Cart Abandonment Rate

8 Simple Ways to Improve the Cart Abandonment Rate of Your Website

If you own an E-commerce store, you must know about the shopping cart abandonment rate. You don’t want to bear the loss of your sales. Once you optimize the cart page, you’ll find reasons why buyers do not complete the buying process.

The shopping cart abandonment rate is one of the critical issues for online brands. You can’t revert the abandonment rate. Yet, the incorporation of specific strategies can improve your shopping cart abandonment rate.

This article will guide you through valuable statistics. and discuss different ways to improve your shopping cart abandonment rate:


What Exactly Is Cart Abandonment?

There’s a good chance you may have heard of the cart abandonment rate somewhere. Well, there’s no rocket science to it – it refers to the total amount of individuals who include an item to their cart. Yet, these individuals don’t pay and complete the checkout procedure.

Shopping cart abandonment is a failure to complete an online order. It revolves around how a visitor checks out your online store without making an order. The digital marketing techniques have advanced but online businesses still face cart abandonment.

Various elements contribute to a high cart abandonment rate. It points to faulty user experience and twisted sales funnel. And together, they make the checkout flow more complicated. That said, optimization of user experience is easier said than done.

But once you fix the issues in your check out process, it would stabilize your cart abandonment rate. This altogether, in turn, will increase revenue and sales.

What about Customer Acquisition Cost?

The total expense to convert one lead to a customer refers to customer acquisition cost (CAC). For digital marketers, the customer acquisition cost is a vital metric to track.

A customer acquisition strategy can help you measure the spontaneous reaction of visitors.  You can see how strategy is working and make relevant adjustments. You can even use CAC to scale up your business operations and attract more investors.

What is the Average Cart Abandonment Rate?

As of now, the current average cart abandonment rate is almost as high as 70%. But, the average abandonment cart rate in 2018 rose to a whopping 80%. A study has shown that fashion retailers have the lowest average abandoned cart rate.

Shopping Cart Abandonment Rate: Statistics

Here are some of the eye-opening cart abandonment stats:

Yes, a different industry may experience a different shopping cart abandonment rate. But the cart abandonment rate seems to average under 70%.

The abandonment rate for mobile users is as high as 85.65%

At least 39% of mobile users have abandoned shopping carts due to hesitancy in giving out personal information.

More than 45% of the shoppers have abandoned carts because the Discount Code has expired. or hasn’t worked.

Prominent E-commerce brands lose sales revenue of $18 billion each year because of abandoned carts.

Optimization of check out process can boost conversions by 35.62%

More than 50% of shoppers abandon carts to avoid rewriting their shipping or credit card information

More than 55% of potential buyers will abandon shopping carts once the waiting time goes over a mere three seconds to load the page.

Checkout flow has an average of 23.48% and form fields a 14.88%.

Complete optimization of checkout flow can reduce form elements as low as 12 and form fields to 7. (Source)

Ways to Deal with Abandonment Rate

Here are some of the practical ways to lower the abandonment rate of your website:

Allow Guests to Checkout

For several decades, we believed that the accumulation of data will lead to more sales. Newage marketing has come to realize that online shoppers don’t need an account to checkout. They can check-in as guests and complete the buying process without any hassles.

The necessity to create an account can reduce users’ shopping experience. It further discourages them from purchasing on your site. So, potential customers leave without delay. Thus, the ideal course of action would be to allow shoppers to shop as a guest without having to log in.

Your Checkout Process Should be Simple

It is of utmost importance to simplify your checkout process. Also, don’t jump on your users for every piece of information. Instead, decrease the fields and segment your checkout process into simpler steps. It’ll help your potential customers to take one step at a time and provide you with information at ease.

Gradually Develop Customer Trust

Online retailers, for instance, shouldn’t treat their visitors naively. Online visitors are aware of fraudsters and frauds both. It is no wonder most of the users are reluctant to input their valuable financial data on unknown sites.

You should put yourself in their position and build long-term trust. Your visitors should feel safe and secure on your website. And it is your job to ensure you don’t use offensive or misleading signs.

You can use customer testimonials, third-party reviews, certification badges to build trust. Showcase your fair return policy that might solve the grievances of the online users.

Provide Multi-Payment Options

Many online shoppers tend to buy an item only through a preferable mode of payment. And why wouldn’t they? It actually makes more sense. For example, several customers don’t have a credit or debit card. They may want to pay through a service such as PayPal or American Express. So, offer more than one payment option to your customers.

Online Payments


Provide Smart Upsells

Do you know how many online users don’t complete the buying process due to high shipping costs? Many users abandon carts due to reasons such as shipping charges, service taxes, or extra fees.

Use free shipping promotions, coupon codes, or special discounts offers, to avoid abandonment. By adding these, you will be able to improve conversion rates. These can also help decrease cart abandonment rates on your website.

Integrate Live-chat Support  System

Sometimes online shoppers will have one or more questions about the buying process. And it is your job to offer online customer help through live chat support. Help customers request information about any online products and make an informed decision.

Once you offer a live chat support system in real-time, your buyers will be able to ask any question on the spot. You should think of it as an opportunity to influence customers to complete the order. And the high shopping cart conversion rate means high customer satisfaction.

Don’t Hesitate to Showcase Product Thumbnails

It is easy to dwell on visual representation as compared to textual information, for buyers. The images you choose to incorporate on your site will have a significant impact on your cart abandonment rate. As a matter of fact, several e-commerce brands use it as a reassurance strategy for potential visitors.

Abandoned Cart Emails

The abandoned cart emails are reminders sent through email to potential buyers. The term abandonment applies because users fail to finish their buying process.

The abandoned emails are for informing online shoppers about remaining items.  They provide a straightforward method to make the abandoned sale. A sequence of emails is a more cost-efficient and practical way to regain lost revenue.

How Abandoned Cart Emails Affect Conversion Rate?

The abandoned cart emails are reminders sent through email to potential buyers. The term abandonment applies because users fail to finish their buying process. Use different third-party tools to access abandoned cart information of your e-commerce store. Build sales funnel for your business goals and see for yourself how visitors behave on your website.

The abandoned emails are for informing online shoppers about remaining items.  They provide a straightforward method to make the abandoned sale. A sequence of emails is a more cost-efficient and practical way to regain lost revenue.

Conclusion

Contrary to misguided perception, there’s no such thing as a 0% cart abandonment rate. As harsh as it may seem, you’ll always have users who abandon their carts. You can still use many re-engagement and re-targeting strategies to improve conversion rates. 

With the right strategy at the right time, you can figure out what’s missing from your online store. Set up session recordings and see what is missing on the website. Pinpoint specific elements that are discouraging your visitors to complete their order. Use the above information to optimize your shopping cart and increase conversion rate.

How have you been handling abandoned carts on your site? Leave a comment and share your thoughts


Pritesh Baswante

Pritesh B is a digital marketer with a fortunate habit of learning from people around him. He has a master's degree in marketing management. He grew up in Pune and is currently working with Hummingbird Web Solutions. He is passionate about SEO and is a CRO (Conversion Rate Optimization) enthusiast. He is focused and result-oriented, but can also be a bit whimsical. You can connect to him via LinkedIn.

1 comment

  • Abandoned Carts have been a long problem for our eCommerce store since then. Read a lot of articles, applied strategies and yet, of course, this dilemma cannot be fully eliminated. But thank you for these important points, will surely try to apply these on our website as well. Cheers!

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