institute, the number two reason the visitors abandoned their carts was “the site wanted me to create an account” and  24% of potential customers who wanted to purchase left.

 

+ How To Fix:

 

  •     Offer guest checkout option

The success of your online store depends on the checkout experience.

To avoid losing a quarter of your “ready to purchase” site visitors, give them a guest checkout option that doesn’t require them to sign up or log in.

While, yes, a sign-up helps you collect valuable customer data, it’s not a good idea to force customers to do this.

By offering a guest checkout option, you will have to sacrifice some of that so sweet data marketers usually crave. However, you’ll also make things a hell of a lot easier for your customers, which is exactly what they want.

The easier you make it for people to buy from you, the more sales you’ll make. And, if they complete their purchase, you’ll still receive their email, so you can always prompt them to create an account later.


– Complicated, not optimized checkout process

Online shoppers want to cross the finish line as quickly and easily as possible. They will abandon the checkout flow if it is too complex or time-consuming. And not only this time but permanently deter them from ever purchasing on your site again.

All personal data of the customer (name, birthday, address, etc.) help online retailers understand this customer better. But as a retail, you should choose either customer information or purchase.

  • Statistics
  • An average large-sized eCommerce business can gain a  35.26% increase in conversion rate through better checkout design. [Source]

With not optimized checkout, potential customers experience all kinds of unnecessary friction or confusion as they try to make a purchase, for example:

  • Difficulty updating or adjusting cart items
  • Ambiguity around what’s in the cart
  • Unclear next steps
  • Unclear sense of progress (i.e. no progress indicator)
  • Too many form fields
  • Distracting banner notices or ill-timed pop-ups
  • Confusing error messages, etc.

 

+ How To Fix: Step 1 – Audit

So, the best way to uncover these issues is through an audit. Some effective options include:

 

  •     Pathway analysis

Pop into Google Analytics and use their reports to figure out where customers are leaving. The Goal Flow Report, Users Flow Report, and Enhanced Ecommerce feature can all come in handy here.

 

  •     Combing feedback 

From there, look through records of wherever customers engage with you to figure out why those dropoffs might be happening. Are there any recurring checkout complaints in your live chat logs, SMS, support emails, or social media tags? Look for and document any trends.

 

  •     User testing

Finally, use user testing services to quickly test any hypotheses you formed from looking at analytics and feedback. Or, if you want to DIY user testing, gather a group of potential customers who fit your persona and have never seen your site before. Then, ask them to walk through the checkout flow. Ask them to talk you through what they find helpful and/or confusing.

Once you know where consumers are getting stuck in the checkout, you can begin testing improvements.

 

+ How to Fix: Step 2 – Optimize

 

  •     Make Navigation Between Cart and Store Effortless

The easier you make it for customers to move between their cart and your store, the more likely they are to stick with it and actually check out.

Help your customers to navigate your site by offering logical, intuitive navigation options between your checkout and product pages. The more work you force your prospective customers to do, the less likely they are to cross the line and convert.

 

  •     Use One-click checkout

One way to simplify the checkout flow for users is to offer a seamless one-click checkout.

 

  •     Save Cart for Later

Another helpful tactic is allowing shoppers to save their carts for later. Make it effortless for customers to save – and later return to – their carts-in-progress.


– Lack of payment options

Customers often have strong preferences of how they would like to pay, and only complete a purchase if the payment methods that are most convenient for them — whether it’s PayPal, Apple Pay, or a buy now, pay later option — are presented.  

  • Statistics
  • 7% of people abandoned their shopping cart because the retailer didn’t offer enough payment methods.

 

+ How To Fix:

 

  •     Offer alternative payment options 

Long gone are the days of customers having to enter their long card number into their browser.

Credit card payment options are a no-brainer, but today, consumers have more choices than ever before of how to pay for goods online. PayPal is still going strong, but mobile payment systems are becoming increasingly popular, particularly among younger demographics.

Amongst some of the most popular payment methods are:

  • Shopping apps (Shop Pay and PayPal)
  • Digital wallets (Apple Pay, Samsung Pay, and Google Pay)
  • Buy now, pay later (Shop Pay Installments, Klarna, Four, and AfterPay) – payment method which have grown by 215% in 2021.

 

By offering more payment options, you’re giving your customers what they want, and that’s what it’s all about.


Shipping methods and Unexpected delivery times

Shoppers expect their items to be delivered in a reasonable timeframe. If there is no express shipping available and they have to wait too long, the value of shopping online over going into a store is diminished.

 

+ How To Fix:

Shoppers want to know the time they can get their order, so let them know the delivery times as soon as possible.

Implement a messaging system that notifies them that their order is on its way. If you have their e-mail, with help of e-mail service providers you can automate this process.

If you’re using WordPress for your e-commerce store, you can also install order tracking plugins that allow them to check the status of their package.

And don’t forget to make sure that tracking numbers or codes from your carrier are accurate.


Ambiguous Return and Refund Policy

Customers often get information on return policies and warranties after adding items to their cart. hoppers want to know that should anything go wrong with the product, they can easily return it to the retailer and receive a refund.

 

+ How To Fix:

Returns policies aren’t just essential post-purchase.  Shoppers want to know they have options for items they buy online—like returning it for a full refund if it’s different from what they expected.

 

  •     Highlight your returns policy 
  • Statistics
  • Around one in 10 cart abandonments happen because the shopper wasn’t satisfied with the returns policy during the checkout process.

Offering a no-questions-asked money-back guarantee (or similar offer of assurance) greatly reduces the potential objections a prospect might have about buying from you.

Even if you already have an awesome returns policy, showcase it mid-checkout – put it front-and-center somewhere – don’t hide it in the depths of a terms and conditions page.

Do whatever you can to make customers feel better about buying from you.


Lack of Trust or Payment security concerns

Buying stuff online is normal, but customers are still (rightfully) wary of sending money to a new brand they’ve just met.

And most web users are very cautious about online payments. They aren’t always comfortable providing credit card info online. And if they don’t feel safe or have concerns that their payment information will not be handled securely, they will not follow through with their purchase.

  • Statistics
  • 17% of people abandon their online shopping carts because they didn’t trust the site with their credit card information. [Source]

 

+ How To Fix:

 

  •     Use a trustworthy eCommerce platform

The journey to recouping lost eCommerce revenue doesn’t start at the checkout page. The entire user experience influences how likely a customer is to complete their purchase. That success is rooted in choosing the best eCommerce platform for your store.

Consider any apps that can reduce cart abandonment across your entire eCommerce site.

 

  •     Install an SSL certificate

 

  •     Use Appropriate trust badges 

This includes any payment processing security you provide, as well as return policies or guarantees.

  • – Transaction forms. Remember that, by asking your customers to fill out a transaction form, you’re essentially asking them to trust you with their personal and credit information. Thus, use your transaction forms as an opportunity to build and establish trust. Include trust signals such as security logos in a prominent position somewhere close to your transaction forms.Also, make sure the logos are recognizable and commonplace.
  • – Footer signals. Real businesses have things like an address and phone number. List these in your footer to signal to customers you’re legit.

 

  •     Highlighting customer testimonials and product reviews

Compared to a product with zero reviews, shoppers are 270% more likely to purchase a product with 5+ reviews. We believe other shoppers more readily than we believe sellers. Collect ample reviews, testimonials, social media clips, and other social proof for your Product pages and Product Detail pages, so you can build trust that carries through checkout.


Frustrating technical issues (errors, crashes)

A buggy or unstable eCommerce site, with speed and performance issues, can cause shoppers to get frustrated and leave.

For example:

  • Slow load times
  • The website crashed
  • Payment processing glitches
  • Poor mobile responsiveness

 

Shoppers are less likely to enter their payment information after experiencing an unexpected crash or slow page load times out of fear that they’ll be double-charged for the purchase or that their payment might fail.

 

+ How To Fix:

 

  •     Use a trustworthy eCommerce platform

Be sure to monitor your analytics and do regular reviews of the checkout process to ensure there are no technical issues and glitches. Also, ensure that the code on your checkout page is optimized so there are no long load times.

At best, these user experience issues make the shopper reluctant to try checking out again. At worst, they diminish the shopper’s faith in your ability to process their order or manage their credit card information (“what if they double-charge my card?”), and they seek a more stable site.

Make sure and regularly test your site in a variety of browsers (Chrome, Safari, etc.), on different device sizes, and on both fast and slow internet connections. Keep in mind usability issues are often best monitored and prevented by development teams, so you may also want to ensure you have someone monitoring site updates, page load times, and bug reports.

 

  •     Optimize Your Page Load Times

According to Visual Website Optimizer, eCommerce shopping cart conversion rates drop 7% for every one-second delay in your page loading.

Some on-page technical elements are more easily optimized than others. For example, your images should be as optimized as possible to maintain that crucial balance of quality and speed. You can also limit the use of ad network trackers, poorly implemented tags, social plugins, and another bloat to increase your page load times.

If you’re aware of an inevitable delay when processing payments, consider introducing a visual representation of the delay to assure customers that something is actually happening, such as a loading bar or progress indicator.

 

  •     Optimize All possible bugs 

Magento Technical SEO Issues You Shouldn’t Be Ignoring


No discounts (promo codes) to use or vice versa

Shoppers often find themselves inundated with offers and promotions from multiple retailers. Deal-seekers may expect your store to offer similar discounts and, if you don’t, they may choose to buy from your competitor.

 

+ How To Fix:

When shoppers are about to make a purchase and they see an empty “apply coupon” field, many of them pause. The empty field whispers, “there’s a discount out there, you just have to go and find it” – it’s a typical situation with bargain-hunters shoppers.

 

Depending on how often you offer coupons or discounts, you have a few options to deal with this:

  • Place the field low: If you frequently offer coupons or promos, place the code field at the end of the checkout process or below the required fields.
  • Provide codes on-site: Instead of sending shoppers to Google, keep them on a site with a link to “find an offer”, “see all active offers”, or relevant promotional bar on checkout pages.
  • Pre-apply codes: If you’re using a promotional code to drive traffic from email to a product page, pre-populate the promo field with this code (don’t send shoppers back to their email where they may get lost). Or, pre-apply the code based on qualifying cart items.
  • Collapse the field: For brands who send codes less frequently, consider collapsing the field in addition to placing it low. A collapsed field will only expand when customers click it (see the example from Sundays for Dogs below), so it looks less like an enticing blank that needs to be filled in.
  • Remove the field entirely: The discount code field is a default setting for most eCommerce platforms. But if you never offer discounts or promo codes, there’s no reason to leave this field in your checkout. Remove it.


Window shopping or Comparison shopping

Visitors, who are “just-looking” or Lookers, aren’t there to buy, they’re there to window shop. Baymard Institute estimates as many as 58.6% of US shoppers abandon carts because they’re simply browsing. Or conducting research to buy later. Or doing comparison shopping. Thanks to the internet and the rise of mobile commerce, customers have access to many options when shopping online and can compare those options quickly.

 

+ How To Fix:

  • Displaying any true notices about limited availability or low stock
  • Listing any promotions, such as bundles, to encourage purchase
  • Capturing their email and re-engaging them with a cart recovery email
  • Retargeting the Looker through ads over the next few days
  • Add an option to “save cart” for later


Shoppers are human and the universe is chaotic

This last bucket of why shoppers abandon carts is a catch-all. While it feels good to sort human behavior the way we just did, the gritty truth is there are plenty of other reasons someone ditches a cart — and many of those aren’t solvable.

For example:

  • A phone call came through
  • The oven timer went off or the washing machine finished
  • The credit card is all the way across the house
  • The dog or cat just threw up on the carpet
  • A phone call came through
  • The kids got home from school

 

And dozens of other reasons. The point is, you can’t account for every irrational quirk of human nature and the universe, nor should you try to.

Remember, you’re not trying to eliminate cart abandonment, you’re trying to improve your specific rate.

 

+ How To Fix – Fixing is not possible


 

There are a few other practical ways you can decrease cart abandonment.

Shopping cart recovery tactics

Your potential customers abandon their shopping carts for many different reasons, addressing those issues at an early stage results in reduced shopping cart abandonment.

 

Reducing your shopping cart abandonment rate will be an ongoing process.

Step 1. Analyze user behavior for conversion funnel leaks. Tools like Google’s Advanced Ecommerce Analytics can help you create comprehensive conversion funnels to map out exactly where shoppers are dropping off.

Step 2. Collect customer feedback about pain points. Don’t be afraid to ask both converted shoppers and cart abandoners about how you can improve your checkout process. Getting direct feedback from your customer base can reveal insights that might have been hard to measure with your data analytics tool.

Step 3. Conduct A/B testing. Run A/B tests regularly to see which checkout designs, layouts, and forms of content perform the best. Make sure that when running A/B tests, you alter only one variable at a time, so you can identify what impacts the performance of the new campaign.

Step 4. Start optimizing.

While going through the reasons for abandonment, we mentioned how to fix each issue and solve the problem. Now, let’s dive into some marketing tactics.

 

Despite your best efforts to reduce cart abandonment, some percentage of customers will always leave your site while checking out before making a purchase.

That’s where, beyond just optimizing the shopping cart experience, another key strategy for dealing with cart abandonment comes in. It’s a shopping cart recovery tactic, aimed at capturing the customers after they’ve already left your eCommerce site.

 

There are two main methods of cart recovery:

 

  •     1. Optimize and Send Abandoned Cart Emails

Cart recovery emails are another way to recoup lost revenue. If the user entered their email address during the checkout process before leaving your site, then there is the opportunity to send them an abandonment email.

 

  • Statistics
  • About 45% of emails sent to follow up on an abandoned cart are opened by consumers. 21% of the opened follow-up emails are clicked on (One in five recipients clicks it). 10.7% of individuals that receive emails return to make a purchase. [Source]

 

Tips to create an effective abandoned cart email:

  • Automation.The 1st is usually a gentle reminder to complete your purchase. The 2nd might give you a deadline—“Your order is about to expire!”—and the 3rd usually includes a coupon or discount to bring you back.
  • Valuable Offer. So, what makes a good cart recovery email? A reminder of the product they’ve left, along with extra incentives. This is usually some form of offer (like free shipping) or coupon code to convince a user to return and continue with their purchase.
  • Timing. When reminding people of the items they’ve left in their shopping cart, timing is key. Because, if you wait too long, they’re gone. Send a follow-up email within the first hours.
  • Personalization. Collect abandonment product information data (like which items a customer has added to their cart, color, size, etc.) to deliver an email reminder to complete the purchase.
  • Clearness. An email should be simple and don’t have to be creepy. Before using your email template(s), try to “take a tour of your emails from the customer’s perspective at first.

 

Tip: Use SMS alongside your emails

If the shopper has given you their phone number and opted-in to receive texts from you, you can also leverage SMS (or better messages in Messengers) to remind them to complete their purchase.

For sure, such texts usually require less design and formatting than emails, but messages still should be simple, personalized, and sent in time.

 

  •   2. Retarget cart abandoners elsewhere online

Ad retargeting is another powerful tactic in cart recovery. And it is absolutely essential for eCommerce retailers.

The advantage of retargeting is that it works even if the user did not enter their email address, and you can remain top of mind for the customer as they are browsing the web.

The beauty of online shopping is that most customers use several channels at once. That’s why retargeting is absolutely essential for eCommerce retailers who need to reduce cart abandonment.

 

  • Statistics
  • Research shows that three out of four shoppers notice retargeted ads and 26% (over a quarter) will click on the retargeted ad. And as a result, retargeting can reduce cart abandonment by 6.5%, and increase online sales by almost 20%. [Source]

 

Use tracking pixels or cookies on your site to show the products the abandonment customers explored. To do that – work with your development team here or contact us if you need any help.

Facebook remarketing is perfect for targeting shopping cart abandoners. The Pixel collects all the data about the shopper, including abandoned products, and that data is synced with a Facebook profile. Finally, dynamic product ads show the exact items they’ve left, and nudge them to head back to your website to complete the purchase.

Remarketing with Google AdWords and Bing Ads is also a great idea.

 

So, the previous tips we mentioned earlier to deal with the top reasons for cart abandonment can help reduce your shopping cart abandonment by optimizing the process of online shopping on your online store. But retargeting can help you to win back the prospective customers that you will lose along the way.

 

Extra Marketing Tactics

 

  •     Popups. Using exit-intent popups is the best strategy for online retailers to reduce shopping cart abandonment. It helps you grab your customers’ attention by offering them a coupon code or promotional discount the moment they make up their mind to leave their shopping carts. This strategy also converts window shoppers into regular customers.

How to Boost Your eCommerce Revenue With Popups [GUIDE]

  • Push notifications.
  • Social proof.

Recap

One thing is clear: poor and frustrating user experiences are more likely to cause shoppers to abandon their purchases.

To recap, some of the suggestions we’ve brought up so far are:

 

Checklist to Reduce Shopping Cart Abandonment

If you want to reduce the number of people who abandon their shopping carts on your site, try these proven solutions below.

Just check the list whether you follow them on your store!

  1. Target cart abandoners with remarketing
  2. Reduce your page load times
  3. Identify leaks in your conversion funnels
  4. Be clear about refund and return policy
  5. Costs transparency
  6. Offer Free Shipping
  7. Offer a money-back guarantee
  8. Offer a guest check-out option
  9. Make it super-easy to save your cart
  10. Improve check-out page CTA’s
  11. Allow multiple payment options
  12. Improve navigation between cart and store pages
  13. Include thumbnail product images in your shopping cart
  14. Use progress indicators on the checkout page
  15. Use trust symbols throughout the checkout process
  16. Enable Guest Checkout
  17. Offer multiple payment options
  18. Create Urgency
  19. Send an Abandoned Cart Email
  20. Use Social Proof
  21. Breadcrumbs
  22. Use Exit-Intent Popups
  23. Try Conversational Marketing
  24. A/B Test Your Forms
  25. Improve page load speed
  26. Use thumbnails of products

 

And one of the most critical is ensuring a dev team is monitoring your site uptime.

These improvements all address the solvable reasons consumers jump ship while helping you create a less distracting path to purchase.

Need some help? We’ve got you covered

The customers who make it to the cart have already engaged with you to create an order — they just need a bit of help completing the purchase.

If you’re not sure the best way to do that, we can help.

Contact us if you need any technical help with your eCommerce store maintenance or any marketing initiatives.

 

Want to learn more?

Let us prove our skills and provide you video review for your ecommerce site. Feel free to schedule meeting with our team.
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